Oogenlust.com

What Oogenlust.com does

Oogenlust B.V. is a Dutch, family-owned event decoration and luxury home accessories company founded in 1980 by Marcel and Monique van Dijk in Veldhoven, now headquartered on a 5.5-hectare countryside estate called Domein Oogenlust in Eersel, Netherlands. The company operates four integrated divisions from this single property: an event decoration business providing end-to-end atmospheric styling for private and corporate events, a 900m² venue hire operation within the estate, a 500m² physical Conceptstore retailing luxury home accessories, and a flower shop plus e-commerce webshop (webshop.oogenlust.com) selling pots, vases, silk flowers, fresh bouquets, scented candles, furniture, lighting, tableware, and decorative objects. The underlying capability is artisanal floral craftsmanship and creative concept design executed by an in-house cross-disciplinary team of approximately 50 permanent staff (designers, master florists, carpenters, set-builders, project managers, logistics) supplemented by around 20 freelance/crew members, with international project work extending into France and Sweden.

Oogenlust makes money through five distinct revenue streams: project-based fees for event decoration, location rental for the estate venue, point-of-sale transactions at the Conceptstore, e-commerce sales through the webshop, and a flower-shop/bouquet service with delivery across the Netherlands. Pricing is custom and quote-based for events and venue hire, while retail units carry individual price points (e.g., scented candles from €60 to €495) with free webshop delivery from €50. Distribution runs through direct enterprise sales for events and venue hire, a single physical retail showroom, a national e-commerce site, and on-the-ground international project execution.

The business is differentiated by a 45-year reputation in high-end floral and event craftsmanship, the structural integration of venue, retail, and decoration services on owned countryside property, and sustainability credentials including biomass power, nearly 800 solar panels (~90% electricity self-sufficiency), and the first VCA (Verified Conservation Area) certification issued in the Netherlands. Leadership transitioned to the second generation in 2025, with Wim van Dijk assuming the Director role and new managers appointed for operations and creative commercial functions.

Name

Oogenlust.com

Legal name

Oogenlust B.V.

Website

https://oogenlust.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Oogenlust is a Dutch family-owned company that provides nature-inspired event decoration, rents its 900m² estate venue, and runs a luxury home accessories Conceptstore and national webshop for private, corporate, and international retail-brand clients.

Ownership category

akta.pro rank

Product category

Event Decoration and Luxury Home Accessories

NAICS

Interior Design Services (54141), Nature Parks and Other Similar Institutions (712190)

SIC

Services-Advertising Agencies (7311), Retail-Home Furniture, Furnishings & Equipment Stores (5700), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Event Signage, Props & Custom Installations (HSACAOAG)

Keywords

• Floral event decoration
• Luxury home accessories
• Event venue rental
• Premium gift retail
• Artisan floral services

Headquarters

HQ city

Eersel

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Decoration Services: Oogenlust provides end-to-end event decoration, from concept design to execution. Creative work involves atmospheric floral arrangements, furniture, and lighting for private and corporate events. Revenue is generated through project fees, hourly creative work, and material/hire charges.
2. Domain/Venue Rental: Domein Oogenlust (5.5ha green estate with 900m² event space) is rented out for events, weddings, meetings, and gatherings. This provides location rental revenue and cross-sells decoration services.
3. Conceptstore Retail: The 500m² Conceptstore in Eersel retails luxury home accessories including pots, vases, candles, silk flowers, furniture, lighting, table books, art, and taxidermy. Revenue is generated through point-of-sale transactions.
4. Online Webshop: Products are sold online via webshop.oogenlust.com, covering the same product range as the Conceptstore plus flowers/bouquets. Orders ship with free delivery from €50, with collection also available. This is a direct-to-consumer e-commerce revenue stream.
5. Flower Shop / Bouquet Ordering: Oogenlust operates a traditional flower shop/bindery producing floral bouquets and arrangements. Orders can be placed online or in-store, with delivery service across the Netherlands.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Oogenlust is a Dutch creative company delivering nature-inspired event decoration and styling services (private and corporate), renting a 900m² event venue on its 5.5-hectare Domein Oogenlust estate in Eersel, and operating a 500m² luxury home accessories Conceptstore alongside an online webshop (webshop.oogenlust.com) for plants, flowers, candles, vases and interior décor.

Product overview

Oogenlust is a Dutch event decoration and luxury home accessories company operating across four main divisions: Events (professional event decoration services), Domein (900m2 event venue rental on a 5.5-hectare green estate), Conceptstore (500m2 physical retail store), and Onlinestore (e-commerce webshop). The product portfolio includes luxury home accessories sold through both physical and online channels: pottery/pots, glass vases and objects, silk flowers and plants, fresh flowers, furniture and lighting, tableware, decorative cushions and throws, table books, unique art items, and scented candles/perfumes. The company was founded in 1980 and is based in Eersel, Netherlands.

Differentiator

Problem solved

Functional benefit

Products and services

• Event Decoration Services (Events / Evenementen Aankleding) Full-service, concept-to-execution event decoration for private and corporate clients, including atmospheric floral arrangements, furniture, lighting and set elements across the Netherlands and internationally.
• Domein Oogenlust Venue Rental Rental of the 900m² event space located within the 5.5-hectare Domain Oogenlust green estate in Eersel, used for weddings, corporate events, meetings and gatherings.
• Conceptstore (Physical Retail Store) 500m² physical retail store in Eersel selling luxury home accessories (pots, vases, scented candles, silk flowers, furniture, lighting, table books, art, taxidermy) and offering an exclusive Domani pot collection. Open Wednesday–Saturday.
• Onlinestore (Webshop) E-commerce platform at webshop.oogenlust.com selling luxury home accessories (pottery, glassware, silk flowers, cushions, table books, scented candles, furniture, lighting) with delivery across the Netherlands, free from €50, and supporting iDEAL, Mastercard, Visa, PayPal payments.
• Fresh Flower Bouquet Service Traditional flower shop and bouquet ordering service available online and in-store, with delivery across the Netherlands for fresh floral bouquets and arrangements.

Quantifiable outcome

• Fourfold increase in insects and birds at Domain Oogenlust since 2012, demonstrating environmental restoration success
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators8 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• McQueens Flowers: UK-based luxury event florist serving corporate and private events across Europe. Comparable as a high-end floral decoration specialist with parallel event styling capabilities and a similar premium brand positioning to Oogenlust's Events division.
• Bloomon: Dutch flower subscription and delivery company with strong consumer brand recognition in the Netherlands. Comparable as a Netherlands-rooted floral business operating both online and through direct-to-consumer channels, directly competitive in the bouquet and floral gifting segment.
• Dille & Kamille: Well-known Dutch home, garden, and lifestyle retailer with stores across the Netherlands. Comparable as a curated Dutch concept retailer offering premium home and lifestyle accessories, directly comparable to Oogenlust's conceptstore model and product breadth.
• Landgoed Rhederoord: Dutch estate venue in Oosterbeek hosting weddings, corporate events, meetings, and private dining. Comparable as a Netherlands-based country estate offering venue rental with cross-sell into event services and hospitality, mirroring the Domein Oogenlust venue model.
• Sissy-Boy: Dutch luxury lifestyle and home accessories concept retailer with multiple physical stores and an online offering. Comparable as a Dutch multi-channel concept store curated for premium home and lifestyle goods, directly parallel to Oogenlust's Conceptstore and webshop divisions.
• Bloom & Wild: Premium flower delivery company operating across the UK and multiple European markets. Comparable as a digitally led premium flower brand with letterbox bouquet delivery and a similar high-end positioning to Oogenlust's flower shop and webshop offerings.

Broad incumbents

• Soho House: Global members club and hospitality brand operating a portfolio of distinctive venue properties worldwide. Comparable as a broad incumbent in distinctive event and venue experiences, offering nature-immersive locations and curated environments analogous to Oogenlust's Domein venue offering.
• Kasteel de Haar: Largest castle estate in the Netherlands, hosting weddings, corporate events, and high-end hospitality experiences. Comparable as a Dutch historic estate venue and broader established event destination competitor in the Dutch premium venue market.
• Interflora Netherlands: Largest flower delivery network in the Netherlands with national florist coverage. Comparable as the broad incumbent in professional flower delivery and gifting services, operating at scale across channels where Oogenlust focuses on the premium, curated niche.
• The Conran Shop: Established UK luxury home furnishings and lifestyle concept retailer founded by Sir Terence Conran. Comparable as a broader lifestyle incumbent offering a curated selection of premium home goods and design objects, operating concept stores and online channels at scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/oogenlustevents
• LinkedInlinkedin.com/company/oogenlustcom
• Instagraminstagram.com/oogenlustevents

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Oogenlust.com