Zooi

What Zooi does

Zooi (legal entity Green Furniture Circle B.V.) is a Dutch direct-to-consumer e-commerce brand that designs, manufactures, and sells circular home accessories made from residual and waste materials, primarily offcuts from Dutch furniture production (student tables, desks, chair frames, steel cabinets) plus recycled PET and, in one limited edition, decommissioned stadium seats. The catalog spans roughly thirty SKUs across clothing storage (dressboys, coat racks, hangers), kitchen and table items (fruit bowls, cutlery holders, serving trays, wine holders), lighting and ambiance (candle holders, tea-light holders, lampshades, decorative cottages), wall décor (shelves, chalkboards, vases), coasters, seating (the Wybelt), a fabric shopper bag, and €10/€20/€30 gift vouchers; price points range from €1.75 (Sjors coaster) to €139.90 (Liza XL dressboy). Manufacturing combines laser cutting with metal fabrication, performed in the Netherlands, with products carrying named origin stories (and frequently named after the intern, laser operator, or community member who designed them). The commercial model is single-channel: orders are placed on zooi.nl, paid via Mollie, and shipped Netherlands-wide through PostNL (€6.95 per order, free above €50), with free local pickup at the EromesMarko building in Wijchen. The team comprises founder Susan Kokke (Initiator) plus five named members, with a customer base dominated by individual Dutch consumers seeking sustainable home accessories, supplemented by a small set of named B2B/project customers (De Rolfgroep, Siza, HZVV, De Meshallen); the brand holds a 9.6/10 rating across 160 WebwinkelKeur reviews. No external investors, funding rounds, or geographic expansion beyond the Netherlands are disclosed in the available material.

Name

Zooi

Legal name

Green Furniture Circle B.V.

Website

https://zooi.nl

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Zooi (Green Furniture Circle B.V.) is a Dutch direct-to-consumer brand in Wijchen that designs, manufactures, and sells circular home accessories — including coat racks, hangers, candle holders, coasters, lampshades, dressboys, and seating — made from furniture-manufacturing waste and recycled materials, distributed through its own zooi.nl e-commerce store to Dutch consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Wijchen

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (E-commerce): Zooi sells home accessories and interior design products through their e-commerce website. Products include coat racks, candle holders, dressboys, shelves, fruit bowls, lampshades, wine holders, coasters, trays, bags, and seating elements. All products are made from waste or residual materials.
2. Gift Vouchers: Digital and physical gift vouchers sold in denominations of €10, €20, and €30. Gift vouchers are mailed for free when customers choose 'Pick up at Zooi' delivery option.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Zooi designs and manufactures home accessories in the Netherlands from waste and residual materials generated by furniture production (desk frames, chair legs, sheet steel) and from recycled consumer materials (PET bottles, decommissioned stadium seats). Products include coat racks, dressboys, hangers, candle holders, shelves, coasters, lampshades, fruit bowls, cutlery holders, bags and the Wybelt seating element, each given a name tied to the residual stream or designer. Items are sold one-off to consumers via the company's own Dutch e-commerce website with PostNL delivery and free local pickup in Wijchen.

Product overview

Zooi is a 100% Dutch home accessory brand that creates eye-catching products from waste and residual materials. All products are designed and manufactured in the Netherlands. The product portfolio centers on circular economy principles, transforming waste streams (desk frames, chair materials, sheet steel offcuts, recycled PET bottles, stadium seats) into functional home décor. The core offering includes: clothing storage solutions (dressboys Liza/Liza XL, coat racks Frits and Jos series, hangers Sjaak/Ron/Henk); table and kitchen items (fruit bowl Jut, cutlery holder Jerry, serving tray Roos, wine holder Aaron); home ambiance products (candle holders Wim/Wim XL/Willize/Willize XL/Wout, tea-light holders Ralph, cottages Karin/Karin XL); coasters and accessories (Sjors/Sjors XXL, coaster holder Rik); wall décor (chalkboard Frank, shelves Gijs/Guus, vase Maud, lampshade Jul, plate Eva); seating (Wybelt including special edition Wybelt rood from stadium seats); and bags (Robin). The products share a common design philosophy of giving residual materials new value, with items often named after the people who designed or inspired them. Zooi also offers gift vouchers in €10, €20, and €30 denominations.

Differentiator

Problem solved

Functional benefit

Products and services

• Dressboy Liza Clothing rack / dressboy made from residual material of student tables and chairs, designed by intern Liza Ammerlaan. XL version features 2 tubes with visible welding seam. Sold to consumers for home storage.
• Fruit bowl Jut Versatile fruit bowl made from residual sheet steel offcuts from steel cabinet production, with a bent steel design. Can double as a lampshade for multi-purpose use. Priced from €24.90.
• Coat rack Frits (XS, M, XL) Coat rack made from residual waste of desk frame production, laser-cut from pieces over 80cm that would otherwise go to the scrap bin. Available in XS (3 hooks, €24.90–€26.90), M (5 hooks, €29.90) and XL (7 hooks, €34.90–€36.90).
• Coat rack Jos (XS, XL) Customizable coat rack with 6 (XS) or 12 (XL) openings for hooks, supplied with 3 or 6 hooks as standard. Made from leftover material of a table base and student table. Jos XS €24.90, Jos XL €34.90.
• Hanger Sjaak Clothing hanger made entirely from residual material - hook from student table waste, bar from chair frame waste. Solid bar construction for sturdiness. Priced €16.90.
• Hanger Ron (scarf hanger) Scarf hanger made from residual waste of a student table and chair. The ring is leftover from a wire-frame chair and the hook from a table leg. Priced €19.90.
• Hanger Henk (trouser hanger) Trouser hanger specially designed for trousers or skirts, made from residual waste of a student table and chair. Features a U-rod made from a solid rod for stability. Priced €19.90.
• Candle holder Wim (and Wim XL) Candle holder made from residual waste of a table and a chair, featuring a steel plate base, tube from a chair leg and ring from a table leg. Suitable for 22mm-diameter candles. Wim €14.90–€16.90, Wim XL €14.90–€16.90.
• Candlestick Willize (and Willize XL) Candlestick designed by intern Willize ter Maaten during her Industrial Product Design course. Made from leftover material of a chair (tube) and a table (oval holder), suitable for 22mm-diameter candles. Willize €14.90–€16.90, Willize XL €14.90.
• Candle holder Wout Double candle holder designed by Willize ter Maaten during her internship. Made entirely from residual materials from three different chairs and available in two different heights. Priced €29.90–€31.90.
• Shelf Gijs Wall shelf laser-cut from leftover desk base material (pieces over 85cm that would otherwise go to scrap iron bin). Priced €22.90.
• Shelf Guus Wall shelf made from waste of a desk. Can be used to vary display of photo frames, texts and decorations. Priced €22.90.
• Vase Maud Small flower vase made from residual materials of three different chairs, incorporating ring materials from chair legs and a wire-frame chair with a test tube inserted.
• Coaster Sjors (and Sjors XXL) Coasters made from recycled PET bottles that feel like felt. Solid yet soft, prevents scratches and protects tables from droplets. Available per piece from €1.75 in multiple colors, with an XXL size (40x40cm, €15.90) for plants, plates and pans.
• Coaster holder Rik Container for coasters, made from a leftover roll of sheet steel. Holds up to 8 Sjors coasters and includes plastic protective caps to avoid surface damage. Priced €12.90–€14.90.
• Chalkboard Frank Chalkboard and magnet board originally produced as steel cabinet shelves but rejected for faulty dimensions; finished with chalkboard paint to give them a new life. Functions as both a chalkboard and a magnetic board.

Quantifiable outcome

• Wybelt seating element can be infinitely recycled without loss of quality
• +2 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• HZVVminorStrategic or Co-development Partner · 1 January 2026Football club from Hoogeveen whose old stadium seats were repurposed into limited edition Wybelt seating elements. A one-time series of 40 units was created from the recycled stadium seats, supporting circular economy initiatives.
• De RolfgroepminorStrategic or Co-development Partner · 1 January 2019Education sector total supplier for whom Zooi realized Christmas packages made from rest materials of products they sell. Collaborative project creating circular gift packages.
• SizaminorStrategic or Co-development PartnerCare organization whose client employees at Buitenplaats in Arnhem produce the Bag Robin bags from leftover fabrics. Social enterprise partnership creating employment opportunities.
• De MeshallenminorStrategic or Co-development PartnerRestaurant/venue in Wijchen for which the Serving Tray Roos was originally designed. Local business partnership.
• PostNLcoreChannel Partner/ Reseller/ DistributorDutch postal service used for order delivery throughout Netherlands. Customer name, address, and residence details shared for delivery execution.
• MolliecoreTechnology or IntegrationPayment processing platform handling checkout payments. Processes name, address, and payment details (bank account/credit card). Provides technical and organizational measures for data protection.
• WebwinkelKeurcoreTechnology or IntegrationCustomer review platform collecting and publishing verified reviews. Zooi rating is 9.6/10 based on 160 reviews.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Fatboy: Dutch lifestyle and home accessories brand (originally beanbags, now lighting and home decor). Highly comparable to Zooi for its Dutch origin, design-led home accessories catalog, and direct-to-consumer brand building, though at much larger scale and broader international presence.
• Zusss: Dutch sustainable accessories brand offering bags, scarves, and home textiles from recycled and natural materials. Comparable to Zooi for its Dutch market footprint, sustainability-driven positioning, and small-team artisan-style operations across accessories.
• &Klevering: Dutch design-led home accessories brand offering decorative items, lighting, and interior accents through its own webshop and retail partners. Highly comparable to Zooi in product category (decorative home goods), target customer (design-conscious Dutch consumers), and direct-to-consumer e-commerce go-to-market.
• House of Rym: European home textiles and lifestyle accessories brand offering cushions, throws, and decorative items with sustainable sourcing and artisan positioning. Comparable to Zooi on the storytelling/sustainability angle, design-led home accessories portfolio, and small-team DTC e-commerce operations.
• Madam Stoltz: Dutch/Scandinavian-inspired home accessories and interior decoration brand selling through its own webshop. Directly comparable to Zooi in decorative home accessories category, design-led positioning, and European direct-to-consumer e-commerce.
• Dille & Kamille: Dutch sustainable home and lifestyle retailer selling household goods, kitchenware, and decorative items with a strong natural/sustainability positioning. Directly comparable to Zooi on Dutch market, sustainability-led brand narrative, and home accessories product mix, though at substantially larger scale.

Regional players

• Kwantum: Dutch home furnishings and decor retailer with a broad assortment of decorative accessories, curtains, and small furniture. Comparable to Zooi for its Dutch-market focus on home decor, but operates primarily through physical stores at mass-market price points rather than sustainability storytelling.

Broad incumbents

• Rivièra Maison: Dutch home decor and lifestyle brand with stores across Europe offering furniture, lighting, and accessories. Comparable to Zooi on Dutch heritage, home decor category, and design-led storytelling, but with substantially larger scale, physical retail, and broader assortment.
• IKEA: Global home furnishings retailer with growing circular economy initiatives (buyback, refurbishment, sustainable materials). Relevant as both a competitor and an upstream partner risk: IKEA's sustainability programs could compete with or absorb Zooi's circular-from-furniture-waste sourcing model.
• HEMA: Dutch general merchandise retailer offering home accessories, kitchenware, and household goods across physical stores and online. Relevant incumbent for Zooi's home accessories category and Dutch consumer market, though HEMA competes on price and breadth rather than sustainability narrative.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/zooi

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Zooi