Clayre & Eef

What Clayre & Eef does

Clayre & Eef is a Dutch B2B wholesaler of home décor and lifestyle accessories headquartered in Haelen, Netherlands, founded in 1994. The company sells a catalog of more than 15,000 SKUs across multiple home décor categories to independent retailers and resellers, primarily in the Netherlands, Germany, and France. Its customer base consists of small and mid-sized resellers rather than enterprise accounts, and the business model centers on volume distribution through multiple channels.

The company operates an omnichannel distribution architecture combining physical Cash & Carry stores, a multilingual e-commerce platform supporting Dutch, English, German, French, and Italian, and recurring participation in European B2B trade shows. In addition to third-party sourced merchandise, Clayre & Eef develops and launches self-designed in-house product series, including seasonal collections such as a 2026 Christmas pre-order program that enables resellers to commit to forward inventory ahead of the peak retail window. The multilingual digital storefront and Cash & Carry footprint extend its reach beyond the Dutch home market and support cross-border wholesale activity across continental Europe.

Clayre & Eef employs between 101 and 250 people and generates revenue through wholesale unit sales and direct trade show orders to its reseller base. The combination of broad assortment, proprietary design input, and multi-channel distribution positions the firm as a mid-market incumbent in European B2B home décor, competing primarily on assortment breadth, reseller relationships, and channel convenience rather than on technology differentiation or branded consumer pull.

Name

Clayre & Eef

Legal name

Clayre & Eef

Website

https://clayre-eef.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

101–250 employees

Short description

Clayre & Eef is a Dutch B2B wholesaler of home décor and lifestyle accessories serving independent retailers across the Netherlands, Germany, and France via Cash & Carry stores, multilingual e-commerce, and trade shows.

Ownership category

akta.pro rank

Product category

Home Décor Wholesale

NAICS

Furniture and Home Furnishing Merchant Wholesalers (4232)

SIC

Wholesale-Furniture & Home Furnishings (5020)

akta.pro primary industry

Membership Wholesale Clubs (B2B & B2B2C) (CRAEAEAB)

Keywords

• Home decor wholesale
• Textile accessories
• Decorative lighting
• Reseller distribution
• Home accessories

Headquarters

HQ city

Haelen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale B2B Sales: Clayre & Eef generates primary revenue through wholesale B2B sales to registered resellers. Resellers must register for an account to access the full product range and pricing. This is the core revenue stream.
2. Cash & Carry Retail: Physical retail sales through company-owned Cash & Carry locations where customers can purchase products directly without minimum order requirements.
3. E-commerce Direct Sales: Online sales through their website to both resellers and end consumers, featuring their full product catalog including new products, sale items, and seasonal collections.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

Clayre & Eef designs, sources, and wholesale-distributes more than 15,000 home décor, textile, lighting, furniture, kitchen, bed & bath, garden, and fashion accessory products to retail resellers across Europe. The company operates a B2B wholesale model supplemented by Cash & Carry retail locations and an e-commerce storefront, with proprietary self-designed textile and flowerpot series serving as a key differentiator.

Product overview

Clayre & Eef is a Dutch wholesale company specializing in home décor and accessories. Their product portfolio centers on a diverse range of home living categories including Home Deco, Lighting (with a distinctive Tiffany Lighting sub-brand featuring Art Nouveau-inspired stained glass designs), Furniture, Kitchen, Textile, Bed & Bath, Garden & Animal, and Fashion accessories. The company distinguishes itself through unique, self-designed textile series and flowerpot series (featuring over 60 themed designs), as well as curated interior styles and themed collections. They operate primarily as a B2B wholesaler serving resellers, with over 15,000 items available from stock and multiple Cash & Carry locations. The offering is structured as multiple product categories that collectively serve the home décor and lifestyle market, organized around functional areas (kitchen, bedroom, garden) and design themes (Tiffany, seasonal, interior styles).

Differentiator

Problem solved

Functional benefit

Products and services

• Home Décor Comprehensive range of home décor accessories including sculptures, decorative ornaments, planters, artificial flowers and plants, candle holders, photo frames, clocks, mirrors, wall decorations, storage solutions, entrance and wardrobe items, book and desk accessories, home fragrance products, and holiday decorations, offered to wholesale resellers across Europe.
• Lighting Complete lighting solutions featuring pendant lamps, floor lamps, table lamps, wall lights, chandeliers, lamp shades, lamp bases, and distinctive Tiffany lighting with stained glass panels, distributed to retail resellers.
• Tiffany Lighting Art glass lighting collection including Tiffany pendant lamps, lamp shades, bases and hanging systems, ceiling lights, table lamps, floor and column lamps, and wall lights featuring traditional stained glass designs, including Tiffany Art Nouveau, Tiffany Decorative, Tiffany Geometric, Tiffany Nature, and Tiffany Studio collections.
• Furniture Furniture collection comprising seating furniture, tables (dining, coffee, console), cabinets and cupboards, side tables, bedside tables, wall shelves, display wall shelves, room dividers, and fireplace mantels, supplied to wholesale resellers.
• Kitchen Kitchen products including crockery (plates, bowls, cups, mugs, teapots, cutlery), kitchen accessories (serving trays, chopping boards, tiered stands, storage jars, tea boxes, napkin holders, coasters, salt and pepper shakers), and drinking glasses and glassware, supplied to retail resellers.
• Textile Textile offerings including kitchen textiles (bread baskets, towels, oven gloves, pot holders, place mats, aprons, napkins, tablecloths, table runners), bedding (coverlets, quilts, cushion covers), and home textiles (cushion inserts, plaids, blankets, decorative pillows, chair cushions, rugs), supplied to wholesale resellers.
• Bed & Bath Bedroom accessories and bathroom products including canopies, kids room decor, mannequins, valet stands, bath mats, bath rugs, medicine cabinets, perfume bottles, tissue box covers, toilet roll and brush holders, and soap dishes, distributed to retail resellers.
• Garden & Animal Garden and pet accessories including animal accessories (dog beds, cat beds, pet bowls, bird feeders, bird cages, bird houses), garden accessories (watering cans, buckets, plant holders, trellises, thermometers, rain gauges, garden decorations), and garden furniture (bistro sets, benches, chairs, outdoor tables), supplied to wholesale resellers.
• Fashion Fashion accessories including hats and sun visors, winter hats and ear muffs, scarves, socks, bags (handbags, backpacks, beach bags, toiletry bags), purses, wallets, jewellery, umbrellas, fashion accessories (hair accessories, gloves, make-up mirrors, keychains, hand fans), party supplies, and children's fashion, supplied to wholesale resellers.
• Self-Designed Textile Series Company's unique self-designed textile series including kitchen textiles, fashion & bijoux, bedding, and home textiles series with various themed designs such as APY Apple Yard, BBF Blueberry Fields, and BIP Birds in Paradise, sold exclusively under the Clayre & Eef brand to resellers.
• Self-Designed Flowerpot Series Company's unique self-designed flowerpot series featuring over 60 themed collections including Soft Bloom, Bloom & Grace, Blue Rose Blooming, and Butterfly Paradise, sold exclusively under the Clayre & Eef brand to resellers.
• Interior Styles Collections Curated interior style collections organized into ten styles: Baroque, Bohemian, Botanic, Brocante, Industrial, Classic, Country Style, Modern, Romantic, and Vintage, supplied to resellers as themed assortments.
• Themed Collections Themed collections including Autumn Forest, Beachlife, City Jungle, Shabby Chic, Loving Chic, Romantic Garden, and Cosy Christmas, supplied to resellers as cross-category themed assortments.
• Christmas Decorations Seasonal Christmas decorations and ornaments for the holiday selling season, with dedicated pre-order availability for resellers.
• Easter Decorations Seasonal Easter decorations and accessories, supplied to wholesale resellers ahead of the Easter selling season.
• Pre-Order Seasonal Program Dedicated pre-order website that allows registered resellers to secure inventory ahead of the selling season for collections such as Christmas 2026, supporting B2B buying cycles.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Maisons du Monde: French-listed home furnishings retailer with broad style-segmented assortments (similar 10-style positioning) and pan-European store footprint; comparable category breadth but operates at much larger scale and via owned retail rather than wholesale.
• HEMA: Dutch variety retailer offering own-designed home, kitchen, textile and lifestyle products across Benelux and Europe; comparable in proprietary product design and multi-category household assortment, but with retail-only (not wholesale) model.
• JYSK: Danish-headquartered home goods retailer with extensive European store network selling furniture, textiles and home accessories; comparable in multi-category breadth and price-value positioning, though operates at much larger scale and retail-only.

Direct peers

• Present Time: Dutch wholesaler of design-led home accessories, clocks and decorative items distributed through gift and home décor retailers across Europe; comparable in category mix (clocks, wall décor, accessories) and B2B wholesale go-to-market.
• Søstrene Grene: Danish value-variety home and lifestyle retailer/wholesaler with a comparable multi-category assortment, frequent new collections and European store rollout; conceptually similar to Clayre & Eef's Cash & Carry + style-segmented offering.
• Bloomingville: Danish home décor brand and wholesaler selling Scandinavian-style furniture, lighting, textiles and accessories to retailers worldwide; directly comparable in Nordic/Danish design-led wholesale model and multi-category home living assortment.
• Rivièra Maison: Dutch home furnishings brand selling proprietary-designed furniture, lighting and decorative accessories through wholesale and own-store channels in Europe; closest Dutch-headquartered peer with a similar self-designed, multi-category positioning.
• Flying Tiger Copenhagen: Danish variety retailer offering affordable home décor, kitchen, textile and lifestyle products across European high streets; comparable in breadth of categories, frequent product refreshes, and price-point positioning aimed at impulse and gift buyers.
• Kare Design: German home décor brand operating a wholesale and franchise retail model across Europe, offering distinctive, design-forward furniture, lighting and accessories — directly comparable to Clayre & Eef's curated, style-segmented wholesale approach.

Emerging players

• Westwing Group: European e-commerce home and living company offering curated furniture and décor via own-brand and partner brands; comparable in style-segmented home décor assortment and European reach, with a digital-first model that contrasts with Clayre & Eef's wholesale/Cash & Carry mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ClayreEef
• Instagraminstagram.com/clayreandeef
• Pinterestnl.pinterest.com/clayreeef
• Xx.com/clayre_eef

Revenue estimate

Valuation estimate

Number of profiles

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 Clayre & Eef