Thuisin van Dijk

What Thuisin van Dijk does

Thuisin van Dijk is a single-location home furnishings franchisee operating a retail showroom at Woonboulevard Veenendaal in the Netherlands under the Thuisin franchise formula (Thuisin Franchise B.V.), which comprises approximately 50 stores nationwide. The store traces its origins to a 1933 family business (Van Dijk woonwinkel) and serves residential consumers in Veenendaal and surrounding towns including Het Ruisseveen and De Klomp. Its core offering is a one-stop-shop interior assortment spanning floors (PVC, marmoleum, carpet, laminate, vinyl, wood, concrete-look, sustainable options), window decoration (blinds, shutters, Duette shades, Luxaflex products), curtains, paint (Sikkens, Flexa, Akzo Nobel), wallpaper and wall panels (Arte, quartz composite), outdoor sun protection, insect screens, custom closets, steel doors, and stair renovation products. Underlying technology is not proprietary; the business relies on a curated multi-brand product portfolio combined with third-party smart-home integrations (Luxaflex PowerView, the Thuisin-motion battery-motor system, Bliss) for its 'Slimmer Wonen' add-on category. The business model combines one-time retail product sales with bundled professional services — in-measuring, floor laying, painting, and mounting — delivered by a team of 16 in-house craftspeople under an 'ontzorging' (full-service) proposition. The GTM motion is dual-channel: a woonboulevard retail showroom that drives walk-in traffic and conversions, augmented by online appointment booking and quote requests, plus content marketing via the parent Thuisin website (thuisin.nl) including inspiration blogs, binnenkijkers (interior project showcases), and a woonstijlentest (style quiz). Monetization occurs through tiered interior-advice packages (Gratis Woonwensgesprek, Frisse Start, Stijl op Maat, Thuisin in 3D) bundled with product sales and installation, with no public pricing or subscription model disclosed. The customer base is exclusively Dutch residential consumers undertaking home furnishing or renovation projects, supported by a strong reputation (8.8/10 across 597 Klantenvertellen.nl reviews at the store level; 9.2/10 across 4,244 reviews at the network level).

Name

Thuisin van Dijk

Legal name

Thuisin Franchise B.V.

Website

https://thuisin.nl

Company type

Private

Founded year

1933

Operating status

Operating

Headcount range

1–10 employees

Short description

Thuisin van Dijk is a single-showroom home furnishings franchisee in Veenendaal, Netherlands, serving residential customers with a full-service assortment of floors, window treatments, paint, wallpaper, custom closets, doors, and stairs bundled with in-house installation by 16 craftspeople.

Ownership category

akta.pro rank

Headquarters

HQ city

Veenendaal, Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Others

Revenue model

1. Retail Product Sales: Revenue is generated through the sale of interior products including floors (PVC, laminate, carpet, vinyl, marmoleum), window treatments, curtains, custom closets, paint, wallpaper, wall panels, screens, stairs, and steel doors. Sales occur in-store and via online quote/appointment requests.
2. Installation and Fitting Services: The company provides full-service installation including in-measuring, laying floors, and mounting products, all performed by their own team of 16 in-house craftspeople. These services are bundled with product sales as part of the complete 'ontzorging' (full-service) offering.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Thuisin van Dijk is a Dutch home interior retail franchise store selling floors, window decoration, curtains, wall coverings, paint, outdoor sun protection, insect screens, custom closets, steel doors, and stairs, combined with in-house professional measuring, installation, and fitting services. The store operates on a full-service "ontzorging" model where consumers receive personal styling advice and have all products installed by the store's own team of 16 craftspeople.

Product overview

Thuisin is a Dutch home interior retail franchise with 50+ stores across the Netherlands, operating under a 'everything under one roof' concept. The core product portfolio encompasses floors (PVC, Marmoleum, carpet, laminate, vinyl, wood, concrete look, sustainable options), window decoration (electric and manual blinds, Duette shades, pleated blinds, shutters, roller shades, curtains), curtains and drapes, wall coverings (wallpaper, paint, wall panels, leather wall coverings), paint (exterior, interior, primer), outdoor sun protection (awnings, roller shutters, screens), insect screens, custom closets, steel doors, and stairs. The company integrates smart home technology through Luxaflex PowerView and Thuisin-motion electric window decoration systems. Services include professional measuring, installation, floor laying, painting, and comprehensive interior design advice with 3D visualization.

Differentiator

Problem solved

Functional benefit

Products and services

• Floors (Vloeren) Complete flooring assortment for residential consumers including PVC (click and glued), Marmoleum, carpet (Tapijt), laminate, vinyl, wood (Houten vloeren), concrete-look (Betonlook), sustainable options (Duurzame vloeren), skirting boards (Plinten), rugs (Vloerkleden), mats (Matten), and floor heating (Vloerverwarming). Includes herringbone (visgraat) and Hungarian point patterns.
• Window Decoration (Raamdecoratie) Full range of window treatments for residential consumers including electric window decoration, Duette shades, pleated blinds (Plisségordijnen), horizontal and wooden blinds (jaloezieën), shutters, woven wood (Geweven hout), roller blinds (Rolgordijnen), Roman blinds (Vouwgordijnen), multishades, vertical blinds (Lamellen), panel blinds (Paneelgordijnen), and Luxaflex window decoration.
• Curtains (Gordijnen) Curtain offerings for residential consumers including drapes (Overgordijnen), sheers (Inbetween gordijnen), lace curtains (Vitrages), curtain fabrics (Gordijnstoffen), electric curtain rails (Elektrische gordijnrails), and curtain rails (Gordijnrails). Available in wave, single, double, and triple pleats.
• Wall Coverings (Wandbekleding) Wall finishing products for residential consumers including wallpaper (Behang: vliesbehang, vinylbehang, fotobehang), wall paint (Muurverf), wood and felt wall panels (Wandpanelen), leather wall covering (Leren wandbekleding), and Quartz R by EPI composite panels.
• Paint (Verf) Paint products for residential consumers including exterior paint (Buitenverf), interior paint (Binnenverf), wall paint (Muurverf), and primer (Grondverf) from brands such as Sigma, Sikkens, Flexa Pure, and Akzo Nobel. All paint is mixed on-site in any desired color.
• Outdoor Sun Protection (Buitenzonwering) External sun shading for residential consumers including awnings (Markiezen), arm awnings (Knikarmscherm), roller shutters (Rolluiken), screens, and Luxaflex outdoor sun protection. Available in manual and motorized operation.
• Insect Screens (Horren) Insect screen products for residential consumers including window screens (Raamhorren), door screens (Deurhorren), and sliding door screens (Schuifpui horren). Available as fixed, clamp-in (inklem), roller (rolhorren), and pleated (plisséhorren) variants. Pollen-resistant gauze available.
• Custom Closets (Kasten op maat) Made-to-measure closet solutions for residential consumers including sliding door closets (Schuifdeurkasten), swing door closets (Draaideurkasten), walk-in closets (Inloopkasten), wardrobes (Kledingkasten), wall cabinets (Wandkasten), and washing machine cabinets (Wasmachinekasten).
• Steel Doors (Stalen deuren) Steel door products for residential consumers including pivot doors (Taatsdeuren), sliding doors (Schuifdeuren), swing doors (Draaideuren), and white steel doors (Witte stalen deuren). Available in black, white, and bronze colors, in overlay (opdekdeuren) and flush (stompe deuren) variants.
• Stairs (Trappen) Stair products for residential consumers including stair renovation (Traprenovatie), carpeted stairs (Trapstoffering), and Z-shaped stairs (Z-trappen) in classic and floating (zwevende) variants. Fully customizable in material, color, and finish with optional LED-grip lighting.
• Interior Advice (Interieuradvies) Paid and free advisory packages for residential consumers including Frisse Start, Stijl op Maat (most popular), Thuisin in 3D (3D visualization), and a free consultation (Gratis Woonwensgesprek). Includes product advice, color advice, and complete interior design services.
• Installation and Fitting Services (Installatie- en Montagediensten) Professional installation services for residential consumers including in-home measuring (Inmeten), mounting (Montage), floor laying (Leggen), painting service (Schilderservice), and full ontzorging (complete-service package) from advice through to installation and finishing. Performed by the store's own 16 craftspeople.

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Seven partnerships are on record, tiered core.

• LuxaflexcoreChannel Partner/ Reseller/ DistributorThuisin van Dijk is an authorized dealer of Luxaflex window treatments and outdoor sun protection products. The store sells and installs Luxaflex products including window blinds, shutters, Duette shades, and PowerView electric window coverings.
• ModuleocoreChannel Partner/ Reseller/ DistributorThuisin van Dijk offers Moduleo vinyl and PVC flooring products as part of its comprehensive flooring range. Moduleo is a leading Belgian manufacturer of design floors.
• Akzo Nobel (Sikkens, Flexa)coreChannel Partner/ Reseller/ DistributorThuisin van Dijk sells Akzo Nobel paint products including Sikkens and Flexa paint lines for interior and exterior use. Paint is mixed on-site in any desired color.
• ArtecoreChannel Partner/ Reseller/ DistributorThuisin sells Arte wallpaper and wall coverings as part of its luxury wallpaper assortment. Arte is a premium Belgian wallpaper brand.
• COREteccoreChannel Partner/ Reseller/ DistributorThuisin includes COREtec PVC/vinyl flooring in its product assortment, offering customers another premium design floor brand alongside Moduleo.
• CoreteccoreChannel Partner/ Reseller/ DistributorListed as a top brand alongside Luxaflex and Arte. Coretec is a premium vinyl/PVC flooring brand offered across the Thuisin network.
• Thuisin Franchise B.V.coreOthersThuisin van Dijk is a franchisee operating under the Thuisin Franchise B.V. parent company. The franchise provides the brand, business model, marketing support, and network of 50 stores. Thuisin Franchise B.V. (registered in the Netherlands) manages the overall franchise formula.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• IKEA Netherlands: IKEA is the dominant global home furnishings retailer with large Dutch stores and a broad assortment including floors, window treatments, storage, and smart-home solutions. Overlaps significantly with Thuisin van Dijk's product range and Dutch customer base, but competes at a different price and format point.
• JYSK Netherlands: JYSK is a Scandinavian-origin value home furnishings chain with stores across the Netherlands selling mattresses, furniture, and decoration. Overlaps with Thuisin van Dijk on residential home furnishings, but lacks the bespoke installation service model.

Direct peers

• Kwantum: Kwantum is a Dutch home decoration and furnishings retailer selling curtains, flooring, furniture, and home accessories at value price points. Comparable to Thuisin van Dijk in assortment overlap (especially curtains, flooring, paint) and Dutch residential customer focus.
• Beter Bed: Beter Bed is a Dutch specialty retailer of beds, mattresses, and bedroom furnishings with physical stores across the Netherlands. Comparable to Thuisin van Dijk in physical-store, Dutch residential home furnishings focus, though narrower in category scope.
• Pronto Wonen: Pronto Wonen is a Dutch home furnishings franchise with physical stores across the Netherlands selling furniture, floors, and decoration. Comparable to Thuisin as a similarly structured Dutch home interior franchise chain serving residential customers.
• Leen Bakker: Leen Bakker is a Dutch home furnishings value chain offering floors, furniture, window treatments, and decoration across many physical stores. Directly comparable to Thuisin van Dijk in product breadth, target customer (Dutch residential), and showroom-led retail model, though operating at much larger scale.
• Bommel Poelenburg: Bommel Poelenburg is a Dutch home furnishing specialist focused on premium floors, curtains, blinds, and interior decoration with bundled installation services. Closest peer to Thuisin van Dijk given overlapping premium brand portfolio (Luxaflex, Moduleo, COREtec) and full-service "ontzorging" positioning.

Emerging players

• Floer.nl: Floer is a Dutch online-direct specialist in design PVC, laminate, and herringbone flooring. Comparable to a subset of Thuisin van Dijk's flooring business but competes via a pure e-commerce model with national delivery, contrasting with Thuisin van Dijk's showroom-and-installation approach.
• Xenos: Xenos is a Dutch variety retailer with a growing home and living assortment including small furniture, decoration, and seasonal items. Partially comparable to Thuisin van Dijk in Dutch residential home decor overlap, but without floors, custom closets, or installation services.

Others

• Luxaflex (Hunter Douglas): Luxaflex is the leading Dutch premium window coverings brand, of which Thuisin van Dijk is an authorised dealer. Comparable as a benchmark for premium positioning and smart window treatment (PowerView) trends that Thuisin van Dijk rides, though Luxaflex itself is a manufacturer rather than a direct retail competitor.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Pinterestnl.pinterest.com/Thuisinwonen
• LinkedInlinkedin.com/company/thuisin-van-dijk

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Thuisin van Dijk