Vadia lijsten

What Vadia lijsten does

Vadia Lijsten is a Dutch wholesale distributor of picture framing materials headquartered in Lekkerkerk, Netherlands, with an additional administrative office in Drachten. Founded in 1904 by Vaz Dias as a wholesale frame supplier in Amsterdam, the company has relocated multiple times (Amsterdam, Hilversum, Drachten) before settling in Lekkerkerk in January 2020. It employs approximately 15 people and serves exclusively registered professional picture framers (lijstenmakers) in the Netherlands and Belgian Flanders, supplying wooden profiles, aluminum profiles, switch frames, glass and acrylic, mountboard, canvas stretchers, hanging systems, and framing accessories — a complete one-stop assortment documented in a 500+ page catalog.

The core technology stack combines industrial production equipment (CNC glass cutting machine, Cassese Mach 5 stapling machine, custom mountboard cutting) with a purpose-built B2B dealer ordering portal that displays the full assortment, supports saved carts, and exposes order history, invoices, backorders, and discontinued profiles to each registered account. Logistics are differentiated by an owned delivery service running fixed weekly routes in the Netherlands (Tuesday-Friday) and a dedicated Friday route to Belgian Flanders, which the company cites as critical for undamaged arrivals and customer loyalty spanning decades.

The revenue model is wholesale hardware sales to a registered-dealer-only customer base in a single vertical (professional framing trade). Pricing is not publicly disclosed and is accessible only after dealer registration and login. Strategic brand partners include Tru Vue (since November 2019), Nielsen, STAS, Koninklijke Moorman, Switch-it, GO4FRAME, ArtGlass, Reisaco, and Salvadori, plus a cooperative recruitment partnership with Art-Frame. The company is family-owned (Director Henk Lever, from a framing family), privately held, with no external investors, no subsidiaries, and no disclosed revenue figure.

Name

Vadia lijsten

Legal name

Vadia Lijsten

Website

https://vadia.nl

Company type

Private

Founded year

1904

Operating status

Operating

Headcount range

11–50 employees

Short description

Vadia Lijsten is a family-owned Dutch wholesale distributor serving registered professional picture framers in the Netherlands and Belgian Flanders, supplying a complete range of framing materials (wooden and aluminum profiles, glass, mountboard, hanging systems, accessories) via own-fleet delivery and a 500-page dealer-only portal.

Ownership category

akta.pro rank

Headquarters

HQ city

Lekkerkerk

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Wholesale Frame Supplies: Vadia operates as a wholesale distributor selling framing supplies exclusively to professional picture framers (lijstenmakers). They offer a complete range including wooden profiles, aluminum profiles, passe-partout cardboard, glass, acrylic, canvas frames, hanging systems, and accessories. Revenue is generated through product sales with their own delivery service.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Vadia Lijsten is a wholesale distributor selling a complete range of picture framing materials exclusively to registered professional picture framers (lijstenmakers). The assortment spans wooden profiles, aluminum profiles, switch frames, glass and acrylic, mountboard, workboard, canvas stretchers, STAS hanging systems, and framing accessories, complemented by value-added services such as custom CNC glass cutting, custom mountboard cutting, and custom MDF backboards. Products are distributed through the company's own fixed-route delivery service in the Netherlands and Belgian Flanders, with an online dealer ordering portal and a 150 m2 showroom for pickup.

Product overview

Vadia is a wholesale supplier for the framing trade, offering a comprehensive product portfolio of picture framing materials through a unique online ordering module. The core offerings consist of wooden profiles (hand-finished profiles in various series), aluminum profiles (Nielsen and GO4FRAME collections), switch frames (Switch-it, Nielsen Frameboxen, Alpha, Quadrum), glass and acrylic (Tru Vue, ArtGlass, custom-cut options), passe-partout/mountboard (Moorman in archival quality), workboard, canvas stretchers (Classic series), accessories, and STAS hanging systems. The company provides value-added services including custom glass cutting via CNC machine, custom mountboard cutting, and miter cutting services. Their 500+ page catalog and online ordering portal serve professional framers in the Netherlands and Belgian Flanders.

Differentiator

Problem solved

Functional benefit

Products and services

• Wooden frame profiles (Houten profielen) Wooden frame profiles for paintings and artwork, supplied to professional framers across series including Baklijsten, Blankhout, Exellence, Fineer, Goud, Inleg, Kleur, Ornament, Overig, Zilver, and Zwart/wit; many profiles are hand-finished.
• Aluminum frame profiles (Aluminium profielen) Aluminum frame profiles for modern, lightweight framing, including the Nielsen collection (Design, Alpha, Quadrum, Frameboxen) and GO4FRAME collection, plus an aluminium baklijst option.
• Switch frames (Wissellijsten) Switchable frame systems that allow artwork to be changed without tools, including Switch-it, Nielsen Frameboxen, Nielsen Alpha, and Nielsen Quadrum.
• Glass and acrylic glazing (Glas & Acrylaat) Glass and acrylic panels for protecting and finishing framed artwork, including Tru Vue UV70/UV92/UV99, ArtGlass, Perfect White Clear floatglass, Tegla single-sided non-reflective, acrylic sheets, and facet mirrors.
• Mountboard / Passe-partout cardboard Mountboard and matting material for professional framing, supplied in Basico, Museumkarton, Standaard, and Gekleurde kern (coloured core) options in archival, acid-free quality from Koninklijke Moorman.
• Workboard (Werkkarton) Workboard materials for mounting and backing applications in professional framing.
• Canvas stretchers (Spieraam) Canvas stretchers for paintings, including the Classic 45 and Classic 65 series made from glued pine wood with moisture content reduced to 15%.
• Picture hanging systems (Ophangsystemen) Complete picture hanging systems from STAS, including minirail, cliprail, cliprail max, multirail, j-rail and u-rail options, plus adapters, fixtures, wires, hooks, cords, LED spots, rods, and promotional materials.
• Framing accessories (Accessoires) Framing accessories including mounting hardware, repair materials, compressors, format cutters, glass cutting tools, hand tools, frame hangers, LINECO products, stapling machines, canvas maintenance, hanging systems, passe-partout decoration, tape, spacers, stands, Temart products, gilding materials, adhesives, packaging, miter saws, and Salvadori wooden bar frames.
• Custom CNC glass cutting service (Glas op maat) Custom-cut glass cutting service using a CNC glass cutting machine to deliver glass to exact dimensions, including an MDF backing board, ordered online via the dealer module and available only in combination with a frame order.
• Custom-cut mountboard service (Passe-partout op maat) Custom-cut mountboard service allowing professional framers to order mountboard cut to exact dimensions with custom cutout shapes, including round/oval cutouts and double passe-partout configurations.
• Custom MDF backboards (MDF-achterwanden op maat) Custom-cut MDF back boards ordered through dealer login and precision-cut to the millimeter for use behind framed artwork, providing structural stability.
• Miter cutting service (Verstekservice) In-house miter cutting service on wooden frame profiles using the Cassese Mach 5 stapling machine, providing improved mitering quality on frames supplied to professional framers.
• Nielsen TrueColour UV 70 Artglass Professional-grade premium glass with 70% UV protection and sharp transparency for art presentation and protection, available in standard professional sizes.

Quantifiable outcome

• Reliable weekly deliveries with own transport for undamaged arrivals

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eleven partnerships are on record, tiered minor and core.

• Art-FrameminorGTM or Marketing PartnerCooperative partnership for branch recruitment. Vadia and Art-Frame jointly offer new members 100 euro discount on two-year membership (Goudlid/Gold member). Vadia contributes 75 euro and Art-Frame adds 25 euro to reach the 100 euro total.
• Switch-itcoreChannel Partner/ Reseller/ DistributorSwitch-it wissellijsten (swap frames) are part of Vadia's core product assortment distributed to professional framers.
• StascoreChannel Partner/ Reseller/ DistributorSTAS hanging systems (ophangsystemen) including rails, cords, hooks, and accessories are distributed through Vadia to the trade.
• NielsencoreChannel Partner/ Reseller/ DistributorNielsen aluminum profiles including Design, Alpha, Quadrum, and Frameboxen collections are part of the product range.
• Moorman (Koninklijke Moorman)coreChannel Partner/ Reseller/ DistributorKoninklijke Moorman passe-partout cardboard and work cardboard are distributed through Vadia.
• Tru VuecoreTechnology or IntegrationOfficial Tru Vue distributor since November 2019. Vadia distributes Tru Vue glass products including UltraVue UV92, UV70, UV99 and other premium glass types. Tru Vue is known for high-quality glass for art display.
• ReisacocoreChannel Partner/ Reseller/ DistributorReisaco accessories are part of Vadia's product assortment for the framing trade.
• NielsencoreChannel Partner/ Reseller/ DistributorNielsen TrueColour UV 70 Artglass introduced as latest addition to premium glass assortment.
• SalvadoricoreChannel Partner/ Reseller/ DistributorSalvadori wooden bar frames (houten staaflijsten) are part of the product assortment.
• GO4FramecoreChannel Partner/ Reseller/ DistributorGO4Frame aluminum profiles are distributed through Vadia.
• ArtGlasscoreChannel Partner/ Reseller/ DistributorArtGlass products are part of the glass and acrylic assortment.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• STAS: STAS is a Dutch manufacturer of picture hanging systems (rails, hooks, cords, LED spots) whose products Vadia distributes as a channel partner. As a manufacturer with direct-to-customer capabilities, STAS overlaps in the picture hanging systems category.
• Tru Vue: Tru Vue is a US-based glass manufacturer specializing in conservation-grade and UV-protective glass for the framing industry. Vadia has been an official Tru Vue distributor since November 2019, making Tru Vue both a supplier and a peer in the framing glass category.
• Nielsen: Nielsen (Nielsen Design) is a Danish aluminum frame profile manufacturer whose products Vadia distributes. As a manufacturer with direct sales channels alongside its distributor network, Nielsen is both supplier and adjacent peer in the picture frame profile category.
• Crescent Cardboard: Crescent Cardboard is a US manufacturer and wholesaler of matboard and mounting boards for picture framing and art conservation. Its mountboard wholesale business to the framing trade is directly comparable to Vadia's distribution of Koninklijke Moorman passe-partout products.

Direct peers

• Omega Moulding: Omega Moulding is a US-based picture frame moulding manufacturer and wholesale distributor. Like Vadia, it supplies wooden and metal frame profiles plus accessories to professional framers and retailers, making it a directly comparable framing supply wholesaler.
• Framerica: Framerica is a US-based manufacturer and wholesale distributor of picture frame mouldings. Its role as a frame-profile supplier serving the framing trade is directly comparable to the wood and aluminum profile distribution business of Vadia.
• Larson-Juhl: Larson-Juhl is one of the largest picture framing moulding and supply distributors in North America. As a wholesale framing supplier with a comprehensive product range (wood and metal mouldings, matboard, glass, accessories), it is directly comparable to Vadia's role in the European market.
• Decore-ative Products: Decore-ative Products is a major US picture framing supply company specializing in mouldings, matboard, and framing accessories for the professional framing trade. Its full-package wholesale model serving professional framers is highly comparable to Vadia's NL/BE operations.

Others

• Hahnemühle: Hahnemühle is a German premium paper manufacturer producing fine art, photo, and filter papers. Its products are adjacent to Vadia's mountboard business in the broader art materials ecosystem, serving a partially overlapping customer base of framers, artists, galleries, and conservators.

Regional players

• Wessex Pictures: Wessex Pictures is a UK-based picture framing supplies wholesaler offering mouldings, mountboard, glass, and accessories to professional framers. It operates in a different geography (UK vs Vadia's NL/BE) with a comparable product range and target customer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/VLijsten
• Facebookfacebook.com/vadialijsten
• LinkedInlinkedin.com/company/vadia-lijsten

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Vadia lijsten