Mook Stories

What Mook Stories does

Mook Stories is a Dutch e-commerce webshop founded in 2017 that sells sustainable greeting cards, dried flowers, and eco-friendly gifts through its own WooCommerce storefront at mookstories.com. The company operates two integrated brand lines: Mook Stories (Affordable Art — illustration cards and art prints printed on FSC-certified, recycled, or agricultural waste paper by Dutch printing partners) and Poca Ceramics (handmade ceramic home décor and jewellery, produced exclusively in the Tilburg atelier of artisan Axilla Hekman). Product prices range from €2.20 for single cards to €29.95 for ceramic bowls, with shipping at €3.95–€6.95 and a 30-day return policy.

The business operates three go-to-market motions in parallel: direct-to-consumer e-commerce on mookstories.com, a wholesale/B2B channel via the Orderchamp marketplace with separate branded storefronts, and a physical retail network of approximately twenty concept stores, interior boutiques, and museum shops (including ZKM Museumshop Karlsruhe and Musea Stad Brugge) across the Netherlands, Belgium, Germany, and Portugal. A nascent corporate gifting offering with customization and a 25% cancellation fee on confirmed orders serves a third B2B segment. Marketing is organic-driven via Instagram, Pinterest, and an email newsletter. The company is bootstrapped, privately held, and operated by owner Esther van Noordennen with 1–10 employees; no external funding, parent company, or institutional investors are disclosed.

Revenue is generated entirely through one-time product sales of physical goods; no subscription, SaaS, or service revenue streams exist. The model is low-AOV, artisan-constrained (ceramics capacity is effectively single-operator), and dependent on continued retail partner relationships and seasonal gifting demand.

Name

Mook Stories

Legal name

Poca ceramics

Website

https://mookstories.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Mook Stories is a Dutch e-commerce webshop selling handmade ceramics, FSC-certified greeting cards, dried flowers, and eco-friendly gifts directly to conscious consumers, European retailers, and corporate gift buyers across the Netherlands, Belgium, Germany, and Portugal.

Ownership category

akta.pro rank

Headquarters

HQ city

Riel

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: One-time product sales of handmade ceramics (Poca Ceramics brand), sustainable illustration/fsc cards, dried flower arrangements, and eco-friendly gifts through their e-commerce website and retailer channels. Products are sold individually at various price points ranging from €2.20 to €29.95.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Mook Stories is a Dutch e-commerce webshop that sells handmade ceramics (Poca Ceramics brand), sustainable illustration cards (Affordable Art), dried flower arrangements (Bloemenshop / Happiness Officer), and curated eco-friendly gifts. Products are handmade in their Tilburg atelier or printed on FSC-certified, recycled, or agricultural-waste paper by Dutch partners. The company sells direct-to-consumer via its WooCommerce website and to retailers via the Orderchamp wholesale marketplace and a European retail store network.

Product overview

Mook Stories operates an e-commerce sustainable gifting business built around two main brands: Affordable Art (illustration cards and art prints) and Poca Ceramics (handmade ceramics). The company sells directly to consumers and through retailers, offering handcrafted products including ceramic home decor, jewelry dishes, serving bowls, mugs, herb pots, wall hangings, and decorative figures alongside eco-friendly greeting cards printed on FSC, recycled, or agricultural waste paper. The Bloemenshop (Happiness Officer) category extends the portfolio with dried flowers, wildflower seeds, and flower boxes. All products emphasize sustainability, handmade craftsmanship, and gifting occasions, with items designed to fit through standard mail slots for easy gifting.

Differentiator

Problem solved

Functional benefit

Brands

• Poca Ceramics: Handmade ceramics product line including jewellery, cups, bowls, herb pots, and decorative items, handmade by Axilla Hekman in Tilburg.

Products and services

• Affordable Art (Sustainable Illustration Cards)

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• OrderchampcoreChannel Partner/ Reseller/ DistributorWholesale marketplace platform enabling retailers to purchase Mook Stories and Poca Ceramics products. Mook Stories maintains separate branded storefronts on Orderchamp for direct B2B sales to retail partners.
• Poca Ceramics (Axilla Hekman)coreStrategic or Co-development PartnerAxilla Hekman is the artisan ceramicist who handcrafts all Poca Ceramics products in her Tilburg atelier. The Poca Ceramics product line is a core brand within the Mook Stories ecosystem. All ceramics are handmade, finished, and fired in the atelier, making each piece unique.
• PostNLminorOthersDutch postal and logistics service used for order fulfillment and delivery. Address data shared with PostNL for shipping purposes per their privacy policy.
• Roosmarijn KnijnenburgminorStrategic or Co-development PartnerIndependent artisan who produces the 'Hold tight - Beterschap' sustainable candle gift sets sold through Mook Stories. Product features fair trade produced cotton bag, biodegradable wax candle, and handcrafted presentation.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Pip Studio: Dutch design lifestyle brand offering ceramics, home goods, stationery, and gift products with a distinctive illustrated aesthetic. Comparable to Mook Stories in ceramic-and-card product portfolio and multi-channel distribution across European specialty and concept-store retail.
• Fonq: Dutch online home goods retailer carrying a broad assortment across home, kitchen, and gift categories. Comparable to Mook Stories in Dutch e-commerce home-and-gift focus, though at materially larger scale and with a multi-brand marketplace model rather than artisan-manufactured private label.
• Studio Roof: Dutch design brand creating playful, sustainable home objects and paper products from design collaborations. Comparable to Mook Stories in combining illustrated paper goods with sustainable production, D2C e-commerce, and European specialty retail distribution.
• Blond Amsterdam: Dutch lifestyle brand selling ceramics, mugs, stationery, and gift items through its own D2C site and wholesale partners. Highly comparable to Mook Stories in product mix (handmade ceramics, illustrated cards, sustainable gifting) and Dutch-origin specialty retail model.
• Zusss: Dutch lifestyle and gift brand selling women's gifts, home accessories, and sustainable small goods via D2C and wholesale. Closely comparable to Mook Stories in Dutch-origin curated gifting assortment, wholesale-to-boutiques distribution model, and sustainable positioning.
• Kek Amsterdam: Dutch illustration and design brand specialising in art prints, greeting cards, and home decor with an illustrated aesthetic. Closely comparable to Mook Stories' Affordable Art sub-brand and the card-led, FSC-and-recycled paper sustainable positioning.

Broad incumbents

• Sissy-Boy: Dutch lifestyle brand and multi-channel retailer offering curated home, fashion, and gift products. Comparable to Mook Stories in curated sustainable gifting and home decor assortment, but operates at significantly larger scale across physical stores and online.
• Bol.com: Largest Dutch and Belgian online marketplace, selling a wide assortment including home, gift, and sustainable lifestyle products from third-party sellers. Adjacent incumbent that competes for the same end-consumer wallet share on home and gift purchases across Mook Stories' core geography.
• Dille & Kamille: Established Dutch retail chain focused on sustainable home goods, kitchenware, and gift items. Overlaps with Mook Stories in sustainable everyday home and gifting assortment, but operates a much larger physical store network and broader catalog across the Netherlands and Belgium.
• De Bijenkorf: Premium Dutch department store retailer carrying curated home, gift, and lifestyle brands. Comparable end-customer demographic to Mook Stories and a potential wholesale channel, though operating at a far larger scale and across a much broader assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/mook_stories
• Pinterestnl.pinterest.com/esthervannoorde
• Facebookfacebook.com/mookstories
• LinkedInlinkedin.com/company/mookstories

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Mook Stories