Pot & Vaas

What Pot & Vaas does

Pot & Vaas is a Dutch B2B wholesaler and importer of luxury interior decoration products serving interior professionals in the Netherlands. Founded in 2002 and headquartered in Oisterwijk, the company supplies decorative pots, vases, bowls, artificial flowers, plants, trees, and home accessories through a wholesale model requiring business account registration with a Dutch Chamber of Commerce (KVK) number. Its catalog spans 1,136+ products across three core categories: Pots/Vases/Bowls (ceramic, terracotta, and designer pieces), Flowers & Plants (including UV-resistant and fire-retardant variants plus greenwall systems), and Home Accessories (furniture, textiles, decorative objects, and lighting). The company operates sub-brands including Pot & Vaas DESIGNER Collections, Pot & Vaas EXCLUSIVES, and Pot & Vaas CUSTOM MADE for bespoke solutions.

The company differentiates through exclusive designer collaborations, most notably Hans Kuijten's "The Groove" pot and Manon de Groot's "De Roza" collection, plus a CUSTOM MADE capability for tailored greenery plans and bespoke flower arrangements. Distribution occurs through three physical showrooms (Oisterwijk HQ and inspiration center, ETC Design Center Culemborg, and Cash & Carry at Tica Aalsmeer in Uithoorn), a B2B-only e-commerce platform requiring KVK registration, and project-based delivery and on-site placement services. Pricing is not publicly disclosed; orders carry a €250 minimum plus transport fees, with complimentary delivery within the Netherlands on loose-goods orders above €1,500, and placement services billed at €0.60/km plus €65/hour per person.

Revenue is generated through two streams: wholesale B2B product sales (one-time transactions of catalog goods) and custom project services (professional services including consultancy, custom greenery plans, and on-site placement). The company targets interior designers, stylists, florists, office and project designers, hospitality venues, and retail showrooms across automotive, furniture, and lifestyle sectors, with named B2B customers including VDM Cars, SUNS Outdoor Lifestyle, PMP Furniture, Decokay, Renova, Thijs Timmermans, Luxury Fires, and Mobility Centre. Market presence is reinforced through regular trade fair participation at EXCELLENT Woonbeurs and Spoga+Gafa, plus a multi-channel digital presence across Facebook, Instagram, Pinterest, and LinkedIn. The business is privately held as a Dutch B.V. (Pot & Vaas B.V.), with no disclosed funding, parent company, or M&A activity.

Name

Pot & Vaas

Legal name

Pot & Vaas B.V.

Website

https://potenvaas.nl

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Pot & Vaas is a Dutch B2B wholesaler, founded in 2002, supplying interior professionals with luxury decorative pots, vases, artificial plants and flowers, greenwall systems, and home accessories, complemented by custom project design and placement services.

Ownership category

akta.pro rank

Headquarters

HQ city

Oisterwijk

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale B2B Product Sales: Sale of luxury home accessories, artificial flowers, plants, trees, pottery, vases, bowls, and home décor items to business customers including interior designers, stylists, and project designers. Products sold through web shop with business account registration.
2. Custom Project Services: Full-service interior decoration projects including custom greenery plans, flower arrangements, placement and styling services for commercial spaces such as offices, hospitality venues, showrooms, and trade fair exhibitions

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Pot & Vaas is a Dutch B2B wholesaler and importer that supplies interior professionals with luxury decorative pots, vases, bowls, artificial flowers, plants, trees, greenwalls, and home accessories. The company also delivers full-service interior decoration project support, including custom greenery plans, bespoke flower arrangements, professional placement, and styling for offices, hospitality venues, showrooms, and trade fair exhibitions. Sales are restricted to registered business customers with a KVK (Chamber of Commerce) number.

Product overview

Pot & Vaas is a B2B wholesaler and importer of luxury interior decoration products, serving interior professionals. The core product portfolio consists of Pots, Vases, and Bowls (ceramic, terracotta, and designer pieces); Flowers and Plants (artificial flowers, plants, trees, UV-resistant and fire-retardant varieties, and greenwalls); and Home Accessories (furniture, textiles, decorative objects, and lighting). The company operates under sub-brands including Pot & Vaas DESIGNER Collections featuring exclusive designer collaborations (Hans Kuijten's The Groove, Manon de Groot's De Roza), Pot & Vaas EXCLUSIVES, and Pot & Vaas CUSTOM MADE for bespoke solutions. Beyond product sales, Pot & Vaas offers project services including Office Design, Hospitality Design, Showroom Equipment, and Exhibition styling. The company serves business customers exclusively through a wholesale model with showrooms in Oisterwijk, Culemborg, and Aalsmeer.

Differentiator

Problem solved

Functional benefit

Brands

• Pot & Vaas DESIGNER COLLECTIONS: Exclusive designer collections including work by Hans Kuijten (The Groove collection) and Manon de Groot (De Roza collection).
• Pot & Vaas EXCLUSIVES

Products and services

• Pots, Vases & Bowls

Quantifiable outcome

• Year-round no-maintenance greenery solution eliminating watering, pruning, and replacement costs
• +1 more outcomes

Named customers15 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Studio Hans KuijtencoreStrategic or Co-development PartnerDesigner collaboration featuring Hans Kuijten's collections including The Groove (designer pot with accessible design, strong contrast, deep grooves) and studio installations at EXCELLENT Woonbeurs exhibitions from 2022-2025. Pot & Vaas provides green styling while Kuijten provides architectural interior design.
• Manon de GrootcoreStrategic or Co-development PartnerDesigner collaboration featuring Manon de Groot's De Roza collection, including signature pottery bowls and vases with distinctive design aesthetics.
• Stephen VersteeghminorStrategic or Co-development PartnerDesigner collaboration for EXCELLENT Woonbeurs 2024, featuring wisteria trees in pottery pots creating hedge installations for designer home exhibition.
• SUNS Outdoor LifestylecoreGTM or Marketing PartnerOngoing collaboration for showroom restyling and trade fair exhibitions (Spoga+Gafa). Pot & Vaas provides complete green styling including greenwalls, hanging greenery, and flower arrangements. Annual partnership with creative input on eye-catching displays.
• Mailliard Interior DesigncoreImplementation/ SI/ Consulting PartnerCollaboration with interior designer Caroline Mailliard for VDM Cars showroom project, working together on synergy between interior design and greenery placement, utilizing height differences in pots and plants.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Riviera Maison: Dutch home decor brand offering pots, vases, artificial flowers, furniture, and decorative accessories through both own stores and B2B channels. Comparable Dutch origin, premium positioning, and overlapping product categories (pots, decorative greenery, accessories) for interior designers and project customers.
• Bloomingville: Danish wholesale home decor brand offering pots, vases, artificial flowers, textiles and decorative accessories to interior designers and retailers across 30+ countries. Closely comparable product breadth (pots, greenery, accessories), B2B trade model, and designer-led collections strategy aimed at premium interior professionals.
• Nordal: Danish B2B wholesale brand offering pots, vases, artificial flowers, lighting, and home accessories to interior designers and retailers across Europe. Comparable product mix (decorative pots, greenery, accessories) and exclusive-collections strategy aimed at premium trade buyers.
• House Doctor: Danish wholesale interior brand with broad catalog of pots, vases, artificial plants, lighting and decorative accessories. Comparable B2B trade model, premium positioning, and shared focus on designer-curated collections for interior professionals.
• HKliving: Dutch wholesale home decor brand selling pots, ceramics, artificial plants and decorative accessories to interior professionals worldwide. Directly comparable wholesale model, Dutch origin, similar premium positioning, and overlapping product categories (pots, vases, decorative objects) targeting the same trade customer.
• Light & Living: Dutch wholesale brand selling decorative lighting, home accessories and seasonal decor to interior professionals and retailers across Europe. Directly comparable B2B wholesale model, similar product mix (vases, decorative objects, lighting), and shared Dutch design aesthetic aimed at the same trade customer base as Pot & Vaas.
• Madam Stoltz: Danish B2B wholesale brand selling pots, vases, artificial flowers, lighting, textiles, and decorative accessories to interior professionals. Comparable product mix and trade-only distribution model aimed at the same designer and retail customer base.
• Mica Decorations: Dutch home decoration retailer/wholesaler with a broad assortment of decorative items including pots, vases, artificial flowers, and seasonal decor. Comparable product mix and Dutch market presence, with overlap in the interior professional and home decor trade segments.
• J-Line by Jolipa: Belgian wholesale brand offering a wide assortment of decorative items including pots, vases, artificial flowers, and home accessories to interior professionals across Europe. Closely comparable B2B wholesale model and product breadth aimed at the same trade customer segment.

Broad incumbents

• IKEA Business (IKEA): Global home furnishings giant offering pots, artificial plants, decorative accessories, and full interior solutions across retail and B2B channels. While much broader than Pot & Vaas's premium niche, IKEA Business competes for the same interior professional and commercial fit-out spend at the lower end of the market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/potenvaas
• LinkedInlinkedin.com/company/pot-vaas-sfeermakers
• Instagraminstagram.com/potenvaas_oisterwijk
• Pinterestnl.pinterest.com/potenvaas_oisterwijk

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 Pot & Vaas