What Rozenkelim does

Rozenkelim is a privately held Dutch online retailer (operated by Turkuaze BV, founded 2010) that sells authentic vintage and handcrafted rugs, carpets, and complementary home textiles to Dutch consumers. The company is headquartered in the Aerdenhout/Heemstede area and operates a ~2000m2 showroom in Haarlem (Hendrik Figeeweg 1-0002, Figeehal 2) open six days a week. Its core catalog spans authentic Moldovan Rozenkelims, recoloured Turkish vintage vloerkleden, Persian carpets, and a deep Berber assortment (Beni Ouarain, Azilal, Beni Mguild, Boujaad), supplemented by jute rugs, patchwork rugs assembled from vintage remnants, Ziegler tapijten, and replica/vintage-style machine-made rugs from €79. Adjacent lines include PET-bottle recycled outdoor rugs with GRS and Good Weave certifications, Moroccan cushions and poufs, Georges Store handmade French lamps, anti-slip underlays, and maintenance products. A custom (maatwerk) service allows customers to commission patchwork and Berber rugs to specified colors, sizes, and patterns.

The business model is direct-to-consumer e-commerce supported by the physical showroom, with one-time sales of unique SKUs (each authentic piece comes with a provenance "passport"). Pricing ranges from ~€35 entry-level jute-look and underlay SKUs to materially higher prices for authentic vintage and Persian pieces. Distribution is domestic Netherlands via PostNL with free shipping above €100, and the company accepts iDEAL, credit card, PayPal, Klarna pay-later, Bancontact, and In3 installments. Customer acquisition is content-led: educational blog content on rug types and care, plus active presence on Facebook, Instagram, Pinterest, and YouTube, supported by an email newsletter. Operational signals include a 9.3/10 customer rating across 2822+ reviews on Feedback Company with a 98% recommendation rate, and Thuiswinkel.org webshop certification. The team is small (1–10 employees) and no external investment, M&A, or leadership-change events are on file.

Name

Rozenkelim

Legal name

Turkuaze BV

Website

https://rozenkelim.nl

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Rozenkelim (operated by Turkuaze BV, founded 2010) is a Dutch direct-to-consumer online retailer and Haarlem showroom selling authentic vintage and handcrafted rugs — including Moldovan Rozenkelims, Turkish vintage kilims, Persian carpets, and Moroccan Berber rugs — plus accessories, lamps, and PET-recycled outdoor rugs to Dutch homeowners.

Ownership category

akta.pro rank

Product category

Home Textiles and Rugs

NAICS

Furniture and Home Furnishings Retailers (4491)

SIC

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

akta.pro primary industry

Rugs & Doormats Retail (Area Rugs, Runners, Entry Mats) (CRAIALAC)

Keywords

• Handmade rugs
• Vintage carpets
• Moroccan rugs
• Turkish kilims
• Home textiles

Headquarters

HQ city

Aerdenhout

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Floor Covering Sales: One-time sale of handcrafted and vintage floor coverings including kilims, Berber rugs, Persian carpets, vintage rugs, patchwork rugs, and outdoor rugs. Each piece is unique, particularly the authentic vintage and hand-knotted items.
2. Custom/Made-to-Order Rugs: Custom patchwork and Berber rugs made to customer specifications for color, size, and pattern. Prices vary based on custom requirements.
3. Georges Store Lamp Sales: Handmade design lamps from France including pendant lamps, wall lamps, and floor lamps made from natural materials like linen, cotton, raffia and brass.
4. PIP Studio Rug Sales: PIP Studio designed floor coverings featuring colorful patterns characteristic of the brand's style.
5. Rug Underlay Sales: Anti-slip underlays and felt underlays without plasticizers for rug protection and comfort.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Rozenkelim is a Dutch online retailer and physical showroom that curates and sells authentic vintage and handmade rugs (kilims, Persian, Berber, Moroccan, Turkish, Persian and tribal varieties), modern replica rugs, cushions, poufs, designer lamps, and rug care accessories. They source directly from regions such as Morocco, Turkey, Iran, Afghanistan and the Caucasus, and also offer custom-made rugs and wholesale/trade services. The business combines an e-commerce store with a showroom appointment experience and ships internationally via carriers such as PostNL and DHL.

Product overview

Rozenkelim is a Dutch online retailer and showroom (Haarlem) specialising in authentic, handcrafted rugs and carpets. The core offering consists of multiple distinct rug categories: vintage/antique rugs including Rozenkelims (Moldova), Turkish vintage vloerkleden, Persian tapijten, and various Berber rug types (Beni Ouarain, Azilal, Beni Mguild, Boujaad) from Morocco. Additional product lines include outdoor rugs (PET recycled and polypropylene), patchwork rugs assembled from vintage pieces, replica/vintage-style machine-made rugs, Ziegler tapijten, and jute natural-fibre rugs. The portfolio is complemented by accessories such as Moroccan cushions and poufs, Georges Store lamps (handmade in France), underlays, and maintenance products. A custom-made (maatwerk) service is offered for several rug types. The company operates a ~2000 m² showroom in Haarlem and ships across the Netherlands and beyond.

Differentiator

Problem solved

Functional benefit

Products and services

• Vintage Kelims (Rozenkelims) Authentic vintage flat-woven kelim rugs, including special hand-knotted pieces such as the Shiraz-Gabbeh, sourced from regions such as Turkey, Iran and the Caucasus for individual consumers and interior designers.
• Vintage Moroccan Rugs Authentic vintage Moroccan rugs including Beni Ouarain, Azilal, Boujaad, Beni Mguild and Ziegler varieties, hand-knotted from local wool by Berber tribes.
• Vintage Turkish Rugs Hand-knotted vintage Turkish rugs including Oushak (Oechs), Kars, Anatolian and tribal pieces, known for warm color palettes and natural materials.
• Persian Carpets Authentic vintage Persian carpets including Tabriz, Kashan, Gabbeh, Hamadan and Heriz styles, hand-knotted in Iran from wool and silk.
• Afghan and Caucasian Rugs Vintage hand-knotted rugs from Afghanistan and the Caucasus region, featuring geometric and tribal motifs.
• Modern / Replica Rugs Contemporary machine-made replica rugs inspired by vintage patterns, designed for customers seeking the vintage look at lower price points.
• High-Pile Rugs (Rya / Shaggy) Thick, soft high-pile rugs including Rya and shaggy styles made of wool, polyester or bamboo silk.
• Outdoor Rugs Durable indoor/outdoor rugs including the Marrakech Outdoor collection, designed for patios, balconies and gardens.
• Jute and Natural Fiber Rugs Flat-woven rugs made from natural plant fibers such as jute, cotton and leather, used for sustainable, minimalist interiors.
• Patchwork and Overdyed Rugs Unique patchwork rugs and overdyed/ultra-modern rugs created by repurposing or recoloring vintage pieces.
• Custom-Made Rugs Bespoke rug service allowing customers to commission rugs in custom sizes, patterns and color schemes based on existing designs.
• Moroccan Cushions and Poufs Handmade Moroccan floor cushions, kilim poufs and Sabra (cactus silk) cushions designed to match the rug collections.
• Designer Lamps (Georges Store) Designer floor and table lamps including rattan, bamboo and Belgian design models, sold in partnership with Georges Store.
• Rug Underlays and Accessories Anti-slip rug underlays in multiple sizes, plus complementary accessories such as curtain tiebacks and storage baskets.
• Rug Cleaning and Maintenance Products Specialized rug cleaning products and a rug wash service for proper maintenance of vintage and handmade rugs.
• Wholesale / Trade Program B2B wholesale program offering trade pricing and bulk purchasing for interior designers, retailers and project clients.

Quantifiable outcome

• 98% of customers recommend Rozenkelim based on 2822 reviews
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Feedback CompanycoreOthersIndependent review collection platform managing customer reviews and ratings. Ensures review authenticity per new legislation effective May 28, 2022. Rozenkelim rated 9.3/10 based on 2822+ verified reviews.
• PostNLcoreChannel Partner/ Reseller/ DistributorDutch postal service handling all order fulfillment and delivery. PostNL Checkout service provides customers flexibility to choose delivery day and location, including pickup points.
• KlarnaminorChannel Partner/ Reseller/ DistributorSwedish fintech company enabling 'pay later' option for Dutch customers. Customers can receive order first and pay within 14 days.
• In3minorChannel Partner/ Reseller/ DistributorPayment provider enabling customers to split orders into 3 interest-free installments for orders between €100-€3000.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Westwing: European home and living DTC retailer carrying rugs, lighting and home accessories. Competes with Rozenkelim in Dutch online home-textiles/furnishing, but as part of a much broader home category assortment.
• Benuta: One of the largest online rug specialists in Europe, selling machine-made and hand-made rugs across many styles. Overlaps with Rozenkelim in rug category and DTC e-commerce model, but at much larger scale and broader assortment.
• West Elm: Large home furnishings retailer with a meaningful rug assortment (including vintage-inspired and Fair Trade Certified lines). Broader incumbent in home furnishings with overlapping rug category and sustainability positioning.

Direct peers

• Nanimarquina: Spanish designer rug brand producing hand-knotted rugs blending traditional techniques with contemporary design. Comparable in focus on handcrafted rugs and storytelling around origin and craft.
• The Rug Company: Premium hand-knotted rug retailer offering designer and antique rugs globally. Comparable in focus on high-end, authentic hand-knotted rugs and bespoke services, though operating at a much higher price point and global scale.
• Karpet.nl: Dutch online rug retailer offering a broad assortment of modern, vintage-style and classic rugs with home delivery. Direct Netherlands-based competitor in the same product category and customer base.
• Marrakech Rugs / Moroccan specialist retailers: Specialist in hand-woven Berber rugs sourced directly from Morocco (Beni Ouarain, Azilal, etc.). Direct overlap with Rozenkelim's Berber and Moroccan rug categories, including Beni Ouarain and Azilal lines.
• Woven Store: UK-based DTC rug retailer specialising in ethically sourced, handmade rugs with strong sustainability storytelling. Comparable in focus on authentic hand-made rugs and provenance, although primarily serving the UK/European market.

Others

• Etsy: Global marketplace for handmade and vintage goods, including a large selection of vintage and antique rugs from independent sellers. Competes for the same 'authentic vintage rug' shopper, especially cross-border, but as a marketplace rather than a specialist retailer.

Regional players

• Vintage Tapijt / Dutch vintage rug boutiques: Smaller Dutch and Benelux-based vintage rug boutiques operating primarily through local showrooms and Instagram. Closest local comparables in assortment and target customer, though smaller and more fragmented.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/RozenkelimnlHillegom
• Facebookfacebook.com/rozenkelim.nl
• Instagraminstagram.com/rozenkelim
• Pinterestnl.pinterest.com/rozenkelim
• LinkedInlinkedin.com/company/rozenkelim

Revenue estimate

Valuation estimate

Number of profiles

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 Rozenkelim