MOOI Parfumerie

What MOOI Parfumerie does

MOOI Parfumerie is a privately held Dutch omnichannel beauty retailer operating 40 physical stores across the Netherlands and an e-commerce storefront at mooi.nl. Founded in 2007 with five initial locations, the company has grown organically to a nationwide footprint covering mid-sized Dutch cities and regional centers. The legal entity is MOOI B.V., operating under the parent company New Beauty Hub B.V., with two directors — Dorian Hofs and Peter van der Meer — and approximately 70 employees.

The company sells a comprehensive assortment of branded perfumes, cosmetics, skincare, hair care, makeup, men's grooming, and home fragrances from luxury and premium houses including Clarins, Clinique, Estée Lauder, Lancôme, Rituals, Giorgio Armani, Yves Saint Laurent, Rabanne, Jean Paul Gaultier, and La Prairie. The technology stack is a Shopware-based e-commerce platform with Adyen payment processing, a Tablet Assisted Sales system in stores, and a customer loyalty program (Klantenpas) that connects purchase history, digital receipts, and personalized marketing across online and offline touchpoints. Sustainability-oriented lines (refillable perfume, refillable skincare, vegan-certified products) have been added to the assortment.

The business model is retail margin on consignment of branded third-party products, with revenue generated through one-time unit purchases in-store and online, plus a free loyalty program that drives repeat purchase frequency. Gift cards (valid 2 years, capped at €150) and omnichannel services (live chat, WhatsApp, store pickup) support the customer journey. Distribution is exclusively domestic (Netherlands); no international expansion, M&A activity, or capital raises are disclosed. Customer service is delivered through trained in-store beauty advisors, online chat, and email — with personalization positioned as the primary differentiator over undifferentiated e-commerce.

Name

MOOI Parfumerie

Legal name

MOOI B.V.

Website

https://mooi.nl

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Short description

MOOI Parfumerie is a Dutch omnichannel beauty retailer operating 40 physical stores and an e-commerce platform, selling branded perfumes, cosmetics, skincare, and makeup from luxury and premium brands to individual consumers across the Netherlands.

Ownership category

akta.pro rank

Product category

Specialty Beauty Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Luxury Beauty & Fragrance Department Stores (CRAGADAD)

Keywords

• Perfume retail stores
• Beauty products retailer
• Fragrance brand sales
• Cosmetics e-commerce
• Specialty beauty retail

Headquarters

HQ city

Eindhoven

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales - Perfumes and Cosmetics: MOOI generates revenue primarily through retail sales of perfumes, cosmetics, skincare, and beauty products. The company sells a wide range of branded products including perfumes, body care, makeup, and skincare from luxury and premium brands. Both physical store purchases and online orders contribute to revenue.
2. Customer Loyalty Program: MOOI operates a Klantenpas (customer card) loyalty program that tracks purchases, enables personalized communication, and stores digital receipts. While the program is free to join, it drives repeat purchases and customer retention.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

MOOI Parfumerie is a Dutch omnichannel beauty retailer that sells perfumes, cosmetics, skincare, makeup, hair care, sun care, men's grooming, and interior fragrances from luxury and premium brands such as Clarins, Clinique, Estée Lauder, Lancôme, Rituals, Giorgio Armani, Gucci, Prada, La Prairie, and Jean Paul Gaultier. The company operates 40 physical retail stores across the Netherlands as authorized sales points, complemented by an e-commerce website at mooi.nl, a free Klantenpas loyalty program, and Cadeaukaart gift cards. In-store beauty advisors provide personalized product recommendations, while tablet-assisted sales systems bridge offline and online ordering.

Product overview

MOOI Parfumerie is a Dutch omnichannel beauty retailer operating 40 physical stores across the Netherlands and an e-commerce platform. Founded in 2007, the company offers a comprehensive range of beauty products including women's, men's, and unisex perfumes (with refillable options), body care, facial and general skincare, hair care, makeup, and interior fragrances. The retailer carries luxury brands such as Clarins, Clinique, Estée Lauder, Lancôme, Rituals, Kenzo, Giorgio Armani, Gucci, Prada, La Prairie, and Jean Paul Gaultier. The business model combines physical retail with digital commerce, supported by a customer loyalty program (Klantenpas) offering personalized marketing and digital receipts. Additional services include gift cards and a Tablet Assisted Sales system for in-store online ordering.

Differentiator

Problem solved

Functional benefit

Products and services

• MOOI Parfumerie Retail (40 stores + mooi.nl webshop) Core omnichannel retail offering of perfumes, cosmetics, skincare, makeup, hair care, sun care, men's grooming, and interior fragrances from luxury and premium brands, delivered through 40 physical stores across the Netherlands and the mooi.nl e-commerce platform.
• Klantenpas (Customer Loyalty Program) Free customer loyalty program offering personalized communication, exclusive offers, access to digital receipts, and online purchase history through the customer account system. Open to all shoppers.
• Cadeaukaart (Gift Cards) Physical and digital gift cards with a maximum value of €150 and 2-year validity, redeemable in a single transaction or in installments at MOOI stores and the webshop.
• Personal Beauty Advisor Consultations In-store personalized beauty consultations by trained beauty advisors who provide product recommendations and expert guidance, available across the 40 MOOI Parfumerie physical store locations.

Quantifiable outcome

• 40 stores across the Netherlands
• +2 more outcomes

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

Integration1 record

Partnerships

One partnership is on record.

• Adyen B.V.coreTechnology or IntegrationAdyen serves as the payment processing provider for MOOI's retail and e-commerce operations. The company handles PIN and credit card payments in stores and online, processing transaction data including location, payment method, card details, and timing for order fulfillment.

Scale indicators2 records

Recent moves7 records

Expansion highlights4 records

Regional players

• Holland & Barrett: Health-and-wellness retailer with a meaningful Dutch store and web presence; overlaps with MOOI in supplements-adjacent skincare and vegan beauty positioning, but lacks the luxury-fragrance core.

Direct peers

• Sephora: Global multi-brand beauty retailer operating stores in the Netherlands and a strong e-commerce site; competes head-to-head with MOOI for premium fragrance and skincare shoppers, but with much larger scale and assortment.
• ICI Paris XL: Largest Dutch specialty perfumery and beauty chain, directly competitive with MOOI on store footprint, premium brand assortment (Lancôme, Estée Lauder, etc.), and an integrated e-commerce platform serving the same Dutch consumer.
• The Body Shop: Global specialty beauty retailer with branded ethical/vegan positioning; competes with MOOI's vegan and sustainability-focused ranges while sharing a similar store-plus-online consumer experience.
• Douglas: Pan-European perfume and beauty chain with a large Dutch presence; identical product categories, similar premium-brand strategy, and own loyalty programs make it the closest European scale competitor to MOOI.

Broad incumbents

• Kruidvat: Dutch drugstore mass-market chain offering a broad beauty assortment at value prices; competes with MOOI in mass-tier fragrance and skincare, but not in the premium/luxury category MOOI emphasizes.
• De Bijenkorf: Iconic Dutch luxury department store carrying many of the same premium beauty brands MOOI retails; competes for the same Dutch consumer at the higher end of spend but as one category within a broader luxury assortment.

Others

• Rituals: Dutch luxury body/home-care brand that MOOI retails; operates its own stores and digital channel in the same Dutch market, making it simultaneously a supplier partner and an adjacent competitor for body-care share.

Emerging players

• Notino: Europe's largest online-only beauty and fragrance retailer; competes with mooi.nl on price, assortment breadth, and convenience, posing the strongest pure-play digital threat to MOOI's e-commerce channel.
• Lookfantastic: Online beauty marketplace competing with mooi.nl on premium-brand discovery, often at promotional pricing; direct digital competitor with growing Dutch customer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/MOOI
• Facebookfacebook.com/MOOI
• LinkedInlinkedin.com/company/mooi-parfumerie
• Instagraminstagram.com/MOOI

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 MOOI Parfumerie