Vij5
Vij5 is a Dutch design publisher founded in 2006, curating and selling a ~83-SKU collection of interior accessories, lighting, and furniture designed by independent designers and produced locally in the Netherlands for design-conscious consumers and interior professionals via its own webshop, showroom, and European retail partners.
- Company typePrivate
- Founded2006
- HeadquartersEindhoven, Netherlands
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Vij5 does
Vij5 is a privately held Dutch design publisher based in Den Bosch, Netherlands, founded in 2006 by Arjan van Raadshooven and Anieke Branderhorst and operating with a headcount of 1-10. The company functions as a curator and publisher of interior accessories, lighting, and furniture designed by a network of independent designers (including Daphna Laurens, Maarten Baptist, Floris Hovers, David Derksen, Isabel Quiroga, and others). Its product range spans ~83 SKUs from rapeseed wax candles (~€25) and tea towels (~€35) up to modular furniture such as the Tube Cabinet (€463-€3,595+) and configurable lighting (€95-€1,335), sold one-time and primarily via direct-to-consumer channels.
The operational backbone is a documented five-step process — Design, Curate, Translate, Create, Share — under which Vij5 takes concepts from designers, works with them to translate them into producible products, and oversees production primarily with local craftspeople across the Netherlands (Rotterdam, Raamsdonksveer, Bergeijk, Valkenswaard, Kelpen-Oler, Hapert, Eindhoven). There is no proprietary technology, app, or platform; the technology stack consists of commerce enablers (Mailchimp, Sendcloud, Rabobank, PostNL/GLS).
Commercially, Vij5 sells through (i) its own Dutch-language and English webshops, (ii) a by-appointment showroom in Den Bosch that doubles as warehouse and studio, (iii) a pickup point in Eindhoven, (iv) a curated Netherlands Ambassador program (Nieuwe Oost Utrecht, Edwin Pelser Den Haag, Meijer en Floor Arnhem), and (v) named international points of sale in Sweden, Germany, France (Blou Paris, three locations), the UK, Denmark, Austria, and Belgium. Go-to-market is hybrid direct-to-consumer and event-driven: the founders personally handle distribution, marketing, and storytelling at Dutch Design Week, OBJECT Rotterdam, London Design Fair, and Kortrijk Interieur. Customers are segmented into design-conscious consumers, interior architects/designers, and retailers/ambassadors, with email newsletter, Instagram, Facebook, Pinterest, YouTube, and LinkedIn used for top-of-funnel awareness.
Vij5 firmographics
Firmographics- Name
- Vij5
- Legal name
- Vij5
- Website
- https://vij5.nl
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Vij5 is a Dutch design publisher founded in 2006, curating and selling a ~83-SKU collection of interior accessories, lighting, and furniture designed by independent designers and produced locally in the Netherlands for design-conscious consumers and interior professionals via its own webshop, showroom, and European retail partners.
- Ownership category
- akta.pro rank
Where Vij5 is headquartered
LocationHeadquarters
- HQ city
- Eindhoven
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
Vij5 business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Product Sales: Vij5 generates revenue through direct sales of design products including accessories, furniture, and lighting via their own webshop and showroom. Products are sold as one-time purchases at various price points ranging from approximately €25 to €3,595+.
- Ambassador and Retail Partner Sales: Revenue is also generated through sales at ambassador locations and retail partner stores across the Netherlands and internationally.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Accessories - Price range €24.95 to €959 |
| Unit Pricing | Pay-as-you-go | Furniture - Price range €385 to €3,595+ |
| Unit Pricing | Pay-as-you-go | Lighting - Price range €95 to €1,335 |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels9 records
Vij5 product offering
Product offeringCore offering
Vij5 functions as a publisher of Dutch Design products, curating a collection of interior accessories, lighting, and furniture designed by independent designers. The company operates a five-step process (Design, Curate, Translate, Create, Share) from its studio, workshop, and showroom in Den Bosch, overseeing local production by Netherlands-based craftsmen and distributing the resulting range through its own webshop, showroom, ambassadors, retail partners, and design events.
Product overview
Vij5 is a Dutch design publisher based in Den Bosch that curates and publishes a collection of interior accessories, lighting, and furniture designed by various independent designers. The company operates through a five-step process: Design, Curate, Translate, Create, and Share. Their product portfolio includes core accessories such as the TwoTowel (organic cotton tea towel/hand towel combination), Alf (solid wood wall hook), Fixum (colored steel candle holder with pear wood), Tap Water Carafe (self-cooling stoneware or glass water carafe), Chaku (wooden pan coaster), and Coatrack by the Meter (modular metal coat rack in various lengths and colors). The lighting collection features the Lloop Lamp (height-adjustable copper/brass pendant with LED), Long Shade (hybrid LED lamp with oak frame by Daphna Laurens), Glint Light (brass-colored LED pendant/wall lamp), Jute Light (sustainable pendant with porcelain plaster and jute), and Brass Light BL28 (brass LED pendant). Furniture offerings include the Tube Cabinet (modular oak shelf system by Maarten Baptist), Qui side table (multiplex with storage), Trestle Table (flexible dining table with separate trestles by David Derksen), 's-Table (plywood/oak dining table by Jeroen Wand), 's-Chair (stackable oak dining chair), Flip Desk (folding wall desk by Charles O. Job), Tilt Bar Stool (oak bar stool by Floris Hovers), and Angled Cabinet (ash wood display cabinet). The collection emphasizes Dutch Design principles: minimalist, experimental, innovative design with a focus on traditional craftsmanship. Products are produced locally in the Netherlands, primarily in small series by skilled craftspeople, with full transparency in the production chain.
Differentiator
Problem solved
Functional benefit
Products and services
- Qui side table Multiplex design side table with storage, designed by Marc Th. van der Voorn, available in multiple color configurations through an online configurator.
- Precious Memories photo frames Design photo frames made from solid ash wood with colored linseed oil finish, designed by Isabel Quiroga, available in different sizes, colors, and horizontal or vertical orientations.
- Tube Cabinet Modular design cabinet system by Maarten Baptist with solid oak shelves and a metal tube frame, available in various configurations and heights.
- TweeDoek (TwoTowel) Design tea towel and hand towel in one, made from organic cotton, combining functionality with aesthetic design.
- Alf wall hook Solid wood wall hook for 5 clothing hangers, designed by Gustav Rosén.
- Fixum candle holder Metal candle holder for dinner candles with a colored steel base, pear wood block, and brass butterfly screw, designed by Floris Hovers, available in limited color editions.
- Tap Water Carafe Self-cooling design water carafe in hand-made stoneware or borosilicate glass, designed by Lotte de Raadt, intended as a sustainable alternative to bottled water.
- Coatrack by the Meter Horizontal (and vertical) metal wall coat rack designed by Maarten Baptist, available in lengths for 2, 5, or 10 hooks and in multiple RAL colors.
- Chaku coaster Wooden design coaster for pans, designed by KellerFreyschmidt.
- Lloop Lamp Height-adjustable design pendant lamp in copper or brass with dimmable LED, designed by Aptum, available in multiple configurations including an Lloop XL with a colored shade.
- Trestle Table Flexible design dining table with separate trestles and a Forbo Furniture Linoleum or solid wood top, designed by David Derksen.
- 's-Table Rectangular or round plywood design dining table with solid oak legs, designed by Jeroen Wand, available in various sizes.
- 's-Chair Stackable design dining room chair in solid oak, plywood and HPL with a 46 cm seat height, designed by Jeroen Wand.
- Flip Desk Folding design wall desk with a metal storage rack, designed by Charles O. Job.
- Refillable Candle Refillable design candle in sustainable rapeseed wax, available in versions designed by Antje Pesel, Daphna Laurens, Maarten Baptist, and Studio Thier & van Daalen.
- Long Shade LED lamp Hybrid LED lamp with an oak frame and aluminum shade, designed by Daphna Laurens, available in LED400, LED800, and LED1200 versions with switchable color temperature.
- Glint Light Design pendant and wall lamp with dimmable LED in brass color, designed by Studio Susanne de Graef.
- Foarme coffee cups Double-walled design coffee cups in colored porcelain, designed by Idwert Petter.
- Solid Hooks Design wall hooks usable as coat rack or handles, in solid copper, brass, or steel, designed by Max Lipsey.
- LookShelf Design bookshelf and cookbook holder in solid oak, designed by Daphna Laurens.
- Tempered Steel Panels Design magnetic memo board in tempered steel, designed by Max Lipsey.
- Tilt Bar Stool Design bar stool at 80 cm height for kitchen islands, made in solid oak and designed by Floris Hovers.
- Stoel 18x36 chair Design chair in solid oak designed by Floris Hovers, suitable for both indoor and outdoor use as a garden or dining chair.
- Plain Board cutting board Design cutting board in solid beech finished with grapeseed oil, designed by Hanne Willmann.
- Tangents Mirror Standing design mirror with powder-coated steel frame, designed by Jenna Postma.
- Angled Cabinet Design display cabinet with glass panels in ash wood, designed by Studio Thier & van Daalen.
- Angled Tray Lightweight, sturdy serving trays with comfortable wooden handles, designed by Studio Thier & van Daalen, available in two sizes and three color combinations.
- Brass Light BL28 Design LED pendant lamp in brass with diffused light, designed by David Derksen.
- Jute Light Sustainable design pendant lamp with dimmable LED, porcelain plaster, and jute, designed by Atelier LvdW.
- Dashed Light Design pendant lamp in stainless steel, designed by Léon de Lange.
- Wooden Light WL25 Design pendant lamp with wood veneer and dimmable LED, designed by David Derksen.
- Elementiles wall set Design magnetic board and mirror combination sold as a wall elements set, designed by Aptum.
- OER Servies tableware set 24-piece design porcelain tableware set, designed by Kirstie van Noort.
- Moonrise Mirror Design wall mirror with colored glass and oak frame, designed by Michael Funch.
- Rapeseed Wax Candles Set of 6 dinner candles made from sustainable rapeseed wax, positioned as a local and sustainable alternative to paraffin candles.
Companies that use Vij5
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Vij5 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Vij5 partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- Nieuwe Oost, UtrechtcoreVij5 Ambassador in Utrecht, Netherlands. A store and studio that provides expert advice on the Vij5 collection with a full selection of products available.
- Edwin Pelser, Den HaagcoreVij5 Ambassador in The Hague, Netherlands. An interior design store where Edwin presents the collection with deep storytelling about the products.
- Waldraud, SwedenminorInternational point of sale for Vij5 products in Sweden.
- The Amazing Crocodile, GermanyminorInternational point of sale for Vij5 products in Germany.
- Blou Paris, FranceminorInternational point of sale for Vij5 products in France, with three locations in Paris.
- Holloways of Ludlow, LondonminorInternational point of sale for Vij5 products in the United Kingdom.
- Stilleben, CopenhagenminorInternational point of sale for Vij5 products in Denmark.
- Das Möbel, ViennaminorInternational point of sale for Vij5 products in Austria.
- Meijer en Floor, ArnhemminorPoint of sale for Vij5 products in the Netherlands, specializing in interior advice.
- PIET Home, GhentminorPoint of sale for Vij5 products in Belgium, offering unique decoration items and interior atmosphere pieces.
- GLScorePrimary shipping partner for order delivery.
- PostNLminorShipping partner for order delivery.
- RabobankminorPayment processing services.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Vij5 competitors and assessment
Company assessmentBroad incumbents
- Vitra: Swiss design brand with a much larger portfolio spanning furniture, lighting and accessories. Overlaps with Vij5 on designer collaborations and premium positioning but operates at far greater scale globally.
- Artemide: Italian lighting specialist offering designer-led architectural and decorative lighting. Comparable overlap with Vij5's lighting category and designer-collaboration model, though at a much larger scale and broader geographic footprint.
Direct peers
- Bolia: Scandinavian design brand with own-brand furniture, lighting and accessories sold through flagship stores and European retail. Comparable on curated designer-driven collection, multi-country European presence and DTC plus wholesale mix.
- &Tradition: Danish design brand combining classic and contemporary furniture, lighting and accessories from a roster of designers. Directly comparable on designer publishing model, premium price points and global retail partnerships.
- Muuto: Scandinavian design brand publishing furniture, lighting and home accessories from independent designers. Closely comparable on the 'design publisher' model, premium price points and European retail footprint.
- HAY: Danish design brand producing furniture, lighting and accessories with a similar curated, designer-driven model and multi-channel distribution across Europe and globally. Comparable on product breadth, price architecture and design-led positioning.
- Ferm Living: Copenhagen-based lifestyle brand offering furniture, lighting and accessories with a strong narrative and Scandinavian design heritage. Comparable in product mix, storytelling-driven marketing and multi-channel European distribution.
- Fredericia: Danish furniture and lighting manufacturer collaborating with established designers. Comparable on craftsmanship emphasis, premium price points and partnerships with European architects and interior designers.
- Normann Copenhagen: Danish design house producing furniture, lighting and accessories, frequently launching new designer collaborations. Comparable on curated product drops, premium positioning and a strong European flagship and retail network.
- Menu: Danish design brand curating furniture, lighting and accessories from a designer collective. Directly comparable in category mix, designer-led publishing approach and reliance on flagship showroom plus global retail partners.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Vij5 social profiles
Digital presenceVij5 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vij5 leadership team
Management profileNumber of profiles
Profiles2 records
Vij5 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vij5 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 Vij5
What does Vij5 do?
Vij5 functions as a publisher of Dutch Design products, curating a collection of interior accessories, lighting, and furniture designed by independent designers. The company operates a five-step process (Design, Curate, Translate, Create, Share) from its studio, workshop, and showroom in Den Bosch, overseeing local production by Netherlands-based craftsmen and distributing the resulting range through its own webshop, showroom, ambassadors, retail partners, and design events.
Is Vij5 a public or private company?
Vij5 is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Vij5 founded?
Vij5 was founded in 2006. It employs 1 to 10 people.
Where is Vij5 based?
Vij5 is headquartered in Eindhoven, Netherlands, in the Europe region.
How does Vij5 make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are ambassador and Retail Partner Sales.
Who are Vij5's main competitors?
Broad incumbents on record are Vitra and Artemide. Direct peers are Bolia, &Tradition, Muuto, HAY, Ferm Living, Fredericia, Normann Copenhagen and Menu.
Does Vij5 have an API?
No public API is recorded for Vij5.