Not Only White
Not Only White is a Netherlands-based, founder-led designer of premium solid surface baths, basins, and tapware sold via D2C e-commerce, a B2B professional portal, retailers, and direct commercial projects, primarily serving architects, residential homeowners, and boutique-to-prestigious hotels.
- Company typePrivate
- Founded2010
- HeadquartersOstend, Belgium
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Not Only White does
Not Only White is a Netherlands-based (Maastricht-Airport) bathroom solutions company founded in 2010 by Dutch designer Marike Andeweg. It designs and sells a curated collection of solid surface baths (Fine, Ease, Muse), basins (Fuse, Pose, Still, Nest, Lotus), tapware (Leaf series), and accessories through both a direct-to-consumer e-commerce storefront and a B2B online ordering portal for registered architects and design professionals. Its core technology centers on solid surface materials — Velluto® biobased for standardized collections and Himacs® from LX Hausys for custom made pieces — combined with a proprietary Palette finish system that allows personalization in any NCS or RAL color using a two-component acrylic-polyurethane pigmented paint. Custom made washbasins are produced in Germany based on six configurable models (Base, Box, Blend, Form, Mono, Noon) that can be adjusted in dimensions, bowl positions, and accessories.
The company runs a hybrid go-to-market: D2C e-commerce with published VAT-inclusive EUR pricing (e.g., Fine bath €3,298.88, basins ~€512–€2,064), a B2B professional account portal, a retailer network, and direct project sales targeting commercial customers in hospitality (e.g., Hilton Amsterdam Airport Schiphol, Xeraca Hotel Ibiza, the Lodge of Dun Aluinn) and high-end offices. Content marketing via a Stories blog and presence on Instagram, Pinterest, LinkedIn, and Facebook drives top-of-funnel demand, while catalogue request forms and the B2B registration portal capture mid- and bottom-of-funnel leads. Revenue mechanics are transactional one-time product sales with premium upcharges for the Palette finish custom color option; there is no subscription or recurring revenue model. The firm is founder-owned, registered as Not Only White BV, and operates with 1–10 employees, making it a boutique design-led specialist in the premium European bathroom segment.
Not Only White firmographics
Firmographics- Name
- Not Only White
- Legal name
- Not Only White BV
- Website
- https://notonlywhite.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Not Only White is a Netherlands-based, founder-led designer of premium solid surface baths, basins, and tapware sold via D2C e-commerce, a B2B professional portal, retailers, and direct commercial projects, primarily serving architects, residential homeowners, and boutique-to-prestigious hotels.
- Ownership category
- akta.pro rank
Where Not Only White is headquartered
LocationHeadquarters
- HQ city
- Ostend
- HQ country
- Belgium
- HQ region
- Europe
Offices1 record
Markets served
Not Only White business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales (E-commerce): Direct-to-consumer and B2B online sales of finished bathroom products including baths, basins, tapware, and accessories through the company's e-commerce platform.
- Custom Made Washbasins: Bespoke custom washbasins designed to architects' and professionals' exact specifications, produced in Germany with Himacs® solid surface.
- Commercial Project Supply: Supply of bathroom products for hotel and high-end office projects, ranging from boutique hotels to prestigious establishments like the Hilton Amsterdam Airport Schiphol.
- Accessories: Sale of bathroom accessories including traps (drains) and soaps, often sold as complementary products to main bathroom fittings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Fine Bath |
| One time/ perpetual license | Pay-as-you-go | Ease Bath |
| One time/ perpetual license | Pay-as-you-go | Muse Bath |
| One time/ perpetual license | Pay-as-you-go | Basins (Various) |
| One time/ perpetual license | Pay-as-you-go | Leaf Tapware |
| One time/ perpetual license | Pay-as-you-go | Accessories |
| One time/ perpetual license | Pay-as-you-go | New Products |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Not Only White product offering
Product offeringCore offering
Not Only White designs, produces, and sells a curated collection of solid surface bathroom products — including freestanding baths (Fine, Ease, Muse), basins (Fuse, Pose, Still, Nest, Lotus, Suite), tapware (Leaf series), and accessories (drain traps, soaps) — together with a bespoke Custom Made service that engineers washbasins to architects' and hoteliers' exact specifications using Himacs® and Velluto® biobased solid surface, with an optional Palette color finish in any NCS or RAL color. Products are sold directly to consumers via e-commerce and to design professionals and commercial projects via a dedicated B2B portal and direct sales.
Product overview
Not Only White is a bathroom solutions company offering a curated collection of solid surface bathroom products. Their portfolio includes three bath models (Fine, Ease, Muse), multiple basin collections (Fuse wall-hung, Pose round/square column, Still oval/round countertop, Nest, Lotus), and the Leaf tapware series. They provide custom made washbasin solutions based on six customizable models (Base, Box, Blend, Form, Mono, Noon) using Himacs® solid surface. Products are available in standard white Velluto® biobased material with optional Palette color finish (any NCS/RAL color) and Soft Touch coating. The company also offers accessories including traps and scented soaps. Their solutions target both residential and commercial projects, particularly the hotel industry.
Differentiator
Problem solved
Functional benefit
Products and services
- Fine bath Freestanding bath available in white and Palette color finish; dimensions 1800mm. Sold to consumers, architects, and commercial projects.
- Ease bath Freestanding bath available in white and Palette color finish, forming part of Not Only White's signature bath collection.
- Muse bath Freestanding bath with an elegant design available in white and Palette color finish; ships in 4 weeks.
- Fuse basin Award-winning wall-hung basin with integrated overflow and combination of straight and curved lines; made from Velluto® biobased solid surface, designed by Marike Andeweg. Dimensions: W700xD400xH270mm.
- Pose round basin Round column basin with 10mm thin edge, made from Velluto® biobased solid surface; features integrated overflow and plateau for accessories, available with Palette finish.
- Pose square basin Square column basin with 10mm thin edge, made from Velluto® biobased solid surface; available with Palette finish.
- Still oval basin Oval countertop basin with integrated design, part of Not Only White's Still basin collection.
- Still round basin Round countertop basin with minimalist design, available with Palette color customization.
- Nest round basin Round basin from the Nest collection, available with Soft Touch or Palette finish.
- Lotus Silt basin New lotus-shaped countertop basin from Not Only White's Lotus collection.
- Lotus basin Lotus-shaped basin from Not Only White's Lotus basin collection.
- Suite Palette Limited Edition basin Limited edition basin introduced with the Palette finish launch, available in Deep Black and Warm Clay directly from stock; suitable for home and commercial projects; designed by Marike Andeweg.
- Leaf set 1 Complete tapware set from Not Only White's Leaf series, designed by Marike Andeweg.
- Leaf deck mounted single lever mixer tap Deck mounted single lever mixer tap from Not Only White's Leaf tapware series.
- Leaf deck mounted mixer Deck mounted mixer tap from Not Only White's Leaf series.
- Leaf deck mounted rounded spout Deck mounted tap with rounded spout design from Not Only White's Leaf series.
- Leaf deck mounted edged spout Deck mounted tap with edged spout design from Not Only White's Leaf series.
- Comfort trap Drain trap system for bathroom basins, sold as a complementary accessory to Not Only White's main bathroom fittings.
- Soap Sérénité - neroli Bathroom soap with neroli fragrance, sold as a complementary accessory alongside Not Only White's main bathroom fittings.
- Soap Exfoliant - cotton flower Exfoliating soap with cotton flower scent, sold as a complementary accessory to Not Only White's main bathroom fittings.
- Soap Tonique - ginger Tonique soap with ginger fragrance, sold as a complementary accessory to Not Only White's main bathroom fittings.
- Soap Purifiant - fig & sandalwood Purifiant soap with fig and sandalwood fragrance, sold as a complementary accessory to Not Only White's main bathroom fittings.
- Soap Duo Exfoliant / Purifiant Combined exfoliant and purifiant soap duo, sold as a complementary accessory to Not Only White's main bathroom fittings.
- Custom Made Collection Bespoke washbasin and bath service tailored to exact specifications. Six base models (Base, Box, Blend, Form, Mono, Noon) can be customized in dimensions, number of bowls, and extras such as tap holes, backsplash, and towel rails. Produced using Himacs® solid surface with German craftsmanship for architects, design professionals, and commercial projects.
- Base custom washbasin Rectangular shaped bowl with small rounded edges; part of the Custom Made Collection, configurable in dimensions and extras.
- Box custom washbasin Rectangular shaped bowl with spacious rounded edges; part of the Custom Made Collection, configurable in dimensions and extras.
- Blend custom washbasin Smooth, organic shaped bowls; part of the Custom Made Collection, configurable in dimensions and extras.
- Mono custom washbasin Oval shaped bowl; part of the Custom Made Collection, configurable in dimensions and extras.
- Form custom washbasin Rectangular shaped bowl with straight edges; part of the Custom Made Collection, configurable in dimensions and extras.
- Noon custom washbasin Round shaped bowl; part of the Custom Made Collection, configurable in dimensions and extras.
Companies that use Not Only White
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Not Only White technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Not Only White partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- LX Hausys (Himacs®)coreNot Only White has established a successful relationship with LX Hausys for over 12 years, selecting Himacs® as its premium solid surface brand for custom made collections. The company also produces in Corian® on special request. Himacs® is used for custom washbasins produced in Germany.
Scale indicators1 record
Recent moves6 records
Expansion highlights6 records
Not Only White competitors and assessment
Company assessmentDirect peers
- Alape: German premium washbasin manufacturer producing glazed steel and solid surface basins with a design-led catalogue. Comparable to Not Only White on premium washbasin focus, solid surface expertise, and German craftsmanship.
- Victoria + Albert Baths: Premium freestanding bath and basin brand selling design-led bathroom fixtures to residential and hospitality customers globally. Directly comparable to Not Only White on product category (baths/basins), premium positioning, and designer-brand identity.
- Falper: Italian designer bathroom furniture brand offering premium washbasins, bathtubs, and accessories. Comparable to Not Only White on designer-led premium positioning, basin and bath focus, and boutique hotel/residential target market.
- Bette: German manufacturer of premium baths, shower trays, and washbasins made from glazed titanium steel. Comparable to Not Only White on premium bathroom fixtures, German manufacturing quality, and a curated design-led collection.
- Antonio Lupi: Italian luxury bathroom furniture and basin brand known for designer collaborations and premium materials. Closely comparable to Not Only White on designer-driven luxury positioning, premium basins, and custom bathroom solutions.
- Inbani: Spanish designer bathroom furniture and washbasin brand with a focus on contemporary premium design. Comparable to Not Only White on designer-led basin and bathroom furniture collections targeting premium residential and hospitality projects.
Broad incumbents
- Duravit: Major international bathroom brand offering a wide portfolio of designer baths, basins, and furniture. Comparable as a broad premium bathroom fixtures player that Not Only White competes against for architect specifications.
- Laufen: Austrian/Swiss premium bathroom brand with designer collaborations (e.g., Kartell by Laufen) and a wide bath/basin portfolio. Comparable to Not Only White on designer-driven premium positioning and bathroom fixtures focus, though at much larger scale.
- Villeroy & Boch: Large European bathroom and tableware brand with extensive bath, basin, and wellness collections. Comparable as a broad incumbent premium bathroom brand with overlapping premium hospitality customer base.
- Kaldewei: Large German manufacturer of premium baths, shower surfaces, and washbasins with broad international distribution. Comparable as a premium bathroom fixtures brand operating at greater scale than Not Only White.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Not Only White social profiles
Digital presenceNot Only White financial estimates
Financial estimateRevenue estimate
Valuation estimate
Not Only White leadership team
Management profileNumber of profiles
Profiles1 record
Not Only White funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Not Only White M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Not Only White
What does Not Only White do?
Not Only White designs, produces, and sells a curated collection of solid surface bathroom products — including freestanding baths (Fine, Ease, Muse), basins (Fuse, Pose, Still, Nest, Lotus, Suite), tapware (Leaf series), and accessories (drain traps, soaps) — together with a bespoke Custom Made service that engineers washbasins to architects' and hoteliers' exact specifications using Himacs® and Velluto® biobased solid surface, with an optional Palette color finish in any NCS or RAL color. Products are sold directly to consumers via e-commerce and to design professionals and commercial projects via a dedicated B2B portal and direct sales.
Is Not Only White a public or private company?
Not Only White is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Not Only White founded?
Not Only White was founded in 2010. It employs 1 to 10 people.
Where is Not Only White based?
Not Only White is headquartered in Ostend, Belgium, in the Europe region.
How does Not Only White make money?
Four revenue lines are on record. Product Sales (E-commerce) is the primary driver. The others are custom Made Washbasins, commercial Project Supply and accessories.
Who are Not Only White's main competitors?
Direct peers on record are Alape, Victoria + Albert Baths, Falper, Bette, Antonio Lupi and Inbani. Broad incumbents are Duravit, Laufen, Villeroy & Boch and Kaldewei.
Does Not Only White have an API?
No public API is recorded for Not Only White.