What E-shaped does

E-shaped is a small direct-to-consumer e-commerce retailer founded in 2017 in the Netherlands and now operating primarily out of Lithuania, with offices in Kaunas and a pickup point in Vilnius. The company runs a curated multi-brand marketplace for sustainable home textiles and lifestyle products, representing international brands such as Essenza Home, Marc O'Polo Living, Sunies, McAlson, Heinen Delfts Blauw, and A Beautiful Story, alongside its own original E-shaped decorative home accessories collections. The catalog of approximately 292 SKUs spans duvet covers, pillows, towels, nightwear, decorative cushions, Delft Blue ceramics, handcrafted sandals, and fair-trade jewelry, with prices ranging from roughly €5.95 for accessories to €329.95 for premium bedding.

The underlying technology is a standard DTC e-commerce platform (e-shaped.com) with online payment processing, multi-carrier logistics integrations (DPD courier, OMNIVA parcel terminals, Lithuanian Post), and payment integrations through MakeCommerce and Paysera. Products carry sustainability certifications (OEKO-TEX, GOTS) and are positioned for consumers seeking ethical, long-lasting home goods. Distribution combines the owned online storefront with a physical in-store pickup point at PC Europa in Vilnius and worldwide shipping, with 1-2 business day delivery to the Baltics and 5-9 day international delivery.

The business model is unit-pricing retail: one-time product sales priced in EUR inclusive of VAT, with free domestic shipping in Lithuania above €49 and a 14-day consumer right of withdrawal. The primary customer segment is individual consumers prioritizing aesthetics, sustainability, and conscious consumption, segmented horizontally rather than by enterprise. There is no disclosed funding, no B2B revenue, and no enterprise customer base.

Name

E-shaped

Legal name

E-shaped

Website

https://e-shaped.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

E-shaped is a Lithuania-based DTC e-commerce retailer (founded 2017 in the Netherlands) operating a curated multi-brand marketplace for sustainable home textiles and lifestyle products, serving individual consumers across the Baltics and internationally via its own online storefront and Vilnius pickup point.

Ownership category

akta.pro rank

Product category

Home Textiles & Sustainable Lifestyle Retail

NAICS

Home Furnishings Retailers (44912), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

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

akta.pro primary industry

Luxury Home & Lifestyle (Tableware, Decor, Home Textiles) (CRAKAFAI)

akta.pro secondary industry

Decorative Accessories Retail (Vases, Bowls, Sculptures, Figurines, Trays) (CRAIACAB)

Keywords

• Sustainable home goods
• Home textiles
• Decorative accessories
• Eco-friendly bedding
• Lifestyle products

Headquarters

HQ city

Alphen Aan Den Rijn

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct sales of home textiles, bedding, accessories, and lifestyle products through their e-commerce platform. Products include duvet covers, pillows, towels, nightwear, and decorative items from branded partners like Essenza Home and Marc O'Polo.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

E-shaped is a sustainable lifestyle and interior e-commerce retailer that curates and sells eco-friendly home textiles, bedding, loungewear, decorative accessories, ceramics, footwear, and fair trade jewelry. The company represents international brands such as Essenza Home, Marc O'Polo Living, Sunies, McAlson, Heinen Delfts Blauw, and A Beautiful Story, while also creating its own original E-shaped decorative home accessory collections. Products are sold direct-to-consumer via the company's own online store with in-store pickup available in Vilnius, Lithuania.

Product overview

E-shaped is a sustainable lifestyle and interior brand that operates as a curated multi-brand marketplace offering eco-friendly home accessories, textiles, and lifestyle products. The company represents carefully selected international interior and lifestyle brands (Essenza Home, Marc O'Polo Living, Sunies, McAlson, Heinen Delfts Blauw, A Beautiful Story) while also creating original E-shaped decorative home accessories collections. The portfolio spans bedding and bed linen (duvet covers, pillowcases), bathroom textiles (towels, robes), sleepwear and loungewear, decorative home accessories (cushions, candles, vases), Delft blue ceramics, handmade sandals, and fair trade jewelry. E-shaped emphasizes responsible design, eco-friendly solutions, and long-lasting quality, encouraging sustainable interior choices that align with modern living.

Differentiator

Problem solved

Functional benefit

Products and services

• Essenza Home Collection

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Essenza HomecoreChannel Partner/ Reseller/ DistributorPrimary brand partner represented by E-shaped. Essenza Home is a Dutch home textiles brand creating bedding, towels, robes, and interior collections for over 30 years. Products include high-quality cotton satin, percale, and linen bedding with sustainability certifications (OEKO-TEX, GOTS).
• Marc O'PolocoreChannel Partner/ Reseller/ DistributorSwedish lifestyle brand founded in 1967, offering high-quality home textiles including blankets, towels, pillows, candles, and vases. Products made from natural materials with ecological certifications (OEKO-TEX, GOTS).
• SuniesminorChannel Partner/ Reseller/ DistributorVienna-based footwear brand specializing in handcrafted sandals made from eco-friendly materials (77% bamboo, sugar cane, coconut fiber). Products feature EVA-foam soles and are 100% recycled, waterproof, and vegan.
• McAlsonminorChannel Partner/ Reseller/ DistributorBelgian brand founded in 1997, known for comfortable men's underwear and loungewear combining British meticulousness, Italian finishing, French quality, and Belgian surrealism.
• A Beautiful StoryminorChannel Partner/ Reseller/ DistributorDutch jewelry brand founded in 2006 by Cathelijne, partnering with Nepalese silver factory to support fair trade and artisan communities. Products combine beauty with social impact.
• Heinen Delfts BlauwminorChannel Partner/ Reseller/ DistributorDutch family company founded in 1975, the world's largest producer of Delft Blue pottery. Creates traditional Dutch blue pottery adapted for the 21st century, with in-house clay production and glaze manufacturing.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Houzz: Houzz is a US-headquartered home design marketplace and e-commerce platform combining curated product retail with interior design content and professional services. Comparable to E-shaped in marrying home decor commerce with styling/design expertise, though at vastly larger scale.
• H&M Home: H&M Home is the home furnishings extension of H&M, selling affordable-to-mid-range textiles and decor globally through stores and e-commerce. Comparable to E-shaped in home textiles and decorative accessories retail, but as a mass-market incumbent rather than a premium curator.
• Wayfair: Wayfair is the largest US-headquartered online retailer of home goods, offering broad assortment across furniture, decor, and textiles. Comparable to E-shaped in DTC home goods e-commerce, but at vastly greater scale and breadth with a marketplace model.
• Zara Home: Zara Home is the home furnishings retail vertical of Inditex, operating globally with a broad assortment of textiles, tableware, and decor. Comparable to E-shaped as a destination for premium home textiles and decor, though at much larger scale and as part of a fashion-retail conglomerate.

Direct peers

• Smallable: Smallable is a Paris-based curated multi-brand lifestyle e-commerce retailer with an emphasis on responsible, premium European brands across home, fashion, and kids. Closely aligned with E-shaped's curation-of-international-brands model and sustainability positioning.
• Beliani: Beliani is an online direct-to-consumer retailer of home furniture and furnishings operating across Europe. Comparable to E-shaped in offering multi-category home goods via an e-commerce-led model with European-wide delivery.
• Bolia: Bolia is a Danish premium home furnishings brand retailer with its own collections plus curated Scandinavian design, operating DTC and showrooms across Europe. Comparable to E-shaped in targeting design-conscious, sustainability-aware home consumers via a curated premium assortment.
• Westwing Group: Westwing is a European curated e-commerce retailer for premium home and living products, selling designer furniture, textiles, and decor across multiple European markets. Directly comparable to E-shaped as a DTC multi-brand home goods curator targeting design-conscious consumers.
• NordicNest: NordicNest is a Stockholm-based online retailer specializing in Scandinavian and Nordic home design brands, offering textiles, lighting, and decor. Highly comparable to E-shaped in its curated premium-brand home goods assortment and DTC positioning.

Emerging players

• Faire: Faire is a B2B wholesale marketplace connecting independent brands with retailers across home, gift, and lifestyle categories. Tangentially comparable to E-shaped as a multi-brand home goods distribution platform, though operating on the wholesale side rather than DTC retail.

Market position

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance8 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 E-shaped