What Sawiday Holding B.v. does

Sawiday Holding B.v. is a privately held Dutch omnichannel retailer of sanitary products (bathroom fixtures, toilets, taps, mirrors, and accessories) operating under the Sanitairwinkel brand in the Netherlands and the Sawiday brand in Belgium and France. The company was founded in 2007 in Rosmalen, North Brabant by brothers Erik and Rob van Laarhoven as a family business, with the underlying Sanitairwinkel brand dating to 2002; Belgian wholesale distributor Van Marcke holds a minority participation since 2018. The business runs an estimated 100,000+ SKU catalog across country-specific e-commerce storefronts (sanitairwinkel.nl, sawiday.be, sawiday.fr) and a network of 14 physical showrooms (11 in the Netherlands, 3 in Belgium) designed for inspiration, stylist-led moodboard consultations, and personal advice, supported by a 13,000 m2 distribution center in 's-Hertogenbosch that became operational in 2020. Revenue is generated through transactional one-time purchases at retail prices, with private-label brands Saniclass and Adema Sanitair adding vertical margin and a proprietary order and delivery system paired with Webstock warehouse management handling fulfillment.

The technology stack is modest but proprietary: a self-developed order and delivery system powers logistics optimization, a moodboard application enables showroom stylists to photograph inspiration boards and attach them to quotes, and the company integrates Webstock for warehouse operations. There is no public evidence of AI/ML capabilities, no API or SDK offerings, and no disclosed certifications or regulatory dependencies. Distribution is dual-channel — e-commerce and retail showrooms — with no enterprise or B2B customer base; the entire customer book is individual B2C consumers undertaking bathroom renovation, served across the Benelux region. Recognition includes Twinkle 100 (#64 in 2021, up from #95 in 2011), Emerce 100 (#74 in 2022), a 2010 Gouden FD Gazellen regional growth award, and a 4.6/5 Trustpilot rating across more than 35,000 reviews.

Name

Sawiday Holding B.v.

Legal name

Sawiday Holding B.v.

Website

https://sawiday.com

Company type

Private

Founded year

2007

Operating status

Operating

Short description

Sawiday Holding B.v. is a Dutch omnichannel retailer of sanitary products operating webshops (Sanitairwinkel, Sawiday) and 14 showrooms across the Netherlands, Belgium, and France, serving individual B2C consumers purchasing bathroom fixtures and accessories with styling advice and direct delivery.

Ownership category

akta.pro rank

Product category

Bathroom & Sanitary Retail

NAICS

General Merchandise Retailers (455)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Wholesale-Furniture & Home Furnishings (5020)

akta.pro primary industry

Plumbing Fixtures & Faucets Showrooms (CRAIAFAC)

akta.pro secondary industries

Bath Fixtures & Wellness (Showers, Tubs, Steam, Saunas) Showrooms (CRAIAFAD), Sinks & Water Filtration/Dispensers Showrooms (CRAIAFAE)

Keywords

• Bathroom fixtures retail
• Sanitary products e-commerce
• Home renovation webshops
• Bathroom showroom design
• Plumbing fixtures supply

Headquarters

HQ city

Rosmalen

HQ country

Netherlands

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Sanitary Product Sales: Sawiday generates revenue through direct product sales of sanitary products (bathroom fixtures, toilets, taps, accessories) via their e-commerce webshops and physical showrooms. Products are sold at retail prices with transaction-based one-time purchases.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Sawiday Holding B.v. sells bathroom and sanitary products (toilets, taps, bathtubs, washbasins, mirrors, accessories) through country-specific e-commerce webshops and a network of 14 physical showrooms in the Netherlands and Belgium, supplemented by an online presence in France. The company combines direct retail sales with in-store styling advice, moodboard consultations, and own-label product brands (Saniclass, Adema Sanitair) to serve homeowners undertaking bathroom renovation.

Product overview

Sawiday Holding B.v. operates a multi-brand portfolio of sanitary product retail businesses combining e-commerce with physical showrooms. The core offering includes Sanitairwinkel (Dutch market leader since 2002), Sawiday (Belgian and French operations), and private-label brands Saniclass and Adema Sanitair. The company operates an omnichannel model with showrooms for inspiration and advice, supported by extensive online catalogs. The portfolio also includes the acquired Badkamermarkt brand. The business emphasizes bathroom inspiration services including moodboard consultations and styling advice.

Differentiator

Problem solved

Functional benefit

Brands

• Saniclass: Private label brand with extensive range of sanitary products exclusively made for Sawiday, characterized by high quality at competitive prices.
• Adema Sanitair

Products and services

• Sanitairwinkel Primary Dutch webshop and showroom brand of Sawiday Holding, offering the full assortment of sanitary products (toilets, taps, bathtubs, washbasins, accessories) to Dutch homeowners with personal advice and showroom support.
• Sawiday Belgium (NL) Dutch-language Belgian webshop and showroom brand offering a wide range of sanitary products with expert advice in showrooms; successor to the former Sanitairwinkel Belgium brand.
• Sawiday Belgium (FR) French-language Belgian webshop offering sanitary products with showroom advice for French-speaking Belgian customers; operates alongside the Dutch-language Belgian site under the unified Sawiday brand.
• Sawiday France French-market webshop offering a wide range of sanitary products at competitive prices, formerly operating as Magasin Salle de Bains.
• Saniclass

Quantifiable outcome

• 35,000+ Trustpilot reviews with 4.6/5 star rating demonstrating high customer satisfaction

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• WebstockcoreTechnology or Integration · 1 October 2020Sawiday uses Webstock for warehouse management, supplemented by their own proprietary software. Webstock partnership enables efficient warehouse operations at the new 13,000 m2 distribution center.
• WDP NederlandcoreStrategic or Co-development Partner · 1 November 2019WDP Nederland built a new distribution center in 's-Hertogenbosch on business park RiVu (55,000 m2). Sawiday signed agreement to occupy 13,000 m2 of this facility starting Q3 2020, enabling significant warehouse expansion to support growth.
• Badkamermarkt.nlminorStrategic or Co-development Partner · 1 October 2018Sanitairwinkel acquired Badkamermarkt.nl on October 1, 2018, consolidating the online sanitary market by redirecting Badkamermarkt visitors to Sanitairwinkel.nl.

Scale indicators9 records

Recent moves11 records

Expansion highlights5 records

Regional players

• Karwei: Major Dutch home-improvement retailer with showroom-style stores and bathroom/sanitary product ranges, competing for the same home-renovation consumer in the Netherlands.
• Praxis: Dutch/Benelux DIY chain with bathroom assortment and installation-adjacent services. Comparable on home-renovation customer profile and physical-retail footprint in NL.
• Gamma (Intergamma): Largest Dutch DIY and home-improvement chain, carrying sanitary products and operating showrooms across the Netherlands. Direct overlap with Sanitairwinkel's home-renovation customer base in NL.
• Bricorama: French/Benelux DIY and home-improvement retailer carrying sanitary products alongside broader home categories. Comparable on multi-store physical presence in western Europe and overlap in sanitary assortment.

Direct peers

• Reuter: German bathroom and sanitary specialist retailer operating a webshop plus physical showrooms, very similar omnichannel model targeting the same renovating-consumer profile as Sawiday/Sanitairwinkel.

Broad incumbents

• Hornbach: European DIY/home-improvement big-box retailer with bathroom and sanitary departments, plus online channel. Same home-renovation category and broad incumbent position relative to Sawiday.
• Amazon: Global e-commerce marketplace with growing Benelux presence and broad sanitary/home categories. Direct category overlap with Sawiday's webshop business in NL/BE and price-comparison pressure.
• IKEA: Global home-furnishing retailer operating with showrooms + e-commerce across the Benelux. Broader assortment than Sawiday but competes for the same home-renovation consumer wallet share.
• Bauhaus: European DIY/home-improvement chain with specialty bathroom/sanitary assortment and growing Benelux presence. Competes broadly for renovation spend.

Emerging players

• ManoMano: French-headquartered online marketplace for DIY, home improvement and bathroom/sanitary products, with active Benelux operations. Comparable on category (sanitary fixtures) and target customer (renovators), though distribution model (marketplace) differs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sanitairwinkel-nl

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 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 Sawiday Holding B.v.