In de wolken

What In de wolken does

In de Wolken (legal name: Publicatiebureau In de Wolken) is a Dutch publishing house specializing in materials on grief, loss, and transition, headquartered in Heeze, Netherlands, and operating as part of Fidèl B.V. (KVK 89058224). Founded by Riet Fiddelaers-Jaspers — a recognized Dutch expert in grief who also founded the Expertisecentrum Omgaan met Verlies — the company produces books, workbooks, brochures, coloring books, remembrance books, and pocket guides for children, teenagers, and adults dealing with death, divorce, illness, and other losses. Its catalog covers titles such as 'Ik zal je nooit vergeten', 'De Rouwende School', 'Bo de Beer neemt afscheid', and the divorce-focused 'Ik hoor bij jullie allebei', with a sub-brand, Circle Publishing, extending into loss and transition in business contexts.

The company monetizes through four primary streams: direct-to-consumer e-commerce on in-de-wolken.nl (with tiered unit pricing ranging from €1.50 per unit in bulk to €55 per copy for professional guides), wholesale distribution to funeral directors and institutions, ticket sales for congresses and lectures (typically €235–€299 per attendee), and affiliate referral commissions from bol.com and Managementboek.nl. Customer segments are hybrid: a primary horizontal segment of grieving individuals (consumers) supported by three vertical segments — schools/educational institutions, funeral directors, and healthcare/mental health professionals. Distribution operates across the Netherlands with reported reach into Belgium, Germany, the Dutch Caribbean, and Suriname, and the company runs an owned podcast ('De Verliescirkel'), recurring congresses, and a small mobile app for one of its children's titles.

Operationally, In de Wolken is a low-tech, content-driven business. There is no proprietary technology platform, no API, and no SDK; the technology footprint consists of a standard e-commerce storefront, Google Analytics, Emailingmanager for newsletters, reCAPTCHA, social media tracking cookies, and affiliate integrations. The company has no disclosed funding rounds, no external investors, and no disclosed revenue, relying instead on its specialized content library, the personal brand of its founder, and an established B2B wholesale channel into the Dutch funeral-services and education sectors as the core competitive surfaces.

Name

In de wolken

Legal name

Publicatiebureau In de Wolken

Website

https://in-de-wolken.nl

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

In de Wolken is a Dutch niche publishing house producing books, workbooks, and educational materials on grief and loss for children, adults, schools, funeral directors, and healthcare professionals, monetizing via DTC e-commerce, wholesale, events, and affiliate partnerships.

Ownership category

akta.pro rank

Product category

Grief and Loss Publishing

NAICS

Book Publishers (513130), Book Publishers (51313)

SIC

Books: Publishing Or Publishing & Printing (2731), Miscellaneous Publishing (2741)

akta.pro industry

PRIMARYMPAJAAAL

Health, Wellness & Fitness Trade Publishing

Media, Entertainment & Sports/Publishing (Books, News, Magazines)/Book Publishing (Trade & Consumer)

SECONDARYMPAJAAAA

General Trade Publishing (Adult Fiction & Nonfiction)

Media, Entertainment & Sports/Publishing (Books, News, Magazines)/Book Publishing (Trade & Consumer)

SECONDARYEDAGAIAC

Children’s Nonfiction Educational (Science, History, Nature)

Education/Educational Publishing & Learning Content/Children’s & Young Adult Educational Trade Publishing

Keywords

• Grief publishing
• Loss support materials
• Bereavement literature
• Funeral support resources
• Professional grief training

Headquarters

HQ city

Heeze

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Book and Material Sales: Sale of books, workbooks, brochures, and grief support materials directly to consumers and institutions through the online shop.
2. Wholesale to Funeral Directors: Bulk sales of grief support materials to funeral directors and funeral institutions for professional use with clients.
3. Events and Conferences: Revenue from ticket sales for lectures, congresses, and educational events on grief and loss topics.
4. Newsletter and Marketing: Direct marketing activities including newsletter distribution, with affiliate marketing partnerships with bol.com and Managementboek.nl.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

In de Wolken is a Dutch publishing house (Publicatiebureau In de Wolken) that publishes and sells books, workbooks, brochures, memorial materials, and coloring books focused on grief, loss, and transition for children, youth, families, schools, and funeral professionals. The company also organizes congresses, lectures, and training events on grief and loss, produces the Podcast De Verliescirkel, and operates a wholesale distribution channel for funeral directors and institutions. Its sub-brand Circle Publishing targets loss and transition in business contexts.

Product overview

In de Wolken is a grief and loss specialist publisher offering books, workbooks, brochures, memorial materials, podcasts, and events. The core offering consists of printed and digital publications for children, youth, families, and professionals, including titles like 'Ik zal je nooit vergeten', 'De Rouwende School', and 'Bo de Beer neemt afscheid'. The sub-brand Circle Publishing targets business contexts. Additional offerings include 'Podcast De Verliescirkel' (expert interviews), conferences via Expertisecentrum Omgaan met Verlies, and wholesale materials for funeral directors and institutions. The company also publishes divorce-related materials like 'Ik hoor bij jullie allebei' for children of divorced parents.

Differentiator

Problem solved

Functional benefit

Brands

• Circle Publishing: Publishing imprint focused on loss and transition in the business context.

Products and services

• Boeken en materialen bij verliessituaties (Grief support books and materials catalog) Core retail product catalog of grief and loss publications — books, workbooks, brochures, memorial books, pocket guides, coloring books, and silicone memorial wristbands — sold directly to consumers via the in-de-wolken.nl web shop. Materials cover death, divorce, illness, and job loss across all age groups.
• Events en lezingen (Congresses, lectures and training) Ticketed congresses, lectures, and training programs for professionals working with grief, trauma, and loss — including polyvagal theory, adolescent grief, early childhood trauma and separation, and funeral-related themes. Co-organized with the Expertisecentrum Omgaan met Verlies.
• Podcast De Verliescirkel Podcast series with conversations between experts on grief, loss, attachment, trauma, and related psychological topics; distributed via YouTube playlist and audio channels as part of the company's content marketing and thought leadership program.
• Groothandel voor uitvaartondernemers (Wholesale distribution for funeral directors) Bulk/wholesale channel selling grief support materials at tiered unit pricing (e.g., €3.25–€8.05 per unit depending on volume) to funeral directors (uitvaartondernemers), funeral institutions, schools, and ritual facilitators for redistribution to client families. Includes an introductory Kennismakingspakket uitvaartverzorgers onboarding pack.
• Uitgeverij Circle Publishing Sub-brand publishing imprint of In de Wolken focused on loss, transition, and workplace grief in business contexts, including professional development materials and audiobooks such as Luisterboek, Taal van Transitie.
• De Rouwende School (The Grieving School) Professional handbook for schools on handling sudden and ongoing loss among students, with protocols, checklists, working methods, and resource listings for educational settings.
• Ik zal je nooit vergeten (Remembrance Book) Remembrance/memorial workbook for children up to age 12 that explains what happens when someone dies and provides space to record memories of the deceased; available via wholesale with tiered bulk pricing (€3.95–€8.05 per unit).
• Bo de Beer neemt afscheid (Bo the Bear Says Goodbye) Coloring book for young children about saying goodbye and grieving, featuring Bo the Bear's farewell to a loved one; accompanied by a reading poem for adults preparing children for a funeral or cremation, and available as a mobile app.
• Als iemand dood gaat (When Someone Dies) Information book for children aged 8-12 explaining death, burial, cremation, visiting the deceased, and funeral services, with a glossary of difficult words and parent guidance instructions.
• Gedeeld Verdriet Jongeren (Shared Sorrow Youth) Professional guide for setting up and facilitating grief support groups for adolescents, addressing the underrecognized grief experiences of young people.
• Ik hoor bij jullie allebei (Workbook for Divorce) Workbook for children experiencing parental divorce, explaining difficult concepts and terminology in child-friendly language; authored by M.J.M. Fiddelaers-Jaspers.
• Ben je hier of ben je daar? (Work and Remembrance Book) Work and remembrance book for children who have lost someone important, allowing them to express feelings, record memories, and find comfort; authored by Riet Fiddelaers-Jaspers.
• Zakboekje voor kinderen & jongeren (Pocket Guides for Children and Teenagers) Pocket guides in comic strip format for children and teenagers who have lost someone through death, with space for friends or teachers to write kind messages; sold in sets of 10.
• Ankerplaats (Anchoring Place) Book exploring how to find stability when life's storms derail you, featuring 20 colleagues sharing their experiences of providing an anchor to people with loss experiences.
• Rouwbandje (Grief Bracelet) Silicone memorial wristbands for mourners, available in black ('Ik rouw om jou' / I grieve for you) or white ('Ik zal je nooit vergeten' / I will never forget you); sold in sets of 10.
• Tranen, troost en taart (Tears, Comfort and Cake) Book by Josephine Aerts about involving children in funeral arrangements, showing how elements such as cake, DJs, and sweets can be part of meaningful farewells.
• De meest gestelde vragen over kinderen en de dood (Most Asked Questions about Children and Death) Brochure by Riet Fiddelaers-Jaspers and Renske Fiddelaers providing quick reference information for parents and caregivers about children dealing with loss through death.

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Expertisecentrum Omgaan met VerliescoreStrategic or Co-development PartnerFounded by Riet Fiddelaers-Jaspers, the expertise center collaborates with In de Wolken on organizing congresses, lectures, and training programs on grief and loss. They co-organize events such as the Middagcongres Taart, Troost & Tranen and other grief-related congresses.
• bol.comminorGTM or Marketing PartnerAffiliate marketing partnership where bol.com serves as a sales channel for In de Wolken publications, with cookies tracking referrals from the In de Wolken website.
• Managementboek.nlminorGTM or Marketing PartnerAffiliate marketing partnership where Managementboek.nl serves as an additional sales channel, with cookies tracking referrals from the In de Wolken website.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kosmos Uitgevers: Dutch publisher focused on health, wellness, and personal development nonfiction. Comparable because it competes directly in the Dutch-language wellness/health trade category where In de Wolken's grief titles are positioned.
• Uitgeverij Thema: Dutch publisher focused on caregiving, education, and welfare professional content. Comparable because it sells books and methodiek materials to schools, funeral/care professionals, and counselors — directly overlapping In de Wolken's institutional wholesale channel.

Others

• Managementboek.nl: Dutch online bookstore specialized in business/management books, used by In de Wolken as an affiliate sales channel for titles like 'Taal van Transitie'. Comparable as a distribution partner rather than direct publisher competitor.
• bol.com: Largest Dutch/Belgian online retailer of books and media. Comparable as a key distribution and affiliate partner for In de Wolken's titles, though not a content peer.

Broad incumbents

• Ambo Anthos: Major Dutch trade publisher with significant nonfiction and psychology/wellness lists. Comparable because it publishes Dutch-language books on grief, mental health, and psychology, competing for the same shelf and reader attention despite a much broader catalog.
• Boom uitgevers: Large Dutch publisher with education, psychology, and care/nursing lists. Comparable because it serves the same professional audiences (educators, healthcare/counselors) and publishes Dutch titles on loss, attachment, and trauma.
• Nieuw Amsterdam Uitgevers: Dutch general nonfiction publisher (part of WPG). Comparable because it publishes Dutch-language nonfiction on psychology, health, and society, including occasional titles touching on grief and loss.
• Lannoo / Lannoo Uitgeverij: Large Belgian/Dutch publisher with a strong wellness, parenting, and self-help list. Comparable because it publishes Dutch-language books on health, family, and life topics, including death/grief-adjacent titles for children and families.
• VBK Media: Holding company behind major Dutch imprints including De Boekerij, Podium, and Atlas Contact. Comparable as a Dutch trade nonfiction incumbent whose wellness/psychology imprints occasionally publish grief and loss titles.

Emerging players

• Stichting Expertisecentrum Omgaan met Verlies: Dutch expertise center co-founded by Riet Fiddelaers-Jaspers that organizes congresses, training, and certification in grief support. Comparable because it is a partner but also a potential adjacent competitor in the Dutch grief education/training market where In de Wolken sells to schools and funeral directors.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/in-de-wolken

Compliance1 record

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 In de wolken