Smit Visual

What Smit Visual does

Smit Visual B.V. is a Dutch family-owned manufacturer, founded in 1978 and headquartered in Geldrop, Netherlands, that develops, manufactures, and installs visual communication boards and acoustic solutions. The company's core products include whiteboards and chalkboards (with proprietary double-coated enamel surfaces forged at 800°C carrying a lifetime warranty on writability, plus coated-steel variants), pinboards (Bulletin cork linoleum, Camira recycled fabric in 16 colours, and natural cork), projection boards for short and long throw, custom sublimation-printed boards, winged and mobile boards, modular partition walls, hanging column board systems, and a growing line of acoustic panels and PET-felt framed products under the 'Smit Visual Acoustics' umbrella. Technical differentiation rests on in-house enamel surface manufacturing, sublimation printing that bakes ink into the board, and modular construction systems enabling configurations of up to four joined walls.

Smit Visual serves three primary verticals — Education, Commercial/Business, and Healthcare — through a hybrid go-to-market model combining direct sales, a dealer network with installer training, and a White Label/OEM program producing boards under partner brands. Pricing is quote-based with no public list prices; standard catalogue sizes are available for quick delivery while custom dimensions (up to 300 cm width) are produced to order with 1–2 week lead times. Logistics are operated in-house, delivering with 97.7% reliability and sub-0.3% returns across more than 50 countries via direct stock shipments and European drop shipping, with own installation teams (VCA- and GPI-certified) active in the Netherlands, Belgium, and parts of Germany.

The business model is fundamentally a custom industrial manufacturer with one-time hardware sales plus accessories and consumables, supplemented by installation services and white-label production. Marketing relies on the company website, digital catalogues on Issuu, country-specific websites for the Netherlands and Germany, and trade-show presence. The company holds FSC certification as a manufacturer, partners with Trees for All for carbon offsetting, sources 98% of key suppliers from Europe, and is rated an A-rated supplier by virtually all clients based on delivery performance. Smit Visual employs 51–100 people and operates as a private limited company (B.V.) with no external investors, no disclosed funding history, and no reported acquisitions or leadership changes in the available data.

Name

Smit Visual

Legal name

Smit Visual B.V.

Website

https://smit-visual.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

51–100 employees

Short description

Smit Visual is a Dutch family-owned manufacturer founded in 1978, producing custom whiteboards, chalkboards, pinboards, projection boards, partition walls, and acoustic panels for education, commercial, and healthcare customers across more than 50 countries from its Geldrop production facility.

Ownership category

akta.pro rank

Headquarters

HQ city

Geldrop

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Whiteboard and Board Sales: Smit Visual manufactures and sells whiteboards, chalkboards, pinboards, projection boards, and related products. They produce both from stock and custom-made products to specific customer dimensions. Revenue is generated through one-time product sales.
2. Drop Shipping Services: Logistics operations offering drop shipping delivery across Europe. Average reliability of delivery is 97.7% with less than 0.3% returns. Custom-made products delivered within 1-2 weeks.
3. Accessories and Consumables: Sale of starter kits, whiteboard markers, magnets, writing sets, planning accessories, and visual management tools.
4. Installation Services: Own installation team provides measurement and installation services in the Netherlands, Belgium, and a large part of Germany.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Smit Visual develops, manufactures, and installs wall panels and visual presentation tools, including whiteboards, chalkboards, pinboards, projection boards, printed boards, mobile boards, partition walls, and acoustic panels. The company produces both stock and custom-made products in its Dutch facility, specializing in enamel surfaces, sublimation printing, and modular board systems for education, commercial, and healthcare sectors across Europe.

Product overview

Smit Visual is a Dutch manufacturer of visual communication and presentation boards, operating since 1978. The product portfolio centres on writing boards (whiteboards and chalkboards), pinboards, projection boards, and mobile/partition solutions. Core products include Whiteboards & chalkboards (enamel and coated steel surfaces), Pinboards (Bulletin, Camira, Natural Cork), Projection boards (for various throw distances), Printed boards (custom sublimation printing), Winged boards (3/5-surface multi-surface), Unframed Whiteboard (frameless design), Mobile boards (Silva, Revolving, WorkBoard), Partition walls (modular system), Acoustic panels, Hanging column boards, and Partnerline rail system. The offering is complemented by Accessories (starter kits, writing sets, magnets, planning accessories). Custom frameless boards are available under the Chameleon Writing sub-brand. All products are manufactured in-house in Geldrop, Netherlands with focus on customisation and sustainability.

Differentiator

Problem solved

Functional benefit

Brands

• Chameleon Writing: Custom frameless whiteboards product brand. The Unframed Whiteboard page references this sub-brand for custom frameless whiteboard products at chameleonwriting.com.

Products and services

• Whiteboards & chalkboards Writing boards made with durable materials and high-quality writing surfaces manufactured in the Netherlands. Features enamel surfaces with lifetime warranty, coated steel with 5-year warranty, and options for lineations (ruled lines, squares, crosses). Available with various frame options including softline, ExtraFlat, and Design profiles in any RAL colour.
• Pinboards
• Projection boards
• Printed boards
• Winged boards
• Unframed Whiteboard
• Mobile boards
• Partition walls
• Acoustic panels
• Hanging column boards
• Partnerline rail system
• Accessories
• Installation Services
• White Label Manufacturing

Quantifiable outcome

• 97.7% reliability of delivery
• +3 more outcomes

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Trees for AllminorStrategic or Co-development PartnerTrees for All is a globally recognised certification body for carbon offsetting. Smit Visual compensates for remaining emissions by planting forests through this certificate, supporting their sustainability initiatives.
• FSC (Forest Stewardship Council)coreStrategic or Co-development PartnerFSC-certified manufacturer demonstrating that wood materials come from responsible forestry management. Wood throughout the entire chain is traceable from forest to end product.
• White Label PartnerscoreOEM/ Whitelabel/ Licensing PartnerSmit Visual operates as a White Label manufacturer, developing and producing whiteboards and pinboards under partner brands. Offers custom dimensions, frame colours, and unique constructions. Positions as 'silent force' contributing to partner brand growth.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Steelcase: Steelcase is a global office furniture incumbent whose portfolio of movable walls, whiteboards (e.g., Verb media:scape) and acoustic solutions overlaps Smit Visual's partition wall and acoustic panel offering for corporate workplaces.
• Quartet (ACCO Brands): Quartet, owned by ACCO Brands, is a long-established North American and global whiteboard, bulletin-board and presentation-products brand; it competes broadly with Smit Visual in surface boards and planning systems, especially through global office-products channels.

Direct peers

• Durable Hunke & Jochheim: Durable is a German manufacturer of office and presentation products including whiteboards, info boards and modular wall systems, with overlapping product technology and a similar European wholesale channel focus to Smit Visual.
• Franken (Stabilo Group): Franken, part of Stabilo/Schwan-Stabilo, manufactures boards, easels, and presentation products out of Germany for the DACH market and exports within Europe — directly comparable in surface technology (enamel and coated steel boards), customization, and education channel focus to Smit Visual.
• Bi-Silque / MasterVision: Bi-Silque is a Portuguese maker of visual communication products (whiteboards, easels, cork boards) selling across Europe under its own brand and via MasterVision, overlapping with Smit Visual's product range and dealer-led GTM across the same education and office channels.
• Legamaster: Legamaster is a Netherlands- and Germany-based manufacturer of whiteboards, pinboards, and presentation solutions serving exactly the same education and corporate channels as Smit Visual, making it the closest direct competitor in the European board market.
• Novus Dahle GmbH: Novus Dahle manufactures presentation boards, modular wall systems, and visual management products out of Germany, competing in the same education and corporate visual-communication category as Smit Visual across DACH and wider Europe.
• MooreCo / Best-Rite (MooreCo): MooreCo/Best-Rite is a US maker of porcelain-on-steel whiteboards, tackboards and mobile boards; technically and functionally comparable to Smit Visual's enamel whiteboard and mobile board lines, and a viable peer reference for surface technology positioning.
• Sigel (Stabilo) Office Products: Sigel produces office and presentation boards including magnetic glass boards, whiteboards and modular wall systems, competing with Smit Visual in the corporate and education visual-communication category across Europe.

Emerging players

• Steelcase / PolyVision (now part of Steelcase) / Balt (educational boards): Balt and related educational-furniture makers sell mobile whiteboards, easels, and classroom boards in the US and Europe, addressing the same education channel as Smit Visual's mobile and winged schoolboard ranges.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/SmitVisual
• Facebookfacebook.com/SmitVisual
• LinkedInlinkedin.com/company/smit-visual

Compliance3 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 Smit Visual