Smellink Group B.V.

What Smellink Group B.V. does

Smellink Group B.V. is a privately held Dutch B2B wholesaler of premium bed and household textiles, headquartered in Delden, Overijssel, Netherlands, founded in 1990. The company operates a 4,086-article catalog spanning 24 product groups across duvets, pillows, mattress protectors, bed linen, and bath and kitchen textiles, sold exclusively to business customers through six proprietary brands (Gilder, Cevilit, Jorzolino, Bonnanotte, Cley, Project) plus a full-service private label offering. Production is managed in-house from concept through specification, with worldwide manufacturing under strict quality control and in-house cushion production that limits bulky transport. The customer base of 1,483 active clients is diversified across four verticals: retail stores and webshops, hotels and B&Bs (hotel-leisure), recreation parks, and healthcare and institutional buyers, with project furnishing as a secondary channel.

Revenue is generated through wholesale of own-brand collections and custom private label contracts, with all pricing gated behind a dedicated B2B ordering platform (orders.smellink.nl) and an approval-based dealer login. Go-to-market is sales-led and account-based, supported by an inside sales team (binnendienst) that handles quoting, onboarding, and account management; there is no consumer-facing sales motion. The company holds a stack of third-party-verified sustainability credentials—GOTS, RDS, OEKO-TEX Standard 100, EU Ecolabel, and BSCI membership under Control Union licence CU 1017414—which function as competitive gating for European hospitality and institutional procurement. Geographic scope is stated as Western Europe with the Netherlands as the primary market; the company is privately held with no parent, no subsidiaries, and no external institutional investors identified in the available data.

Name

Smellink Group B.V.

Legal name

Smellink Group B.V.

Website

https://smellink.nl

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1–10 employees

Short description

Smellink Group B.V. is a privately held Dutch B2B wholesaler of premium bed and household textiles, serving 1,483 retail, hotel-leisure, project, and healthcare clients across Western Europe through six proprietary brands and a full private label service.

Ownership category

akta.pro rank

Product category

Home and bed textiles

NAICS

Mattress Manufacturing (337910), Furniture and Related Product Manufacturing (337)

SIC

Wholesale-Furniture & Home Furnishings (5020)

akta.pro primary industry

Mattress & Pillow Components Manufacturing (Ticking/Pillow Shells/Protectors) (IMAOAKAE)

Keywords

• Bed textiles wholesale
• Household linen supplier
• Private label textiles
• Hospitality textile solutions
• Duvet and pillow manufacturing

Headquarters

HQ city

Delden

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. B2B Wholesale - Own Brands: Sale of proprietary brand collections (Gilder, Cevilit, Jorzolino, Bonnanotte, Cley) to retailers and hospitality businesses. Products include bedding, pillows, mattress protectors, bed linens, and bath/kitchen textiles.
2. Private Label: Custom textile collections developed under customer brand names, including customization in color, size, labels, and packaging. Full private label trajectory from material selection and design to production, quality control, and logistics.
3. Project Textiel: Textile solutions for hospitality, recreation, healthcare, and institutions. Many articles available from stock or as semi-finished products with quick customization options for materials, sizing, labels, and packaging.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Smellink Group B.V. is a B2B wholesaler and developer of premium bed and household textiles, supplying duvets, pillows, mattress protectors, bed linen, and bath/kitchen textiles through six proprietary brands (Gilder, Cevilit, Bonnanotte, Jorzolino, Cley, Project) and a full private label service. Products are developed in-house from concept to specification and produced worldwide under strict quality control, with cushion production handled in-house. The company serves retail, hotel-leisure, project furnishing, healthcare, and institutional markets through registered B2B accounts.

Product overview

Smellink Group B.V. is a Dutch textile wholesale company offering a comprehensive portfolio of bed and household textiles through multiple proprietary brands and private label services. The company operates two main channels: Retail and Hotel-Leisure. The product portfolio includes six proprietary brands: Gilder (premium bedding), Cevilit (mattress protection and bed linen), Bonnanotte (bed linen and mattress protection with high thread counts), Jorzolino (bath and kitchen textiles), Cley (mid-market bedding suitable for private label), and Project (hospitality and institutional textiles). The company develops and produces products from idea to finished product in-house, with worldwide production under strict quality control. Private label services enable customers to create custom collections with their own branding, including material selection, design, and packaging.

Differentiator

Problem solved

Functional benefit

Brands

• Gilder: Premium brand for duvets and pillows, representing ultimate comfort and luxury.
• Cevilit
• Jorzolino
• Bonnanotte
• Cley
• Project

Products and services

• Gilder Premium bedding brand offering refined duvets and pillows of the highest quality, featuring the ZEN pillow line with five firmness levels, shoulder contour design, and horizontal cross-stitch for stable positioning. Targets retail buyers seeking ultimate comfort and luxury.
• Cevilit Mattress protection and bed linen brand offering products of the highest quality, including extra-heavy molleton stretch with 40cm corner height and sturdy elastic. Targets retail and hospitality buyers seeking premium protective bedding.
• Bonnanotte Bed linen and mattress protection collection offering soft jerseys, fine percale, luxurious terry cloth fitted sheets, and satin woven cotton duvet covers for a luxurious hotel atmosphere. Includes fitted sheets, mattress protectors, and duvet cover sets with thread counts from 220 to 400.
• Jorzolino Bath and kitchen textile brand known for quality, colorfastness, and sustainable production, offering towels, bath sheets, washcloths, and kitchen textiles. Targets retail buyers seeking color-stable bath and kitchen linens.
• Cley Mid-market bedding collection without brand labels, suitable for private label delivery. Includes duvets (goose down, duck down, microfiber), pillows, mattress protection, and bed linen with strong price-quality ratio for retail and private label channels.
• Project Textile brand for hospitality, recreation, healthcare, and institutions. Many articles available from stock or as semi-finished products for quick customization of materials, sizing, labels, and packaging. Manufacturing capabilities in Southern and Eastern Europe enable custom solutions at scale.
• Private Label Custom textile development and production under the customer's own brand name, covering material selection, design, color, sizing, branding, and packaging. Suitable for retailers building their own product line and hotels strengthening brand identity through custom textiles. Full private label trajectory from design to logistics.

Quantifiable outcome

• 1483 active clients served
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Amfori (BSCI)coreStrategic or Co-development PartnerSmellink Group is affiliated with Amfori's Business Social Compliance Initiative (BSCI). The BSCI code of conduct serves as the guideline for cooperation with suppliers, ensuring social compliance throughout the supply chain.
• Control UnioncoreOthersCertification body for GOTS and RDS certifications. Smellink Group holds certifications under license number CU 1017414 for Global Organic Textile Standard and Responsible Down Standard.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Vandyck: Dutch home-textile manufacturer and wholesaler offering bed linen, duvets, pillows, and bath textiles under own brands. Directly comparable to Smellink in geography (Netherlands), product breadth (bed + bath textiles), and B2B wholesale model targeting retail and hospitality.
• Beter Bed Holding N.V. Dutch-listed bedding specialist operating wholesale (Beter Bed) and retail (Beddenreus, Leen Bakker) formats, with proprietary mattress and textile lines. Comparable to Smellink as a Netherlands-based bedding group with own-brand and private-label supply, though at substantially larger scale and with broader consumer reach.
• Brinkhaus: German family-owned manufacturer of duvets, pillows, mattress protectors, and bedding accessories with B2B distribution across Europe. Closely comparable to Smellink in own-brand premium bedding, hospitality focus, and European mid-market wholesale positioning.
• Essenza Home: Dutch bed-linen and home-textile brand selling through wholesale and DTC channels across Europe. Comparable to Smellink's Bonnanotte and Cevilit brands in positioning, premium-feel bed linen assortment, and Benelux-centric wholesale distribution.
• Dorma: UK-based bed-linen and bedding wholesaler serving retail and hospitality channels with own-brand collections. Comparable to Smellink's Project brand in hospitality/professional textile supply and to Cley in retail own-brand bedding, though operating in the UK market.

Regional players

• DTP (Deutsche Textil Pflege) Bedding: German B2B bedding wholesaler and brand supplier to retailers and hotels. Comparable to Smellink in B2B wholesale of own-brand bedding to retail and hotel channels, though operating primarily in the German-speaking market rather than Benelux.
• Casa Rex: Belgian family-owned brand of bed linen, duvets, and pillows distributed through independent retail and hospitality channels. Comparable to Smellink in Benelux own-brand bedding, premium positioning, and family-owned B2B wholesale model.
• Aldeco Interior Fabrics: Portuguese-founded wholesale distributor of interior textiles (curtains, upholstery, cushions, bed) with a Benelux show-room presence. Comparable to Smellink's wholesale/brand-distributor model in home textiles, though with a stronger interior-decoration focus than bed/bath.
• Hield Bed Textiles: UK-based wholesaler of bed textiles to independent retailers and hospitality. Comparable to Smellink in B2B wholesale model and own-brand bed/bath assortment, though focused on the UK market rather than the Netherlands.

Broad incumbents

• IKEA (Textiles category): Global home-furnishings retailer with a broad own-brand bed, bath, and kitchen textile assortment sold at scale across Europe. Comparable as a competing home-textile supplier in the retail channel, though operating at vastly larger scale and primarily through owned retail rather than B2B wholesale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/smellink-group-bv

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

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 Smellink Group B.V.