Decokay

What Decokay does

Decokay is a privately held Dutch franchise network operating more than 40 retail showrooms across the Netherlands that sell home interior products, including flooring (laminate, PVC, marmoleum, carpet, vinyl), window treatments (curtains, duettes, roller and pleated blinds, shutters, jalousies), wallpaper, interior and exterior paint, outdoor sun protection (screens, awnings, roller shutters), custom wardrobes, garage doors, stair coverings, and lighting. The company serves individual residential homeowners through in-store consultation, free measurement services, and professional installation delivered by qualified personnel at each franchise location.

Decokay monetizes via one-time retail product sales supplemented by installation and measurement services, with no disclosed e-commerce channel; pricing is quote-based and not published online. The assortment is anchored by the exclusive TINTZ house brand and supplemented through multi-brand supplier partnerships with premium labels such as Somfy, JAB Anstoetz, ARTE, Élitis, Holland Haag, Sigma, Sikkens, Wijzonol, Quick-Step, Toppoint, Unilux, Sunway, Artelux, and Interstil. Distribution is exclusively physical: 43 franchise-operated showrooms provide local accessibility across most Dutch provinces, and the franchise model allows independent entrepreneurs to operate under the Decokay banner while corporate retains brand, marketing, and supplier coordination.

The company holds CBW-erkend certification, a Dutch consumer protection mark that delivers warranty, deposit protection, and independent dispute resolution to retail customers. There is no proprietary technology product, no disclosed revenue or headcount, no parent company or institutional investor, and no evidence of funding activity. A sub-brand, 'Smart by Decokay,' extends the offering into home-automation-integrated window treatments via Somfy-powered motorized systems, representing the company's principal product surface expansion beyond traditional soft furnishings.

Name

Decokay

Legal name

DECOKAY

Website

https://decokay.nl

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

51–100 employees

Short description

Decokay is a Dutch franchise network of 40-plus retail showrooms selling home interior products (flooring, window treatments, paint, wallpaper, custom wardrobes, garage doors) to residential homeowners, with in-store consultation, measurement, and installation services anchored by the TINTZ house brand.

Ownership category

akta.pro rank

Product category

Home Interior Retail

NAICS

Home Furnishings Retailers (44912), Floor Covering Retailers (449121)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Wall Décor Retail (Art Prints, Mirrors, Clocks, Wall Hangings) (CRAIACAA)

Keywords

• Home interior retail
• Window treatments
• Flooring products
• Wall coverings
• Curtains and blinds

Headquarters

HQ city

Venlo

HQ country

Netherlands

HQ region

Europe

Offices40 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Retail Product Sales: Decokay generates revenue through the sale of home interior products including floors (laminate, PVC, marmoleum, carpet, vinyl), curtains and window treatments (duette shades, roller blinds, pleated blinds, shutters, jalousies), wall coverings (wallpaper, paint), outdoor sun protection (screens, awnings, roller shutters), custom wardrobes, garage doors, and lighting. Products are sold through physical retail stores with installation and measurement services offered as add-on services.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Decokay is a Dutch franchise retail chain operating 43+ physical showrooms across the Netherlands that sells home interior products including flooring, curtains and window treatments, wall coverings, paint, outdoor sun protection, custom wardrobes, garage doors, lighting and stairs. The company complements its product sales with in-house services such as free on-site measurement, professional installation, wallpaper hanging, floor laying, and personalized interior design advice.

Differentiator

Problem solved

Functional benefit

Brands

• TINTZ: House brand offering window treatments, paint, curtains, and flooring products.
• Smart by Decokay

Products and services

• Flooring Complete flooring assortment including laminate, marmoleum, PVC, carpet, vinyl, area rugs, and underfloor heating, sold to Dutch homeowners through Decokay showrooms with floor-laying (legservice) as an add-on.
• Curtains and window treatments Curtains and window decoration including duette, duo roller, inbetween, pleated, roller, folding, blackout and sheer (vitrage) curtains, plus hanging systems, sold to residential customers with free measurement and installation services.
• Wall coverings (wallpaper and panels) Wall coverings including wallpaper (including premium brands such as ARTE and Élitis), felt panels and wall panels, sold with a dedicated wallpaper-hanging (behangservice) add-on for Dutch homeowners.
• Interior and exterior paint Interior paint (wall paint, ceiling paint, lime paint, primer, interior lacquer) and exterior paint (exterior wall paint, stain, exterior lacquer, primer) from brands such as Sigma, Sikkens and Wijzonol, offered with 20,000 color choices across Decokay stores.
• Outdoor sun protection External sun shading products including awnings (markiezen), roller shutters (rolluiken), conservatory sun shading, terrace screens and zip/rits screens, plus verandas and roof structures, installed by Decokay technicians.
• Insect screens (horren) Custom insect screens for windows and doors, including door screens, inset screens, plissé screens, window screens, roller screens and fixed screens, supplied through Unilux and other partners.
• Blinds, shutters and louvre windows (jaloezieën) Aluminium and wooden venetian blinds, shutters, and vertical/horizontal louvres (lamellen), available in custom sizes, colors and finishes for tilt-and-turn and standard windows.
• Electric curtain rails (Somfy) Motorized curtain rail systems powered by Somfy, controllable via app or remote, with touch-motion and scheduling features and optional home-automation integration for residential customers.
• Custom built-in wardrobes (kast op maat) Made-to-measure wardrobes with hinged doors, sliding doors and internal fittings, designed and installed for Dutch residential customers.
• Garage doors and frames Garage door solutions including up-and-over (kanteldeuren), sectional, side-hinged and pedestrian-door variants, together with associated frames (kozijnen), sold and installed for residential customers.
• Stairs and stair coverings Stair renovation products including stair coverings, supplied and installed for residential customers.
• Measurement service (inmeetservice) Free on-site measurement service for window treatments and outdoor sun protection products, performed by Decokay personnel to ensure correct sizing prior to manufacturing and installation.
• Installation and mounting service (montage) Professional installation and mounting service covering purchased products, performed by qualified Decokay technicians for residential customers.
• Interior design advice (interieuradvies) Personalized in-store interior design advice from qualified Decokay personnel to help customers select flooring, curtains, wall coverings, paint and related products for their home.
• Wallpaper hanging service (behangservice) Professional wallpaper hanging service bundled with wallpaper purchases at Decokay, performed by trained installers for residential customers.
• Floor laying service (legservice)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

One partnership is on record.

• TINTZ (House Brand)coreTechnology or IntegrationTINTZ is the exclusive house brand of Decokay, offering a comprehensive range of products including window treatments (duettes, pleated blinds, wooden jalousies, roller blinds, shutters), curtains, paint (interior and exterior), floors (PVC, laminate, carpet), wallpaper, and outdoor sun protection (screens, awnings). TINTZ products are only available at Decokay stores.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Leen Bakker: Dutch home furniture and interior retail chain. Overlaps with Decokay on flooring, window treatments, paint, and home accessories, serving similar residential customers across the Netherlands.
• Kwantum: Dutch value-oriented home furnishing retailer specializing in curtains, blinds, flooring, paint, and home textiles. Closely mirrors Decokay's multi-category interior proposition at a value price point with a Dutch store network.
• Karwei: Dutch home improvement and interior retail chain operating physical stores across the Netherlands. Overlaps directly with Decokay on flooring, paint, wallpaper, and window treatments, serving the same residential homeowner customer base.
• JYSK: Scandinavian home furnishings retailer with a substantial Dutch store network. Overlaps with Decokay on window treatments, home textiles, and selected interior categories at value price points.
• Gamma: Largest Dutch home improvement and DIY chain with extensive national store footprint. Competes with Decokay across paint, wallpaper, flooring, and window coverings, and shares a similar franchise/cooperative store model.
• Praxis: Dutch home improvement retail chain with stores throughout the Netherlands. Directly comparable to Decokay on paint, flooring, window treatments, and interior accessories for residential customers.

Broad incumbents

• IKEA: Global home furnishing incumbent with large Dutch store and digital presence. Competes with Decokay across flooring, window treatments, and storage solutions, but with a much broader assortment and integrated e-commerce channel.
• Home Depot: Largest global home improvement retailer. Provides a broad-incumbent benchmark for assortment, service, and scale against which smaller European chains like Decokay are positioned, though it does not directly compete in the Netherlands.

Emerging players

• Beter Bed: Dutch bedroom furniture and sleep specialist retailer. Adjacent peer to Decokay given the shared residential homeowner customer base, though focused primarily on mattresses and bedroom furnishings rather than Decokay's broader interior mix.

Regional players

• Hornbach: European DIY and home improvement chain with limited Dutch store presence. Comparable to Decokay on flooring, paint, and window treatments, but primarily competes in other European markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Decokay
• LinkedInlinkedin.com/company/decokay

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 Decokay