DecoAction

What DecoAction does

DecoAction is a privately held Dutch e-commerce retailer founded in 2010 and headquartered at Keupenstraat 33 in Dinxperlo, Netherlands. The company operates a direct-to-consumer online storefront (decoaction.nl) selling home decor, garden accessories, kitchen accessories, wall decor, dinnerware, door accessories, lifestyle items, and gifts to individual consumers in the Netherlands, Belgium, and Germany. The assortment spans nine primary categories and features brands such as Eschert Design, BBQ Collection, Woodstock Windgongs, Nostalgic Art, Boltze, FarmCook, and Brilliant, with unit prices ranging from approximately €4.95 (basic door mats) to €394.95 (pavilions) and a free-shipping threshold of €50.

The underlying technology is a Magento-based e-commerce storefront with standard catalog, search, customer-account, and checkout flows. Operations are supported by a logistics partnership with GLS for cross-border delivery across NL/BE/DE, a same-day-dispatch cutoff at 14:00 yielding 98% next-business-day delivery, and a Saturday-delivery option. Payment options include PayPal, iDEAL, and Riverty post-payment. Consumer trust is reinforced by Stichting Webshop Keurmerk membership and a Kiyoh-validated 9.4/10 rating across 2,200+ independent reviews; acquisition channels are organic search, direct traffic, email newsletters, and an affiliate program.

The business model is a single-stream, one-time-transaction D2C retail model. There is no disclosed B2B revenue, no subscription or recurring component, no funding history, no M&A activity, no patents or trademarks, no disclosed management team, and no evidence of any AI/ML capability. The company is organized at the smallest end of the SMB spectrum (1-10 employees), making it a lifestyle/small-business-scale e-commerce operator rather than a venture-backed or institutional retailer.

Name

DecoAction

Legal name

DecoAction

Website

https://decoaction.nl

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

DecoAction is a small Dutch e-commerce retailer founded in 2010, selling home decor, garden accessories, kitchenware, and gifts through a Magento-based online storefront to individual consumers in the Netherlands, Belgium, and Germany.

Ownership category

akta.pro rank

Product category

Online Home Decor & Garden Retail

NAICS

Gift, Novelty, and Souvenir Retailers (459420), Gift, Novelty, and Souvenir Retailers (45942)

SIC

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

akta.pro primary industry

Seasonal, Holiday & Party Home Décor Retail (CRAIACAD)

Keywords

• Home decor retail
• Garden accessories online
• E-commerce home goods
• Kitchen accessories shop
• Gift and decor store

Headquarters

HQ city

Dinxperlo

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Infrastructure, Personnel

Revenue model

1. E-commerce retail sales: Direct online sales of home decor and garden accessories to consumers. Products are sold at various price points ranging from budget items (under €10) to premium items (€300+). Revenue generated through product sales with free shipping threshold at €50.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

DecoAction is an online-only e-commerce retailer that sells home decor, garden accessories, kitchenware, dinnerware, wall decoration, door accessories, lifestyle products, and gifts through its Magento-based Dutch storefront. It ships orders to consumers in the Netherlands, Belgium, and Germany via GLS, with prices ranging from approximately €4.95 to €394.95 across multiple brands and product categories.

Product overview

DecoAction is an e-commerce platform offering a diverse portfolio of home and garden decor products organized across nine main categories: Tuinaccessoires (garden accessories), Woonaccessoires (home accessories), Wanddecoratie (wall decoration), Servies (dinnerware), Lifestyle, Deuraccessoires (door accessories), Keukenaccessoires (kitchen accessories), Cadeau (gifts), and Sale. The platform features products from multiple brands including Eschert Design (garden tools and decorations), BBQ Collection (barbecues), Woodstock (wind chimes), Nostalgic Art, Boltze, FarmCook, and Brilliant (outdoor lighting). Products range from functional items like garden furniture, tools, and kitchenware to decorative pieces including wall art, figurines, and seasonal items. The company operates as an online retailer with physical warehouse in Dinxperlo, Netherlands, shipping to Netherlands, Belgium, and Germany.

Differentiator

Problem solved

Functional benefit

Products and services

• Tuinaccessoires (Garden Accessories) Comprehensive range of outdoor garden products including barbecues, plant pots, letterboxes, outdoor lighting, door mats, watering cans, garden tools, garden furniture, wind spinners, wind gongs, sundials, bird feeders, fire baskets, and decorative items for garden styling. Targeted at Dutch-speaking consumers in NL, BE, and DE.
• Woonaccessoires (Home Accessories) Interior decoration items including bathroom accessories, bronze figurines, candle covers, decorative accessories, witch-themed items, historic basket collections, 3D wooden puzzles, card holders, room fountains, baby gifts, lanterns, reading bins, jigsaw puzzles, slate accessories, metal decorations, nostalgic art, oil burners, lighting, and wax holders. Targeted at home-decor consumers.
• Wanddecoratie (Wall Decoration) Wall decoration products including photo frames, glass paintings, dog tiles, interior stickers, clocks, wall circles, text tiles, wall hooks, wall objects, and wooden wall decorations. For consumers looking to personalize interior walls.
• Servies (Dinnerware) Dinnerware and tableware including themed children's collections (Aap noot Mies, Bartje, Ot en Sien), butter dishes, pitchers, cups and mugs, coasters, napkins and napkin sets, tea bag holders, and text cups. For household and gift-giving use.
• Lifestyle Lifestyle products including candles, bags and bike bags, and soap. Targeted at general lifestyle consumers in the Netherlands, Belgium, and Germany.
• Deuraccessoires (Door Accessories) Door accessories including door signs, cast iron door knockers, enamel door plates, cast iron doorbells, enamel house numbers, dog keychains, hanging signs, and prohibition signs. For homeowners seeking decorative exterior hardware.
• Keukenaccessoires (Kitchen Accessories) Kitchen accessories including trays, kitchen utensils, kitchen appliances, kitchen cutlery, herbs and spices, knife sets, oil and vinegar sets, storage containers, pans, cutting boards, teapots, and thermos flasks. For home cooks and kitchens.
• Cadeau (Gifts) Gift products organized by price range (€0-10, €10-20, €20-100), book supports, piggy banks, and umbrellas, helping shoppers select appropriate gifts at various price points.

Segments1 record

Ideal customer profiles1 record

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.

• GLScoreOthersLogistics partnership for order fulfillment and delivery services. GLS handles package delivery across the Netherlands, Belgium, and Germany, with Saturday delivery option available.
• KiyohminorOthersIndependent customer review platform providing verified customer feedback and ratings. DecoAction displays 9.4/10 rating based on 2200+ reviews.
• Stichting Webshop KeurmerkcoreOthersDutch e-commerce trust certification program. DecoAction is affiliated member, providing consumer trust and purchase protection.
• RivertyminorGTM or Marketing PartnerPost-payment service enabling customers to pay for orders after delivery, enhancing conversion rates.

Scale indicators3 records

Recent moves1 record

Expansion highlights4 records

Broad incumbents

• Bol.com: Largest Benelux marketplace with a substantial home, kitchen, garden and gift assortment; competes with DecoAction on organic SEO and pricing across overlapping SKUs.
• De Bijenkorf: Premium Dutch department-store retailer with a dedicated home, kitchen and gifting assortment that competes for higher-ticket decor and gift purchases.
• Amazon Netherlands: Generalist marketplace and Prime fulfillment incumbent in NL that competes with DecoAction on home, kitchen, garden and gifts via organic, paid and Prime-driven demand.

Direct peers

• Wehkamp: Dutch online department-store retailer carrying home, gift and lifestyle categories that compete for the same Dutch-speaking shopper that DecoAction targets.
• Westwing: European D2C online home decor and furniture retailer operating dedicated country storefronts (incl. NL) with curated lifestyle assortments and frequent sales campaigns — very similar go-to-market.
• Light & Living: Dutch home decor brand and retailer specializing in lighting, lanterns, candles and decorative lifestyle items — directly overlaps DecoAction's Woonaccessoires, Lifestyle and gift categories.
• Home24: European pure-play online furniture and home decor retailer active in NL/DE/BE, with a comparable cross-border D2C model and broad decor assortment.
• FonQ: Dutch online home & living retailer selling home decor, kitchenware, garden and lifestyle products directly to Benelux consumers — near-identical assortment, customer base and pure-play D2C model to DecoAction.
• vidaXL: Netherlands-headquartered online retailer with a wide garden, home and outdoor assortment shipped across Europe, overlapping DecoAction's Tuinaccessoires and Woonaccessoires categories.

Regional players

• Karwei: Dutch home-improvement retailer carrying garden, outdoor living and selected decor products; an omni-channel regional incumbent selling into the same Dutch consumer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/DecoAction

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 DecoAction