IngeNaaimachines

What IngeNaaimachines does

INGEnaaimachines is a privately held sewing-machine retailer and experience center founded by Inge van Liempd-Rijkers on January 29, 2019, operating a 500 m2 showroom at Geldropseweg 153 in Eindhoven, Netherlands. The company is an authorized dealer for Bernina, Brother, Janome, Baby lock, Pfaff, Singer, Bernette, Juki, and RMF, and it stocks sewing, embroidery, overlock, coverstitch, and combination machines ranging in price from ~€999 to €9,999, along with branded accessories and its own INGEspecials proprietary line (Cover INGEgeleider, IngeBUSbuddy). The business model blends hardware sales (machines, accessories, consumables, fournitures), professional services (maintenance, repairs, INGEway service packages bundling 2–5 year warranties and 3 years of free maintenance), education (INGEacademy lessons and workshops), and ticketed events (SewINGE Sundays, INGEdingen XL, Stitch the Future Bernina Express beurs, Babylock Demodagen). Customer acquisition is driven primarily through physical retail footfall, an in-house community (SewINGE Wardrobe Facebook group with 1,000+ members), a Digital Studio for remote consultations, and Google reviews verified via Trustindex at 9.6/10.

The company operates with a team of 14 creative specialists plus 3 technical all-rounders, spanning sales, instruction, design, mechanical repair, IT, and webshop management. Founder Inge van Liempd-Rijkers carries multi-generational credentials in sewing machines — her grandfather Marinus Rijkers opened a sewing machine shop in Veghel in 1919 — and translates that heritage into a differentiated Apple Store-inspired experience concept. Go-to-market is direct-to-consumer, hybrid physical/digital, with free shipping in the Netherlands from €75, gift cards (€20/€50/€100), and bundled free lessons that reduce purchase friction and increase customer activation. Geographic focus is Western Europe (Netherlands and Belgium), and ownership remains family-controlled with no disclosed external funding, parent company, or institutional investors.

The offering is structured around the dual problem of product selection paralysis (solved by the brand-by-brand test islands in the showroom) and post-purchase skill gaps (solved by INGEacademy and INGEway service contracts). Recent 2026 product additions include the Bernina L6 series (L620, L650, L660) and the baby lock Enlighten Blossom special edition, signaling ongoing portfolio refresh rather than category expansion.

Name

IngeNaaimachines

Legal name

INGEnaaimachines

Website

https://ingenaaimachines.nl

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

INGEnaaimachines is a family-owned sewing-machine retailer and 500 m2 experience center in Eindhoven, Netherlands, selling premium Bernina, Baby lock, Janome, and Juki machines plus accessories, maintenance, and INGEacademy workshops to Dutch and Belgian hobbyists and professional sewists.

Ownership category

akta.pro rank

Product category

Specialty Sewing Machine Retail

NAICS

Sewing, Needlework, and Piece Goods Retailers (45913), Hobby, Toy, and Game Retailers (45912), Used Merchandise Retailers (4595), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Sewing Machine & Serger Retail (CRALADAD)

akta.pro secondary industries

Notions & Sewing Accessories Retail (Thread, Needles, Zippers, Buttons) (CRALADAG), Crafting Machines & Accessories Retail (Die-Cut, Cricut/Silhouette, 3D Pens) (CRALACAK)

Keywords

• Sewing machine retail
• Embroidery machines
• Overlock machines
• Coverstitch machines
• Sewing workshops

Headquarters

HQ city

Eindhoven

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Machine Sales: Sale of sewing machines, embroidery machines, overlock machines, covermachines, and combination machines. INGEnaaimachines is an authorized dealer for Bernina, Brother, Janome, Baby lock, Pfaff, Singer, Bernette, Juki, and RMF. Machines range from entry-level consumer models to professional and industrial-grade equipment.
2. Accessories and Consumables: Sale of accessories including feet (presser feet), bobbins, embroidery frames, storage systems, thread, scissors, cutting machines, and ironing systems. Also includes INGEspecials proprietary accessories.
3. Fournitures: Sale of sewing supplies including thread, fabrics, embroidery stabilizers, Tula Pink products, scissors, and other crafting consumables.
4. Service and Maintenance: Maintenance and repair services for sewing machines. INGEway service packages offer 2-5 year warranties, 3 years of free maintenance, and free lessons bundled with machine purchases.
5. Education and Workshops: INGEacademy offers sewing lessons for beginners, embroidery workshops, embroidery software training, and sewing school programs. SewINGE Sundays and SewINGE Wardrobe are recurring community events.
6. Events: Ticketed events including Stitch the Future Bernina Express beurs, Babylock Demodagen, INGEdingen XL, and catwalk competitions.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Authorized multi-brand dealer and specialty retailer of sewing, embroidery, overlock, and coverstitch machines for brands including Bernina, Brother, Janome, Baby lock, Pfaff, Singer, Bernette, and Juki, operating a 500 m2 physical experience showroom plus complementary webshop. Sells proprietary INGEspecial accessories, RMF sewing furniture, and bundles each purchase with INGEway service packages covering warranty, maintenance, repairs, and lessons. Runs the INGEacademy education program, hosts community events, and supports customers across the Netherlands and Belgium.

Product overview

IngeNaaimachines is a sewing machine retail and experience center based in Eindhoven, Netherlands, offering a curated portfolio of branded sewing, embroidery, lock, cover, and combination machines along with accessories, tools, and educational events. The core product portfolio centers on machines from Bernina (including the Bernina 790 Ultra combined sewing/embroidery machine and the Bernina L6 series — L620 covermachine, L650 and L660 lockmachines), Baby Lock (including the Enlighten Blossom special edition, Aspire lock/cover, and Primo covermachine), Brother (Airflow 3000), Janome (Coverpro 3000 Professional), and Bernette (b62 AIRLOCK). The accessories lineup includes branded feet and presser feet (Paspelvoet, Koordvoet, Compensatievoet, Rimpelvoet), own-label INGEspecial products (IngeBUSbuddy, Cover INGEgeleider), tools (Studenten Toolbox, WBT-1 Cutter, Bernette mini vacuum, Cohana pattern weights, baby lock naaibrug), and gift vouchers (EUR 20/50/100). The company also organizes experiential events such as the Stitch the future Bernina Express beurs. Products are sold alongside services including machine maintenance, repair, free lessons, and workshops through the INGEacademy.

Differentiator

Problem solved

Functional benefit

Products and services

• Sewing machines (multi-brand) Mechanical and computerized household and semi-professional sewing machines from multiple premium and mid-tier brands, sold to hobbyists, quilters, fashion sewists, and crafters.
• Embroidery machines Computerized embroidery machines from Baby lock, Bernina, Brother, Janome, and Pfaff for hobbyists and semi-professional embroiderers.
• Overlock machines Overlock/serger machines for cutting, sewing, and finishing seam edges in one pass, sold to garment sewists and quilters.
• Coverstitch machines Coverstitch machines for hemming and professional-looking stretch garment finishing, sold to garment sewists.
• Combination machines Multi-function machines combining sewing and embroidery capabilities in a single unit for versatile home use.
• INGEspecials proprietary accessories Proprietary sewing accessories designed and branded by INGEnaaimachines, including the Cover INGEgeleider coverstitch guide and IngeBUSbuddy organizer.
• RMF sewing furniture Specialized sewing machine furniture and tables from RMF, sold alongside machines to complete the sewing workspace.
• INGEacademy lessons and workshops Paid instructional lessons and hands-on workshops covering sewing, embroidery, overlocking, and coverstitching techniques, taught in the Eindhoven showroom.
• Maintenance and repair service Machine servicing, maintenance, and repair delivered by three in-house technical all-rounders, available as part of INGEway packages or on a standalone basis.
• INGEway service packages Bundled post-purchase service packages combining warranty, scheduled maintenance, free lessons, and repair support for buyers of new machines.
• Stitch the Future event Ticketed community sewing event hosted by INGEnaaimachines for sewists across the Netherlands and Belgium.
• Gift cards Gift cards redeemable across INGEnaaimachines products, lessons, and accessories.

Quantifiable outcome

• Customers receive a 9.6/10 satisfaction rating, as verified by Google reviews through Trustindex.
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• BerninaflagshipChannel Partner/ Reseller/ DistributorINGEnaaimachines is an authorized Bernina dealer, stocking the full range of Bernina sewing, embroidery, overlock, and cover machines. The company organizes Bernina-specific events including the Stitch the Future Bernina Express beurs (November 2026) and Bernina Express events. Bernina products represent a significant portion of the store's offerings.
• BrothercoreChannel Partner/ Reseller/ DistributorAuthorized Brother dealer stocking Brother sewing machines, overlock machines (including the Airflow 3000), and ScanNCut cutting machines with associated accessories.
• JanomecoreChannel Partner/ Reseller/ DistributorAuthorized Janome dealer offering Janome sewing machines, coverstitch machines (including the Coverpro 3000 PROFESSIONAL), and quilt machines. Janome is recognized for its 100+ year history and 5-year factory warranty.
• Baby lockflagshipChannel Partner/ Reseller/ DistributorAuthorized Baby lock dealer specializing in overlock and coverstitch machines. Baby lock is known for its ExtraordinAir and RevolutionAir threading systems. INGEnaaimachines organizes Baby lock Demodagen events and stocks the full range including Enlighten, Primo, and Aspire models.
• PFAFFcoreChannel Partner/ Reseller/ DistributorAuthorized PFAFF dealer. PFAFF is known for its IDT (Integrated Dual Transport) system, which simultaneously feeds top and bottom fabric for perfect stitches. The store showcases PFAFF machines alongside other premium brands.
• SingerminorChannel Partner/ Reseller/ DistributorAuthorized Singer dealer. Singer is noted for its iconic legacy dating to 1851, offering accessible and reliable machines for beginners and hobbyists.
• BernetteminorChannel Partner/ Reseller/ DistributorAuthorized Bernette dealer. Bernette is the sub-brand of Bernina offering more accessible pricing for beginners and hobbyists while sharing some Bernina technology. INGEnaaimachines stocks Bernette overlock and coverstitch machines.
• JukicoreChannel Partner/ Reseller/ DistributorAuthorized Juki dealer specializing in industrial sewing machines. The store features an 'industry corner' where customers can test Juki straight-stitch and overlock machines. Juki is recognized as the best industrial sewing brand globally and is commonly found in fashion schools and production environments.
• RMF (RMF Meubels)minorChannel Partner/ Reseller/ DistributorAuthorized RMF dealer. RMF is a German brand of high-quality sewing, embroidery, and hobby furniture with ergonomic designs including height-adjustable worktables and integrated lift mechanisms for machines. The store displays RMF furniture and provides consultation on workspace setup.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Naaimachineshop.nl: Dutch sewing machine e-commerce retailer carrying brands such as Brother, Janome, and Bernina. Competes directly on machine sales and accessories in the same Dutch market.
• Praag Naaimachines: Dutch sewing machine specialist retailer offering multiple premium brands and service. Comparable multi-brand dealer targeting hobbyists, quilters, and small businesses.
• Tinkerstore: Dutch online sewing and crafting machine retailer. Sells sewing, embroidery, and cutting machines from multiple brands; competes directly with INGEnaaimachines on Benelux online sales.
• Van Kaam Naaimachines: Dutch sewing machine specialist retailer offering similar brand portfolio (Bernina, Brother, Janome, Pfaff). Comparable as a multi-brand dealer targeting Dutch hobbyists and professionals.

Emerging players

• Stoffenwarenhuis: Dutch fabric and haberdashery retailer adjacent to sewing machines. Overlaps on customer base (sewing hobbyists) and on piece goods/notions, and is co-located near INGEnaaimachines' Eindhoven showroom.
• Hobbydoos / Handwerken.nl: Dutch handicraft supplies retailer focused on yarns, fabrics, and notions. Comparable in serving the Benelux sewing/craft hobbyist audience though focused on consumables rather than machines.
• Veritas: Belgian haberdashery and craft supplies retailer chain. Overlaps with INGEnaaimachines on notions and on serving the Benelux sewing enthusiast base, though focused on yarns and crafts rather than machines.

Broad incumbents

• Bol.com: Largest Dutch e-commerce marketplace. Sells sewing machines, notions, and accessories across many sellers, competing primarily on convenience and assortment breadth.
• Amazon.nl: Global e-commerce platform selling sewing machines, notions, and craft supplies. Competes on price, selection, and delivery rather than service or experience.
• Coolblue: Major Dutch consumer electronics and appliance retailer that also stocks sewing machines from mainstream brands. Competes on price and delivery speed rather than high-touch service.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/ingenaaimachines

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 IngeNaaimachines