What Denimtex does

Denimtex is a Netherlands-based circular wall decoration company founded in 2015 in Enschede, operating as a subsidiary of the family-owned textile firm Gebr. Van der Geest. The company transforms discarded textiles — primarily denim but also other post-consumer textiles — into a proprietary textile stucco (textielstuc) applied to walls with a plastering trowel under the "Jeans on the wall" and "Textile on the wall" product lines. The product is fully circular: it can be removed with water after roughly ten years and reapplied at a new location without losing its functional properties. It combines fire-retardant (EN 13501, brand class C, smoke class S2, drip class d0, halogen- and antimony-free), acoustic, thermal-insulation, and moisture-regulating performance, and is backed by a 2021 Life Cycle Analysis under ISO 14040. The portfolio has been extended with recycled wallpaper and a 2021-launched paint made from textile pigment that reuses waste from recycling machines.

Denimtex serves a primarily B2B customer base — large enterprises, banks, hotel chains, architectural firms, and retail brands — with custom circular interior projects. Notable references include ABN AMRO's Circl Paviljoen (2017, with CIE Architecten), 72 rooms at U-park Hotel Twente (2018), Rabobank Utrecht (2020), and a worldwide supply partnership with Tommy Jeans (2019) for recycled denim wallpaper in retail stores. Production is carried out at a social enterprise employing 50 workers, while recycled fibers are sourced from Frankenhuis Textielrecycling in Haaksbergen. The company also operates a small consumer-facing webshop via silkplaster.nl for direct purchases. GTM is sales-led, direct via email and phone, and currently domestic Netherlands with the Tommy Jeans contract supplying the only documented international footprint.

The business model is built on one-time product sales and project-based services with custom pricing (no public price points). Revenue is not publicly disclosed and the company has not raised external funding; it operates as a privately held subsidiary leveraging the parent company's infrastructure, supply relationships, and subsidized production through the social workshop. The company is positioning itself to benefit from the Netherlands' Extended Producer Responsibility (UPV) regulation for textiles, effective 1 January 2023, by promoting corporate workwear-to-wall circular workflows.

Name

Denimtex

Legal name

Denimtex

Website

https://denimtex.nl

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

251–500 employees

Short description

Denimtex is a Dutch circular wall decoration company that converts recycled denim and other textile fibers into fire-retardant, removable textile stucco sold primarily to B2B clients including banks, hotels, retail brands, and architectural firms for sustainable interior projects.

Ownership category

akta.pro rank

Product category

Sustainable wall decoration materials

NAICS

Textile and Fabric Finishing and Fabric Coating Mills (3133)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Specialty Wallcoverings (Wallpaper, Vinyl, Fabric) (IMADAKAG)

akta.pro secondary industries

Denim & Twill Fabrics (CRAAAMAE), Coated, Laminated & Membrane Fabrics (CRAAAMAF), Denim & Garment Wet Processing (Stone Wash/Acid Wash/Distressing) (IMAOACAI)

Keywords

• Recycled textile products
• Circular wall decoration
• Sustainable interior materials
• Textile waste recycling
• Fire-retardant wall coverings

Headquarters

HQ city

Enschede

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Circular wall decoration products: Sale of Jeans on the wall and Textile on the wall circular wall decoration products applied as textile stucco. 1 kilo of fiber produces one bucket of Jeans on the wall. One-time product sales for installation projects.
2. Recycled wallpaper and paint: Sale of recycled wallpaper and textile-based paint as part of the product assortment.
3. Project installation services: Custom circular wall decoration projects for businesses and organizations, including ABN AMRO, Rabobank, hotels, and other commercial clients. Includes consultation, application, and project management.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Denimtex manufactures and installs circular wall decoration products made from recycled textile fibers (primarily discarded jeans). Its core offerings are Jeans on the wall and Textile on the wall, applied as textile stucco with a plastering trowel, supplemented by recycled wallpaper and paint from textile pigment. The products are fully circular, fire-retardant, sound-dampening, and removable with water after about 10 years for reapplication at new locations.

Product overview

Denimtex is a circular wall decoration company that transforms discarded textiles, primarily jeans, into innovative wall products. The core product line consists of Jeans on the wall and Textile on the wall, both applied as textile stuc (textielstuc) using a spatula. The product line is expanded with recycled wallpaper and paint made from textile pigment. All products are fully circular - Jeans on the wall can be removed with water after 10 years and reapplied elsewhere without losing properties. The company sources recycled denim fibers from Frankenhuis Textielrecycling in Haaksbergen and production is carried out at a social organization workshop.

Differentiator

Problem solved

Functional benefit

Products and services

• Jeans on the wall Circular wall decoration made from recycled denim fibers, applied as textile stucco (textielstuc) with a plastering trowel. Fully circular: removable with water after approximately 10 years and reapplicable at new locations without losing properties. One kilo of recycled fiber produces one bucket of product. Contains fire-retardant, sound-dampening, insulating, and moisture-regulating properties.
• Textile on the wall Circular wall decoration similar to Jeans on the wall but using various types of recycled textile fibers beyond denim. Applied as textile stucco with a spatula for acoustic or aesthetic wall coverings.
• Recycled wallpaper (Gerecycled behang) Wallpaper made from recycled textile fibers, providing circular wall decoration options as part of the Denimtex product assortment.
• Paint from textile (Verf van textiel) Paint utilizing textile pigment, where Denimtex reuses waste from recycling machines for coloring to create circular paint products.
• Custom circular wall decoration project installation Custom circular wall decoration projects for businesses and organizations, including consultation, application of textile stucco products, and project management for clients such as ABN AMRO, Rabobank, hotels, and commercial brands.

Quantifiable outcome

• Textile lifespan extended by converting discarded jeans into wall decorations, preventing incineration
• +2 more outcomes

Named customers10 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

Feature5 records

Partnerships

Seven partnerships are on record, tiered flagship and core.

• Tommy JeansflagshipStrategic or Co-development Partner · 1 January 2019Partnership since 2019 where Denimtex supplies Tommy Jeans stores worldwide with recycled jeans wallpaper. Denimtex provides circular wall decoration solutions using recycled denim fibers for Tommy Jeans retail locations globally, creating unique sustainable store environments.
• CIE ArchitectencoreImplementation/ SI/ Consulting Partner · 1 January 2017Architecture firm that collaborated with Denimtex on the ABN AMRO Circl Paviljoen project in 2017. Denimtex created wall decorations from corporate workwear for ABN AMRO's new circular headquarters 'Circl'.
• Frankenhuis Textielrecycling B.V.coreStrategic or Co-development PartnerSupplier of recycled denim fibers sourced from discarded jeans. Located in Haaksbergen, Twente. Denimtex obtains fibers from Frankenhuis to process into circular wall decorations. Founded in the early days when Bas van der Geest took fibers from Frankenhuis to experiment in his garage.
• Maatschappelijke organisatie (Social Enterprise)coreStrategic or Co-development PartnerSocial enterprise production facility where 50 workers carefully process fibers into quality products without commercial pressure. Production continues with personal attention from Denimtex. Supports social employment while maintaining Denimtex quality standards.
• Efectis NederlandcoreTechnology or IntegrationFire testing conducted at Efectis Nederland (sponsored by ABN AMRO) for SBI-test according to EN 13501 standard. Efectis is a globally recognized company specialized in fire research, testing, engineering, modeling, certification, inspections, training and expertise. Achieved fire class C, smoke class S2, and drip class d0 certifications.
• ABN AMROcoreGTM or Marketing PartnerMajor banking client that commissioned Denimtex for the Circl Paviljoen project in 2017 and sponsored fire testing at Efectis Nederland. Bank is actively involved in promoting circular economy solutions and sustainability initiatives.
• Gebr. van der GeestcoreOthersParent company of which Denimtex is a subsidiary. Founded by director Bas van der Geest. In 2021, Denimtex took up its own office within the parent company. Original experiment with recycled jeans fibers took place at the parent company location.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Camira Fabrics: UK-based textile manufacturer focused on contract fabrics for commercial interiors, including recycled-content and acoustic ranges with fire certifications. Directly comparable in target customer (architects/specifiers), product attributes (fire + acoustic), and sustainability positioning.
• FilzFelt: Design-focused manufacturer of wool felt acoustic products for commercial interiors, including wall coverings and tiles. Comparable in delivering textile-based, fire-rated, acoustically performing wall products to architects.
• Kvadrat: Danish premium textile manufacturer producing upholstery, curtains, and acoustic textiles for architects and designers. Comparable to Denimtex as a design-led textile maker supplying commercial interiors with sustainability-positioned products.
• Élitis: French designer and manufacturer of textile wallcoverings, wallpapers, and fabrics for high-end residential and hospitality interiors. Directly competes in the decorative textile wallcovering category Denimtex addresses.
• Calico Wallpaper: US design-led wallpaper company producing bespoke and sustainable wallcoverings for residential and hospitality interiors. Comparable scale and category, with similar emphasis on sustainability storytelling and architectural specification.
• Maharam: US textile company supplying woven and coated fabrics, wallcoverings, and acoustic products to the contract interiors market. Overlaps with Denimtex on textile-based interior surfaces for architects and corporate clients.

Regional players

• modulyss: Belgian manufacturer of carpet tiles with a strong recycled-content range, focused on European commercial interiors. Regionally comparable as a Benelux-based sustainable interior surfaces supplier with similar fire/acoustic performance demands.

Emerging players

• Søuld: Danish producer of acoustic interior panels made from eelgrass and other bio-based/recycled fibres. Comparable as an emerging circular-materials company selling acoustic and decorative interior panels to architects.
• StoneCycling: Dutch startup manufacturing building products (facades, tiles, surfaces) from recycled waste streams. Comparable as a Netherlands-based circular materials company turning waste feedstocks into specification-grade interior/building products.

Broad incumbents

• Interface: Global carpet tile manufacturer with a long-running 'Mission Zero' sustainability programme and recycled-content products. A broader incumbent in sustainable commercial interior surfaces, relevant as a benchmark for how circular interiors players scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/denimtex-nl

Compliance2 records

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 Denimtex