Taartdecoratief

What Taartdecoratief does

Taartdecoratief is a privately held Dutch specialty retailer operating both an e-commerce platform at www.taartdecoratief.nl and a 300m2 physical showroom in Veenendaal, Netherlands, which the company claims is the largest cake decoration store in the country. The business sells a comprehensive range of cake decorating supplies organized into food products (baking mixes, fondant, marzipan, colorants, edible decorations, flavorings, chocolate and candy melts), cake tools (piping nozzles, bags, scrapers, rolling pins, turntables, pans), themed silicone molds, cake and cupcake toppers, and packaging/presentation materials (boxes, boards, drums, dowels, ribbons). The catalog spans third-party brands including Funcakes, Wilton, PME, Colour Mill, and Bakzolder, supplemented by a custom edible printing service that uses food-grade CMYK ink on edible paper up to A4 format. The company also offers a €30 Mystery Box (minimum €60 value) containing overstock and short-dated inventory and pre-made cupcakes for €30 in-store pickup.

The go-to-market is direct-to-consumer, with same-day shipping on weekdays for orders placed before 16:00, free shipping above €40 to the Netherlands and above €60 to Belgium, and standard shipping from €3.99. Distribution is multi-channel: the e-commerce site targets SMBs, individuals, and consumers; the physical Veenendaal store serves as both a retail showroom and an order pickup location; and shipping extends regionally into Belgium. Customer segments are horizontal: home bakers and hobbyists are primary, with professional bakers/cake shops and parents planning children's celebrations (including cake-smash occasions) as secondary segments. Revenue streams are predominantly transactional one-off purchases — product sales, custom edible printing, mystery boxes, and pre-made cupcakes — with unit pricing ranging from roughly €1.50 (cake boxes) to €199 (professional decorating sets). Marketing relies on organic e-commerce traffic, a newsletter channel, and a Webwinkelkeur trust seal, with no explicit paid advertising or social media channels identified in the source data.

Name

Taartdecoratief

Legal name

Taartdecoratief

Website

https://taartdecoratief.nl

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Taartdecoratief is a privately held Dutch specialty retailer selling cake decorating supplies through an e-commerce platform and a 300m2 physical showroom in Veenendaal, serving home bakers, professional bakers, and parents across the Netherlands and Belgium.

Ownership category

akta.pro rank

Product category

Cake Decorating Supplies Retail

akta.pro primary industry

Patisseries & Dessert Boutiques (CRAHAGAB)

akta.pro secondary industry

Cake Shops & Custom Celebration Cakes (THAFAFAC)

Keywords

• Cake decorating supplies
• Baking ingredients retail
• Edible printing service
• Cake decorating tools
• Silicone baking molds

Headquarters

HQ city

Veenendaal

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Product Sales: Retail sales of cake decorating supplies including food products (baking mixes, fondant, marzipan, colorants, edible decorations, flavors, chocolate), cake tools, silicone molds, toppers, and packaging materials through both online store and physical retail location.
2. Custom Edible Printing: Custom photo/image printing service on edible paper for cakes and cupcakes, with customization options including size, shape, and multiple images per sheet.
3. Mystery Box: Sale of mystery boxes containing discontinued items, short-dated products, overstock, and manufacturer samples at €30 per box with minimum €60 value.
4. Pre-made Cupcakes: Ready-made cupcakes available for €30 for pickup in store, targeting customers without time to bake.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Taartdecoratief is a Dutch specialty retailer selling cake decorating supplies through both an e-commerce storefront and a 300m² physical retail store in Veenendaal, Netherlands. Its assortment spans baking ingredients (mixes, fondant, marzipan, colorants, edible decorations, flavorings, chocolate), decorating tools (piping nozzles, baking pans, turntables, scrapers), themed silicone molds, cake and cupcake toppers, packaging materials, and an in-house custom edible printing service for printing customer photos on edible paper for cakes and cupcakes.

Product overview

Taartdecoratief is a Dutch online and physical cake decorating supplies store (taartenwinkel) located in Veenendaal, operating both an e-commerce platform and a 300m2 retail store. The company offers a comprehensive portfolio of cake decorating products organized into main categories: Food producten (baking ingredients including mixes, fondant, marzipan, food colorants, edible decorations, flavorings, and chocolate products), Taartgereedschap (decorating tools including piping nozzles, bags, scrapers, palette knives, rolling pins, and turntables), Siliconen mallen (silicone molds in various themes), Toppers (cake and cupcake toppers with acrylic options and candles), Verpakkingen & presentatie (packaging including cake boxes, boards, drums, and presentation materials), and Eetbare print (custom edible printing service). The store carries multiple branded product lines including Funcakes, Wilton, PME, Colour Mill, and Bakzolder, and also offers a Mystery Box product. Same-day shipping is available for orders placed before 16:00 on weekdays, with free shipping for orders over €40 in the Netherlands and €60 in Belgium.

Differentiator

Problem solved

Functional benefit

Products and services

• Food Products (Bakmixen, Fondant & Marsepein, Kleurstoffen, Eetbare decoratie, Smaakstoffen, Chocolade & candy melts)

Quantifiable outcome

• Orders placed before 16:00 on weekdays shipped same day
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature1 record

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Others

• Bol.com: Largest Dutch online marketplace carrying cake decorating supplies alongside broad assortment. Comparable as the dominant alternative purchasing channel for the same end customer in the Netherlands and Belgium.

Emerging players

• Funcakes: Dutch specialist brand in fondant, marzipan, mixes and edible decorations — both a key supplier for Taartdecoratief and a partial competitor with its own direct storefront. Demonstrates the brand-and-retail hybrid model Taartdecoratief could evolve into.
• Patisse: Dutch-origin baking and cake decorating brand selling tools, molds and accessories across Europe. Comparable as a Benelux-rooted specialist brand overlapping with Taartdecoratief's assortment and customer base.

Broad incumbents

• PME Cake: UK-based cake decorating brand with extensive tools, molds and accessories range, also sold through specialty retailers like Taartdecoratief. Comparable as a brand whose catalog overlaps directly with Taartdecoratief's assortment.
• Hobbycraft: UK's largest arts and crafts retailer with meaningful cake decorating assortment alongside broader craft categories. Comparable as a scaled multi-channel craft retailer, though cake decorating is a sub-category rather than the full focus.
• Wilton: Global incumbent brand for cake decorating tools, pans and decorating sets — carried heavily by Taartdecoratief. Comparable as the dominant brand in the same product categories; represents both supplier dependence and brand-led competition.
• Dr. Oetker: Major German-origin baking and dessert brand with broad retail distribution across Europe. Comparable as a large-scale incumbent supplying baking mixes, decorating aids and dessert products into the same consumer occasions.

Direct peers

• The Cake Decorating Company: Long-established UK cake decorating supplies retailer with deep product range across tools, ingredients, and packaging. Comparable to Taartdecoratief as a one-stop specialty retailer serving hobbyists and professionals.
• Cake Stuff: UK-based online retailer of cake decorating supplies carrying Funcakes, Wilton, PME and similar brands. Most directly comparable to Taartdecoratief in business model: e-commerce-led specialty cake decorating supplies with broad assortment and bulk options.
• Sugar & Crumbs: UK specialist cake and decorating supplies retailer with deep product range and hobbyist focus. Comparable to Taartdecoratief in assortment depth and target customer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/taartdecoratief.nl

Compliance5 records

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 Taartdecoratief