Studio ROOF
Studio ROOF is a privately-held Dutch design company that designs and sells flatpack 3D cardboard art kits — wall décor, ornaments, flowers, themed creatures, and a Memphis-inspired sub-brand — to consumers via DTC e-commerce and Amsterdam retail, and to a global network of gift shops and design boutiques via a B2B wholesale portal.
- Company typePrivate
- Founded2005
- HeadquartersAmsterdam, Netherlands
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Studio ROOF does
Studio ROOF is a privately-held Dutch design company founded in Amsterdam circa 2013 that designs and sells flatpack 3D cardboard art kits. Its core products are pre-perforated cardboard sheets printed with vegetable inks that users pop out and assemble into decorative wall art, ornaments, flowers, themed creatures (birds, butterflies, beetles, wild animals, dinosaurs), and children's pieces; the company also operates the Atelier Toit sub-brand offering Memphis-inspired wall sculptures, candle holders, shelves, coat racks, and unique decorative pieces. Pricing is unit-based, ranging from $10 for small ornaments to $25 for larger wall art, with $20–$75 digital gift cards and free shipping on US orders over $100.
The company earns revenue through three primary streams: direct-to-consumer e-commerce through usa.studioroof.com shipped from a US warehouse in Cheshire, CT; wholesale distribution through a global network of gift shops, museum stores, and design boutiques accessed via a B2B portal and a "Find a Stockist" locator; and a physical retail store in Amsterdam city centre. Marketing is driven by an owned DTC site, an Instagram presence, an email newsletter with a 10% welcome offer, and a dedicated stock image bank for press and wholesalers. The company is GDPR compliant, operates with no disclosed outside investment or parent company, and names a single freelance art director (Jantien Baas) in its creative leadership.
The functional proposition is sustainable, design-led home décor and gifts built around a distinctive flatpack-assembly ritual; the company serves individual consumers (home decorators, gift buyers, parents) as its primary segment, with a secondary B2B segment of boutique resellers globally. Operations span the Netherlands (HQ and retail) and the United States (warehouse), with shipping currently to USA and Canada via the owned DTC channel.
Studio ROOF firmographics
Firmographics- Name
- Studio ROOF
- Legal name
- Studio ROOF
- Website
- https://studioroof.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Studio ROOF is a privately-held Dutch design company that designs and sells flatpack 3D cardboard art kits — wall décor, ornaments, flowers, themed creatures, and a Memphis-inspired sub-brand — to consumers via DTC e-commerce and Amsterdam retail, and to a global network of gift shops and design boutiques via a B2B wholesale portal.
- Ownership category
- akta.pro rank
Studio ROOF industry classification
Industry- Product category
- Home Décor
- NAICS
- Other Furniture Related Product Manufacturing (3379)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)
- akta.pro primary industry
- Miniatures & Figurines (Display/Collectible) (CRALAKAB)
- akta.pro secondary industry
- Scale Model Kits (Aircraft, Armor, Ships, Cars) (CRALAKAA)
Keywords
Where Studio ROOF is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices3 records
Markets served
Studio ROOF business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Direct E-commerce Sales: Studio ROOF sells directly to consumers through their usa.studioroof.com website, offering wall art, ornaments, flowers, and kids products. Payments accepted via credit cards (Visa, Mastercard), PayPal, and Apple Pay. Orders are shipped daily from their US warehouse in Cheshire, CT.
- Wholesale/Reseller Distribution: The company sells to retailers globally through their B2B portal and Find a Stockist network. Wholesalers and press can access the stock portal to download product images.
- Gift Cards: Digital gift cards sold at $20, $40, $50, and $75 denominations. Recipients can use unique codes at checkout to apply credit to orders. Gift cards do not expire.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Small ornaments (Lucky Charm collection) |
| Unit Pricing | Pay-as-you-go | Wall art and larger 3D objects |
| Unit Pricing | Pay-as-you-go | Gift cards |
| Unit Pricing | Pay-as-you-go | Sale/Discounted Items |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
Studio ROOF product offering
Product offeringCore offering
Studio ROOF designs and manufactures flat-pack 3D decorative cardboard products — wall art (birds, beetles, butterflies, wild animals), pop-out flower bouquets, hanging ornaments, and large-scale dinosaur/mythical creature builds — that consumers assemble at home. All items are produced from recycled cardboard printed with vegetable inks and sold across multiple themed collections, including the premium Atelier Toit sub-brand.
Product overview
Studio ROOF is a Dutch design company specializing in 3D pop-out cardboard art products. The core product portfolio includes wall art collections featuring nature themes (Garden Birds, Paradise Birds, Beetles, Butterflies, Wild Animals), flowers and bouquets inspired by classic artists, and the Atelier Toit premium sub-brand with Memphis-style home decor. Additional offerings include the Lucky Charm ornament collection of small hanging decorations, a Kids collection with child-friendly designs, and Dinos & Unicorns large-scale dinosaur and mythical creature models. All products are made from recycled cardboard printed with vegetable inks, designed to be assembled flat and built into 3D decorations. The company also offers digital gift cards as an add-on product. Studio ROOF sells directly through their e-commerce platform and through a global network of stockists.
Differentiator
Problem solved
Functional benefit
Brands
- Atelier Toit: A sub-brand featuring wall sculptures, candle holders, shelves, coat racks, and unique decorative pieces.
Products and services
- Wall Art Collection Core 3D cardboard pop-out wall decoration collection spanning nature-themed sub-collections — Garden Birds (e.g. Citrinella Pair), Paradise Birds (Tinjil, Maya, Flores, Obi, Nusa, Olango, Paradise Nest), Beetles (Azure Stag Beetle, Coccinelle Rouge), Butterflies (Rosora Butterfly), and Wild Animals (Panda, Red Panda, Camel, Rhino, Panther, Kangaroo, Monkey, Antelope, Crocodile, Boar Piglet). Products ship flat and are assembled by the buyer.
- Lucky Charm Ornament Collection Small 3D cardboard hanging ornaments including Honey Bee, Crab, Chicken, Stego, Diplo, T-Rex, Horse, Grid Butterfly, Rabbit, Pig, Bear, Dove, Sparrow, Lobster, and Sea horse, designed to hang from plants, Christmas trees, or lamps as good-luck charms. Built from recycled cardboard with vegetable inks; individual ornaments range from $10 and include 2-sheet / 4\u201311 piece builds.
- Flowers Collection Everlasting flat-pack cardboard flower bouquets and pop-out cards inspired by classical painters, including Klimt's Garden (Gustav Klimt), Van Gogh Sunflowers, and the Dutch Masters Bouquet (Jan Davidsz. de Heem). Designed for display as permanent floral décor.
- Atelier Toit Sub-Brand Premium Memphis-inspired decorative line offering wall sculptures, candle holders (Memphis Collection), shelves, coat racks, and unique pieces designed for everyday functional home styling.
- Kids Collection Child-friendly 3D cardboard products including Missis Fluffy pet companion and kids-themed wall art designed to engage children in assembly while providing decorative pieces for nurseries and play areas.
- Dinos & Unicorns Large-Scale Models Oversized flat-pack cardboard builds including Ankyl Dino, Giant T-Rex, Giant Diplodocus, Giant Pegasus, and the Dinosaurland mobile — large display pieces for children's rooms and themed interiors.
- Coraline Seahorse Wall Art Large-format 3D cardboard seahorse wall sculpture (11 x 5.5 x 31 cm built), assembled from 2 x A4 sheets with 16 pop-out pieces, made of recycled cardboard printed with vegetable inks.
- Sea Creatures Theme Underwater-themed 3D cardboard builds covering marine-life designs including the Coraline Seahorse and related creatures.
- Wild Animals Theme Jungle/wildlife-themed 3D cardboard wall art spanning Panda, Red Panda, Camel, Rhino, Panther, Kangaroo, Monkey, Antelope, Crocodile, and Boar Piglet.
- Gift Cards Digital gift cards available in $20, $40, $50, and $75 denominations, redeemed via unique codes at checkout. Gift cards do not expire.
Companies that use Studio ROOF
Customer profileSegments3 records
Ideal customer profiles2 records
Studio ROOF technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Studio ROOF partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
Studio ROOF competitors and assessment
Company assessmentDirect peers
- Djeco: Djeco is a French children's art and craft brand offering creative kits, puzzles, and decorative toys. Shares Studio ROOF's Kids segment, nature-themed design language, and global stockist distribution model.
- Petit Collage: Petit Collage makes eco-friendly children's décor, games, and craft kits with a sustainability focus that mirrors Studio ROOF's recycled cardboard positioning. Both brands compete in design-conscious retail environments for parents and gift-buyers.
- Moci: Moci is a Dutch design label producing cardboard home accessories including lampshades and decor objects. Closely comparable as a fellow Netherlands-based design studio using cardboard as a primary material for premium-feel interior products.
- Cardboard Safari: Cardboard Safari makes flat-pack cardboard animal heads and decor items sold through museum stores and design boutiques. Overlaps with Studio ROOF in eco-friendly cardboard construction, nature themes, and gift-oriented home decor positioning.
- Cartonic: Cartonic produces 3D cardboard animal decor and DIY assembly kits, directly mirroring Studio ROOF's pop-out nature-themed products. Both companies sell decorative cardboard figures targeting home décor and gifting channels at similar price points.
- PaperPunk: PaperPunk designs flat-pack cardboard construction kits for creative play and home decoration, using the same perforated-cardboard assembly concept as Studio ROOF. Both brands position assembly as entertainment-plus-decor for design-conscious consumers.
- Avenue Mandarine: Avenue Mandarine is a French design studio producing paper craft kits and decorative figurines, sharing Studio ROOF's pop-out assembly aesthetic and European design sensibility. Both target parents and gift-buyers seeking creative, decorative products.
Broad incumbents
- Ferm Living: Ferm Living is a Danish design house producing Scandinavian-inspired home décor and accessories. Overlaps with Studio ROOF in design-led, giftable home décor and global boutique retail distribution, but operates at a higher price tier and broader category scope.
Emerging players
- Senger Naturwelt: Senger Naturwelt is a German brand producing stuffed animals and decorative home items using natural materials. Comparable to Studio ROOF in the eco-friendly, design-led children's and home décor segment with European retail distribution.
- My Paper Pattern: My Paper Pattern creates DIY paper craft kits including pop-out flowers and decorative objects with a similar assembly-driven approach. Targets the same eco-conscious craft audience as Studio ROOF, particularly for floral and home décor applications.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Studio ROOF social profiles
Digital presenceStudio ROOF compliance and trust
Trust signalCompliance1 record
Studio ROOF financial estimates
Financial estimateRevenue estimate
Valuation estimate
Studio ROOF leadership team
Management profileNumber of profiles
Profiles1 record
Studio ROOF funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Studio ROOF M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Studio ROOF
What does Studio ROOF do?
Studio ROOF designs and manufactures flat-pack 3D decorative cardboard products — wall art (birds, beetles, butterflies, wild animals), pop-out flower bouquets, hanging ornaments, and large-scale dinosaur/mythical creature builds — that consumers assemble at home. All items are produced from recycled cardboard printed with vegetable inks and sold across multiple themed collections, including the premium Atelier Toit sub-brand.
Is Studio ROOF a public or private company?
Studio ROOF is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Studio ROOF founded?
Studio ROOF was founded in 2005. It employs 1 to 10 people.
Where is Studio ROOF based?
Studio ROOF is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Studio ROOF make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale/Reseller Distribution and gift Cards.
Who are Studio ROOF's main competitors?
Direct peers on record are Djeco, Petit Collage, Moci, Cardboard Safari, Cartonic, PaperPunk and Avenue Mandarine. Ferm Living is listed as a broad incumbent. Emerging players are Senger Naturwelt and My Paper Pattern.
Does Studio ROOF have an API?
No public API is recorded for Studio ROOF.
What industry is Studio ROOF in?
Studio ROOF's product category is Home Décor. Its primary akta.pro industry code is CRALAKAB, Miniatures & Figurines (Display/Collectible), with a secondary code of CRALAKAA, Scale Model Kits (Aircraft, Armor, Ships, Cars). Its NAICS code is 3379 and its SIC code is 3944.