Allure Events & Styling

What Allure Events & Styling does

Allure Events & Styling is a Dutch family-owned event planning and styling firm founded in 2012 by Roy Schümans, headquartered in Susteren, Netherlands. The company designs and executes turnkey corporate events (jubilee celebrations, business openings, Christmas and staff parties) and private events (weddings, milestone celebrations) for clients in the Netherlands, Belgium, and Germany, with a portfolio that also includes premium art fair styling (TEFAF, Metropolitan Museum of Art VIP) and equestrian championships (Zangersheide, Jumping Indoor Maastricht). Service delivery is anchored by an integrated four-person leadership team covering event direction, design, production management, and in-house master floristry, supported by an owned inventory of furniture, décor, and stretch tents plus a dedicated workshop that enables bespoke fabrication and rapid last-minute changes without third-party rental dependence.

The business model is professional services / project-based, with each event custom-quoted after a complimentary kennismakingsgesprek (introduction meeting); pricing is all-inclusive across planning, styling, furniture, floristry, catering coordination, AV, and on-site management, with payment terms requiring an advance one week pre-event and cancellation fees scaling from 25% to 100% of the agreed sum. Revenue is generated through three streams: turnkey event organization, standalone event styling, and rental of equipment and materials (charged at €0.50/km transport plus €37.50/man-hour). Go-to-market is sales-led and enterprise field-sales in nature, relying on direct personal outreach, a WordPress portfolio website with lead-capture forms and downloadable guides, an email newsletter, and organic social (LinkedIn, Instagram, Facebook), supplemented by referral-driven long-term partnerships with recurring enterprise clients and venue operators.

The company is privately held with no disclosed funding, no parent organization, and headcount disclosed only for the leadership team (1-10 employees total). Its technology footprint is minimal — a Vimonto-built WordPress site, no mobile app, and no API — and the source material provides no revenue figures or financial disclosures, so scale is inferred solely from project size (events ranging from 20 to 900 private guests, and venue-level events drawing up to 50,000 visitors) and from a 2012-to-2025 operating history with active copyright and recurring flagship accounts.

Name

Allure Events & Styling

Legal name

Allure Events & Styling

Website

https://allure-styling.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Allure Events & Styling is a Dutch family-owned firm that designs and executes turnkey corporate, private, and high-end event styling, using its own furniture, décor, and in-house floristry for clients in the Netherlands, Belgium, and Germany.

Ownership category

akta.pro rank

Product category

Event Planning and Styling Services

NAICS

Florists (459310)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Special Occasion Styling (Weddings, Galas, Events) (HSACAJAC)

akta.pro secondary industries

Venue Decor Setup, On-Site Styling & Breakdown (HSACAOAO), Event Signage, Props & Custom Installations (HSACAOAG), Elopement Planning & Coordination (HSACABAE)

Keywords

• Event planning services
• Event styling
• Corporate event management
• Wedding planning
• Private event design

Headquarters

HQ city

Susteren

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Turnkey Event Organization: Full-service event planning from concept to execution, covering corporate events (jubilee celebrations, company openings, Christmas parties, staff parties) and private events (weddings, birthday parties). Revenue is project-based, quoted per event with all-inclusive pricing covering planning, styling, furniture, floristry, catering coordination, and on-site management. Payment terms include an advance payment with final settlement post-event.
2. Event Styling (Standalone): Standalone styling services offered independently of full event organization. Clients can hire event styling as a separate service, engaging Allure's own inventory of furniture, décor, floristry, and lighting. Pricing is quoted per project with transport and setup costs added.
3. Rental of Equipment and Materials: The company's general terms indicate a rental model for equipment and materials (meubilair, decoratie, tenten). Transport costs are charged at €0.50 per kilometer plus €37.50 per man-hour. A security deposit may be required.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Allure Events & Styling designs and executes exclusive, fully turnkey corporate and private events from initial concept through final on-site styling and breakdown. Its core offering covers full-service event planning (corporate jubilees, business openings, Christmas parties, staff parties, and bespoke private celebrations including weddings) as well as standalone event styling that can be hired independently using the company's own furniture, decoration, floristry, and lighting inventory. Pricing is custom-quoted per project, with transport billed at €0.50/km plus €37.50 per man-hour and an advance payment one week before the event.

Product overview

Allure Events & Styling operates as a single unified service offering rather than a modular platform. The company provides turnkey event planning and styling services under two main divisions: Corporate Events (including Christmas parties, staff celebrations, anniversary events, business openings, and general corporate functions) and Private Events (primarily weddings and personal celebrations). All services include their proprietary styling capabilities, their own furniture inventory and workshop, and full project management from initial concept through on-site execution and breakdown. The company also offers standalone Event Styling Services for clients who already have event organization in place.

Differentiator

Problem solved

Functional benefit

Products and services

• Corporate Events Full-service corporate event planning and styling for businesses, including Christmas parties, staff celebrations, anniversary events, business openings, and bespoke corporate functions delivered turnkey from concept to execution.
• Private Events Turnkey private event planning for high-net-worth individuals, delivering exclusive and customised weddings and personal celebrations from initial concept through flawless execution.
• Event Styling Services Standalone visual event styling covering decoration theming, floral arrangements, furniture selection, lighting installations, table styling, and branding/signage — available as a separate service or integrated with full event planning.
• Christmas Events (Kerstfeesten) Specialised Christmas event planning featuring winter wonderland themes, festive styling, and holiday-themed celebrations for corporate and private clients.
• Staff Parties (Personeelsfeesten) Employee celebration events designed to boost morale and team cohesion, tailored to company culture with custom themes, catering coordination, and entertainment.
• Anniversary Celebrations (Jubileumfeesten) Corporate milestone anniversary events that reflect company heritage and values, with themed concepts honouring both the company's history and future aspirations (e.g., Schils B.V. 100-year jubilee for 900 guests).
• Business Openings (Bedrijfsopening) New business launch events including grand openings for stores, offices, or relocations, with comprehensive styling aligned to brand identity (e.g., Arrow Electronics warehouse opening in Sevenum and Toolnation office opening at Maastricht Aachen Airport).
• Wedding Planning (Trouwfeesten) Complete wedding day coordination from ceremony to reception, including venue styling, floral arrangements, and vendor management for intimate or grand celebrations (e.g., weddings at Château Neercanne and Mediterranean-style weddings).

Quantifiable outcome

• Successfully handled last-minute VIP room furniture recoloring overnight (22:30 request, fulfilled by next morning) thanks to own inventory
• +1 more outcomes

Named customers20 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• TEFAF MaastrichtcoreStrategic or Co-development PartnerLong-standing turnkey styling partnership for TEFAF Suites at MECC Maastricht — one of the world's most prestigious art, antique, and design fairs. Allure provides exclusive interior design, custom styling, and personalized approach for VIP hospitality suites. This partnership has been maintained over multiple years and represents a flagship account.
• MECC MaastrichtcoreStrategic or Co-development PartnerVenue partnership at MECC Maastricht for multiple recurring events including TEFAF Suites and Jumping Indoor Maastricht. Allure serves as the preferred styling and interior partner for VIP areas, catering zones, and hospitality suites at this major exhibition center.
• Domein ZangersheidecoreStrategic or Co-development PartnerAnnual partnership for interior design at the FEI/WBFSH World Breeding Jumping Championships for Young Horses. Allure contributes creative vision for VIP areas and skyboxes at one of the world's leading show jumping events, held annually at Zangersheide in Belgium.
• Straight Line LeadershipcoreStrategic or Co-development PartnerVaste partner (long-standing partner) of Straight Line Leadership for multiple annual events including X-mas Village (outdoor winter team event with skating rink), Leadership Innercircle events, and Lotus Party. The relationship spans several distinct projects over multiple years, indicating a deep strategic partnership.
• Oostwegel Collection / Château St. GerlachcoreStrategic or Co-development PartnerOngoing partnership with the Oostwegel Collection for events at Château St. Gerlach in Valkenburg. Allure provides styling for prestigious events including a VIP event for the Metropolitan Museum of Art, New York, and dinners for Loyens & Loeff. Represents high-end hospitality venue partnerships.
• Loyens & LoeffminorGTM or Marketing PartnerEvent styling partnership for a dinner at Château St. Gerlach, where Allure translated the law firm's brand colors (blue) into floristry, table décor, and spatial styling for an elegant 80-guest dining experience.
• Masters Expo / TelegraafminorStrategic or Co-development PartnerTurnkey exhibition stand design for the Telegraaf stand at Masters Expo 2025 in Amsterdam. Allure transformed a brown café-inspired concept into a luxury modern design for 20 VIP guests, demonstrating capability in trade show booth design.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Sparks: Global brand experience agency with corporate events, exhibits, and environmental design practices. Sister agency to MKG; closely comparable in scale, target market (corporate premium), and event design/styling focus for enterprise clients.
• MKG: New York-based experiential marketing and brand experience agency producing high-touch bespoke events and activations. Sister agency to Sparks; comparable in serving premium enterprise clients with integrated event design and on-site execution.
• Cievents: European corporate event management agency with offices across multiple countries. Comparable in turnkey corporate event planning and execution for enterprise clients across regional markets.
• Wasserman: Global sports, culture, and brand experience agency producing live events, hospitality, and brand experiences. Comparable in premium corporate event execution and integrated design/strategy for global brands.
• George P. Johnson: Global experiential marketing agency producing large-scale brand experiences, conferences, and events for technology and enterprise clients. Comparable in delivering high-end corporate event design and execution.
• TFI Group: European event and communications agency producing corporate events, brand activations, and conferences. Comparable in regional premium event production for enterprise clients with multi-market delivery.
• BeWunder: German-headquartered experiential agency producing corporate events, brand activations, and exhibitions across Europe. Closest geographic and stylistic peer with similar premium corporate event work and bespoke design capabilities.
• Jack Morton Worldwide: Global brand experience agency designing and producing corporate events, activations, and immersive experiences for Fortune 500 clients. Directly comparable in delivering bespoke event design and execution for premium enterprise clients across geographies.

Broad incumbents

• BCD Meetings & Events: Global corporate meetings and events management firm with broader portfolio (meetings, incentives, conferences, exhibitions) at much larger scale. Comparable in enterprise event management but at significantly larger scale with more standardized offerings.
• Maritz Global Events: Large-scale global events and incentives company serving Fortune 500 clients. Comparable in corporate event production but operates at much larger scale with broader incentive travel and loyalty portfolio beyond bespoke styling.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/eventsstyling/?locale=nl_NL
• LinkedInnl.linkedin.com/company/allureevents&styling
• Instagraminstagram.com/allureeventsstyling

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Allure Events & Styling