What EXCELLENT magazine does

EXCELLENT magazine is a privately-held Dutch publishing and events company founded in 2003 and headquartered in Eindhoven, Netherlands, operating a multimedia platform focused on the Dutch luxury home and lifestyle market. Its core offering is a bimonthly print magazine (6 issues per year, 288 pages each, distributed through retail stores and online at €9.95 per issue), complemented by a digital e-book edition (€4.95 per release) and an annual subscription bundle (6 issues for €47.50). The technology backbone is a WordPress-based CMS integrated with an e-commerce webshop handling magazine sales, subscriptions, digital editions, and event ticketing.

The business generates revenue through four primary streams: print magazine sales (one-time consumer purchases), annual subscriptions (recurring B2C), exhibitor booth fees and visitor tickets at the annual EXCELLENT Woonbeurs trade show at Rotterdam Ahoy (a 4-day event with 250+ exhibitors featuring designerwoningen — fully furnished model homes), and advertising/featured listings in a curated vakbedrijven directory of Dutch trade professionals (architects, interior designers, kitchen specialists, wellness companies). Distribution is omnichannel: physical retail across the Netherlands, the company-owned webshop, and the annual flagship event serve both affluent consumers (homeowners and design enthusiasts) and B2B trade professionals seeking access to high-net-worth clientele.

With 29 employees and exclusive positioning as "HÉT WOON & LIFESTYLE MAGAZINE VAN NEDERLAND," EXCELLENT magazine operates a tight three-sided model connecting affluent homeowners, premium design professionals, and luxury product vendors. Strategic partnerships with Rotterdam Ahoy (venue), Baerz&Co (luxury real estate listings), and featured trade professionals anchor its ecosystem. The company holds no patents, has no disclosed funding rounds, and is not a subsidiary of a larger entity.

Name

EXCELLENT magazine

Legal name

EXCELLENT magazine

Website

https://excellentmagazine.nl

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

EXCELLENT magazine is a Dutch luxury home and lifestyle publisher (founded 2003, 29 staff, Eindhoven) producing a bimonthly print and digital magazine, an annual Woonbeurs trade show at Rotterdam Ahoy with 250+ exhibitors, and a curated vakbedrijven trade-professional directory serving affluent Dutch homeowners and premium design firms.

Ownership category

akta.pro rank

Product category

Home & Lifestyle Publishing

NAICS

Periodical Publishers (51312)

SIC

Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Home, Garden & DIY Magazines (MPAJAEAG)

Keywords

• Luxury home magazine
• Interior design publication
• Home lifestyle content
• Home trade show
• Luxury property listings

Headquarters

HQ city

Eindhoven

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Magazine Sales: Single-copy print magazine sales at €9.95 per issue, distributed through retail stores and online webshop. Content covers interiors, exteriors, gardens, lifestyle, art, and luxury vehicle features.
2. Magazine Subscriptions: Annual subscription bundle offering 6 issues for €47.50, providing predictable recurring revenue and customer retention.
3. Digital E-books: Digital magazine editions at €4.95 per issue, published bimonthly. No shipping costs, instant digital delivery.
4. Woonbeurs Trade Show: Annual 4-day home and lifestyle event at Rotterdam Ahoy generating revenue through exhibitor booth fees and visitor ticket sales. Features designerwoningen, culinary experiences, and entertainment.
5. Exhibitor Advertising: Featured showcase of vakbedrijven (trade professionals) including architects, interior designers, kitchen specialists, and wellness companies on the platform and at events.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

EXCELLENT magazine publishes a 288-page Dutch home and lifestyle magazine six times per year in print and digital formats, covering luxury interiors, architecture, gardens, art, travel, and high-end real estate. The company also operates the annual EXCELLENT Woonbeurs trade show at Rotterdam Ahoy with 250+ exhibitors, a curated vakbedrijven directory of trade professionals, and luxury property listings serving affluent Dutch consumers and home industry professionals.

Product overview

EXCELLENT magazine is a Dutch home and lifestyle magazine published six times per year, serving as the primary platform for luxury interior design inspiration. The portfolio consists of the core EXCELLENT Magazine (print edition at €9.95), the EXCELLENT E-book digital version (€4.95 per bimonthly edition), the 6xEXCELLENT annual subscription (€47.50), and the annual EXCELLENT Woonbeurs trade fair event at Rotterdam Ahoy. The EXCELLENT Shop provides e-commerce access to all products. Additional services include a curated directory of design experts (interior designers, architects, kitchen specialists, furniture makers, wellness companies) and luxury property listings. The ecosystem connects readers with trade businesses across categories including interiors, exteriors, gardens, kitchens, bathrooms, pools, and wellness.

Differentiator

Problem solved

Functional benefit

Products and services

• EXCELLENT Magazine (Print Edition) A 288-page bimonthly Dutch home and lifestyle print magazine featuring luxury interior design, architecture, gardens, art, travel, and high-end real estate content, sold at €9.95 per issue to affluent Dutch consumers and home enthusiasts.
• EXCELLENT E-book (Digital Edition) Digital edition of the EXCELLENT magazine offering 288 pages of interior inspiration, trends, accessories, gardens, lifestyle content, and luxury property listings, priced at €4.95 per bimonthly edition with instant digital delivery.
• 6xEXCELLENT Annual Subscription Annual subscription package offering six issues of EXCELLENT magazine for €47.50 (~20% discount vs. single copy), providing year-round exclusive home inspiration and luxury lifestyle content for subscribers.
• EXCELLENT Woonbeurs Trade Show An annual four-day home and lifestyle event held at Rotterdam Ahoy featuring 250+ exhibitors, fully furnished designer homes (designerwoningen), culinary experiences, and entertainment, generating revenue through exhibitor booth fees and visitor ticket sales.
• EXCELLENT Shop (E-commerce) Online webshop offering magazine subscriptions, individual magazine issues, digital editions, and Woonbeurs-related articles and products featured at the trade fair.
• Design Experts Directory (Vakbedrijven) Curated online directory of professional trade businesses (interior designers, furniture makers, kitchen specialists, architects, wellness companies) featured in the magazine and at the Woonbeurs, connecting affluent homeowners with vetted trade professionals.
• Luxury Property Listings High-end property offerings featured in the magazine, including villas in Wassenaar, Mediterranean villas in Spain, and international luxury homes such as House Lisboa in Portugal through partner Baerz&Co.

Quantifiable outcome

• 6 issues published annually with 288 pages each
• +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

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• Novara Outdoor KitchenscoreChannel Partner/ Reseller/ DistributorVSB Wellness serves as exclusive reseller for Novara Outdoor Kitchens in Zuid-Nederland region. Novara specializes in exclusive design outdoor kitchens using Q-XTREM technology from luxury yacht construction, offering weather-resistant outdoor cooking solutions.
• Rotterdam AhoycoreStrategic or Co-development PartnerVenue partnership for annual EXCELLENT Woonbeurs trade show. Rotterdam Ahoy provides exhibition space for 4-day event featuring designerwoningen, 250+ exhibitors, and culinary programming.
• Vakbedrijven (Featured Trade Professionals)coreChannel Partner/ Reseller/ DistributorNetwork of 250+ trade professionals including architects, interior designers, kitchen specialists, bathroom designers, and wellness companies featured in the magazine and Woonbeurs. Categories include: Architect, Aannemer, Akoestiek, Badkamer, Binnenhuisarchitect, Deuren & Kozijnen, Domotica, Haarden, Interieurdecoratie, Interieurmaatwerk, Keukens, Raambekleding, Slaapcomfort, Tegels & stenen, Trappen, Tuinarchitect, Tuinmeubelen, Verlichting, Vloeren, Wandbekleding, Wellness, Zonwering, Zwembaden.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• DPG Media: Large Dutch publishing group (including VT Wonen, Libelle, etc.) with significant share of Dutch magazine advertising. Indirect incumbent pressure on EXCELLENT's ad inventory and retail distribution.
• Condé Nast: Global publisher of Architectural Digest, Vogue and related lifestyle titles. Adjacent incumbent shaping advertiser expectations in the luxury home/lifestyle space where EXCELLENT competes.
• Hearst Magazines: International magazine publisher behind Architectural Digest and ELLE Decor. Competes for global luxury-home advertising and offers Dutch readers premium home-design content digitally.
• Sanoma: Major Dutch/Nordic media group publishing multiple home and lifestyle titles across the Netherlands. Competes broadly with EXCELLENT for advertising spend and Dutch consumer attention.

Direct peers

• VT Wonen: Dutch home and interior magazine (part of DPG Media) covering interiors, gardens and lifestyle. Direct competitor to EXCELLENT in the Dutch consumer home-design magazine category with overlapping advertiser base.
• Residence (Netherlands): Dutch luxury interior design magazine and adjacent platform covering high-end residential projects. Closely comparable niche positioning to EXCELLENT in the Dutch premium interiors segment.
• Eigen Huis & Interieur: Dutch home and interior magazine focused on real estate, renovation and interior design. Competes with EXCELLENT for the same affluent Dutch homeowner audience and trade-professional advertisers.
• 101 Woonideeën: Dutch home/interior magazine offering interior inspiration and a trade-professional directory. Directly comparable to EXCELLENT's content + vakbedrijven directory model.

Emerging players

• Flow Magazine: Dutch lifestyle and creativity magazine with bimonthly print cadence and digital editions. Comparable business model (print + digital subscription) competing for similar Dutch lifestyle readers.
• Happinez: Dutch lifestyle/wellness magazine with overlap into home and interior content. Partial competitor for the same affluent, design-conscious Dutch female readership EXCELLENT targets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/EXCELLENTmagazine.nl
• LinkedInlinkedin.com/company/excellentmagazine
• Instagraminstagram.com/excellent.magazine
• Pinterestnl.pinterest.com/excellentmagazine

Revenue estimate

Valuation estimate

Number of profiles

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 EXCELLENT magazine