Home Society B.v.

What Home Society B.v. does

Home Society B.V. is a privately held Dutch B2B wholesaler founded in 1993 as Joker Import in Katwijk aan den Rijn and rebranded under its current name in 2018. The company supplies independent retailers and select mid-market and enterprise accounts across the Netherlands, Belgium, Germany, Italy, Austria, and Switzerland with a catalog of more than 4,000 interior and fragrance products spanning candles (LED rechargeable, wax, and decorative), home fragrance (candle jars, reed diffusers, room sprays, sachets), home décor (vases, baskets, mirrors, textiles, lanterns, faux plants), dining and living furniture, and seasonal gift sets. Its portfolio combines the proprietary Home Society brand with long-tenured exclusive distribution rights for Bridgewater Candle Company (held since 1999 and covering Benelux plus Germany, Italy, and Austria), Greenleaf, and the Long Island Living interior brand introduced in 2005.

The business operates a sales-led, geographically partitioned distribution model. Dedicated sales agents cover defined territories in the Netherlands (André van Aurich), Germany (five named agents covering distinct postal-code ranges), Belgium (Benedicte van Mol at Trademart Brussels), Italy (Max Marinatto), and Austria (Michael Griesler). Retailers discover and order the assortment through three showrooms in Lisse (headquarters and warehouse), Zwinderen (Drenthe, by appointment), and Brussels (Trademart, open Mondays), twice-yearly in-house House Shows aligned to Spring/Summer and Autumn/Winter collections, and major European trade fairs (Nordstil Hamburg, TrendZ Gorinchem, TrendSet München). Pricing is transaction-based through a B2B webshop with free shipping in the Netherlands above €300 and tiered international shipping thresholds, with revenue derived from one-time wholesale purchases and no disclosed subscription or recurring revenue component.

Home Society remains entirely founder-owned: Dolf Vrijenhoek (MVA) and Olette Vrijenhoek continue to lead the company 30 years after founding, supported by a small head office team covering purchasing, creative, e-commerce, marketing, logistics, and customer service. The company has recorded no external funding rounds, no acquisitions beyond the original Joker Import, no disclosed revenue, and operates with no public-facing AI, API, or platform technology — its competitive position rests on brand exclusivity, curated assortment, and the European sales agent and showroom network.

Name

Home Society B.v.

Legal name

Home Society B.V.

Website

https://homesociety.nl

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Home Society B.V. is a Dutch B2B wholesaler supplying independent retailers across the Netherlands, Belgium, Germany, Italy, Austria, and Switzerland with over 4,000 candles, home fragrances, and interior décor products under its own brand and exclusive partnerships such as Bridgewater.

Ownership category

akta.pro rank

Product category

Home Décor and Fragrance Wholesale

NAICS

Home Furnishing Merchant Wholesalers (423220)

SIC

Wholesale-Furniture & Home Furnishings (5020)

akta.pro primary industry

Home Décor, Housewares & Gifts Distribution (CRAOAFAB)

Keywords

• B2B wholesale distribution
• Home decor wholesale
• Candle wholesale
• Home fragrance supply
• Interior accessories

Headquarters

HQ city

Lisse

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. B2B Wholesale Product Sales: Home Society generates revenue through wholesale product sales to registered retail customers. Products include candles (LED, wax, decorative), home fragrances (Bridgewater, Greenleaf, Home Society brands), home décor items (vases, baskets, mirrors, textiles), and seasonal collections. Orders are placed through their B2B webshop with pricing exclusive of VAT. Free shipping in Netherlands for orders above €300; standard shipping costs apply for orders below threshold and for international deliveries.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Home Society B.v. is a B2B wholesaler supplying independent retailers across the Netherlands, Belgium, Germany, Italy, Austria, and Switzerland with a curated assortment of over 4,000 home interior and fragrance products. The portfolio spans its own Home Society brand, exclusive distribution of Bridgewater Candle Company fragrances, and Greenleaf fragrance products, organized across LED and wax candles, home décor, dining and living accessories, and seasonal collections.

Product overview

Home Society B.v. is a B2B wholesaler offering over 4,000 interior and fragrance products from its own Home Society brand plus exclusive distribution of Bridgewater Candle Company and Greenleaf fragrances. The portfolio spans LED and wax candles, home décor (vases, trays, bowls, baskets, wall art, mirrors, figurines), home textiles, and furniture, organized into Core Collections (LED Candles, Wax Candles, Fragrance), seasonal Autumn/Winter and Spring/Summer collections, and Artist Collaborations. The company operates showrooms in Lisse, Zwinderen, and Brussels for trade customers.

Differentiator

Problem solved

Functional benefit

Brands

• Home Society: Own brand offering home and interior decorations.
• Bridgewater
• Long Island Living

Products and services

• Home Society Own Brand Proprietary home décor and interior decoration brand including vases, trays, bowls, baskets, wall décor, mirrors, photo frames, figurines, ornaments, faux plants, home textiles, furniture, and accessories for retail resale.
• Bridgewater Candle Company Exclusively distributed fragrance brand offering candle jars, reed diffusers, room sprays, fragrance oils, wax bars, sachets, car fresheners, body care, and laundry care products for retail resale.
• Greenleaf Fragrance Fragrance brand offering signature candles, room sprays, sachets, and reed diffusers, distributed alongside Bridgewater products to retail customers.
• LED Candle Core Collection Rechargeable LED candle collection including dinner candles, XL dinner candles, pillar candles, mini pillar candles, and tealights with up to 72+ hours battery life and remote control functionality with timer options.
• Wax Candle Core Collection Traditional wax candle collection including dinner candles, XL dinner candles, pillar candles, and wax candles in glass for retail resale.
• Home Fragrance Collection Comprehensive home fragrance offering including candle jars, reed diffusers, room sprays, fragrance oils, wax bars, sachets, car fresheners, and accessories for retail customers.
• Long Island Living Interior brand offering expanded home décor collections for retail customers, introduced in 2005.
• Seasonal Collections (Autumn/Winter and Spring/Summer) Twice-yearly seasonal collections featuring themed home fragrances, décor, candles, and accessories, presented at House Shows in Lisse and Zwinderen for each season (SS25, SS26, SS27, AW25, AW26).
• Artist Collection Collaborative collections created with artists, featured under themes and seasons for retail customers.

Quantifiable outcome

• 13,000,000+ meals donated through Bridgewater charity partnership

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• Bridgewater Candle CompanycoreChannel Partner/ Reseller/ Distributor · 1 January 1999Official wholesaler of Bridgewater Candle Company fragrance products for over 25 years in the Netherlands, Belgium, Germany, Italy, and Austria. Products include candle jars, sachets, reed diffusers, room sprays, fragrance oils, wax bars, car fresheners, body care, and laundry care. Partnership drives significant customer traffic to retailers through brand recognition.
• RicebowlsminorOthersCharity organization supported through Bridgewater's Light a Candle Feed a Child programme. For every Bridgewater candle jar sold, three meals are donated to a child in need through Ricebowls. Home Society has helped provide over 13,000,000 meals since the partnership began.
• Stichting KalapuwaminorOthersDutch charity foundation supporting education, entrepreneurship, and disadvantaged communities in Sri Lanka. Home Society provided fishing boats, microcredits, and school supplies following the 2004 floods. Partnership reflects company's commitment to social responsibility.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• PTMD: Dutch wholesaler of home décor, garden, and gift products with an extensive multi-brand catalog and European sales-agent network. Closely comparable in product breadth, B2B wholesale model targeting independent retailers, and Benelux/Germany geographic focus.
• Light & Living: Dutch home décor brand and B2B wholesaler offering lighting, furniture, candles, and decorative accessories to retailers. Comparable in geographic footprint (Benelux + Western Europe), curated product assortment, and showroom-supported wholesale distribution model.
• Clayre & Eef: Dutch-based B2B wholesaler of home décor, candles, and seasonal gift products serving independent retailers across Europe. Directly comparable in target customer (independent retailers/gift shops), product mix (candles, home décor), and B2B wholesale distribution model.
• Madam Stoltz: Danish B2B wholesaler of bohemian and ethnic-inspired home décor, candles, and lifestyle accessories. Comparable in wholesale-only go-to-market, similar candle/fragrance category mix, and presence at European lifestyle trade fairs.
• KARE Design: German home furniture and décor wholesaler/retailer with showrooms and trade-fair presence across Europe. Comparable in offering breadth (furniture + décor + accessories), multi-country B2B distribution, and showroom-led customer engagement.
• Bloomingville: Danish home décor brand and wholesaler selling Scandinavian-style interior products, candles, and seasonal decorations to retailers worldwide. Comparable in curated Nordic/Benelux aesthetic, B2B wholesale channel, and seasonal collection cadence (twice-yearly drops).
• Hübsch Interior: Scandinavian home décor brand wholesaler offering furniture, lighting, textiles, and accessories through B2B channels. Comparable in curated Nordic-inspired aesthetic, B2B wholesale distribution to independent retailers, and seasonal collection releases.

Broad incumbents

• Riviera Maison: Dutch home furniture and décor retailer/wholesaler with a large own-brand assortment and European showroom presence. Comparable in target customer (mid-market home/lifestyle retailers) and product mix (candles, fragrance, décor, furniture), but operates as a vertically integrated brand+retailer at larger scale.
• Søstrene Grene: Danish value-priced lifestyle and home décor retail chain with hundreds of stores across Europe. Comparable in product categories (candles, home fragrance, décor, kitchen) and consumer positioning, but operates as a large-scale retailer with in-house sourcing rather than as a wholesale distributor.

Others

• Bridgewater Candle Company: US-based home fragrance brand (candles, reed diffusers, room sprays) for which Home Society has been the exclusive Benelux/DACH/Italy wholesaler for 25+ years. Comparable in candle/fragrance product category and consumer brand positioning; relationship is both partnership and category benchmark for the fragrance assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/home-society

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Home Society B.v.