MultiVlaai Kampen
MultiVlaai is the Netherlands' largest national franchise chain specializing in fresh daily Limburg-style vlaaien and a broader sweet treat assortment, serving both B2C consumers through ~60–70 stores and an e-commerce webshop, and B2B corporate customers via a dedicated zakelijk (business) team.
- Company typePrivate
- Founded1986
- HeadquartersKampen, Overijssel, Netherlands
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What MultiVlaai Kampen does
MultiVlaai Retail B.V. is a Dutch franchise bakery organization that operates the largest national vlaai specialty chain in the Netherlands, with approximately 60–70 franchise stores providing nationwide coverage. The company's core product is fresh daily Limburg-style vlaaien (traditional Dutch pies), produced nightly at the centralized Bakkerij Enpé facility in Sevenum, Limburg, and distributed to stores via daily fresh-delivery logistics. The product portfolio has expanded to include taarten (cakes), macarons, French Bakery items, The Real American Bakery, Cinnabon cinnamon rolls, Leonidas bonbons, cannoli, cookiepizza, artisanal whipped cream truffles, and a vegan/gluten-free/lactose-free dietary line, positioning MultiVlaai as a multi-category sweet treat destination rather than a single-product vlaai vendor.
The business runs three complementary revenue streams: (1) retail store sales through the franchise network, (2) direct-to-consumer e-commerce via the Magento-based multivlaai.nl webshop with own delivery service and next-day order cutoffs, and (3) a B2B corporate channel (MultiVlaai Zakelijk) handling volume orders for office traktaties, loyalty programs, and multi-address nationwide deliveries. Pricing is unit-based, ranging from individual portions around EUR 2.59–6.49 to full vlaaien at EUR 13.49–29.99 and large cakes at EUR 47.99–67.99, with gift cards in EUR 10 and EUR 15 denominations. MultiVlaai operates as a private limited company under the Cavesco brand house (acquired September 2022), with headquarters in Naarden, Netherlands. The original first store opened in Amsterdam in September 1986; the company is approaching its 40-year anniversary in 2026 and completed a full rebranding in 2024 with a new orange color scheme and ampersand logo addition.
MultiVlaai Kampen firmographics
Firmographics- Name
- MultiVlaai Kampen
- Legal name
- MultiVlaai Retail B.V.
- Website
- https://multivlaai.nl
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- MultiVlaai is the Netherlands' largest national franchise chain specializing in fresh daily Limburg-style vlaaien and a broader sweet treat assortment, serving both B2C consumers through ~60–70 stores and an e-commerce webshop, and B2B corporate customers via a dedicated zakelijk (business) team.
- Ownership category
- akta.pro rank
MultiVlaai Kampen industry classification
Industry- Product category
- Specialty Bakery Retail
- NAICS
- Baked Goods Retailers (445291), Retail Bakeries (311811), Other Specialty Food Retailers (44529)
- SIC
- Bakery Products (2050), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Cake Shops & Custom Celebration Cakes (THAFAFAC)
- akta.pro secondary industries
- Online Bakery & Desserts Delivery (CRAHAIAK), Ethnic & Regional Bakeries (e.g., Middle Eastern, Asian, Latin) (THAFAFAJ)
Keywords
Where MultiVlaai Kampen is headquartered
LocationHeadquarters
- HQ city
- Kampen, Overijssel
- HQ country
- Netherlands
- HQ region
- Europe
Offices3 records
Markets served
MultiVlaai Kampen business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Retail Store Sales: Revenue from direct sales of pastries, cakes, vlaaien, and other sweet treats through 60-70 physical franchise stores across the Netherlands. Customers can purchase whole or individual portions.
- E-commerce / Online Orders: Revenue from online orders placed through the MultiVlaai webshop. Orders can be picked up at any store location or delivered nationwide through the company's own delivery service.
- B2B / Corporate: Revenue from serving corporate customers for traktaties (treats), loyalty and retention programs, and one-time actions. MultiVlaai handles nationwide delivery to multiple addresses with a single point of contact.
- Gift Cards / Cadeaubonnen: Sale of gift cards in denominations of EUR 10 and EUR 15, redeemable at all MultiVlaai locations across the Netherlands.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual portions starting from EUR 3.19 |
| Unit Pricing | Pay-as-you-go | Full-size vlaaien and cakes |
| Unit Pricing | Pay-as-you-go | Gift cards |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
MultiVlaai Kampen product offering
Product offeringCore offering
MultiVlaai Kampen operates as a franchise location of MultiVlaai Retail B.V., selling fresh daily Limburg-style vlaaien (Dutch pies), cakes (taarten), macarons, bites, and a range of specialty pastries including The Real American Bakery, French Bakery items, Cinnabon cinnamon rolls, Leonidas bonbons, and artisanal whipped cream truffles. Orders are placed in-store, online via the MultiVlaai webshop for pickup or nationwide delivery, or through the B2B Zakelijk division for corporate customers. Custom photo cakes and gift cards (cadeaubonnen) round out the offer.
Product overview
MultiVlaai is a Dutch bakery franchise specializing in fresh daily Limburg-style vlaaien (Dutch pies) as its core product. The company operates as an integrated multi-category bakery platform offering cakes (Taarten), American bakery products (The Real American Bakery), French pastries (French Bakery with eclairs, Cake de Paris, Petit Fours), macarons, artisanal bites (raw cakes), Cinnabon cinnamon rolls, Leonidas bonbons, and specialty items like cannoli and cookiepizzas. The business model includes a consumer-facing webshop for online ordering with delivery or pickup, a B2B corporate gifting division (MultiVlaai Zakelijk), custom cake design services (Ontwerp je taart), and gift vouchers. The company also offers dietary-specific product lines including vegan, gluten-free, and lactose-free options. MultiVlaai functions as a franchise organization with over 60 stores nationwide, acquired by Cavesco in 2022.
Differentiator
Problem solved
Functional benefit
Brands
- The Real American Bakery: Authentic American-style baked goods offered within the MultiVlaai formula.
- French Bakery
- Leonidas Bonbons
- Cinnabon
Products and services
- Vlaaien
Companies that use MultiVlaai Kampen
Customer profileSegments3 records
Ideal customer profiles3 records
MultiVlaai Kampen technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature2 records
MultiVlaai Kampen partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered supporting and core.
- NucleussupportingIT hosting partner providing server infrastructure and data security for the MultiVlaai e-commerce platform and customer databases.
- AmplexorsupportingIT partner contributing to the technical infrastructure supporting MultiVlaai's online operations and data management.
- LekkerLandcoreLogistics partner handling order fulfillment and transportation operations for MultiVlaai deliveries.
- Vers en FijncoreLogistics partner involved in the distribution and transportation network for MultiVlaai product deliveries.
- HelloDialogsupportingEmail marketing service provider used for personalized customer communications, birthday offers, and promotional emails. Data processing agreement ensures customer data is not accessed by HelloDialog staff.
- Nederlandse Franchise Vereniging (NFV)supportingMultiVlaai is a member of the Dutch Franchise Association, the umbrella organization for franchise grantors in the Netherlands. Membership serves as a quality certification for the franchise organization.
- CavescocoreCavesco is the parent merkenhuis (brand house) that acquired MultiVlaai in September 2022. Other Cavesco brands include Doppio Espresso, Chocolate Company, and Barista Café. The acquisition provides a solid foundation for expertise in coffee, lunch, and pastry specializations.
Scale indicators5 records
Recent moves10 records
Expansion highlights6 records
MultiVlaai Kampen competitors and assessment
Company assessmentOthers
- Doppio Espresso: Italian-style espresso bar franchise also under Cavesco; closely comparable in operating model (franchise, multi-site Dutch rollout, daily fresh product) and benefits from co-located cross-selling with MultiVlaai.
- Bakkersland: Former owner of MultiVlaai (until 2012) and a major Dutch industrial/retail bakery player; now functions as an upstream supplier and indirect competitor through wholesale bakery supply to supermarkets and foodservice.
- Barista Café: Another Cavesco sister concept in the Dutch coffee/light-food café segment; comparable franchise hospitality model and shared parent enables operational and procurement synergies with MultiVlaai.
- Chocolate Company: Sister brand under the Cavesco brand house offering chocolate-based treats and drinks; comparable in target occasion (gifting, indulgence, café visits) and shared parent strategy with MultiVlaai.
Broad incumbents
- La Place: Dutch restaurant/café chain operating in the same broad hospitality space with overlapping bakery, cake, and sweet-treat offerings, but as part of a wider F&B portfolio rather than a pure-play patisserie.
- Albert Heijn (bakery & taart): Largest Dutch supermarket chain with a strong in-store bakery and celebration cake offering; competes with MultiVlaai on convenience, price, and broad-occasion bakery spend across the same household customers.
Direct peers
- Cinnabon: Global cinnamon-roll chain whose products MultiVlaai sells as a licensed sub-brand; competes for the same warm-pastry, impulse, and mall-adjacent treat occasion.
- Délifrance: French-style bakery/café chain with locations across the Netherlands offering viennoiserie, sandwiches, and coffee - competing for the same out-of-home pastry and treat occasion as MultiVlaai.
- Bakker Bart: Dutch franchise bakery chain with a comparable nationwide retail footprint and similar assortment of breads, pastries, and celebration cakes; directly competes with MultiVlaai for everyday and occasion bakery spend.
- Leonidas Chocolatier: Belgian chocolate bonbon retailer with shops across the Netherlands, including points of sale inside MultiVlaai - directly overlapping on premium chocolate gifting and impulse confectionery occasions.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
MultiVlaai Kampen social profiles
Digital presenceMultiVlaai Kampen financial estimates
Financial estimateRevenue estimate
Valuation estimate
MultiVlaai Kampen leadership team
Management profileNumber of profiles
MultiVlaai Kampen funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MultiVlaai Kampen M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MultiVlaai Kampen
What does MultiVlaai Kampen do?
MultiVlaai Kampen operates as a franchise location of MultiVlaai Retail B.V., selling fresh daily Limburg-style vlaaien (Dutch pies), cakes (taarten), macarons, bites, and a range of specialty pastries including The Real American Bakery, French Bakery items, Cinnabon cinnamon rolls, Leonidas bonbons, and artisanal whipped cream truffles. Orders are placed in-store, online via the MultiVlaai webshop for pickup or nationwide delivery, or through the B2B Zakelijk division for corporate customers. Custom photo cakes and gift cards (cadeaubonnen) round out the offer.
Is MultiVlaai Kampen a public or private company?
MultiVlaai Kampen is a private company. It is classified as corporate owned and is currently operating.
When was MultiVlaai Kampen founded?
MultiVlaai Kampen was founded in 1986. It employs 1 to 10 people.
Where is MultiVlaai Kampen based?
MultiVlaai Kampen is headquartered in Kampen, Overijssel, Netherlands, in the Europe region.
How does MultiVlaai Kampen make money?
Four revenue lines are on record. Retail Store Sales are the primary driver. The others are E-commerce / Online Orders, B2B / Corporate and gift Cards / Cadeaubonnen.
Who are MultiVlaai Kampen's main competitors?
Others on record are Doppio Espresso, Bakkersland, Barista Café and Chocolate Company. Broad incumbents are La Place and Albert Heijn (bakery & taart). Direct peers are Cinnabon, Délifrance, Bakker Bart and Leonidas Chocolatier.
Does MultiVlaai Kampen have an API?
No public API is recorded for MultiVlaai Kampen.
What industry is MultiVlaai Kampen in?
MultiVlaai Kampen's product category is Specialty Bakery Retail. Its primary akta.pro industry code is THAFAFAC, Cake Shops & Custom Celebration Cakes, with a secondary code of CRAHAIAK, Online Bakery & Desserts Delivery. Its NAICS code is 445291 and its SIC code is 2050.