Deleukstetaartenshop.nl

What Deleukstetaartenshop.nl does

Deleukstetaartenshop.nl is a direct-to-consumer e-commerce retailer of specialty cake and baking supplies, operated by the Dutch private limited company New Cakes B.V. (KvK-nr. 34213286) headquartered at Casablancaweg 20, 1047 HP Amsterdam. Founded in 2004 and operating continuously for 21 years, the company sells a catalog of 5,414 SKUs spanning baking ingredients (mixes, chocolate, colorants, flavorings, toppings), decorations (cake toppers, fondant, candles, ribbons), tools, and accessories, including specialty dietary options (vegan, halal, kosher, gluten-free). Its target customer is the hobby and semi-professional home baker in the Netherlands and Belgium who cannot easily source these specialty items at general supermarkets or access wholesale pricing without a business registration.

The business runs on a self-serve e-commerce storefront with integrated PostNL fulfillment: orders placed before 16:00 on weekdays are delivered next day, with home delivery at €5.95, pickup-point/Parcel Locker delivery at €5.50, and free shipping above a €75 basket threshold. Revenue is generated entirely through one-time transactional product sales, augmented by a tiered volume discount program called 'Ovenurenkorting' that offers 10–25% off for orders ranging from €100 to €300+. Marketing is conducted through an SEO-optimized recipe and blog library, an email newsletter with a 10% new-subscriber incentive, Instagram activity under the hashtag #deleukstethuisbakkers, and organic social channels; no app, no API, and no disclosed AI capabilities are present in the source material.

The company has no disclosed venture or private-equity funding, operates as an independent private entity with no parent company or subsidiaries, and serves markets in the Netherlands (primary), Belgium, and France with localized multilingual storefronts. Customer base is a long-tail of individual consumers, evidenced by 8,072 reviews yielding a 9.2/10 rating on Feedback Company, with no enterprise or B2B anchor customers identified.

Name

Deleukstetaartenshop.nl

Legal name

New Cakes B.V.

Website

https://deleukstetaartenshop.nl

Company type

Private

Founded year

2004

Operating status

Operating

Short description

Deleukstetaartenshop.nl is a Dutch direct-to-consumer e-commerce retailer of specialty cake and baking supplies, serving hobby and semi-professional home bakers in the Netherlands, Belgium, and France with a 5,414-SKU catalog, next-day PostNL delivery, and a tiered volume discount program.

Ownership category

akta.pro rank

Product category

Specialty Baking Supplies Retail

NAICS

Baked Goods Retailers (445291)

SIC

Bakery Products (2050), Sugar & Confectionery Products (2060)

akta.pro primary industry

Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin) (CRADAAAD)

akta.pro secondary industries

Baking & Dessert Mixes (Brownie, Cookie Mixes, Frosting) (CRADABAN), Bakery Fillings, Icings & Decorations Manufacturing (AFAKAAAH)

Keywords

• Baking supplies retail
• Cake decorating products
• Baking ingredients online
• Home baking tools
• Specialty baking shop

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce retail of baking supplies: Direct-to-consumer online sales of baking ingredients, decorations, tools, and accessories. Revenue generated through product sales with tiered volume discounts. Shipping fees apply for orders below the free shipping threshold of €75.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Deleukstetaartenshop.nl is an online specialty retailer selling baking ingredients, decorations, tools, and accessories through its own e-commerce storefront. The catalog of 5,414 products covers mixes, base baking ingredients, chocolate, colorings, flavorings, candy melts, toppings, cake toppers, fondant, and other supplies targeted at hobby and semi-professional bakers. Orders are fulfilled via PostNL with next-day delivery for orders placed before 16:00 on weekdays.

Differentiator

Problem solved

Functional benefit

Products and services

• Baking Ingredients Complete range of baking ingredients for hobby and semi-professional bakers including mixes, base ingredients, chocolate, colorings, flavorings, candy melts, and toppings for cakes, cupcakes, cookies, and pastries. Targeted at home bakers and informal bakers producing for family, friends, and occasional customers.
• Cake Decorations Specialty cake and baking decorations including cake toppers (baby, wedding, Disney-themed, letters/numbers, candles, bows) and fondant products (glaze, drips, gum paste, modeling fondant, rolled fondant). Targeted at home bakers decorating cakes for birthdays, weddings, baby showers, and themed celebrations.
• Baking Chocolate Range Baking chocolate products including melting chocolate, chocolate chunks and drops, cocoa powder, and cocoa butter for cake, dessert, and confectionery applications.
• Fondant Decorating Range Fondant-based cake decorating products including glaze and drip coatings, gum paste, modeling fondant for sculpting, and rolled fondant for covering cakes. Targeted at hobby and semi-professional bakers decorating celebration cakes.
• Ovenurenkorting Volume Discount Program Volume-based tiered discount program offering up to 25% off for frequent buyers, particularly semi-professional bakers without a business registration who are excluded from wholesale pricing. Available to all customers purchasing through the Deleukstetaartenshop.nl storefront.

Quantifiable outcome

• 9.2/10 customer rating based on 8072 reviews
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• PostNLcoreOthersPrimary logistics and delivery partner. Handles all order fulfillment with next-day delivery capability for orders placed before 16:00 on weekdays. Offers both home delivery and pickup point options.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Wilton Brands: US-based cake decorating giant with global brand recognition in decorating tools, sprinkles, and bakeware, overlapping on the decorations and tools category.
• Bol.com: Largest Dutch generalist online retailer with deep baking supplies assortment and subsidized shipping; primary competitive threat on price and convenience.
• Dr. Oetker: Large German baking products manufacturer with broad retail presence across Europe; competes at the brand level in baking mixes, decorations, and ingredients.

Regional players

• Cake Stuff: UK-based online specialty retailer of cake decorating and baking supplies with a comparable D2C model and target audience; serves as a geographic analog for European category retailing.
• The Cake Decorating Company: UK specialist in cake decoration, baking tools, and ingredients sold online, mirroring the hobbyist specialization and broad assortment approach.

Direct peers

• FunCakes: Dutch-based baking brand supplying fondant, mixes, and decorations through retail and wholesale channels, overlapping with Deleukstetaartenshop on assortment and customer base.
• Taartdecoratie.nl: Specialized Dutch e-tailer focused on cake decoration supplies and tools, serving the same home baker customer with comparable product categories.
• Bakken.nl: Dutch online specialty retailer of baking ingredients, mixes, and tools, targeting the same hobby and semi-pro baker segments in the Netherlands with overlapping SKU coverage.
• Baktotaal: Dutch e-commerce store selling baking ingredients, decorations, and tools, comparable in assortment breadth and hobbyist target audience.
• Hobbybak: Dutch specialty e-commerce store focused on hobby baking ingredients and tools, comparable in customer targeting and product mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/deleukstetaartenshop
• LinkedInlinkedin.com/company/deleukstetaartenshop

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 Deleukstetaartenshop.nl