What Vlastuin does

Vlastuin is a privately held, third-generation Dutch family business founded in 1967 and headquartered in Baarn, the Netherlands. Operating through three legal entities (Vlastuin CDI B.V., Mr. Flexx Solutions B.V., and Vlastuin CDI Beheersmaatschappij B.V.), the company designs, manufactures, and sources in-store POS solutions, packaging, and digital signage for retailers and brand owners across FMCG, fashion, DIY, perfume and cosmetics, and broader retail sectors. Its core technology platform is the Mr. Flexx line of reusable display systems — a modular ABS mono-material framework available in Classic, Premium (with optional light, sound, scent, and motion activation), and Eco (bioplastic, in partnership with Vibers) variants — alongside the Conformo ready-to-use floordisplay system and a range of LED category lighting, shop-in-shop, and digital signage solutions. The company also offers Bufferz hygiene screens (a COVID-era product line) and sustainable packaging co-developed with STI Group, including a DOW Award Gold-winning cardboard alternative to plastic blister packaging for Universal Electronics.

Vlastuin operates a B2B sales-led go-to-market focused on direct relationships with European retailers and brand owners, delivering tailor-made solutions from concept through realization. Its offering is full-service: concept and shopper marketing, design, project management, global sourcing (leveraging a 38-year partnership with STI Group and STI Group Asia for China production), and installation. Anchor enterprise customers include Albert Heijn (400+ stores running Mr. Flexx for the AH Price Favourites campaign), Rituals, Universal Electronics, Playmobil, Jumbo, Hoogvliet, Grolsch, Hasbro, and Pokon. Revenue mechanics are project-based and quote-driven, with no publicly disclosed pricing; the company is currently expanding geographically into Germany and France and planning a self-serve e-commerce web shop for smaller-volume European customers.

Name

Vlastuin

Legal name

Vlastuin CDI B.V.

Website

https://vlastuincdi.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

11–50 employees

Short description

Vlastuin is a Dutch, third-generation family-owned B2B provider of in-store POS displays, packaging, and digital signage solutions for retailers and brand owners across FMCG, fashion, DIY, and cosmetics in the Benelux and wider European markets.

Ownership category

akta.pro rank

Product category

Retail Display & Packaging Solutions

SIC

Partitions, Shelvg, Lockers, & Office & Store Fixtures (2540), Paperboard Containers & Boxes (2650)

akta.pro primary industry

POS Accessories & Spares (Cables, Stands, Cases, Replacement Parts) (HDACAKAL)

akta.pro secondary industries

Reusable & Refill Packaging Systems (Returnable Packaging, Refill-at-Home/In-Store) (IMALAMAE), Secondary & Gift Packaging (Folding Cartons, Sets, Rigid Boxes) (IMALAJAK)

Keywords

• In-store POS displays
• Retail packaging solutions
• Reusable display systems
• Shop-in-shop concepts
• Shopper marketing services

Headquarters

HQ city

Baarn

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. POS Display Solutions: Design, development, and manufacturing of point-of-sale display systems including reusable displays (Mr. Flexx), standard displays, and custom displays for retailers and brand owners.
2. Packaging Solutions: Design and production of product packaging including sustainable cardboard packaging replacing plastic blister formats, gift packaging, and custom packaging concepts.
3. Digital Signage & Instore Solutions: Digital signage systems, LED category lighting, shop-in-shop concepts, and category management solutions.
4. Project Management & Sourcing: Project guidance from concept to realization, sourcing services, print broker services, and technical support for retail solutions.
5. Concept & Shopper Marketing: Inspirational sessions, shopper marketing consulting, concept development, and design services for brand activation.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Vlastuin designs, manufactures, and supplies in-store POS display solutions, product packaging, digital signage, and shop-in-shop concepts for retailers and brand owners. Its flagship offering is the Mr. Flexx line of modular, reusable POS displays (Classic, Premium, Eco variants), complemented by sustainable packaging solutions (cardboard eco-pouches replacing plastic blister), the Conformo ready-to-use floordisplay system, and full-service concept-to-realization project management, sourcing, and shopper marketing consulting.

Product overview

Vlastuin is a Dutch family business with over 55 years of experience providing in-store retail solutions. The company operates as a solutions provider rather than a unified software platform, offering a portfolio of physical products and services. Core products include the Mr. Flexx line (Classic, Premium, Eco variants) - modular, reusable display systems made from recyclable ABS or bioplastic materials; Conformo - ready-to-use floordisplays with stacking trays; and Bufferz - hygiene screen products. Services encompass digital signage, packaging solutions (with partner STI Group), POS displays, shop-in-shop concepts, category management, concept & shopper marketing, project management & sourcing, and interior design. The Mr. Flexx product family is the flagship reusable display offering, while services like concept development and sourcing support complete the retail solution portfolio.

Differentiator

Problem solved

Functional benefit

Brands

• Mr. Flexx: Multifunctional, reusable POS display system available in Classic, Premium, and Eco variants. Made from 100% recyclable mono-material ABS. Maximizes CO2 reduction by up to 86% compared to cardboard displays.
• Bufferz
• Conformo
• Mr. Flexx Eco
• Mr. Flexx Premium

Products and services

• Mr. Flexx Classic Robust reusable POS display system with 10 years of proven success, featuring changeable oval side window panels for creative decoration. Made from 100% recyclable mono-material ABS with flexible cardboard decorations. Standard sizes 60x40 and 40x40.
• Mr. Flexx Premium Next-level in-store promotion display with optional sensory features including light, sound, scent, and movement. Available in unique 40x40 size as well as standard 60x40 size. Includes 'lift & learn' tracking capabilities.
• Mr. Flexx Eco First reusable display produced from bioplastic using Vibers high-tech fibers. 100% recyclable at end of lifetime using mono material. Achieves up to 86% CO2 reduction versus traditional cardboard displays.
• Conformo Ready-to-use floordisplay system with 7 variant stacking trays delivered pre-glued. Saves time, storage, and handling costs. Each tray holds up to 25 kg. Uses FSC-certified corrugated cardboard. Achieves up to 14% CO2 savings versus handfolded displays and up to 33% CO2 savings overall.
• Bufferz Hygiene screens, sanitizer stations, and barrier products made with powder-coated metal, integrable into retail interiors, waiting areas, and theaters.
• Digital Signage Future-proof digital signage solutions for retail environments, part of Vlastuin's comprehensive in-store technology offerings.
• Packaging Solutions Product packaging solutions developed in partnership with STI Group, including sustainable cardboard alternatives to plastic blister packaging with significant CO2 reduction. Covers gift packaging, custom packaging concepts, and the cardboard eco-pouch product.
• POS Displays Point-of-sale display solutions including floor displays, counter displays, and stopping power tools for retail environments. Custom design and manufacture for retailers and brand owners.
• Shop-in-Shop Solutions Complete shop-in-shop solutions and category approach implementations for retailers and brands, including brand experience stores and category management programs.
• Concept & Shopper Marketing Shopper-focused marketing services including inspirational sessions, product presentations, and new design development based on shopper behavior analysis. Includes tailored workshops conducted at venues including castle Groeneveld.
• Project Management & Sourcing Project guidance from concept to realisation with risk mapping, timeline management, and global partner network coordination. Includes print broker services and technical support for retail solutions.
• Interior Design In-store design services combining aesthetic and practical approaches for retail spaces, including brand experience and shop-in-shop interior environments.
• Stopping Power Displays POS stopping power tools designed to capture shopper attention and drive purchase decisions at the point of sale.
• LED Category Lighting with Textile Banner Adjustable LED lighting system with printed textile banner for category branding. Length-adjustable for custom fit with universal mounting system for wall, rack, shelf, or any in-store application. Two-sided LED panel available for midshop branding.

Quantifiable outcome

• Up to 86% CO2 reduction with Mr. Flexx reusable displays compared to traditional cardboard displays
• +6 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• STI GroupcoreStrategic or Co-development PartnerGerman packaging partner for 38 years. STI Group is known worldwide for innovative and creative packaging and POS solutions. Collaboration on sustainable packaging including cardboard eco-pouch replacing plastic blister for Universal Electronics, achieving DOW Award Gold 2022.
• STI Group AsiacoreStrategic or Co-development PartnerPartnership for production coordination in China. Provides quality control, packaging coordination with European standards, price stability, and local support for European customers. Single point of contact in Asia for wide packaging demand.
• SHOP! Enhancing RetailminorOthersGlobal non-profit trade association dedicated to enhancing retail environments. Represents over 2,000 member companies worldwide. Vlastuin is a member along with Dutch ISMI organization.
• ISMIminorOthersDutch shopper marketing organization. Shopper marketing discipline takes consumer behaviour of the shopper as starting point. Vlastuin is a member.
• Universal Electronics (UEI)coreStrategic or Co-development PartnerNasdaq-listed company producing hardware and software for smart living solutions. Almost one-third of all remote controls sold worldwide come from UEI. Collaboration on sustainable packaging (cardboard eco-pouch replacing plastic blister) achieving 24% CO2 reduction and 20 tons plastic waste reduction.
• Hamers TotaalminorStrategic or Co-development PartnerInterior partner for Rituals House of Rituals project.
• LichtplannersminorStrategic or Co-development PartnerLighting partner for Rituals House of Rituals project.
• First ImpressionminorStrategic or Co-development PartnerPartner in Rituals House of Rituals project collaboration.
• HarmelingminorStrategic or Co-development PartnerPartner in Rituals House of Rituals project collaboration.
• Brandwise GroupminorStrategic or Co-development PartnerPartner in Mr. Flexx Premium implementation at Hoogvliet Supermarkten that won OMA Silver Award 2022.

Scale indicators9 records

Recent moves8 records

Expansion highlights10 records

Broad incumbents

• Smurfit Kappa: One of the world's largest paper-based packaging manufacturers with a POS display business through its H1 (formerly Hexacomb) and retail shelf-ready packaging units. Comparable in corrugated POS displays and sustainable packaging, with much broader geographic and product footprint than Vlastuin.
• DS Smith: FTSE 100 global packaging giant with a significant POS display division serving FMCG and retail customers across Europe. Competes with Vlastuin on corrugated displays, sustainable packaging, and in-store solutions at much larger scale, but does not focus on the modular reusable display niche.

Regional players

• Inapa: European paper and packaging distributor headquartered in Portugal with operations across Benelux, France, Germany, and Iberia. Comparable through its paper-based packaging and POS solutions distribution, particularly relevant for Vlastuin's Benelux base but operating at a different stage of the value chain.
• Vink Plastics: Dutch-based distributor of plastics, packaging, and visual communication materials across Northern Europe. Comparable in the Benelux packaging and POS materials supply chain, though primarily a distributor rather than a design-and-build solution provider like Vlastuin.
• Antalis: French-headquartered European distributor of paper, packaging, and visual communication solutions. Comparable through its packaging and POS support offerings to retailers and brands across Europe, with a broader distribution model rather than Vlastuin's bespoke design-and-build approach.

Emerging players

• The Marketing Store: B2B shopper marketing and retail experience agency with European operations. Comparable in shopper marketing consulting, category management, and brand activation services that overlap with Vlastuin's concept & shopper marketing offering.
• Cheqples: Netherlands-based POS display and packaging solutions provider focused on sustainable, reusable retail displays. Direct peer in the reusable modular display category with overlap on sustainability positioning and Benelux customer base.

Direct peers

• Prismaflex International: French manufacturer of POS displays, signage, and visual merchandising solutions for retail and brand owners. Direct peer — operates in the same European retail display category with a comparable product portfolio and B2B sales model targeting FMCG, cosmetics, and DIY customers.
• STI Group: German-headquartered provider of POS displays, packaging, and retail solutions. Most direct peer — Vlastuin's 38-year strategic partner on DOW Gold Award-winning sustainable packaging and exclusive Asia coordination partner, making STI Group both a collaborator and adjacent competitor in the same European accounts.
• Octagon: Global brand activation and experiential marketing agency with significant POS display and retail experience capabilities. Comparable in shelf-stopping power, brand activations, and shopper marketing services delivered to retail and brand-owner clients.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/vlastuincdi
• Facebookfacebook.com/VlastuinCDI
• LinkedInlinkedin.com/company/vlastuin-cdi

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 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 Vlastuin