CarlijnDesign

What CarlijnDesign does

CarlijnDesign is a Dutch-language direct-to-consumer hobby craft brand founded on October 1, 2018, by Carlijn Cornet-Hoefnagels and operated as a sole proprietorship from Cothen, Netherlands. The company sells modern photopolymer stamps, metal cutting dies, stencils, hot foil plates and dies, chunky glitter, enamel dots, washi tape, wax seals, specialty papers, embossing folders, and ink pads to Dutch-speaking hobbyists in the Netherlands and Belgium, with shipping enabled to 29 countries. Products are designed by the founder together with a network of seven independent co-developers (DaisCreaPlace, Gemaakt door Rowena, Ilona Maakt, Jocelijne Design, Kyra Frijns, MsAprilfish/Sofie, and Sara Lindenhols) and released on a roughly bi-weekly cadence, building a coordinated, themed catalog of over 1,000 SKUs.

The business runs on a Shopify e-commerce storefront with integrated payment processing (iDEAL, PayPal, credit cards, Bancontact) and email marketing. Unit pricing ranges from approximately €2 to €33, with free shipping thresholds (€60 to Netherlands, €100 to Belgium, €120 to Germany) and tiered free-gift incentives (€60, €100, €150, €250) designed to lift average order value. Marketing is primarily organic — Instagram, a Facebook community group, Pinterest, YouTube tutorials, a content blog, email newsletters, and seasonal trade shows (The Art Event in Nijkerk, KreaDoe in Utrecht). A wholesale program serves craft retailers, and pickup-by-appointment is offered at the founder's home office.

The company is structured as a one-person operation run by the founder alongside a full-time job and family, with no external funding, no institutional investors, and no parent entity. Revenue is not disclosed. Operating headwinds flagged in company material include reduced consumer spending, higher procurement costs, unfavorable exchange rates, and geopolitical conflicts, with the EU microplastics ban preventing new chunky-glitter procurement (existing stock continues to be sold). The 7-year anniversary was marked in October 2025.

Name

CarlijnDesign

Legal name

Carlijn Cornet-Hoefnagels

Website

https://carlijndesign.nl

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

CarlijnDesign is a Dutch-language direct-to-consumer hobby craft brand selling modern stamps, cutting dies, stencils, and hot foil products to hobbyists in the Netherlands and Belgium, shipping to 29 countries via a Shopify storefront.

Ownership category

akta.pro rank

Product category

Crafting Supplies

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Pens, Pencils & Other Artists' Materials (3950)

akta.pro industry

PRIMARYCRALACAD

Scrapbooking & Paper Crafts Retail

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Arts, Crafts & Hobby Supplies Retail

SECONDARYCRALACAC

Crafting Tools & Equipment Retail (Cutting, Adhesives, Heat Tools)

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Arts, Crafts & Hobby Supplies Retail

SECONDARYCRALACAI

Seasonal & Holiday Craft Supplies Retail

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Arts, Crafts & Hobby Supplies Retail

Keywords

• Crafting supplies
• Photopolymer stamps
• Cutting dies
• Paper crafting
• Scrapbooking products

Headquarters

HQ city

Werkhoven

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: CarlijnDesign generates revenue through direct e-commerce sales of hobby crafting products including stamps, cutting dies, stencils, hot foil plates, chunky glitter, enamel dots, washi tape, wax seals, and specialty papers. Products are sold at fixed prices with periodic promotional discounts (clearance sales, bundle deals).
2. Gift Cards: Digital gift cards available for purchase, allowing customers to give the brand's products as gifts.
3. Wholesale: A wholesale program is available for retailers looking to stock CarlijnDesign products.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

CarlijnDesign designs, sources, and sells a catalog of more than 1,000 modern Dutch-language hobby crafting products including photopolymer stamps, metal cutting dies, stencils, hot foil plates, enamel dots, chunky glitter, washi tape, wax seals, specialty papers, embossing folders, and ink pads. Products are released in themed collections on a roughly bi-weekly cycle through the company's own Shopify-powered e-commerce store, with periodic releases, clearance sales, and bundle promotions aimed at Dutch-speaking card makers, scrapbookers, journalers, and paper crafters in the Netherlands and Belgium.

Product overview

CarlijnDesign is a Dutch-language hobby brand and crafting company founded on October 1, 2018, specializing in modern, high-quality crafting products. The core product portfolio includes Stempels (photopolymer stamps), Snijmallen (metal cutting dies), Stencils (layered design templates), and Hot Foil dies and plates. Supporting product lines encompass Enamel Dots (glitter and themed decorative dots), Chunky Glitter (craft embellishments in various finishes), Washi Tape (decorative tape), Waxzegels (wax seals with stamps and melts), Metallic Papier (specialty papers), Embossingfolders (3D embossing folders), and Inkt (ink pads). The company also offers Cadeaubonnen (gift cards) and sells complementary accessories. Products are designed by founder Carlijn Cornet-Hoefnagels and a team of designers including Jocelijne Design, Ilona Maakt, DaisCreaPlace, Gemaakt door Rowena, and Sara Lindenhols. The company operates on a product release cycle with new items introduced periodically (approximately every 6-8 weeks) and maintains over 1,000 products in its catalog. Shipping is free to Netherlands from €60, Belgium and Germany from €120.

Differentiator

Problem solved

Functional benefit

Products and services

• Stempels (Stamps) A6 format photopolymer stamps featuring modern Dutch-language texts and humor, available in themed collections including Vehicles, Boys texts, Baby on the way, Avocado & pear, and more. Aimed at Dutch-speaking hobby crafters who do card making, scrapbooking, and journaling.
• Snijmallen (Cutting Dies) Metal cutting dies in various formats (A6, A7, Slimline, DL Slimline, Mini Slimline) for cutting shapes from paper and cardstock, available in themed designs. Intended for paper crafters building cards, scrapbook pages, and journal spreads.
• Stencils Semi-transparent stencils (approximately 16x16 cm) for creating layered designs and backgrounds in paper crafting projects, including Terrazzo layering stencils and various themed designs. Aimed at card makers and journalers.
• Hot Foil A6 format hot foil dies and plates made from quality metal for creating metallic foil designs on cards and paper crafts, including Woodgrain, Screws & nuts, and various themed designs. For hobby crafters working with foil applications.
• Enamel Dots Enamel dots available in various themes including Glitter, Christmas, Halloween, Summer, Rainbow, Pastel Rainbow, Basics, and specific color collections. Each A6 sheet contains approximately 300 dots in various sizes and color shades for paper craft embellishment.
• Chunky Glitter Chunky glitter sold in resealable 20-gram bags, available in styles including Diamond Shine, Colorshift Rainbow, Mermaid, Sparkling, Twinkle Stars, and Glow-in-the-Dark variants. Used for embellishing crafts, shaker cards, and DIY glitter paper by paper crafters.
• Washi Tape Decorative washi tape in various designs and themes for paper crafting, journaling, planners, and scrapbook layouts. Sold as individual rolls in themed collections.
• Waxzegels (Wax Seals) Wax seal products including wax seal stamps, wax melts in various colors and themes (Custom Glitter Gold, Fiesta), and wax seal accessories such as melting tools. For hobbyists adding wax-seal accents to paper crafts and correspondence.
• Metallic Papier (Metallic Paper) A4 satin holo metallic paper for adding metallic shine to craft projects, sold as individual sheets or packs to hobby paper crafters.
• Embossingfolders (Embossing Folders) 3D embossing folders for creating textured backgrounds and designs in paper and cardstock, used with manual or die-cut embossing machines. Includes the 'Gefeliciteerd' (Congratulations) design and other themed folders.
• Cadeaubonnen (Gift Cards) Digital gift vouchers available in various denominations for purchasing CarlijnDesign products on the company's webshop.
• Inkt (Ink) Versafine Clair ink pads available in 12 colors for stamping applications, sold as individual ink pads compatible with the brand's photopolymer stamps.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor and core.

• DaisCreaPlaceminorStrategic or Co-development PartnerDesigner Daisy contributes cutting dies and hot foil designs to CarlijnDesign. Products are sold through CarlijnDesign's platform with shared revenue.
• Gemaakt door RowenaminorStrategic or Co-development PartnerDesigner Rowena creates cutting dies and stamps for the CarlijnDesign collection, particularly vehicle-themed products.
• Ilona Maakt!minorStrategic or Co-development PartnerDesigner Ilona contributes cutting dies and stamp designs, including BBQ, construction, and summer-themed products.
• Jocelijne DesignminorStrategic or Co-development PartnerDesigner Jocelijne creates cutting dies, washi tape, and various craft products for the CarlijnDesign collection.
• Kyra FrijnsminorStrategic or Co-development PartnerDesigner contributing craft products to the CarlijnDesign brand.
• MsAprilfish (Sofie)minorStrategic or Co-development PartnerDesigner Sofie creates handmade craft products under the MsAprilfish brand for CarlijnDesign.
• Sara LindenholsminorStrategic or Co-development PartnerDesigner Sara contributes cutting die designs to the CarlijnDesign collection.
• ShopifycoreTechnology or IntegrationE-commerce platform provider powering CarlijnDesign's online storefront with payment processing, inventory management, and customer engagement features.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Yvonne Creations: Yvonne Creations is a Dutch paper crafting label offering cutting dies and stamps across themed collections. It competes with CarlijnDesign for the same Dutch-speaking card maker and scrapbooker audience.
• Crealies: Crealies is a Dutch brand specializing in cutting dies, stamps, and stencils for card making and mixed media. It is a direct competitor in the same craft aisles and online stores that stock CarlijnDesign products.
• Studio Light: Studio Light is a Dutch paper crafting and mixed-media brand offering stamps, cutting dies, stencils, and art journals. It is one of the closest Dutch-language competitors to CarlijnDesign in the card making and scrapbooking category, serving the same hobby crafter segment in NL/BE and beyond.
• Joy!Crafts: Joy!Crafts is a Dutch paper crafting brand with a wide range of cutting dies, stamps, and card making kits. It targets the same hobby crafter and small retailer segments as CarlijnDesign in the Netherlands and Belgium.
• Noor! Design: Noor! Design is a Dutch/Belgian brand selling cutting dies, stamps, and paper crafting supplies. Its product mix, pricing, and target market (Dutch-speaking hobby crafters) overlap almost entirely with CarlijnDesign, making it a head-to-head competitor for stamps and dies.
• Simon Says Stamp: Simon Says Stamp is a large US-based craft retailer and brand selling photopolymer stamps, dies, ink, and card making supplies globally. It is the most cited international reference point for the modern stamp-based card making category CarlijnDesign operates in, shipping worldwide and increasingly relevant to European hobby crafters.
• Dutch Doobadoo: Dutch Doobadoo is a Dutch art and craft brand producing templates, cutting dies, and mixed-media supplies. It addresses the same Dutch hobby crafter persona and overlaps in product categories with CarlijnDesign.
• Marianne Design: Marianne Design is a well-established Dutch craft brand producing cutting dies, stamps, embossing folders, and paper craft collections. It competes with CarlijnDesign across nearly every product category and is sold through the same Dutch and Belgian wholesale channels.

Broad incumbents

• Pipoos: Pipoos is a major Dutch specialty retail chain for hobby crafting, paper crafts, and creative supplies. As a multi-category incumbent, it competes for the same end customer but at a much broader scale, and it is also a potential wholesale channel for CarlijnDesign products.
• Action: Action is a large Dutch-headquartered discount retailer with an extensive craft and hobby assortment at very low price points. While not a direct specialty competitor, it shapes price expectations for Dutch hobby crafters and can pressure CarlijnDesign's mid-premium positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/carlijndesign
• Facebookfacebook.com/carlijndesign
• Instagraminstagram.com/carlijndesign
• Pinterestnl.pinterest.com/carlijndesign
• Xx.com/carlijndesign
• LinkedInlinkedin.com/company/carlijndesign

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 CarlijnDesign