What Primetime does

Primetime, legally Primetime, makers van sfeervolle ambiances B.V., is a privately held Dutch full-service event and ambiance company founded in 1992 and headquartered in Cuijk, Netherlands (Hapsebaan 4, 5431 NG Cuijk). The company combines four core service lines under one roof: event technology (rigging, lighting, sound, visual), event styling (furniture, decorations, greenery, flowers, weddings, stretch tents), audiovisual installation (both temporary and permanent), and custom interior construction (Interieurbouw) carried out in its own workshop with a paint spray facility. Underlying assets include a 1,200+ m² warehouse with 26 racking units standing 7 meters high, more than 10 proprietary furniture lines, certified AV technicians, and a recognized training company status (Erkend Leerbedrijf) across 10+ vocational programs. The firm is ISO 9001:2015 certified (since 2023) and participates in the VSME sustainability reporting trajectory (since 2025).

Primetime monetizes primarily through project-based and recurring rentals of event equipment and furniture, professional styling and design services, AV installation contracts, custom interior construction (with an approximately 50/50 split between rental furniture and permanent sales), and stretch tent rental and sales through three sister brands: Stretchtent-Huren.nl, Stretchtent-Kopen.nl, and Flory Flowers. Go-to-market is anchored in direct enterprise sales via account managers, supported by a physical showroom in Cuijk, downloadable catalogues and SEO-optimized owned websites, and a consumer e-commerce layer for stretch tent and floral products. The company reports 1,000+ national and international customers across industries including automotive (Gazelle, Porsche), software (AFAS), logistics (DACHSER), maritime (Van Oord), aerospace (Fokker), sportswear (JAKO), energy (Schneider Electric), education (Radboud Universiteit), and event management agencies (D&B Eventmarketing, Eventex, Pink Lemon Events, Inspyrium, Eventz), with several enterprise clients retained for 5–20+ years.

Name

Primetime

Legal name

Primetime, makers van sfeervolle ambiances B.V.

Website

https://primetime.nl

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Primetime is a Dutch full-service event and ambiance company founded in 1992, based in Cuijk, providing event technology, event styling, AV installation, custom interior construction, and stretch tent solutions to enterprise clients, event agencies, and private consumers across the Benelux.

Ownership category

akta.pro rank

Headquarters

HQ city

Cuijk

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Inventory, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Event Equipment Rental: Primetime rents out a full range of event materials including furniture (tables, chairs, bar counters, lounge sofas, DJ booths), lighting, audio, visual/beamer equipment, rigging, stretch tents, decorations, greenery, and floral arrangements. Rental is the core revenue driver, covering both temporary event needs and ongoing contracts with event agencies and venues.
2. Event Styling and Design Services: Professional event styling services including mood board creation, layout design, decoration installation, and styling for events such as themed parties, weddings, corporate events, and trade shows. Services include consultation, design, and execution.
3. Audiovisual (AV) Installation Services: AV installation services for both temporary and permanent installations in functional spaces. Services include consulting, custom AV solutions design, mounting, installation, maintenance, and relocation of audiovisual systems. Revenue generated through project-based service contracts.
4. Custom Interior Construction and Sales: Custom interior construction for permanent spaces including bars, reception desks, cabinets, and shop fittings. In-house manufacturing generates revenue through bespoke project work for retail, sports facilities, offices, and private individuals. Approximately 50/50 split between rental furniture and permanent sales.
5. Stretch Tent Rental and Sales: Through subsidiary brands Stretchtent-huren.nl (rental) and Stretchtent-Kopen.nl (purchase), the company generates revenue from flexible tent solutions for events, weddings, festivals, and permanent extensions. Both new and used stretch tents are sold.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Primetime is a full-service event and ambiance partner operating from Cuijk, Netherlands since 1992. The company delivers integrated event technology (rigging, lighting, sound, visual), event styling (furniture, decorations, greenery, flowers, stretch tents), AV installation for permanent and temporary spaces, and custom interior construction (bars, cabinets, shop fittings) under one roof. Through subsidiary brands Stretchtent-huren.nl and Stretchtent-Kopen.nl, it also rents and sells stretch tents directly to private consumers for weddings, garden parties, and festivals.

Product overview

Primetime is a full-service event company offering a comprehensive portfolio of event services under a unified 'one-stop-shop' model. The core offerings include Eventtechniek (event technology: rigging, lighting, sound, visual), Eventstyling (styling: furniture, decorations, flowers, weddings, stretch tents), and Kerststyling (Christmas styling). Supporting services include AV Installatietechniek (audiovisual installation), Interieurbouw (custom interior construction), and Beursconcepten (trade show concepts including stand building, exhibition plazas, seminar rooms, and entrance/lounge design). Sister companies Flory Flowers handles silk flower subscriptions, while Stretchtent-huren.nl and Stretchtent-Kopen.nl manage stretch tent rentals and sales respectively. The company operates from Cuijk, Netherlands, serving 1000+ national and international clients since 1992.

Differentiator

Problem solved

Functional benefit

Brands

• Flory Flowers: Silk flower subscriptions and arrangements, operating as 'by Flory Flowers' under the Primetime umbrella.
• Stretchtent-Huren.nl
• Stretchtent-Kopen.nl

Products and services

• Eventtechniek (Event Technology) Technical event services including rigging, visual/beeld, lighting, and sound equipment delivered by certified staff using A-brand materials for corporate events, festivals, and trade shows.
• Eventstyling (Event Styling) Complete event styling services covering furniture rental, decorations, greenery and flowers, weddings, and stylish stretch tent coverings for themed parties, corporate events, and trade shows.
• Kerststyling (Christmas Styling) Professional Christmas decoration services including delivery, installation, styling, removal, and storage of Christmas trees, wreaths, garlands, ornaments, and lighting for businesses and corporate spaces on an annual subscription basis.
• Beursconcepten (Trade Show Concepts) Trade show concept development and execution including stand building, exhibition plazas, entrance and lounge design, and seminar/breakout room setup with full technical and styling support.
• AV Installatietechniek (AV Installation) Audiovisual installation services for both temporary and permanent installations, including consulting, custom AV solutions design, professional mounting, maintenance, repair, and relocation of image, sound, and lighting systems.
• Interieurbouw (Custom Interior Construction) Bespoke interior construction services including design, in-house manufacturing using a dedicated workshop and paint spray facility, and installation of custom furniture such as bars, reception desks, cabinets, and shop fittings for both rental inventory and permanent installations.
• Stretchtent Huren (Stretch Tent Rental) Flexible sailcloth and stretch tent rentals via subsidiary Stretchtent-huren.nl for weddings, festivals, corporate events, garden parties, and other outdoor gatherings, with M2 flame-resistance certification and wind resistance up to wind force 7.
• Stretchtent Kopen (Stretch Tent Sales) Sale of new and used stretch tents via subsidiary Stretchtent-Kopen.nl that are waterproof, flexible, and flame-retardant for festivals, weddings, or as permanent extensions of venues.
• Flory Flowers (Silk Flower Subscriptions) Sister company offering sustainable, low-maintenance silk flower subscriptions, rentals, and floral arrangements for corporate spaces via FloryFlowers.nl.

Quantifiable outcome

• Serves more than 1000 national and international customers
• +3 more outcomes

Named customers18 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

13 partnerships are on record, tiered core and minor.

• AbomacoreImplementation/ SI/ Consulting PartnerAboma is an auditing organization that conducts audits for various certifications including ISO 9001:2015. Primetime worked with Aboma to assess and certify its quality management system, completing the audit successfully in summer 2023 and receiving ISO certification in early autumn 2023.
• CensocoreStrategic or Co-development PartnerCenso supports Primetime in reporting sustainable performance and savings in a dynamic environment that reveals continuous improvement opportunities. Since 2025, Primetime participates in the VSME trajectory (Voluntary Sustainability Reporting Standard) based on CSRD guidelines for SMEs, working together on concrete Sustainable Development Goals aligned with their mission.
• Thomas VormgevingminorStrategic or Co-development PartnerThomas Vormgeving (interior and design) and Primetime merged, with Primetime acquiring many of Thomas Vormgeving's clients including the Radboud Universiteit. This merger strengthened Primetime's interior design capabilities and expanded its client base.
• InspyriumcoreStrategic or Co-development PartnerInspyrium is a green and sustainable event venue where Primetime provides lighting, sound, technology, furnishing, and decoration for B2B events. The two companies have a 7-year partnership characterized by trust, mutual respect, and shared commitment to high-level events. They completed 35+ productions in under two months together and describe each other as 'kind aan huis' (like family).
• Flory FlowerscoreStrategic or Co-development PartnerFlory Flowers is a sister company of Primetime specializing in silk flower subscriptions and floral arrangements. The companies work closely together, with Flory Flowers providing all floral and greenery requirements for Primetime's events and interior projects. Located as a 'zusje van Primetime' (little sister of Primetime).
• Pink Lemon EventscoreChannel Partner/ Reseller/ DistributorPink Lemon Events is a boutique event agency with a 5-year collaboration with Primetime. They commission Primetime for complete event productions including decoration, technique, and furniture. The relationship is characterized by mutual trust, personal contact, and consistent quality delivery across multiple annual events.
• D&B EventmarketingcoreChannel Partner/ Reseller/ DistributorD&B Eventmarketing has been one of Primetime's fixed suppliers for nearly 10 years, commissioning 15-20 productions annually. The partnership grew from small staff events to large festival-scale productions. D&B credits Primetime's all-under-one-roof offering, short lines of communication, and quality execution as key partnership drivers.
• EventexcoreChannel Partner/ Reseller/ DistributorEventex and Primetime have a 20+ year partnership where Eventex develops event concepts and Primetime advises on feasibility, provides furnishing, decoration, lighting, sound, and stretch tents. The companies produce joint 'coproducties' (co-productions), with Primetime providing logistics, a do-mentaliteit (can-do attitude), and professional problem-solving capabilities.
• Radboud Universiteit NijmegenminorChannel Partner/ Reseller/ DistributorThe Radboud Universiteit Nijmegen is a recurring client for Primetime, engaging them for building openings, Master Open Days, and general event support. The partnership focuses on sustainability — Primetime replaced generators with LED lamps and batteries for an open day and uses sustainable materials with longer lifespans.
• Samenwerkingsorganisatie Beroepsonderwijs Bedrijfsleven (SBB)minorGTM or Marketing PartnerSBB is the Dutch collaboration organization for vocational education and business that recognizes companies as approved training (leerbedrijf) companies. Primetime holds Erkend Leerbedrijf status through SBB, offering internships across more than 10 educational programs.
• EventbureauminorChannel Partner/ Reseller/ DistributorEventbureau is a recurring event agency partner that commissions Primetime for multiple client projects including Gazelle Dealer Days, the Van Gelder Asphalt Plant opening, and the Van Oord dinner in the Grote Kerk Veere.
• EventzminorChannel Partner/ Reseller/ DistributorEventz is an event agency that commissions Primetime for event technology, styling, and stretch tents for annual events including Fokker Aerospace jubilee events.
• Event SummitminorGTM or Marketing PartnerEventSummit is the leading trade fair for the event industry. Primetime actively participates, building its own exhibition stand, facilitating the catering square and seminar room, and showcasing the combined capabilities of Primetime and Stretchtent-huren.

Scale indicators8 records

Recent moves8 records

Expansion highlights7 records

Broad incumbents

• NEP Group: Global provider of live event production and broadcast services with integrated technology and crew. Comparable to Primetime's event technology and production services, operating at significantly larger scale with global reach across corporate, sports, and entertainment events.
• Production Resource Group (PRG): Global leader in event production services with comprehensive capabilities across lighting, video, audio, and rigging. Comparable to Primetime as a broader incumbent offering overlapping event technology services but at much larger scale and across multiple geographies.
• Mood Media: Global experiential design company providing ambient solutions including music, scent, digital signage, and media for retail and commercial spaces. Comparable to Primetime's interior construction and ambiance services for permanent commercial installations, though Mood operates at much larger global scale.
• Encore: Global leader in event technology and venue services, providing AV, lighting, and staging for hotels, convention centers, and event venues. Comparable to Primetime's AV and event technology services, operating at much larger scale with venue partnerships that Primetime lacks.

Direct peers

• Stretchtent.com: International stretch tent supplier providing sailcloth tents and accessories for events, weddings, and festivals. Comparable to Primetime's stretch tent rental and sales operations operated through the Stretchtent-huren.nl and Stretchtent-Kopen.nl subsidiary brands.
• AVL Group: Dutch audiovisual and event production company providing AV rental, staging, and technical production. Comparable to Primetime's AV technology and event production services with a similar Dutch market focus and customer base.
• Showtec: Dutch event lighting and rigging supplier providing professional lighting equipment, truss, and rigging for events. Comparable to Primetime's event technology service line, particularly the lighting and rigging offerings within Eventtechniek.
• Rent-All: Major Benelux event equipment rental company providing lighting, sound, video, rigging, and staging. Comparable to Primetime as both serve event agencies and corporate clients with full event technology rental services in the Netherlands and surrounding markets.

Regional players

• Gahrens + Battermann: German AV and event technology rental company providing video, audio, lighting, and event equipment to corporate clients. Comparable to Primetime's AV and event technology services with overlapping offerings but operating in the German market.
• Habegger AG: Swiss full-service event production company offering stage construction, lighting, sound, and rigging. Comparable to Primetime as a regional full-service event technology provider with similar service stack, but operating primarily in Switzerland rather than the Netherlands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/primetimenl
• Facebookfacebook.com/primetime.nl
• LinkedInlinkedin.com/company/primetimeevents

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

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 Primetime