What Sanitary room does

Sanitairkamer is a Dutch omnichannel retailer specializing in bathroom and sanitary products, founded around 2014 and operating exclusively in the Netherlands. The company runs an e-commerce storefront alongside ten physical showrooms distributed across Dutch cities including Amsterdam, Den Bosch, Roermond, Nieuwegein, and Zoeterwoude, with a central distribution warehouse in Harderwijk. Customers can browse and purchase online for home delivery, opt for free pickup at the warehouse, or visit showrooms for in-person consultation, free 3D bathroom design, and access to exclusive showroom offers. A dedicated business ordering channel serves professional installers and contractors alongside the consumer-facing operations.

The product portfolio spans more than 125,000 items across twelve categories including bathroom furniture, showers, baths, toilets, sinks, faucets, radiators, accessories, mirrors, and tiles. Sanitairkamer combines two proprietary house brands, Saniclear and Saniclear Premium, with third-party A-brand partnerships from manufacturers such as Geberit, Grohe, Hansgrohe, Hotbath, Villeroy & Boch, Riho, Xenz, Polysan, and Plieger. Value-added services include bundled complete sets, a free 3D bathroom design service at showrooms, and an in-house installation program called Sanitairkamer In Huis.

The business generates revenue through one-time product sales with no subscription component, priced from budget entry points (entry-level baths starting around €175-200) through premium offerings (freestanding and whirlpool baths from €1,000 to over €2,800). Service features include free shipping on orders above €100, customer-selected delivery dates, and a 30-day return policy. The company markets through social media (Facebook, Instagram, YouTube, Pinterest, TikTok), a blog with bathroom inspiration and buying advice, email newsletters, and showroom appointments. Sanitairkamer is a privately held Dutch private limited company with no disclosed parent entity, institutional investor, or public revenue disclosure.

Name

Sanitary room

Legal name

Sanitairkamer

Website

https://sanitairkamer.nl

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Sanitairkamer is a Dutch omnichannel retailer of bathroom products, operating an e-commerce platform and 10 showrooms across the Netherlands. It sells over 125,000 SKUs spanning its Saniclear house brands and leading third-party A-brands to consumers and trade professionals.

Ownership category

akta.pro rank

Product category

Bathroom Fixtures and Sanitary Products Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Bath Fixtures & Wellness (Showers, Tubs, Steam, Saunas) Showrooms (CRAIAFAD)

akta.pro secondary industry

Sinks & Water Filtration/Dispensers Showrooms (CRAIAFAE)

Keywords

• Bathroom fixtures retail
• Sanitary products
• Bathroom furniture
• Shower systems
• Bathroom tiles

Headquarters

HQ city

Nijmegen

HQ country

Netherlands

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Sanitary Product Sales: One-time product sales of bathroom fixtures including bathroom furniture, showers, bathtubs, toilets, sinks, faucets, radiators, accessories, mirrors, and tiles. Products sold include own house brands (Saniclear, Saniclear Premium) and third-party A-brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Sanitairkamer is an omnichannel retailer of bathroom and sanitary products in the Netherlands, selling more than 125,000 SKUs across categories such as bathroom furniture, showers, taps, baths, toilets, basins, radiators, accessories, mirrors, and tiles. The range combines private-label brands (Saniclear and Saniclear Premium) with premium third-party A-brands including Geberit, Grohe, Hansgrohe, Villeroy & Boch, Hotbath, Riho, Xenz, and Polysan. Customers purchase online via the webstore or at 10 physical showrooms, with delivery scheduled by the customer from a central warehouse in Harderwijk, supplemented by a free 3D bathroom design service and an in-house installation program (Sanitairkamer In Huis).

Product overview

Sanitairkamer operates as a Dutch online and showroom-based e-commerce retailer for bathroom and sanitary products. Its offering is organized as a broad multi-brand portfolio combining private-label products (Saniclear, Saniclear Premium) with third-party brands (Geberit, Grohe, Hotbath, Villeroy & Boch, Riho, Xenz, Polysan, Hansgrohe, Plieger, and others). The product range is divided into 12 core categories: Bathroom Furniture (vanities, cabinets, washbasins), Showers (cubicles, doors, steam cabins, walls, trays, rain showers), Taps/Faucets (washbasin, bath, shower, kitchen, bidet), Baths (built-in, corner, seat, bubble/jacuzzi, freestanding, entry-level), Toilets (wall-hung, standing, bidet, washlet/douche WC, urinal), Basins & Sinks (pedestal, vanity, countertop, freestanding, fountains), Radiators (design, towel, electric), Accessories (towel holders, mirrors, lighting, water softeners), Mirrors (illuminated, heated, cosmetic, cabinets), Tiles (floor, wall, mosaic, natural stone, ceramic), Complete Sets (bundled washbasin/toilet/fountain sets), and Bathroom Furniture Packages. The company also offers an in-house installation service (Sanitairkamer In Huis) and a free 3D bathroom design service at its 10 showrooms across the Netherlands.

Differentiator

Problem solved

Functional benefit

Brands

• Saniclear: Own house brand of sanitary products including bathroom furniture, shower cabins, toilets, and bathroom accessories.
• Saniclear Premium

Products and services

• Bathroom Furniture (Badkamermeubels) Full range of bathroom cabinets, vanities, sink cabinets, column cabinets, washbasin countertops, and custom-sized bathroom furniture sold to consumers renovating bathrooms.
• Shower Products (Douche) Complete shower assortment including shower cubicles, shower doors, steam cabins, shower walls, shower trays, rain showers, panels, heads, and accessories sold to consumers.
• Taps and Faucets (Kranen) Range of washbasin faucets, bath faucets, shower faucets, bidet faucets, kitchen faucets, and tap accessories.
• Baths (Baden) Bathtubs including built-in baths, corner baths, seat baths, bubble/whirlpool baths, bath walls, panels, freestanding baths, and entry-level baths.
• Toilets (Toiletten) Toilets including wall-hung, standing, bidets, washlet/douche WC, toilet seats, urinals, and complete toilet sets.
• Washbasins (Wastafels) Washbasins, pedestal sinks, vanity basins, counter basins, freestanding sinks, and fountains.
• Radiators (Radiatoren) Bathroom radiators including design radiators, towel radiators, electric radiators, floor heating, and accessories.
• Bathroom Accessories (Accessoires) Bathroom accessories including towel holders, glass holders, water softeners, shower accessories, soap accessories, toilet accessories, bath accessories, and bathroom lighting.
• Bathroom Mirrors (Spiegels) Bathroom mirrors including illuminated mirrors, heated mirrors, cosmetic mirrors, mirror cabinets, and mirror heating.
• Tiles (Tegels) Floor and wall tiles including ceramic, stone, marble, concrete look, wood look, hexagonal, Portuguese, Moroccan, terrazzo tiles, mosaics, and tiling materials.
• Complete Bathroom Sets Bundled washbasin sets, toilet sets, fountain sets, and complete bathroom furniture packages.
• Saniclear (Private-label house brand) Own house brand of Sanitairkamer offering bathroom furniture, showers, baths, and accessories at accessible price points.
• Saniclear Premium (Private-label premium brand) Premium tier of the Saniclear house brand offering higher-end bathroom fixtures and finishes.
• Sanitairkamer In Huis installation service In-house installation and renovation service program offered by Sanitairkamer to accompany bathroom product purchases.
• 3D Bathroom Design Service Free 3D bathroom design service available at showrooms, allowing customers to visualize their bathroom before purchase.

Quantifiable outcome

• Customer satisfaction rating of 8.8 out of 10 based on 24,974 reviews

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

15 partnerships are on record, tiered core and minor.

• GeberitcoreOthersMajor A-brand partner supplying toilet systems, flush plates, and bathroom technology products. Products featured include Geberit UP100, UP320, and UP720 toilet sets.
• GrohecoreOthersPremium A-brand partner supplying faucets, showers, and bathroom fixtures known for quality and design.
• HansgrohecoreOthersPremium A-brand partner supplying shower systems, faucets, and accessories with focus on design and innovation.
• HotbathcoreOthersDutch premium A-brand partner specializing in designer bathroom fixtures and fittings.
• Villeroy & BochcoreOthersPremium A-brand partner supplying toilets, washbasins, bathtubs, and bathroom furniture with luxury positioning.
• BrauerminorOthersA-brand partner supplying bathroom fixtures and accessories.
• LivliminorOthersA-brand partner in the Sanitairkamer portfolio.
• SealskinminorOthersA-brand partner specializing in shower enclosures and bathroom accessories.
• SunshowerminorOthersA-brand partner offering specialized sun shower and outdoor shower products.
• Vtwonen TegelsminorOthersA-brand partner supplying designer tiles for floors and walls.
• RihocoreOthersPremium A-brand partner specializing in bathtubs, shower trays, and bathroom furniture. Riho products are eligible for cashback promotions.
• XenzcoreOthersPremium A-brand partner supplying designer bathtubs and bathroom products known for quality materials and contemporary design.
• PolysancoreOthersA-brand partner specializing in acrylic bathtubs with products featuring scratch resistance and durability, some with up to 20-year warranties.
• Saniclear (House Brand)coreOthersOwn house brand offering quality sanitary products at competitive prices, including bathroom furniture, baths, and accessories.
• Saniclear Premium (House Brand)coreOthersPremium tier of own house brand offering higher-end sanitary products with enhanced quality and design.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Gamma: One of the largest Dutch home improvement chains with national store footprint and e-commerce, offering bathroom products alongside broader DIY assortment. Competes with Sanitairkamer on convenience and bundled DIY projects.
• Karwei: Major Dutch home improvement retailer with physical stores and a growing online presence offering bathroom fixtures, tiles, and installation as part of a broader DIY/home portfolio. Competes on convenience and trade-in traffic rather than specialist depth.
• Praxis: Large Dutch home improvement chain with extensive showrooms and a bathroom specialty category. Comparable broad retailer competing in the same product categories but from a wider DIY portfolio angle.
• IKEA: Global furniture retailer with growing bathroom furnishings and storage categories in the Netherlands. Competes primarily on affordable bathroom furniture and accessories rather than full sanitary installation.
• Hornbach: European DIY big-box retailer with strong Netherlands presence, large-format showrooms, and dedicated bathroom departments. Comparable on showroom-powered bathroom shopping experience and broad project assortment.

Direct peers

• Sawiday: Dutch/Belgian online bathroom specialist retailer with a comparable e-commerce-plus showroom model selling multi-brand sanitary products, tiles, and installation services. Direct head-to-head competitor in the Netherlands mid-market bathroom segment.
• Sanitairwinkel.nl: Netherlands-based online sanitary and bathroom retailer selling fixtures, tiles, and accessories. Comparable vertically-specialized e-commerce business targeting Dutch homeowners and trade customers.
• BadkamerXXL: Dutch online bathroom retailer offering a broad assortment of sanitary fixtures, tiles, and furniture with showrooms. Directly competes with Sanitairkamer on multi-brand selection and price-led positioning in the Dutch market.
• Saniself: Dutch pure-play online bathroom specialist with broad catalog of showers, baths, toilets, and tiles. Comparable on assortment depth and direct-to-consumer fulfillment model in the Netherlands.

Emerging players

• Wayfair: Large online home goods marketplace expanding in the Netherlands, including bathroom vanities, mirrors, and accessories. Emerging online-only competitor that pressures Sanitairkamer's e-commerce channel with broader assortment and scale.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCRRhJFImNOGEOZ3H22CnDNg
• Facebookfacebook.com/Sanitairkamer.nl
• Instagraminstagram.com/sanitairkamer
• Pinterestnl.pinterest.com/sanitairkamernederland
• TikToktiktok.com/@sanitairkamer

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 Sanitary room