What Van der Maarel Eventstyling does

Van der Maarel Eventstyling is a privately held Dutch event styling company founded in 1953 and headquartered in Den Haag, Netherlands, with a dedicated warehouse and logistics facility in Hazerswoude-Dorp. The company designs and delivers atmospheric settings for corporate events, weddings, congresses, exhibitions, gala dinners, and large festivals. End customers include enterprise clients (ABN AMRO, Shell, Tomorrowland, Volvo Ocean Race, Giro d'Italia, Sportgala, Parookaville, Zand Festival, Capital C, Ibis Hotel Rotterdam) and private consumers, served primarily across the Netherlands with cross-border capability demonstrated through a separate German-language website. Operationally it functions as an integrated design-to-execution shop rather than a pure rental house or pure design studio.

The company’s core product portfolio is organized into four groups — Meubels (Furniture), Botanics, Accessoires, and Visuals — with inventory spanning seating, tables, lighting, plants, decorative objects, and thematic backdrop visuals. A proprietary creative framework called Spirit Worlds groups styling direction into four atmospheres (Dynamic, Rustic, Industric, Nostalgic), which is used as the conceptual starting point for client engagements. Service tiers (Basic, Basic Plus, Maatwerk/Custom) provide structured entry points from furniture-only rental to full turnkey event concepts that encompass set dressing, floral design, and custom-built elements. The company also offers dedicated service lines for stand/exhibition build, congresses, diners, weddings, floral design, set dressing, and custom-made concepts. Recent process enhancements include the use of AI-generated visuals in the concepting workflow and a sustainability program built around circular furniture and a Trees for All partnership.

Revenue is generated on a project-by-project quote basis through three streams: recurring furniture and equipment rental, professional turnkey event concepts, and one-off floral decoration sales. Pricing is not publicly disclosed; tiers range from a basic rental package to fully bespoke multi-day productions. Distribution is direct-to-customer via a consultative, sales-led motion, with delivery and setup executed by an internal warehouse and logistics team. The company is family-owned under current CEO Cees van der Maarel, with no external investors or funding rounds on record, and operates with a small, multi-disciplinary team of approximately 15+ people across studio/sales and warehouse/logistics functions.

Name

Van der Maarel Eventstyling

Legal name

Van der Maarel Eventstyling

Website

https://vandermaarel.nl

Company type

Private

Founded year

1953

Operating status

Operating

Headcount range

11–50 employees

Short description

Van der Maarel Eventstyling is a Dutch family-owned event styling company founded in 1953 that rents furniture, botanicals, and visual decor and delivers full turnkey event concepts for corporate events, weddings, festivals, and exhibitions across the Netherlands and Germany.

Ownership category

akta.pro rank

Product category

Event Styling Services

NAICS

Indoor and Outdoor Display Advertising (541850)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Event Design, Decor & Styling (HSACAAAB)

akta.pro secondary industries

Event Theming, Mood Boards & Concept Design (HSACAOAH), Decor Props & Themed Set Rentals (HSACAFAK), Event Furniture Rentals (Tables, Chairs, Lounge) (HSACAFAB)

Keywords

• Event styling services
• Furniture rental
• Event decor
• Floral design
• Exhibition booth styling

Headquarters

HQ city

Den Haag

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Furniture and Equipment Rental: Rental of trendy furniture, exclusive plants, and styling equipment for events. This is the core business activity with over 70 years of experience.
2. Turnkey Event Concepts: Full-service event styling from concept to execution, including set dressing, floral design, and custom-made solutions.
3. Floral Decorations Sales: Sale of flower decorations for events.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Van der Maarel Eventstyling provides event styling services and decor rental for corporate events, weddings, exhibitions, congresses, diners, and galas. The offering spans rental of furniture (Meubels), plants and botanicals, accessories (lighting, rugs, candle holders), and themed visual backdrops, combined with turnkey event concepts covering floral design, set dressing, and custom-made styling solutions. Customers choose from three formulas — Basic, Basic Plus, or fully customized Maatwerk — anchored by the company's proprietary Spirit Worlds creative framework (Dynamic, Rustic, Industric, Nostalgic).

Product overview

Van der Maarel Eventstyling is an event styling company with over 70 years of experience offering rental furniture, botanical decorations, accessories, and visual backdrops for events. The company operates a multi-product portfolio organized into four main product categories: Meubels (Furniture), Botanics, Accessoires (Accessories), and Visuals. Their product offering includes hundreds of individual rental items across seating, tables, lighting, plants, decorative objects, and themed visual backdrops. Services are structured through three formulas (Basic, Basic Plus, Maatwerk) and organized around four Spirit Worlds atmosphere concepts (Dynamic, Rustic, Industric, Nostalgic). The company provides comprehensive event styling services including corporate events, weddings, exhibitions, congresses, floral design, set dressing, and custom-made solutions. Founded in 1953, the company is based in The Hague, Netherlands, with operations spanning from intimate settings to large-scale events.

Differentiator

Problem solved

Functional benefit

Brands

• Spirit Worlds: Four distinct atmosphere concepts (Dynamic, Rustic, Industric, Nostalgic) that serve as the creative starting point for each project.

Products and services

• Meubels (Furniture) Rental

Named customers10 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Trees for AllminorOthersEnvironmental partnership with Trees for All, a Dutch tree planting organization. The company supports CO2 compensation through this partnership as part of their sustainability commitment.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Eventive: Dutch event production and styling company serving corporate clients. Competes directly on full-service event styling for the same enterprise segment in the Netherlands.
• D&B Event Design: Dutch event styling and decor company serving corporate events and exhibitions. Closest domestic direct peer with similar furniture rental, floral, and turnkey concept offerings.
• 2dezign: Netherlands-based event design and styling firm offering furniture rentals, decor, and full event concepts. Comparable mid-sized Dutch competitor in the same service category.
• Hartman Events: European event furniture rental and styling specialist. Comparable inventory-driven model targeting corporate events and exhibitions.
• Mojo Events: Dutch full-service event agency with styling capabilities. Overlaps on event design, decor, and production for corporate clients in the same Benelux market.

Broad incumbents

• Amazing Event Rentals: Large US event rental company offering furniture, decor, and tent rentals. Comparable business model (rental-driven) at significantly larger scale — sets the upper benchmark for the category.
• Event Prop Hire: UK-based premium event prop and furniture rental company serving corporate and private events. Direct overlap on rental catalog and styling services for high-end clients.

Others

• Cvent: Enterprise event management software platform. Not a direct styling competitor but increasingly the procurement/buying interface corporate clients use to source suppliers like Van der Maarel.

Regional players

• VisionDesign Event Solutions: Germany-based event styling and decor company. Adjacent geographic competitor for cross-border German corporate event work — directly relevant to Van der Maarel's DE expansion.

Emerging players

• Bloomon: Floral design company with strong Dutch roots and pan-European delivery. Comparable on the Botanics / floral design overlap, though B2C-focused versus Van der Maarel's B2B event focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/vdmaarelsfeer
• Facebookfacebook.com/vandermaareleventstyling
• LinkedInlinkedin.com/company/van-der-maarel-sfeermeesters

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Van der Maarel Eventstyling