Wagenmans Wonen
Wagenmans Wonen is a family-run Dutch furniture and interior design retailer, founded in 1935 and based in Lemelerveld, serving residential customers in the Overijssel region from a 5,000 m² showroom with in-house design advisory and custom upholstery services.
- Company typePrivate
- Founded1935
- HeadquartersLemelerveld, Netherlands
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Wagenmans Wonen does
Wagenmans Wonen (trading also as Wagenmans wonen en slapen) is a privately held, family-operated full-service furniture and interior design retailer founded in 1935 and headquartered in Lemelerveld, Overijssel, Netherlands. The company operates a single 5000 m² flagship showroom plus an e-commerce site and a separate outlet store (woonoutletwagenmans.nl), and serves a customer base concentrated in the Zwolle/Overijssel region with documented projects across more than a dozen surrounding towns. Its product portfolio spans living (sofas, armchairs, tables, cabinets, lighting, rugs), sleeping (beds, boxsprings, mattresses, bedding, linen cabinets), window treatments (curtains, blinds, shutters, shades, sun protection, insect screens), and flooring (concrete-look, wood, marmoleum, PVC, carpet), supplemented by accessories and floor maintenance products.
The business sells mostly third-party branded furniture from established Dutch and European labels — Auping, Pullman, Bert Plantagie, Cartel Living, Pode, Luxaflex, Sunway, Leolux, Passe Partout — at unit prices ranging from roughly €650 for entry mattresses to over €2,200 for modular sofas. Differentiated services layered on top of product sales include professional interior design advisory with 3D visualizations, a custom table configurator, an online Thermex room visualizer for PVC flooring, and in-house upholstery/reupholstery by company craftsmen. Revenue is generated through one-time product sales bundled with consulting, plus a smaller B2B project interior design arm serving corporate offices (e.g., Transport Centrum Raalte) and hospitality venues (e.g., B&B De Scheersehoeve), with deposits up to 25% and installment payment options for larger works. The company holds CBW-erkend certification, the Dutch consumer-protection standard for furniture retailers.
Wagenmans Wonen firmographics
Firmographics- Name
- Wagenmans Wonen
- Legal name
- Wagenmans Wonen
- Website
- https://wagenmanswonen.nl
- Company type
- Private
- Founded year
- 1935
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wagenmans Wonen is a family-run Dutch furniture and interior design retailer, founded in 1935 and based in Lemelerveld, serving residential customers in the Overijssel region from a 5,000 m² showroom with in-house design advisory and custom upholstery services.
- Ownership category
- akta.pro rank
Wagenmans Wonen industry classification
Industry- Product category
- Home Furnishings Retail
- NAICS
- Interior Design Services (54141)
- SIC
- Retail-Furniture Stores (5712)
- akta.pro primary industry
- Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires) (CRAIAAAC)
- akta.pro secondary industry
- Dining Room Furniture Retail (Dining Tables, Chairs, Bar Stools, Buffets/Sideboards) (CRAIAAAB)
Keywords
Where Wagenmans Wonen is headquartered
LocationHeadquarters
- HQ city
- Lemelerveld
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Wagenmans Wonen business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail furniture and home goods sales: The primary revenue stream is the sale of furniture, mattresses, bedding, window treatments, and flooring through the physical showroom and website. Products are sold at fixed retail prices, with periodic showroom sales and outlet discounts.
- Interior design advisory services: The company provides personalized interior design consulting services, ranging from sketch concepts to full 3D design plans, including on-site advice. These services are bundled with product sales and drive high-value transactions.
- Project interior design (B2B): Wagenmans undertakes commercial interior design projects for businesses such as hospitality venues (B&B), corporate canteens, and offices, providing concept development and full interior execution.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Matresses — Avek Prata from €895; Eastborn Birds Finch from €650; Auping Evolve from €1015; Auping Vivo from €1485; Pullman Silverline Master from €1199; Pullman Silverline Premier from €799 |
| Unit Pricing | Pay-as-you-go | Dining tables — Kamentho from €1150; Bert Plantagie Sette from €1429; Bert Plantagie Brando from €1319; Joep from €1350; Antaris from €1295 (customizable) |
| Unit Pricing | Pay-as-you-go | Modular/element banks — Passe Partout Zola from €2200; Dilar from €1735; Nout from €1150; Choé from €1045; Cartel Living Straus from €1604 |
| Unit Pricing | Pay-as-you-go | Fauteuils — Pode Spot Two from €1895; Pode Transit One from €2050; Jess Design Earl from €883; Bree's New World Gaucho from €869; Bert Plantagie Class from €699; Cartel Living Madonna from €942 |
| Unit Pricing | Pay-as-you-go | Showroom Sale / outlet discounts |
| Transaction based/ take rate | Multi-year contract | Custom floor installation services |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Wagenmans Wonen product offering
Product offeringCore offering
Wagenmans Wonen operates a 5000 m2 physical showroom in Lemelerveld, Netherlands selling furniture, mattresses, bedding, window treatments, flooring, and lighting from branded Dutch and international manufacturers. The company bundles these products with personalized interior design advisory services (including 3D visualizations), custom furniture configuration, in-house upholstery, and project furnishing for commercial clients.
Product overview
Wagenmans Wonen is a full-service furniture and interior design retailer based in Lemelerveld, Netherlands, operating since 1935. The company offers a comprehensive portfolio organized into three main categories: Wonen (Living) including sofas, armchairs, tables, cabinets, lighting, and rugs; Slapen (Sleeping) including beds, boxsprings, mattresses, and bedding; and Raambekleding (Window Treatments) including curtains, blinds, shutters, and shades. Additionally, they provide Vloeren (Flooring) including concrete-look, wood, marmoleum, PVC, and carpet options. The company differentiates through customization services: customers can configure custom dining tables and coffee tables via an online table configurator tool, and rugs can be made-to-measure in various shapes. Beyond products, they offer professional interior design consultation with 3D visualizations, in-house upholstery services, and commercial project furnishing for businesses. The company also operates a showroom sale section featuring discounted display models. Their extensive brand portfolio includes Pode, Stressless, Auping, Luxaflex, Pullman, Cartel Living, Bert Plantagie, Gealux, Sunway, Claudi, BKS, and many others.
Differentiator
Problem solved
Functional benefit
Products and services
- Living Room Furniture (Banken/Sofas, Fauteuils, Tafels, Kasten, Verlichting, Vloerkleden) Complete range of living room furniture including corner sofas, 2-seater sofas, modular element banks, armchairs, dining tables, coffee tables, cabinets, lighting, and rugs for individual Dutch households furnishing or redesigning their homes.
- Bedroom Furniture & Bedding (Bedden, Boxsprings, Matrassen, Dekbedden, Kussens, Bedtextiel) Sleeping department featuring bed frames, boxsprings, mattresses (pocket spring, foam, hybrid) from brands like Avek, Eastborn, Auping, Pullman, and Tempur, plus duvets, pillows, bed linens, and linen cabinets.
- Window Treatments (Raambekleding) Full range of window coverings including curtains (sheer, blackout, velvet), horizontal blinds, pleated and Duette cellular shades, roller blinds, shutters, Roman shades, external sun protection, and insect screens from brands such as Sunway and Luxaflex.
- Flooring (Vloeren) Flooring products including concrete-look floors, solid and engineered wood, marmoleum (Forbo), luxury vinyl plank and tile (PVC), wall-to-wall carpeting, plus floor maintenance and protection accessories.
- Interior Design Advice (Interieuradvies) Professional interior design consultation services including 3D visualizations and custom advice for living rooms, bedrooms, and complete home furnishing, provided by dedicated interior advisors (including Elke Brinkman, Charlotte Schulten) in-store, online, or at-home.
- In-House Upholstery (Stofferen in Eigen Beheer) Custom upholstery and reupholstery services performed by the company's own professional craftsmen at the Lemelerveld premises, covering both new furniture orders and restoration of existing pieces.
- Project Furnishing (Projectinrichting) Commercial interior furnishing services for businesses, hospitality venues (such as B&Bs), healthcare/care institutions, sports facilities, and corporate offices, including concept development, procurement, branded design elements, and full fit-out execution.
- Showroom Sale / Buitenkansjes (Discounted Models)
Quantifiable outcome
- Interior design projects documented across more than 12 towns in the Overijssel region (Dalfsen, Nijverdal, Raalte, Wijhe, Vroomshoop, Ommen, Heino, Zwolle, Staphorst, Dedemsvaart, Apeldoorn, Lemelerveld), demonstrating broad regional reach from a single physical location.
Companies that use Wagenmans Wonen
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles2 records
Wagenmans Wonen technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Wagenmans Wonen partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered minor and core.
- PD InterieurontwerpminorWagenmans collaborated with PD Interieurontwerp on an interior design project for a detached house in Dalfsen. PD Interieurontwerp produced the interior design concept while Wagenmans handled furniture selection, procurement, and upholstery in its showroom.
- CBW-erkend (Stichting Garantieregelingen CBW)coreWagenmans Wonen is a CBW-erkend (Certified Furniture and Interior Retailer) member, bound by the CBW code of conduct covering consumer protection, deposit guarantees, warranty, and dispute resolution. This membership provides regulatory backing and consumer trust.
- Pullman (Netherlands mattress and beds brand)corePullman is listed as a featured brand in Wagenmans' showroom. Pullman is described as a Dutch brand representing proven quality, pure craftsmanship, and handmade comfort. Wagenmans offers a broad assortment of Pullman mattresses and boxsprings with trial lying and expert advice.
- AupingcoreAuping is one of the featured mattress and bed brands sold through Wagenmans' large sleep department. The showroom features the newest Auping collections with trial mattresses and technical support tools to advise customers.
- Bert PlantagiecoreBert Plantagie is a featured dining table brand sold at Wagenmans. The brand offers customizable dining tables, and Wagenmans displays multiple models including Sette and Brando in its showroom.
- Cartel LivingcoreCartel Living is a featured brand at Wagenmans, offering affordable designer furniture upholstered in trendy colors in both fabric and leather. The collection includes sofas, corner sofas, dining chairs, and armchairs with recognizable straight lines and high-quality finishing.
- PodecorePode is a featured brand at Wagenmans, offering designed armchairs and seating. Products include the Spot Two swivel armchair (designed by Thijs Smeets), available in multiple heights with a separate ottoman.
- SunwaycoreSunway is a 50-year producer of exclusive window treatments featured at Wagenmans. Collections include high-quality automated and manual window coverings, with smart home integration capabilities.
- LuxaflexcoreLuxaflex is a featured window treatment brand sold at Wagenmans, offering a range of window covering solutions including blinds, shutters, and shades.
- Evidence (Zusa salontafels)minorEvidence is the brand behind the Zusa salontafel set sold at Wagenmans. Evidence designs stylish, modern tables that combine ceramic and wood materials for warm, characterful interiors.
- Passe PartoutcorePasse Partout is a featured brand at Wagenmans, offering modular/elementenbank sofas including the Zola bank. These modular sofas allow customers to configure seating arrangements in various fabric and leather options.
- LeoluxminorLeolux is the manufacturer of the Pallone Pa armchair sold at Wagenmans, described as an iconic design classic with playful design and unique character, upholstered in Mosaic Stretch fabric.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Wagenmans Wonen competitors and assessment
Company assessmentDirect peers
- Beter Bed: Dutch sleep specialist retailing mattresses, beds, and boxsprings from brands including Auping and Pullman — both also featured at Wagenmans. Overlaps strongly on the sleep/bedroom category that Wagenmans emphasizes.
- Pronto Wonen: Dutch furniture chain offering living, dining, and bedroom furniture across multiple showrooms. Comparable mid-market positioning and multi-brand retail model to Wagenmans.
- Goossens Wonen en Slapen: Dutch premium furniture and sleep specialist operating showrooms across the Netherlands. Directly comparable to Wagenmans in category mix (wonen en slapen), premium brand curation, and in-store design-led service model.
- Morres Wonen: Dutch furniture and home furnishings chain with multiple large-format showrooms. Comparable to Wagenmans in furniture retail, mattress offering, and full-service design consultancy, but operates at greater scale.
- Kwistig Woonwarenhuis: Regional Dutch home furnishings store with multi-category offering (furniture, flooring, window treatments) similar to Wagenmans. Comparable mid-size showroom model and interior design advisory service.
Broad incumbents
- Wehkamp: Major Dutch online department store selling furniture, bedding, and home furnishings with transactional e-commerce. Represents the digital-first competitive threat against Wagenmans' consultation-led model.
- IKEA: Global furniture and home furnishings giant with Dutch stores and full e-commerce. Indirect competitor for the same Dutch household furnishing budget, though operating at a fundamentally different price point and self-service model.
- Leen Bakker: Large Dutch home furnishings and furniture retail chain with broad assortment and lower price points. Overlaps with Wagenmans on furniture, mattresses, and window treatments, but competes on volume and price rather than design-led service.
Emerging players
- HomeStock: Dutch online home furnishings retailer offering design-led furniture at accessible price points. Emerging digital-native competitor that overlaps with Wagenmans' contemporary furniture range (sofas, dining tables) but without the showroom service layer.
Regional players
- Designwonen: Dutch designer furniture retailer carrying premium brands like Leolux, Pode, and Bert Plantagie — also stocked at Wagenmans. Comparable in brand curation and design-led positioning, though it focuses on designer pieces rather than full interior furnishing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Wagenmans Wonen social profiles
Digital presenceWagenmans Wonen financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wagenmans Wonen leadership team
Management profileNumber of profiles
Profiles3 records
Wagenmans Wonen funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wagenmans Wonen 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 Wagenmans Wonen
What does Wagenmans Wonen do?
Wagenmans Wonen operates a 5000 m2 physical showroom in Lemelerveld, Netherlands selling furniture, mattresses, bedding, window treatments, flooring, and lighting from branded Dutch and international manufacturers. The company bundles these products with personalized interior design advisory services (including 3D visualizations), custom furniture configuration, in-house upholstery, and project furnishing for commercial clients.
Is Wagenmans Wonen a public or private company?
Wagenmans Wonen is a private company. It is classified as family owned and is currently operating.
When was Wagenmans Wonen founded?
Wagenmans Wonen was founded in 1935. It employs 11 to 50 people.
Where is Wagenmans Wonen based?
Wagenmans Wonen is headquartered in Lemelerveld, Netherlands, in the Europe region.
How does Wagenmans Wonen make money?
Three revenue lines are on record. Retail furniture and home goods sales are the primary driver. The others are interior design advisory services and project interior design (B2B).
Who are Wagenmans Wonen's main competitors?
Direct peers on record are Beter Bed, Pronto Wonen, Goossens Wonen en Slapen, Morres Wonen and Kwistig Woonwarenhuis. Broad incumbents are Wehkamp, IKEA and Leen Bakker. HomeStock is listed as an emerging player. Designwonen is listed as a regional player.
Does Wagenmans Wonen have an API?
No public API is recorded for Wagenmans Wonen.
What industry is Wagenmans Wonen in?
Wagenmans Wonen's product category is Home Furnishings Retail. Its primary akta.pro industry code is CRAIAAAC, Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires), with a secondary code of CRAIAAAB, Dining Room Furniture Retail (Dining Tables, Chairs, Bar Stools, Buffets/Sideboards). Its NAICS code is 54141 and its SIC code is 5712.