Rijkers
Rijkers Naaimachines B.V. is a Dutch specialty retailer (Veghel, Netherlands) selling sewing, embroidery, overlock, and coverstitch machines from all major brands, plus accessories, repairs, and lessons to hobbyist and professional sewists via a physical showroom and e-commerce store.
- Company typePrivate
- Founded1900
- HeadquartersVeghel, Netherlands
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Rijkers does
Rijkers Naaimachines B.V. is a Dutch specialty retailer of sewing, embroidery, overlock, and coverstitch machines, founded approximately in the 1920s and headquartered at Molenstraat 81 in Veghel, Netherlands. The company operates as an authorized multi-brand dealer for all major sewing machine manufacturers, including Bernina, Brother, Janome, Juki, Pfaff, Singer, Husqvarna Viking, Babylock, and Bernette, offering a product range spanning entry-level mechanical machines (starting at €279 for a Bernette B33) through to premium professional units (up to €14,999 for a Bernina 990). In addition to hardware, Rijkers carries a comprehensive assortment of accessories (feet, needles, bobbins, embroidery hoops, lamps, trolleys), consumables (sewing, embroidery, and overlock thread), and pre-owned refurbished machines with warranty.
The business runs a dual-channel distribution model combining a physical showroom in Veghel with a full e-commerce store (rijkersnaaimachines.nl) supporting PostNL/DHL delivery across the Netherlands, free shipping above €75, and a 14-day return policy. Beyond transactional retail, Rijkers generates revenue from professional in-house maintenance and repair services, sewing workshops, and private lessons (1.5-hour sessions often bundled with machine purchases), plus a Spaarpunten loyalty program (1 point per €1, redeemable at €0.02 per point). It serves two primary customer segments: hobbyist sewists (home sewers, quilters, crafters) and a secondary segment of professional sewers, quilters, and tailors.
Rijkers is a privately held family business structured as a Dutch B.V. with no disclosed parent company, no institutional investors, no funding rounds, no M&A activity, and a stable headcount of 16 employees. Its core technology is the e-commerce platform and physical retail infrastructure rather than proprietary product technology — it does not develop or patent its own machines, software, or AI/ML systems. Strategic positioning rests on 100+ years of brand reputation, multi-brand authorized-dealer breadth, in-house technical service capability, and bundled instructional services that distinguish it from pure online resellers.
Rijkers firmographics
Firmographics- Name
- Rijkers
- Legal name
- Rijkers Naaimachines B.V.
- Website
- https://rijkersnaaimachines.nl
- Company type
- Private
- Founded year
- 1900
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Rijkers Naaimachines B.V. is a Dutch specialty retailer (Veghel, Netherlands) selling sewing, embroidery, overlock, and coverstitch machines from all major brands, plus accessories, repairs, and lessons to hobbyist and professional sewists via a physical showroom and e-commerce store.
- Ownership category
- akta.pro rank
Rijkers industry classification
Industry- Product category
- Sewing Machines & Embroidery Equipment Retail
- NAICS
- Sewing, Needlework, and Piece Goods Retailers (459130)
- akta.pro primary industry
- Sewing Machine & Serger Retail (CRALADAD)
Keywords
Where Rijkers is headquartered
LocationHeadquarters
- HQ city
- Veghel
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Rijkers business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Sewing Machine Sales: Retail sale of new sewing machines, embroidery machines, overlock machines, and covermachines from multiple brands including Bernina, Brother, Janome, Juki, Pfaff, Singer, and others.
- Accessories and Parts: Sale of accessories including sewing machine feet, needles, thread, bobbins, lamps, oil/cleaning products, storage boxes, trolleys/cases, and spare parts.
- Maintenance and Repair Services: Professional maintenance and repair services for sewing machines, with their own technical service department.
- Workshops and Lessons: Sewing workshops and private lessons offered to customers, with cancellation possible up to 7 days before the workshop.
- Secondhand Machines: Sale of pre-owned and refurbished sewing machines with full warranty.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Bernette B33 - Entry level mechanical sewing machine |
| One time/ perpetual license | Pay-as-you-go | Janome machines - Consumer segment |
| One time/ perpetual license | Pay-as-you-go | Singer machines - Consumer segment |
| One time/ perpetual license | Pay-as-you-go | Pfaff machines - Mid-range to premium |
| One time/ perpetual license | Pay-as-you-go | Juki machines - Consumer to semi-industrial |
| One time/ perpetual license | Pay-as-you-go | Bernina machines - Premium segment |
| One time/ perpetual license | Pay-as-you-go | Babylock machines - Premium overlock |
| Unit Pricing | Pay-as-you-go | Shipping costs |
| Other | Multi-year contract | Loyalty program - Spaarpunten |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Rijkers product offering
Product offeringCore offering
Rijkers Naaimachines B.V. is a Dutch specialty retailer that sells new and refurbished sewing machines, embroidery machines, overlock machines, coverstitch machines, and related parts and accessories from leading brands such as Bernina, Brother, Janome, Juki, Pfaff, Singer, Husqvarna Viking, and Babylock. In addition to retail, the company offers in-house machine maintenance and repair services and recurring sewing workshops and lessons at its Veghel showroom, serving hobbyists and professional users across the Netherlands and Belgium.
Product overview
Rijkers Naaimachines B.V. is a specialized sewing machine retailer offering a comprehensive portfolio of household and semi-industrial sewing equipment. The product lineup centers on sewing machines, embroidery machines, overlock machines, coverstitch machines, and combination machines as core products, supplemented by a full range of accessories (feet, needles, thread, bobbins, embroidery hoops), consumables, and pre-owned machines. The company operates as a multi-brand dealer representing Bernina, Brother, Janome, Juki, Pfaff, Singer, Husqvarna, and Babylock. Beyond product sales, Rijkers offers associated services including professional maintenance and repair, private sewing lessons, and workshops. The company targets both beginner and professional sewists, with products ranging from entry-level mechanical machines (starting around €279) to professional combination machines (up to €14,999 for Bernina 990).
Differentiator
Problem solved
Functional benefit
Products and services
- Sewing machines (new)
Quantifiable outcome
- 14-day return policy
- +2 more outcomes
Companies that use Rijkers
Customer profileSegments2 records
Ideal customer profiles2 records
Rijkers technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Rijkers partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- BerninacoreAuthorized Bernina dealer offering Bernina sewing machines, embroidery machines, and accessories including Bernina-specific feet and embroidery hoops.
- BrothercoreAuthorized Brother dealer offering Brother sewing machines, embroidery machines, and Brother-specific accessories including feet and embroidery rings.
- JanomecoreAuthorized Janome dealer with extensive Janome product range including sewing machines, covermachines, and embroidery machines.
- JukicoreAuthorized Juki dealer specializing in overlock machines and covermachines for both consumer and semi-professional use.
- PfaffcoreAuthorized Pfaff dealer offering Pfaff sewing machines, embroidery machines, and Pfaff-specific accessories.
- SingercoreAuthorized Singer dealer offering Singer sewing machines and overlock machines including the Heavy Duty Denim line.
- Husqvarna VikingminorAuthorized dealer for Husqvarna Viking sewing machines including Opal and Sapphire series.
- BabylockminorAuthorized Babylock dealer offering Babylock overlock machines including the Victory series.
- BernetteminorAuthorized Bernette dealer offering Bernette sewing machines, overlock machines, and combination machines as an entry-level option.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Rijkers competitors and assessment
Company assessmentOthers
- Bernina International: Swiss sewing machine manufacturer and one of Rijkers' core brand partners. Comparable as the upstream supplier whose product line drives Rijkers' assortment and pricing dynamics.
- Brother International: Global sewing and embroidery machine manufacturer with a significant direct-to-consumer push. Comparable as supplier but also a structural competitive threat if Brother deepens direct sales in the Netherlands.
- Janome: Japanese sewing machine manufacturer whose machines, coverstitch, and embroidery lines form a major share of Rijkers' assortment. Relevant peer as principal supplier whose channel strategy shapes Rijkers' economics.
Broad incumbents
- Pipoos: Largest Dutch hobby and craft retail chain with broad assortment including sewing supplies. Overlaps with Rijkers on hobbyist customers but as a generalist across many craft categories rather than sewing specialists.
- Hobbycraft: UK's largest specialist hobby retailer with extensive sewing machine range and in-store workshops. Comparable in offering a multi-brand sewing assortment with service, though at much larger scale and in the UK.
Emerging players
- Makerist: German online marketplace for sewing patterns, fabrics, and sewing machines. Comparable in serving the sewing hobbyist with online convenience and education content, but does not operate a physical showroom or in-house service.
- Sewing Street: UK-based multi-brand online sewing retailer with content and community focus. Comparable in targeting hobbyist sewists with a digital-first multi-brand model, though geographically focused on the UK.
Direct peers
- Naaimachines.nl: Dutch online sewing machine retailer carrying multiple major brands with delivery across the Netherlands. Direct competitor to Rijkers on price, assortment, and convenience for the same hobbyist customer base.
- De Bondt Naaimachines: Dutch specialty sewing machine retailer with physical showroom and online store. Competes head-to-head with Rijkers in the multi-brand sewing machine category for Dutch hobbyists and professionals.
Regional players
- Veritas: Belgian haberdashery and sewing retailer with store network across Belgium and Northern France. Closely comparable business model (sewing supplies + machines + workshops) but operating in an adjacent geography rather than the Netherlands.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Rijkers social profiles
Digital presenceRijkers financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rijkers leadership team
Management profileNumber of profiles
Rijkers funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rijkers 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 Rijkers
What does Rijkers do?
Rijkers Naaimachines B.V. is a Dutch specialty retailer that sells new and refurbished sewing machines, embroidery machines, overlock machines, coverstitch machines, and related parts and accessories from leading brands such as Bernina, Brother, Janome, Juki, Pfaff, Singer, Husqvarna Viking, and Babylock. In addition to retail, the company offers in-house machine maintenance and repair services and recurring sewing workshops and lessons at its Veghel showroom, serving hobbyists and professional users across the Netherlands and Belgium.
Is Rijkers a public or private company?
Rijkers is a private company. It is classified as family owned and is currently operating.
When was Rijkers founded?
Rijkers was founded in 1900. It employs 11 to 50 people.
Where is Rijkers based?
Rijkers is headquartered in Veghel, Netherlands, in the Europe region.
How does Rijkers make money?
Five revenue lines are on record. Sewing Machine Sales are the primary driver. The others are accessories and Parts, maintenance and Repair Services, workshops and Lessons and secondhand Machines.
Who are Rijkers's main competitors?
Others on record are Bernina International, Brother International and Janome. Broad incumbents are Pipoos and Hobbycraft. Emerging players are Makerist and Sewing Street. Direct peers are Naaimachines.nl and De Bondt Naaimachines. Veritas is listed as a regional player.
Does Rijkers have an API?
No public API is recorded for Rijkers.
What industry is Rijkers in?
Rijkers's product category is Sewing Machines & Embroidery Equipment Retail. Its primary akta.pro industry code is CRALADAD, Sewing Machine & Serger Retail. Its NAICS code is 459130.