John Mast
John Mast Raam & Vloerdecoratie is a family-owned interior furnishing retailer in Groningen, Netherlands, founded in 1981, selling custom floors, curtains, window treatments, wallpaper, and stair coverings to regional homeowners, with in-house measurement and installation by its own team of upholsterers.
- Company typePrivate
- Founded1981
- HeadquartersGroningen, Netherlands
- Headcount51–100
- GTM typeB2C
- OfferingServices
What John Mast does
John Mast Raam & Vloerdecoratie is a privately held, family-owned interior design and home furnishing retailer based in Groningen, Netherlands, founded in 1981. The company operates from a single showroom at Boterdiep 57, Groningen, and serves residential customers in the Groningen region and surrounding towns (Leek, Eelderwolde, Bedum). It is currently run by Jolanda and her son Angelo as a second-generation family business.
The company's product portfolio is organized into two main categories — flooring (PVC, Marmoleum, vinyl, laminate, carpet, and floor rugs) and window treatments (curtains/vitrages/inbetweens/overgordijnen, Duette shades, plissé, jaloezieën, roller blinds, and JASNO shutters) — with complementary offerings in premium wallpaper and stair coverings including custom stair runners. The portfolio is complemented by Luxaflex PowerView Automation for smart control of window treatments. Products are sourced from premium European brands (Élitis, Dedar Milano, Zimmer + Rohde, Designers Guild, ROMO, Cole & Son, Pierre Frey, JABO, Brink & Campman, etc.), supplied as custom-measured, custom-made solutions.
John Mast's business model is consultative and project-based: free in-showroom or in-home advisory sessions with Jolanda and Angelo are used to drive custom quotations through the website, after which the company's own in-house team of experienced upholsterers (stoffeerders) handles measurement, custom manufacturing coordination, and installation end-to-end. Revenue is generated through one-time project sales combining product sale and bundled professional installation, with pricing determined per quote rather than via published list pricing. The GTM is sales-led and showroom-anchored, supported by content marketing via the blog/inspiration section, project portfolios, free consultations, and word-of-mouth/Google reviews; there is no third-party retail or distribution, no e-commerce SKU sales, and no disclosed public financials.
John Mast firmographics
Firmographics- Name
- John Mast
- Legal name
- John Mast Raam & Vloerdecoratie
- Website
- https://johnmast.nl
- Company type
- Private
- Founded year
- 1981
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- John Mast Raam & Vloerdecoratie is a family-owned interior furnishing retailer in Groningen, Netherlands, founded in 1981, selling custom floors, curtains, window treatments, wallpaper, and stair coverings to regional homeowners, with in-house measurement and installation by its own team of upholsterers.
- Ownership category
- akta.pro rank
John Mast industry classification
Industry- Product category
- Residential Interior Furnishings
- NAICS
- Home Furnishings Retailers (44912), Floor Covering Retailers (449121)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Luxury Home & Lifestyle (Tableware, Decor, Home Textiles) (CRAKAFAI)
Keywords
Where John Mast is headquartered
LocationHeadquarters
- HQ city
- Groningen
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
John Mast business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Others
Revenue model
- Product Sales: John Mast generates revenue through the sale of interior products including floors (PVC, Marmoleum, Vinyl, Laminate, Carpet), curtains (vitrages, inbetweens, overgordijnen), window treatments (duette shades, plissé, jaloezieën, rolgordijnen, shutters), wallpaper, and staircase coverings. Products are sold with professional installation services included.
- Installation Services: Professional measurement, custom fitting, and installation services provided by their own team of experienced upholsterers (stoffeerders). The company handles the complete process from advice and measuring to custom manufacturing and placement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom interior solutions - pricing varies by product type, material selection, and installation requirements |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
John Mast product offering
Product offeringCore offering
John Mast sells custom-made residential interior products including floors (PVC, Marmoleum, Vinyl, Laminate, Carpet, Floor Rugs), curtains (vitrages, inbetweens, overgordijnen), window treatments (Duette Shades, Plissé, Jaloezieën, Roller Blinds, Shutters), smart window automation, wallpaper, and staircase coverings. Every sale is paired with personalized in-store or in-home consultation and professional measurement, custom fitting, and installation delivered by their own in-house team of experienced upholsterers.
Product overview
John Mast is an interior design and home furnishing company based in Groningen, Netherlands, established in 1981. The company offers a comprehensive portfolio of custom-made interior products organized into two main categories: flooring (vloeren) including PVC, Marmoleum, Vinyl, Carpet, Laminate, and Floor Rugs; and window treatments (raambekleding/gordijnen) including Duette Shades, Plissé, Jaloezieën, Roller Blinds, Shutpers (JASNO), and Smart Window Treatments with PowerView Automation. Additional offerings include Wallpaper from premium brands, and Stair Coverings including custom stair runners. The company provides full-service custom solutions from consultation and measurement through professional installation by their own skilled upholsterers. They also offer complementary services including Interior Advice, Custom Maatwerk, and Installation services.
Differentiator
Problem solved
Functional benefit
Products and services
- PVC Flooring Custom PVC flooring for residential interiors, available in straight planks, herringbone, Hungarian point and concrete-look tiles, suitable for intensive daily use. Sold with professional measurement and installation.
- Marmoleum Flooring Natural linoleum flooring made from renewable raw materials, CO2-neutral and climate-positive, with calm appearance and easy maintenance. Sold and installed as a custom residential solution.
- Vinyl Flooring Practical vinyl flooring for heavily used residential spaces, comfortable underfoot and easy to clean, sold with professional installation.
- Carpet Flooring (Tapijt) Carpet flooring in many colors, structures and qualities including polyamide, wool, sisal, seagrass, coconut and cotton, providing warmth and comfort. Custom-fitted and installed.
- Laminate Flooring Strong, easy-to-maintain laminate flooring available in many colors and patterns, sold and installed as a custom residential solution.
- Floor Rugs (Vloerkleden) Designer floor rugs from brands including Brink & Campman, Cunera, JABO, Van Besouw, Karpi and Mart Visser, adding warmth and softness to residential interiors.
- Custom Curtains (Gordijnen) Bespoke curtains including vitrages, inbetweens and overgordijnen made from natural fabrics such as linen, cotton, wool, silk, hemp and aloe vera, sourced from international brands like Élitis, Dedar Milano, Zimmer + Rohde, Designers Guild and ROMO. Custom-measured, manufactured and installed by John Mast's own team.
- Roman Shades (Vouwgordijnen) Versatile custom Roman shades available in light transparent fabrics, fuller privacy qualities or full blackout for bedrooms, custom-made and installed by John Mast.
- Duette® Shades Honeycomb-structured window shades by Luxaflex combining sleek appearance with high insulation and comfort, custom-measured and installed by John Mast.
- Plissé Pleated Shades Elegant pleated shades with a sleek folded structure that filters daylight and brings calm to a space, custom-made and installed by John Mast.
- Jaloezieën (Venetian Blinds) Timeless and practical venetian blinds in aluminum (16mm, 25mm, 50mm, 70mm) and wood, offering maximum control over light and privacy, custom-made and installed by John Mast.
- Roller Blinds (Rolgordijnen) Minimalist custom roller blinds that can softly filter light or provide full blackout depending on fabric, installed by John Mast.
- Shutters (JASNO) Custom-made interior shutters by JASNO with adjustable louvers, available for various window shapes, sold and installed by John Mast.
- Smart Window Treatment Automation (Luxaflex PowerView®) Smart home automation for Duette® shades, plissé, Roman shades, roller blinds and jaloezieën via the Luxaflex PowerView® system, controllable by remote, smartphone or tablet with scenes and automatic movement scheduling. Sold and configured by John Mast.
- Wallpaper and Wall Textiles (Behang) Design wallpaper and wall textiles from premium brands including ARTE, BelarteSTUDIO, Black Edition by ROMO, Carlucci, Casamance, Chivasso, Cole & Son, Coordonné, Designers Guild, Dutch Walltextile Co., Élitis, Greenland, Mind The Gap, Nobilis, Osborne & Little, Phillip Jeffries, Pierre Frey, ROMO, Tissage Mahieu and Villa Nova. Sold with installation.
- Stair Coverings (Trapbekleding) Custom stair coverings in carpet, vinyl, marmoleum, laminate and PVC, including custom stair runners installed by John Mast's skilled upholsterers.
- Custom Stair Runners (Traplopers) Custom-made stair runners produced with traditional craftsmanship from brands including Louis de Poortere, Jules Flipo, Sophie Cooney, Off The Loom, Hartley & Tissier, Bomat and Brink & Campman, installed by John Mast's own upholsterers.
- Interior Consultation and Installation Service End-to-end interior design advisory, in-home measurement, custom manufacturing coordination and professional installation service delivered by John Mast's own team of experienced upholsterers for all products sold. Includes free in-store and in-home advice sessions and quote-based pricing.
Companies that use John Mast
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles2 records
John Mast technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
John Mast partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- DUIN Interior (Miquel van Duin)minorJohn Mast collaborated with interior designer Miquel van Duin of DUIN Interior on a luxury 250-square-meter apartment transformation project in Groningen. Miquel van Duin is also their neighbor. This was a co-development partnership where John Mast provided flooring and window treatments while DUIN Interior handled overall interior design. The project was featured in Art of Living magazine.
Scale indicators2 records
Recent moves4 records
Expansion highlights3 records
John Mast competitors and assessment
Company assessmentBroad incumbents
- Kwantum: Dutch value-oriented home furnishings chain selling floors, curtains, and decor across the Netherlands. Overlaps with John Mast's product categories at a more mass-market price point.
- IKEA: Global home furnishings incumbent with a strong Dutch store network and growing online channel. Competes for the same DIY interior customer base, though at a much lower price point than John Mast's premium assortment.
- JYSK: Scandinavian home furnishings chain with stores across the Netherlands. Overlaps with John Mast in curtains, blinds, and home textiles, but operates at lower price points and broader geographic coverage.
- Beter Bed: Dutch sleep and home furnishings retailer with stores across the Netherlands. Comparable as a national home-interior retailer, although John Mast is more focused on floors and window treatments than sleep products.
- Loods 5: Largest independent Dutch home furnishings and interior retailer with multiple large-format stores. Comparable to John Mast as a same-category interior retail competitor but with national scale and broader assortment.
- Home24: European online home furnishings retailer operating in the Netherlands with broad assortment in furniture, decor, and home textiles. Represents the e-commerce channel pressure facing John Mast's showroom-led model.
- Leen Bakker: Dutch home furnishings and furniture retail chain with broad assortment of floors, curtains, and decorative accessories. National footprint contrasts with John Mast's regional single-store presence.
- Praxis: Dutch home improvement and building materials chain selling flooring, paint, and interior products. Adjacent competitor for flooring customers in the same Groningen catchment as John Mast.
Others
- Luxaflex (Hunter Douglas): Dutch premium window treatment brand and supplier (Hunter Douglas). John Mast already integrates Luxaflex PowerView, illustrating a supplier-retailer relationship that anchors John Mast's window treatment assortment.
Direct peers
- Woon.nl (WoonConnect): Network of independent Dutch interior and home furnishings stores offering personalized advice and custom solutions. Closest structural match to John Mast's regional showroom + consultative model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
John Mast social profiles
Digital presenceJohn Mast financial estimates
Financial estimateRevenue estimate
Valuation estimate
John Mast leadership team
Management profileNumber of profiles
Profiles2 records
John Mast funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
John Mast 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 John Mast
What does John Mast do?
John Mast sells custom-made residential interior products including floors (PVC, Marmoleum, Vinyl, Laminate, Carpet, Floor Rugs), curtains (vitrages, inbetweens, overgordijnen), window treatments (Duette Shades, Plissé, Jaloezieën, Roller Blinds, Shutters), smart window automation, wallpaper, and staircase coverings. Every sale is paired with personalized in-store or in-home consultation and professional measurement, custom fitting, and installation delivered by their own in-house team of experienced upholsterers.
Is John Mast a public or private company?
John Mast is a private company. It is classified as family owned and is currently operating.
When was John Mast founded?
John Mast was founded in 1981. It employs 51 to 100 people.
Where is John Mast based?
John Mast is headquartered in Groningen, Netherlands, in the Europe region.
How does John Mast make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are installation Services.
Who are John Mast's main competitors?
Broad incumbents on record are Kwantum, IKEA, JYSK, Beter Bed, Loods 5, Home24, Leen Bakker and Praxis. Luxaflex (Hunter Douglas) is listed as an others. Woon.nl (WoonConnect) is listed as a direct peer.
Does John Mast have an API?
No public API is recorded for John Mast.
What industry is John Mast in?
John Mast's product category is Residential Interior Furnishings. Its primary akta.pro industry code is CRAKAFAI, Luxury Home & Lifestyle (Tableware, Decor, Home Textiles). Its NAICS code is 44912 and its SIC code is 5700.