House in Tuscany

What House in Tuscany does

House in Style BV is a privately-held Dutch e-commerce retailer specializing in luxury home textiles, headquartered at Houtstraat 9-11, 5911 JB Venlo with a registered office in Ulvenhout, Netherlands (KvK 52487687, VAT NL850467998B01). The company sells directly to consumers through its houseinstyle.nl webshop, with storefronts in Dutch, German, English, and French and worldwide shipping, and operates a secondary business-to-business portal and by-appointment showroom serving hospitality buyers. The operating entity is related to a Passion for Linen registration (KvK 24334094), and two sub-brands, House in Style and Passion for Linen, share the same catalog infrastructure.

The product portfolio covers three categories: bed (duvet covers, fitted sheets, flat sheets, pillowcases), bath (towels, bathrobes, bath mats), and living (blankets and throws, decorative cushion covers, tablecloths and napkins). Materials include linen, cotton percale, cotton satin, jersey, and wool, with products designed in the Netherlands, crafted in Portugal, and marketed as European-certified linen with OEKO-TEX compliance and a proprietary stonewashed finish. The website is built on the Webshopapp platform and accepts iDEAL, PayPal, Klarna, Afterpay, Bancontact/Mister Cash, SOFORT Banking, Giropay, major card networks, and ABN AMRO wire transfer, with a physical consumer outlet in Venlo (currently closed, items redirected online).

Revenue is generated through one-time unit purchases at prices ranging from €7.75 to €349.95, with free shipping above €50 and sale discounts of up to 70%. No subscription model, funding rounds, M&A, headcount, or financial figures are disclosed, indicating a small, independently-owned retailer. Pieter Schouten is listed as the Functionaris Gegevensbescherming (Data Protection Officer); no other leadership or owners are named in the available sources.

Name

House in Tuscany

Legal name

House in Style BV

Website

https://houseinstyle.nl

Company type

Private

Operating status

Operating

Short description

House in Style BV is a Dutch e-commerce retailer of luxury bed, bath, and living textiles designed in the Netherlands and crafted in Portugal, serving European consumers and hospitality businesses worldwide through direct-to-consumer and B2B channels.

Ownership category

akta.pro rank

Product category

Luxury Home Textiles

NAICS

Home Furnishings Retailers (44912)

SIC

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

akta.pro primary industry

Luxury Home & Lifestyle (Tableware, Decor, Home Textiles) (CRAKAFAI)

akta.pro secondary industry

Soft Home Décor Textiles Retail (Throws, Blankets, Cushion Covers) (CRAIALAG)

Keywords

• Luxury bed linen
• Home textile retail
• Linen bedding products
• Bath textile ecommerce
• Duvet cover retailer

Headquarters

HQ city

Venlo

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Direct e-commerce sales of luxury bed linen, bath textiles, and living accessories. Products include duvet covers, fitted sheets, sheets, pillowcases, blankets, towels, bathrobes, bath mats, tablecloths, napkins, and decorative cushions. Prices range from approximately €7.75 to €349.95 per item.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

House in Style is a Dutch online retailer of hotel-quality luxury bed linen, bath textiles and living accessories sold under the House in Style and Passion for Linen brands. Products are designed in the Netherlands and crafted in Portugal using European certified linen and OEKO-TEX certified textiles, and are sold directly to consumers across Europe (and worldwide via shipping) through a multi-language Webshopapp storefront, supplemented by a Venlo outlet and an appointment-based B2B showroom.

Product overview

House in Style is an e-commerce platform offering luxury bedding, bath, and living products of hotel quality. The product portfolio centers on three main categories: BED (duvet covers, fitted sheets, flat sheets, pillowcases) made from linen, cotton percal, cotton satin, and jersey materials; BATH (towels, bathrobes, bath mats) featuring stonewash-treated textiles; and LIVING (blankets/throws, decorative cushions, table linens). The company operates two sub-brands: House in Style (featuring Amsterdam, Valencia, Bari, Belle collections) and Passion for Linen (specializing in linen products including Barbara, Claire, Remy collections). Products are designed in the Netherlands, crafted primarily in Portugal, and emphasize European certified linen with OEKO-TEX certification. The offering includes mix-and-match possibilities where bedding items share naming conventions for coordinated styling.

Differentiator

Problem solved

Functional benefit

Brands

• House in Style: Primary brand for luxury bed, bath, and living textiles including duvet covers, sheets, fitted sheets, pillowcases, blankets, towels, bathrobes, and bath mats.
• Passion for Linen

Products and services

• Duvet Covers Luxury duvet covers in linen, cotton, cotton satin and jersey, available in Industrial, Natural and Rural styles and sizes from 135-200 cm to 260-240 cm, sold to consumers outfitting their bedrooms.
• Fitted Sheets Luxury fitted sheets in linen, cotton percale, cotton satin and jersey with aloe vera finish, suitable for mattress heights up to 35 cm and available in sizes 90x200, 90x210, 160x200 and 180x210 cm.
• Flat Sheets Luxury flat sheets in European-quality linen and cotton satin with stonewashed finish, available in sizes 180-290 cm, 270-290 cm, 280-300 cm and 285-300 cm; linen sheets are moisture-regulating and environmentally friendly.
• Pillowcases Pillowcases in linen, cotton, cotton satin and jersey that match the duvet cover collections for coordinated bedroom styling.
• Towels Luxury towels in 100% cotton, 100% linen, or cotton with washed linen, stonewash-treated for super softness and offered in Natural, Beige, White, Black and Grey.
• Bathrobes Luxury bathrobes in various colors and materials, positioned for relaxation and a wellness feel at home.
• Bath Mats 100% cotton bath mats with high moisture absorption, e.g., the Patara bath mat in Dark Grey.
• Blankets and Throws Cotton and wool throws and blankets in various colors, including Casablanca (400 gsm cotton), Corse (foldable travel version), Fay (100% linen) and Helsinki (77% linen, 23% cotton).
• Decorative Cushion Covers Decorative cushion covers in wool with polyamide, cotton, and linen, including Devon (coarsely knitted wool), Malaga (100% washed linen with fringe) and Sardinie (100% cotton with embroidery).
• Tablecloths and Napkins Table linens in 100% stonewashed linen, e.g., the Felice table linen (165 gsm) with dark grey feston edge, selected from France and produced in Portugal.

Quantifiable outcome

• OEKO TEX certified products ensuring textile safety standards
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered minor and core.

• GrowwwminorOthersWebsite development and digital cooperation partner. Growww assisted with website development as noted in footer 'In cooperation with Growww'.
• iDEALcoreTechnology or IntegrationDutch online payment system integration allowing customers to pay directly from their bank account. Primary payment method for Dutch customers.
• PayPalcoreTechnology or IntegrationPayment platform integration providing secure payment processing and buyer protection for online transactions.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Zara Home: Global large-format home textiles and decor retailer carrying bedding, bath, and table linens across many styles and price points — broader assortment and brand reach than House in Style, but overlapping SKU categories.
• H&M Home: Mass-market home textiles retailer with bed linen, towels, and living accessories across Europe — overlapping categories but lower price tier and far larger scale than House in Style.
• Luxottica / Italia Independent-style home linen maisons: Frette is a heritage Italian luxury linen maison selling premium bedding and bath to consumers and hotels — comparable premium/hospitality positioning but with substantially larger global brand recognition than House in Style.

Direct peers

• Libeco: Belgian heritage linen weaver and home textile brand selling bed linen, table linen, and bath textiles — comparable in European linen provenance and B2B/hospitality channel exposure.
• LinenMe: Specialist linen bedding and home textile brand selling bedding, towels, and table linens online with European craftsmanship — same category, similar price tier, and overlapping materials as House in Style.
• Linum Home Textiles: European-focused DTC seller of premium bed linens, towels, and bath textiles — directly comparable assortment, materials (linen, cotton), and target customer as House in Style.
• Soak & Sleep: UK-based DTC premium bedding and bath retailer (duvets, sheets, towels, pillows) — directly comparable assortment and price tier, with similar European-linen and OEKO-TEX positioning.
• MagicLinen: European linen bedding and bath brand (Lithuania-based) offering stonewashed linen sheets, duvet covers, and towels — a near-direct comparable in materials, finish, and DTC positioning.

Emerging players

• Brooklinen: Scaled DTC premium bedding brand with linen/cotton sheets, towels, and loungewear — comparable premium positioning, but with a much larger marketing footprint and US-centric origin.
• Linenshed: Boutique linen bedding and home textile maker selling made-to-order linen products with European craftsmanship — comparable premium linen assortment and DTC model, though smaller scale and custom-order focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 House in Tuscany