The Set Company

What The Set Company does

The Set Company is a 1996-founded, Amsterdam-headquartered creative production firm that designs and builds physical brand experiences for luxury and premium brands across European markets. Its service portfolio covers five integrated categories — pop-ups, retail spaces, shop-in-shops, showrooms, and large-scale brand activations — with notable executions including the LEGO Botanicals bloombar pop-up, Tommy Hilfiger Winter 2025 store windows, Hermès flagship window builds, the Heineken experience kiosk, and shop-in-shop installations for Longchamp and Flaneur at De Bijenkorf.

Underlying the offering is an in-house production capability centred on a large facility at Binairstraat 7 in Amsterdam, where high-end set construction expertise — characterised by the company as precision-focused with non-negotiable deadlines — is applied to brand experience builds. The model is vertically integrated: design intent is translated into physical output under a single roof, which the company positions as its 'one partner, one process' differentiator enabling consistent quality across European markets. No proprietary software platform, AI tooling, or technology stack beyond physical production capacity is disclosed.

The business operates as a privately held, founder-led B2B services company with no public funding rounds, institutional investors, or M&A activity disclosed. Go-to-market is enterprise field sales targeting heads of projects and new business functions within brand organisations, supported by social-led brand presence (LinkedIn, Instagram, Pinterest, YouTube) and a project portfolio on its website. Revenue is generated through custom project-based engagements with luxury and premium enterprise clients; pricing is not publicly disclosed and operates on bespoke quotes per project, implying episodic rather than recurring-revenue dynamics.

Name

The Set Company

Legal name

The Set Company

Website

https://thesetcompany.nl

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

The Set Company is a 1996-founded Amsterdam-based creative production firm that designs and builds physical brand experiences — pop-ups, retail spaces, shop-in-shops, showrooms, and large-scale activations — for luxury and premium brands across European markets.

Ownership category

akta.pro rank

Product category

Brand Experience Construction Services

NAICS

Custom Architectural Woodwork and Millwork Manufacturing (337212)

SIC

Miscellaneous Furniture & Fixtures (2590)

akta.pro primary industry

Exhibition, Retail & Experiential Design (BPAHAKAL)

Keywords

• Brand experience construction
• Custom set construction
• Retail interior build
• Pop-up store design
• Shop-in-shop installation

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Brand Experience Construction: Custom design and construction of brand experiences including pop-ups, retail spaces, shop-in-shops, showrooms, and large-scale brand activations. Projects are custom-built for each brand client with consistent quality across European markets.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

The Set Company designs and builds physical brand experiences for luxury and premium brands, including pop-ups, retail spaces, shop-in-shops, showrooms, and large-scale brand activations. All design and construction are managed in-house from a large production facility in Amsterdam, delivering consistent quality across European markets with precision and deadline discipline rooted in nearly three decades of high-end set construction.

Product overview

The Set Company is a creative production company offering a unified portfolio of physical brand experience services: Pop-ups, Retail Spaces, Shop-in-Shops, Showrooms, and Large-scale Brand Activations. These services are delivered as a single integrated offering, with all design and construction managed in-house from the company's Amsterdam production facility, ensuring consistent quality across every European market. Founded in 1996, the company leverages a legacy in high-end set construction to deliver precise, deadline-driven brand experiences for luxury and premium clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Pop-ups Temporary brand experience installations including pop-up stores and kiosks, designed and built in-house for luxury and premium brands across European markets.
• Retail Spaces Full-scale retail environment construction including flagship store interiors and permanent retail installations built with high-precision set construction standards.
• Shop-in-Shops Branded retail modules installed within larger retail environments such as department stores, featuring custom design and construction.
• Showrooms Dedicated brand showcase spaces for product presentations and brand experiences, constructed with precision to perform and last.
• Large-scale Brand Activations Major brand campaign implementations including store windows, campaign installations, and experiential marketing activations across European markets.

Quantifiable outcome

• Consistent quality across every European market

Named customers16 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Design Display Group: UK-based retail display manufacturer delivering custom point-of-sale, shop-in-shop, and brand-experience fixtures comparable to The Set's bespoke retail and event build output.
• Tinkah: Amsterdam-based creative production agency focused on brand activations, pop-ups, and retail experiences for premium and lifestyle brands across Europe. Highly comparable to The Set Company in scope, geography, and client type.
• The Yard Creative: UK-based design and brand experience agency with strong retail and pop-up build capabilities for premium fashion and lifestyle clients. Comparable in deliverables and customer profile to The Set.
• TAIT: Global creative production partner delivering live experiences, brand activations, and event environments for major enterprise brands. Comparable integrated design-build-execute scope at broader geographic scale.
• Sparks: Brand experience agency creating design-driven retail and event environments for enterprise brands. Overlaps with The Set on integrated design-build execution for premium and luxury clients.
• StudioXAG: London-based design-and-build agency specialising in luxury retail experiences, pop-ups, shop-in-shops, and brand activations for premium clients. Direct functional peer in retail experience build-out for tier-1 brands.
• Sheridan&Co: UK retail design and build firm focused on luxury and premium retail environments, pop-ups, and shop-in-shops. Directly comparable craft and client mix to The Set Company.

Broad incumbents

• Jack Morton Worldwide: Global experiential brand agency producing events, environments, and brand activations for major enterprise brands. Overlaps with The Set in execution capability, but operates at much broader scope and global scale.
• GPJ (George P. Johnson Experience Marketing): Large global experiential marketing agency producing brand experiences, events, and environments for enterprise clients. Comparable capability set to The Set at significantly larger scale and broader category and geographic coverage.
• Imagination Group: Global brand experience and experiential agency that designs and builds brand environments across retail, events, and spatial experiences at scale. Larger, broader portfolio but overlapping capability with The Set's experiential design-build offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@TheSetCompanyAmsterdam
• LinkedInlinkedin.com/company/the-set-company
• Instagraminstagram.com/thesetcompany
• Pinterestnl.pinterest.com/TheSetCompany
• Facebookfacebook.com/thesetcompany

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 The Set Company