What LABEL51 does

LABEL51 is a Dutch furniture brand and B2B wholesaler operated by Designmaxx B.V. (KvK 50966049), founded in 2012 and headquartered at De Geer 8, 4004 LT, Tiel, Netherlands. The company designs and distributes a broad assortment of upholstered furniture and home accessories — sofas (corner, U-shaped, straight, modular), lounge chairs (swivel, recliner, electric), chairs, dining benches, bar stools, cabinets, tables, lighting, carpets, and decorative accessories — using premium fabrics (Elite, Royal Boucle, Silencio, Maloy velvet, Micro Suede) with Martindale durability ratings of 100,000–160,000 cycles and varied spring systems (pocket, nosag).

The business operates as a B2B wholesaler serving registered furniture dealers and retailers rather than as a direct-to-consumer brand. Revenue is generated by selling inventory to dealers who resell to end consumers, with two fulfillment models: "franco" orders (dealer collects and delivers) and dropshipment (LABEL51 ships directly to the consumer on the dealer's behalf). Pricing on the consumer-facing site ranges from approximately €25.50 for small accessories to over €3,000 for U-shaped sofas, all VAT-inclusive; free shipping kicks in above a minimum order threshold.

LABEL51's core value proposition is stock-based fast delivery (2–5 working days within Europe) versus typical made-to-order competitors in the upholstery category, supported by a warehouse in Tiel and a network of branded Experience Stores where dealers showcase the line. Dealer acquisition is driven by the label51.com site, a B2B registration flow, an exhibition calendar, and product imagery-on-request services, with consumer payments processed via VISA, Mastercard, and Maestro.

Name

LABEL51

Legal name

Designmaxx B.V.

Website

https://label51.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

LABEL51 (Designmaxx B.V.) is a Dutch B2B wholesaler, founded 2012 in Tiel, that designs and distributes upholstered furniture, cabinets, tables, lighting, and home accessories to registered furniture dealers and retailers across Europe via stocked inventory, franco, and dropshipment fulfillment.

Ownership category

akta.pro rank

Headquarters

HQ city

Tiel

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. B2B Furniture Wholesale: LABEL51 operates as a business-to-business wholesaler. They sell furniture to registered dealer businesses who then serve end consumers. The revenue is generated through product sales to dealers, with order minimums (franco amount) determining free shipping eligibility. They also offer dropshipment services where products ship directly to consumers on behalf of dealers.
2. Consumer Direct (via Dealers): Products are ultimately sold to consumers through the dealer network. LABEL51 receives payment from dealers, while dealers handle consumer sales and may utilize LABEL51's dropshipment services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

LABEL51 designs and wholesales a broad range of in-stock furniture and home accessories (sofas, lounge chairs, dining chairs and benches, storage furniture, tables, lighting, carpets, and decoration) to registered B2B dealers and retailers in the Netherlands and Europe. The company supports dealers with two fulfillment models — franco orders (bulk dealer delivery with free shipping above a minimum threshold) and dropshipment (direct-to-consumer shipping from LABEL51's warehouse). The entire collection is held in stock for fast 2-5 working day delivery.

Product overview

LABEL51 is a furniture e-commerce company offering a comprehensive range of high-quality furniture and home décor products. The product portfolio includes modular sofa systems (Element sofas with customizable configurations), corner sofas, U-sofas, and straight sofas available in various fabric options (Elite, Boucle, Silencio, Velvet, Chenille, Maloy). Additionally, the collection encompasses lounge chairs (swivel, recliners, electric), dining chairs, dining benches, bar chairs, poufs and stools, furniture (bookcases, sideboards, drawer cabinets, storage cabinets, TV cabinets, display cabinets), tables (coffee tables, dining tables, desks), lighting (hanging lamps, floor lamps, table lamps, wall lamps, LED spots), carpets, and accessories (wall decoration, cushions). The company operates on a B2B model, primarily selling to businesses and dealers who then serve consumers. Everything is stocked for fast delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Corner Sofas Spacious corner sofas offered with options such as chaise longue or extra deep seating, available in left and right configurations and multiple fabric finishes; sold B2B to dealers for resale to consumers.
• U-Sofas Large U-shaped sofas providing extra seating space for families and gatherings, available in modern, industrial, and country styles; sold B2B to dealers for resale to consumers.
• Straight Sofas Versatile straight sofas in 1-seater, 2-seater, 2.5-seater, 3-seater, and 4-seater configurations fitting modern to industrial interiors; sold B2B to dealers for resale to consumers.
• Modular Sofas (Element System) Element sofas that are completely customizable with separate elements (arm left/right facing, armless, corner, console, ottoman) allowing endless variations from compact 2-seaters to large corner and U-shape arrangements; sold B2B to dealers for resale to consumers.
• Lounge Chairs Soft armchairs including swivel lounge chairs, recliners, fixed lounge chairs, electric lounge chairs, and adjustable lounge chairs in multiple fabric finishes; sold B2B to dealers for resale to consumers.
• Chairs (Dining and Bar) Seating options including dining chairs, dining benches, bar chairs, and poufs and stools for residential dining and kitchen use; sold B2B to dealers for resale to consumers.
• Furniture (Storage and Display) Storage and display furniture including bookcases, sideboards, drawer cabinets, storage cabinets, TV cabinets, and display cabinets for residential interiors; sold B2B to dealers for resale to consumers.
• Tables Table collection including coffee tables, corner tables, dining tables, sidetables, bar tables, and desks in modern and industrial styles; sold B2B to dealers for resale to consumers.
• Lighting Cozy lighting options including hanging lamps, floor lamps, table lamps, wall lamps, LED spots, and light sources for residential interiors; sold B2B to dealers for resale to consumers.
• Carpets Carpet collection available in rectangular, round, and organic shapes to complement living and dining spaces; sold B2B to dealers for resale to consumers.
• Accessories Home decoration accessories including wall decoration, cushions, and general decoration items to complete residential interiors; sold B2B to dealers for resale to consumers.
• Sofa Rodano (Corner Sofa) Corner sofa with raised legs for an airy look and easy cleaning, available as left or right corner and as U-shape in Natural, Hunter, and Stone Elite fabric colors; sold B2B to dealers.
• Sofa Bolzano (Corner Sofa) Corner sofa with nosag springing and pocket springing for seating comfort, featuring Royal Boucle fabric in 4 colors with high black metal legs; sold B2B to dealers.
• Sofa Verona (Corner Sofa) Luxury corner sofa in Silencio fabric with softly rounded corners, minimalist design, and low legs, available on order in various configurations and colors; sold B2B to dealers.
• Swivel Lounge Chair Calix Swivel lounge chair in Forest Royal Boucle fabric with Black Metal frame, dimensions 77x93x88 cm; sold B2B to dealers for resale to consumers.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Kave Home: European design-led furniture brand offering sofas, chairs, tables, storage and home accessories through both D2C and retail channels. Closely comparable to LABEL51 in assortment and trend-driven design positioning across living categories.
• Made.com (relaunched entity): Design-led European furniture brand historically sold direct to consumers with trend-focused upholstered sofas and home accessories. Comparable to LABEL51 in assortment, consumer-positioning and trend-led product cadence.
• Beliani: Pan-European online furniture retailer with a focus on trend-driven, in-stock upholstered furniture and home accessories sold direct. Comparable to LABEL51 in category mix, trend-led design cadence, and reliance on continental European logistics.

Broad incumbents

• Home24: Major European online furniture and home accessories retailer with an extensive range across sofas, dining, lighting and décor. Comparable in scale and assortment breadth to LABEL51, though more D2C and marketplace-driven than B2B wholesale.
• VidaXL: Netherlands-based large-scale online retailer offering furniture, home and garden products across Europe with broad assortment and aggressive pricing. Comparable geographically and in product mix to LABEL51, though much larger and broader category.
• IKEA (Inter IKEA / IKEA B2B): Global furniture and home furnishings giant with very broad assortment, in-stock model, and dedicated B2B arm serving businesses. Comparable in product breadth, stock-based delivery promise, and trend-led design cadence.
• Westwing Group: European home and living e-commerce operator with a broad assortment spanning furniture, lighting, and décor. Comparable to LABEL51 in product breadth across living categories, though Westwing leans more D2C / flash-sale versus LABEL51's dealer-led wholesale plus dropshipment model.
• Wayfair: Global online home goods and furniture marketplace with very broad assortment including sofas, dining, lighting, rugs and décor. Relevant as a competing supply channel for end consumers and dealers, even though it is not a B2B wholesale specialist.

Regional players

• Beter Bed Holding: Netherlands-listed home furnishing group operating retail brands across bedding, mattresses, and furniture in Benelux. Comparable as a regional player supplying home furnishings through multi-channel distribution in the same Dutch-speaking geography as LABEL51.
• Wonen bij Meubel的生活方式: I should remove this — not confident the exact peer exists.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/label51

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 LABEL51