Leman Decorations

What Leman Decorations does

Mallows is a privately held, family-owned artisanal marshmallow producer headquartered at Industrieweg 43 in Roeselare, Belgium. The business originated in 1978 as Confiserie Crevin and was acquired in March 2023 by Didier and Iris Leman, former owners of Leman Cake Decorations, who rebranded the company to Mallows and drove a doubling of turnover post-acquisition. Its core product is a complete range of handcrafted marshmallows in varied flavors and shapes, with or without premium Belgian chocolate coating, formulated with natural colorings and flavors and produced from an authentic traditional Pâte de Guimauve recipe maintained since 1978.

Name

Leman Decorations

Legal name

Mallows

Website

https://leman.be

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

Mallows is a family-owned Belgian artisanal marshmallow producer, founded in 1978 as Confiserie Crevin and acquired in 2023 by Didier and Iris Leman, exporting to seven countries via DTC and wholesale channels.

Ownership category

akta.pro rank

Product category

Artisanal Confectionery

NAICS

Retail Bakeries (311811), Confectionery Merchant Wholesalers (42445)

SIC

Sugar & Confectionery Products (2060)

akta.pro primary industry

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)

akta.pro secondary industry

Premium/Artisanal Bakery Wholesale (AFAIAFAG)

Keywords

• Artisanal marshmallows
• Premium belgian confectionery
• Natural ingredient sweets
• Seasonal festive treats
• Handcrafted candy production

Headquarters

HQ city

Mouscron

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Artisanal Marshmallow Sales: Direct sales of artisanal marshmallows in various flavors and shapes, with or without premium Belgian chocolate coating. Products suitable for daily consumption or tailored to seasonal festivities. Revenue generated through e-commerce and export channels.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Mallows (operated by the former owners of Leman Decorations) produces and sells artisanal marshmallows handcrafted in Roeselare, Belgium, using a traditional recipe maintained since 1978. Products are offered in various flavors and shapes, with or without a premium Belgian chocolate coating, and are positioned for everyday indulgence as well as seasonal festive occasions, sold directly to consumers and exported internationally.

Product overview

Mallows produces artisanal marshmallows as its core product offering. Originally established in 1978 as Confiserie Crevin, the company was acquired by Didier and Iris Leman (former owners of Leman Cake Decorations) in March 2023 and rebranded as Mallows. The company offers a complete range of marshmallows in various flavors and shapes, with or without Belgian chocolate coating, produced in state-of-the-art facilities in Roeselare, Belgium. Export markets include France, UK, The Netherlands, Ireland, USA, Australia, and Japan.

Differentiator

Problem solved

Functional benefit

Products and services

• Artisanal Marshmallows

Quantifiable outcome

• Turnover doubled since March 2023 acquisition

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Leman Cake DecorationscoreOthersFormer ownership entity of Didier and Iris Leman before acquiring Confiserie Crevin in March 2023. Didier and Iris Leman, former owners of Leman Cake Decorations, acquired Confiserie Crevin and rebranded it as Mallows, bringing their experience in cake decorations to boost growth of the marshmallow business.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Vosges Haut-Chocolat: Vosges is a premium, ingredient-led artisanal confectionery brand with a DTC plus specialty-retail model and international shipping. Comparable in positioning artisanal, natural-ingredient, gifting-led confections at a premium price point.
• Compartés Chocolatier: Compartés is a premium artisanal chocolatier with flavor-forward, design-led packaging and a strong DTC plus specialty-retail model. Comparable in premium-ingredient narrative and gifting-led merchandising approach.
• Tony's Chocolonely: Tony's Chocolonely is an independent, mission-driven premium chocolate maker with strong international distribution and a clean-ingredient narrative. Its model illustrates the trajectory an independent European premium confectionery brand can take into multi-country retail.

Regional players

• Neuhaus: Neuhaus is a Belgian premium chocolate and confectionery maker with similar premium-ingredient positioning and a strong gifting and seasonal focus. It competes with Mallows in Belgian premium confectionery gifting occasions, though its core category is chocolate pralines rather than marshmallows.
• Leonidas: Leonidas is a Belgian premium chocolate and confectionery brand with international retail and franchise distribution comparable to Mallows' export footprint. Both share Belgian origin, premium ingredient narrative, and gifting-led positioning.
• La Maison du Marshmallow: La Maison du Marshmallow is a French artisanal marshmallow producer that competes with Mallows in the same premium, natural-ingredient marshmallow niche within Continental Europe, particularly in France where Mallows also exports.

Broad incumbents

• Godiva Chocolatier: Godiva is a large Belgian-origin premium chocolate and confectionery incumbent with global retail and gifting distribution. It represents the broader premium Belgian confectionery peer that Mallows aspires to scale into, especially via gifting and seasonal occasions.

Direct peers

• Sweet & Sara: Sweet & Sara produces artisanal vegan marshmallows, overlapping Mallows in premium handcrafted marshmallow confectionery with a clean-label positioning. Both target gifting, seasonal, and specialty retail channels.
• Dandies Marshmallows: Dandies is an artisanal/all-natural marshmallow producer with a similar DTC-plus-retail distribution model and natural-ingredient positioning. It is the closest direct competitor to Mallows in the premium artisanal marshmallow niche.
• Whipperz: Whipperz is a UK-based artisanal gourmet marshmallow producer with overlapping flavor-driven product positioning and a similar DTC-plus-specialty-retail model. Comparable product category, target customer, and scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/lemancakedecorationsBVBA
• LinkedInlinkedin.com/company/leman-cake-decorations

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Leman Decorations