What Pars Pro Toto does

Pars Pro Toto is a Belgian full-service design agency headquartered in Ghent that has operated since 1994/1995, delivering integrated product design, brand design, service design, and innovation consultancy to B2B clients ranging from SMEs to multinationals across 12 sectors, including electronic devices, life science, industry/energy, home and interior, luggage and travel, design for society, juvenile design, design for sustainability, architecture and building, retail, FMCG, and HR. The firm's core technical capabilities span design thinking methodology, CAD, 3D prototyping, rendering, VR, and proprietary frameworks such as the Sustainable Innovation System (SIS) toolkit and customized Serious Games methodology, both co-developed with its long-standing partner shiftN. The company's value proposition rests on a holistic, multi-discipline model that combines the four expertise studios under one roof, supported by an award portfolio that includes 9 Red Dot Awards, multiple Henry van de Velde Awards, and 2 DME Awards.

The business operates as a project-based professional services firm, generating revenue through consulting engagements and end-to-end project delivery, including turnkey product development. Pricing is bespoke and undisclosed; clients engage via direct outreach, website inquiries, and referrals. Distribution is primarily direct enterprise field sales, supplemented by content marketing through an extensive portfolio of case studies and a multilingual (Dutch/English) website. Since September 2025, Pars Pro Toto has operated as a wholly-owned subsidiary of Dekimo Group, an independent technology solutions provider with 450 employees across four countries, enabling combined design-and-engineering delivery. The company previously created QUUT Toys as an internal spin-off in 2013, which was divested to Smart Toys & Games in March 2026.

Name

Pars Pro Toto

Legal name

Pars Pro Toto

Website

https://parsprototo.be

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Pars Pro Toto is a Belgian full-service design agency in Ghent delivering product, brand, service design, and innovation consultancy to B2B clients from SMEs to multinationals across 12 sectors, now operating as a subsidiary of Dekimo Group.

Ownership category

akta.pro rank

Headquarters

HQ city

Gent

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Design and innovation consultancy services: Pars Pro Toto generates revenue through project-based professional services in product design, brand design, service design, and innovation consultancy. Services span from strategic advice and analysis through concept development, engineering, and production follow-up. The company also offers turnkey/key-on-door product development where it takes full responsibility from concept to finished product for clients.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Pars Pro Toto is a full-service design agency offering four interconnected expertise studios — Product Design, Brand Design, Service Design, and Innovation Consultancy — under one roof. The firm helps B2B clients achieve sustainable competitive advantage through holistic innovation, delivering strategic advice, concept development, engineering, and production follow-up across 12 sectors including electronic devices, life science, industry/energy, home & interior, luggage & travel, and more. Since September 2025 it also offers end-to-end product development combined with Dekimo Group's electronics and production capabilities.

Product overview

Pars Pro Toto is a fullservice design agency operating as a one-stop-shop with four interconnected expertise studios under one roof: Product Design, Brand Design, Service Design, and Innovation Consultancy. The company also maintains a venture (QUUT Toys, now part of Smart Toys & Games) and partnerships with shiftN for Serious Games and the Sustainable Innovation System (SIS) toolkit. Since September 2025, the company has been part of the Dekimo Group, enabling end-to-end product development combining design with electronics and manufacturing capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Quut Toys: Sustainable beach toys and children's play products, created as a spin-off of Pars Pro Toto in 2013. Now part of Smart Toys & Games since March 2026.

Products and services

• Product Design

Quantifiable outcome

• 9 Red Dot Awards received for design excellence across various product categories
• +3 more outcomes

Named customers22 records

Segments13 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Smart Toys & GamesminorStrategic or Co-development Partner · 1 March 2026QUUT, the sustainable beach toy brand developed as a spin-off by Pars Pro Toto, became part of Smart Toys & Games as of March 2026. This new home provides QUUT with international reach and growth opportunities while maintaining its values and identity. Pars Pro Toto remains the proud designers behind QUUT.
• Dekimo GroupcoreStrategic or Co-development Partner · 1 September 2025Since September 2025, Pars Pro Toto has been part of the Dekimo Group. Dekimo is an independent provider of technological solutions with 450 employees across four countries, offering software/hardware development, electronics and IT consultancy, prototyping, CE and FCC compliance testing, PCB assembly, and series production. This partnership enables Pars Pro Toto to offer end-to-end product development combining design excellence with deep technological engineering capabilities.
• IC EngineeringminorStrategic or Co-development Partner · 1 January 2024Collaboration with IC Engineering on the Trailon Cargo lift project — a new type of cargo bike trailer for loading and transporting EU pallets in urban environments. Development started in 2024 with joint prototype development and testing.
• RAAFminorStrategic or Co-development Partner · 1 January 2024Collaboration with RAAF on the Trailon Cargo lift project — a cargo bike trailer for EU pallets in urban environments. Development began in 2024 with joint prototype development and testing, supported by the Province of East Flanders.
• shiftNcoreStrategic or Co-development PartnerPars Pro Toto and shiftN (Leuven-based strategic consultancy) have a long-standing partnership dating back ~20 years, sharing a common language of simplifying the complex. Together they developed the award-winning Serious Games methodology for corporate learning and behavior change, and co-created the Sustainable Innovation System (SIS) toolkit — a user-friendly conceptual model for integrating sustainability into innovation and design processes.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Fuseproject: Yves Béhar's San Francisco design studio spanning product, brand, and strategic design for enterprise clients. Comparable in award-winning product design reputation and integrated product-plus-brand offering.
• Pentagram: Global partner-led design firm working across branding, product design, and design strategy. Comparable in offering integrated design services across multiple disciplines to enterprise clients, though at significantly larger scale.
• Total Design: Amsterdam-based multidisciplinary design agency covering brand, product, service, and digital design for enterprise clients. Highly comparable in the multi-studio integrated model and B2B enterprise client focus.
• Lippincott: Global brand and design consultancy (part of Oliver Wyman) focused on brand strategy, identity, and experience design for major enterprises. Comparable to Pars Pro Toto's brand design and innovation consultancy studios in serving large B2B clients.
• Studio Dumbar: Award-winning Dutch design agency specializing in brand identity, design strategy, and service design for major clients. Comparable to Pars Pro Toto's brand design and service design studios, with similar Benelux base and award-driven positioning.
• VanBerlo: Dutch design and innovation agency offering product design, brand design, and strategic innovation services to B2B clients across multiple sectors. Closely comparable in scope, geography (Benelux), and holistic multi-discipline model to Pars Pro Toto.
• Wolff Olins: Global brand and design consultancy serving large enterprises on brand strategy, identity, and experience design. Comparable to Pars Pro Toto's brand design studio in client profile (multinationals) and award-winning positioning.

Broad incumbents

• Designworks (BMW Group): BMW-owned design consultancy offering product, brand, and experience design across mobility, consumer, and industrial sectors. Comparable to Pars Pro Toto's product/brand/service design model but operating with corporate backing and broader geographic footprint.
• IDEO: Pioneer global design and innovation consultancy covering product, brand, service design and strategy. Directly comparable in the integrated innovation consultancy + product/service/brand model, though at substantially larger scale and reach.
• frog (formerly frog design): Global design and innovation consultancy (part of Capgemini Invent) covering product, brand, service, and innovation strategy. Highly comparable offering to Pars Pro Toto across all four expertise studios, but operating at significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 Pars Pro Toto