Pretty Plastic

What Pretty Plastic does

Pretty Plastic B.V. is a Dutch circular building materials company that manufactures facade and roof cladding tiles from 100% recycled post-consumer PVC sourced from construction-sector waste streams (window frames, gutters, downspouts, pipes). Founded formally in 2020 following the high-profile People's Pavilion project at Dutch Design Week 2017, the company is headquartered in Amsterdam with a sales office in Paris. The product portfolio consists of three tiles: First One (the original diamond-shaped decorative tile), Second High (a square tile optimized for prefab and high-rise buildings), and Basic Third (a cost-effective large-format tile for budget-sensitive large facades). The company holds Class B fire certification per NEN-EN 13501-1, is the first fully recycled facade cladding included in the Dutch National Environmental Database (NMD) with a Category 1 product card, and publishes an Environmental Product Declaration (EPD) and Sustainability Memo grounded in Life Cycle Analysis (LCA) and Circular Transition Indicators (CTI).

The company operates a project-based, made-to-order production model with physical manufacturing executed through a partnership with Belgian recycler Govaplast. Revenue is generated through one-time project sales via direct quotations to architects, developers, and contractors, supported by a transactional online sample shop (tiles from €5, sample sets €15-€60). Customer segments are primarily architects, project developers, contractors/façade builders, and a smaller base of private homeowners, with named installations spanning public facilities (Tongelreep swimming centre, 30,800 tiles), education (Wageningen University, Howest), healthcare (Ambulancepost Tiel), government (Ville Renouvelée, Tourism Office Mayotte), and commercial real estate (Gold's Gym, Rock Capital/MONACO). Distribution is direct sales plus two strategic channel partnerships: Module Carré for the French market (announced 2026) and the FRONT sustainable building materials platform for global reach (announced 2024), with a dedicated France team and Paris office. The GTM motion is sales-led, supplemented by event-driven marketing at Dutch Design Week, Milan Design Week, WasteBuild Zero, and museum exhibitions, plus earned media in architectural publications and an Architextures digital design tool integration.

As of 2026 the company has delivered 100+ projects across 13 countries, applied 16,000+ m² of cladding, and upcycled 370,000+ kg of post-consumer PVC, avoiding 1,441,000+ kg of CO2 emissions. It operates with a small team of 8, is privately held with no disclosed external institutional investment, and is owned by its three co-founders (designers Hester van Dijk and Reinder Bakker of Overtreders W, and architect Peter van Assche of bureau SLA) together with Managing Director and Partner Hajo Reinders (joined 2022). Recent strategic priorities are geographic expansion (France), cost-down productization (Basic Third), and high-rise/prefab segment entry (Second High).

Name

Pretty Plastic

Legal name

Pretty Plastic B.V.

Website

https://prettyplastic.nl

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Pretty Plastic is a Dutch circular building materials company that manufactures facade and roof cladding tiles from 100% recycled post-consumer PVC construction waste, serving architects, developers, contractors, and homeowners across 13 countries in Europe and beyond.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Facade and Roof Tile Sales: One-time project-based sales of circular cladding tiles. Products are made to order based on project requirements. Pricing is quote-based for projects and fixed for sample purchases.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Pretty Plastic manufactures and sells decorative facade and roof cladding tiles made from 100% recycled PVC sourced from post-consumer construction waste (window frames, gutters, downspouts, pipes). The portfolio comprises three tile products (First One, Second High, Basic Third) sold primarily through direct project quotations to architects, developers, contractors and building owners, with smaller-volume samples available via an online shop. Tiles are Class B fire-certified, listed in the Dutch National Environmental Database (NMD) Category 1, and supported by a circular take-back program enabling re-use or remoulding up to 8 times.

Product overview

Pretty Plastic is a sustainable building materials company that offers a portfolio of decorative wall cladding tiles manufactured from recycled PVCu window profiles. The product line consists of three distinct tile products: First One (the original diamond-shaped tile), Second High (a square tile optimized for prefab and high-rise buildings), and Basic Third (a cost-effective large façade solution). All products share a commitment to circular economy principles and sustainable design, transforming discarded window profiles into architecturally distinctive exterior cladding.

Differentiator

Problem solved

Functional benefit

Products and services

• First One The original diamond-shaped decorative wall tile made from 100% recycled PVCu window profiles, designed for exterior and interior wall cladding in renovation and new construction projects, offering a distinctive geometric aesthetic and unique character from recycled-material variability. Available in four color ranges (grey, green, terracotta, ochre) with three shades each.
• Second High A square tile designed specifically for prefabricated and high-rise buildings, featuring an optimized installation system for efficiency in tall building applications while maintaining the sustainable aesthetic of the product line. Made from 100% recycled PVC.
• Basic Third A cost-effective large facade solution featuring a larger tile profile with a simplified installation system, designed for large-scale projects where budget is a primary consideration while maintaining sustainable credentials. Made from 100% recycled PVC.

Quantifiable outcome

• Upcycled over 370,000 kg of post-consumer plastic waste
• +3 more outcomes

Named customers12 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

Integration2 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Module CarrécoreChannel Partner/ Reseller/ Distributor · 1 May 2026Strategic partnership bringing circular roofing and façade solutions to the French market. Combines Dutch circular design innovation with French market expertise. First landmark project: Ville Renouvelée headquarters in Tourcoing with 1,420 m² of tiles.
• FRONTcoreGTM or Marketing Partner · 1 September 2024Collaboration with sustainable building materials platform founded by StoneCycling. Platform dedicated to promoting environmentally friendly building solutions. Pretty Plastic joins other established sustainable materials like WasteBasedBrick and BioBasedTile.
• Bouwlab R&DominorStrategic or Co-development Partner · 1 June 2022Partnership with Circular Building Experience at 3D Makers Zone in Haarlem. Pretty Plastic provides tiles for test walls and collaborates on testing new designs. Hub for innovation in circular construction.
• GovaplastminorStrategic or Co-development PartnerBelgian recycling company that provided engineering expertise and became Pretty Plastic's first production partner following the People's Pavilion project success.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCZ2ztL6a1lUb9dDl_f9Zj6Q
• LinkedInlinkedin.com/company/prettyplastic

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Pretty Plastic