kamille

What kamille does

Dille & Kamille is a privately held Dutch specialty retailer founded in 1974, selling home, kitchen, garden, bath, and food/drink products through a multi-channel retail model. The company operates 62 physical stores across the Netherlands, Belgium, Germany, Austria, and France, complemented by a country-localized e-commerce platform spanning six European markets. Its product portfolio centers on a deep baking category (cookie cutters, tins, moulds, rolling pins, springform pans, piping bags, baking mixes, baking soda) plus broader offerings in tableware, kitchenware, garden, bath, food/drink, and gifts. The company emphasizes natural materials — recycled stainless steel, beech wood, enamel, porcelain — and positions around sustainability with PFAS-free bakeware and B-Corp certification.

The business runs as a pure B2C retailer with no subscription or recurring revenue model; products are sold at unit prices ranging roughly from €1.95 to €24.95 inclusive of VAT. GTM is direct-to-consumer via owned retail and owned e-commerce storefronts, supported by organic social marketing on Instagram, Pinterest, Facebook, and LinkedIn, plus on-site content marketing. Customer segments are horizontal: home and baking enthusiasts (primary) and gift buyers (secondary). The company maintains supplier partnerships such as with Molen De Vlijt windmill for organic private-label baking mixes. Trust signals include a 4.65/5 Trusted Shops rating (57 reviews), Thuiswinkel Waarborg certification, and B-Corp status.

Name

kamille

Legal name

Dille & Kamille (Netherlands) B.V.

Website

https://dille-kamille.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

251–500 employees

Short description

Dille & Kamille is a Dutch specialty retailer founded in 1974, selling home, kitchen, garden, bath, and food products through 62 stores and e-commerce across five European countries, targeting consumers interested in natural materials and sustainable living.

Ownership category

akta.pro rank

Product category

Home & Kitchen Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Other Specialty Food Retailers (44529)

akta.pro primary industry

Kitchen Gadgets & Tools Retail (CRACADAB)

akta.pro secondary industries

Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin) (CRADAAAD), Baking & Dessert Mixes (Brownie, Cookie Mixes, Frosting) (CRADABAN), Candles, Home Fragrance & Diffusers Retail (CRAIACAC)

Keywords

• Home goods retail
• Kitchenware
• Baking supplies
• Natural living products
• Garden and home décor

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Dille & Kamille generates revenue through direct retail sales of kitchenware, home goods, garden products, and food/drink items. Products are sold through both e-commerce (dille-kamille.com) and 62 physical store locations across the Netherlands, Belgium, Germany, Austria, and France. All prices include VAT and are consumer-facing.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Dille & Kamille sells home, kitchen, baking, garden, bath and food products through 62 physical retail stores and a country-specific e-commerce platform targeting individual consumers across the Netherlands, Belgium, Germany, Austria, and France. The assortment centres on baking equipment (cookie cutters, tins, moulds, rolling pins, piping bags, mixes), tableware, kitchenware, home accessories, garden items, and food/drink products, with an emphasis on natural materials (recycled stainless steel, beech wood, enamel) and PFAS-free bakeware.

Product overview

Dille & Kamille is a retail e-commerce platform offering a comprehensive range of home and garden products. The company operates 62 physical stores across the Netherlands and neighboring countries. Their product portfolio centers around the Baking category (sub-categories include Cookie Cutters, Baking Tins & Moulds, Baking Items, Rolling Pins, Springform Cake Tins, Piping Bags & Nozzles, Baking Mixes, and Baking Soda) as well as Kitchen, Home, Garden, Bath & Shower, Food & Drink, and Gifts categories. Products emphasize natural materials, sustainability, and timeless design. The company positions itself around 'natural simplicity since 1974' and holds B-Corp certification.

Differentiator

Problem solved

Functional benefit

Products and services

• Cookie Cutters Cookie cutters made from recycled stainless steel in various shapes including animals, nature, and seasonal themes for cutting cookies, shortcrust dough, marzipan, fondant, or crafting materials; sold to home baking enthusiasts.
• Baking Tins & Moulds Baking tins and moulds including cake tins, muffin tins, madeleine tins, pie dishes, springform pans, and specialty shapes made from recycled stainless steel, enamel, or porcelain; many are PFAS-free.
• Baking Accessories Baking accessories including measuring spoons, mixing bowls, dough cutters, cooling racks, pastry brushes, and baking beans made from stainless steel, glass (Pyrex), beech wood, or silicone.
• Rolling Pins Rolling pins made from FSC-certified beech wood, available in various sizes (23cm to 45cm), with optional raised grips for better dough control.
• Springform Cake Tins Springform cake tins in various sizes (9cm to 30cm diameter) and shapes including round, square, heart, and camomile flower, made from recycled stainless steel and PFAS-free.
• Piping Bags & Nozzles Piping bags and decorating nozzles for cake decoration, made from silicone or stainless steel; reusable and dishwasher safe.
• Organic Baking Mixes Organic baking mixes including cookie mixes (chocolate, plain) and bread flour produced with organic ingredients by Molen De Vlijt windmill in Wageningen, Netherlands.
• Baking Soda Sodium bicarbonate leavening agent (200g canister) for English and American baking recipes, speculaas cookies, and Irish soda bread.
• Home & Garden Retail Range Full range of home and kitchen products including tableware, kitchenware, food storage, home accessories, garden items, bath products, and food & drink items, emphasising natural materials, sustainability, and timeless design; sold via 62 physical stores and country-specific e-commerce storefronts to individual consumers across the Netherlands, Belgium, Germany, Austria and France.
• Tableware Sets Tableware sets in enamel, terracotta, porcelain, stoneware, and ceramic collections (e.g., 'Organic' porcelain, 'Blue-white' porcelain, 'Terracotta', 'Twig motiv' stoneware, reactive glaze ceramic) for everyday dining and entertaining.
• Kitchenware Kitchenware including spatulas, spoons, whisks, ladles, platters, cutting boards, salt and pepper mills, graters, presses, mashers, kitchen and peeling knives (including Nogent knives), colanders, sieves, and funnels.
• Glassware Glassware including drinking glasses, tea glasses, coffee glasses, wine glasses, pitchers, recycled glass products, drinking accessories, and drinking straws.

Segments2 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

One partnership is on record.

• Molen De VlijtminorStrategic or Co-development PartnerMolen De Vlijt in Wageningen (Netherlands) produces organic baking mixes for Dille & Kamille, including cookie mixes and chocolate cookie mixes. This is a supplier partnership for private-label food products.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• HEMA: Dutch variety retailer selling home, kitchen, and household goods across the Netherlands, Belgium, Germany, France, Austria, UK, Spain, and the UAE. Directly comparable to Dille & Kamille in product mix (kitchenware, bakeware, tableware) and multi-channel retail footprint, though with a broader mass-market assortment and significantly larger scale.
• Blokker: Dutch household goods retailer with strong Benelux presence selling kitchenware and home products. Directly comparable as a home/kitchen-focused retailer in overlapping geographies, though more mass-market and currently undergoing operational restructuring.
• Søstrene Grene: Danish home and lifestyle retail chain with 300+ stores across Europe. Closely comparable to Dille & Kamille in store-based home goods assortment, mid-price positioning, and curated European roll-out strategy; operates a similar broad kitchen/home/décor assortment with strong private-label orientation.
• Flying Tiger Copenhagen: Danish variety retailer offering affordable home, kitchen, and lifestyle products through 1,000+ stores across Europe and Asia. Comparable assortment overlap (kitchen gadgets, baking accessories, home décor) and similar multi-channel European retail model, though positioned at lower price points than Dille & Kamille.
• Muji: Japanese minimalist home and lifestyle retailer with a European store network. Strongly comparable philosophy (natural materials, timeless design, sustainability cues) and overlapping kitchen/home assortment; operates in some shared geographies and targets a similar premium-conscious consumer.

Broad incumbents

• Bol.com: Largest Dutch and Belgian online retailer with a marketplace model covering home, kitchen, and food categories. Competes with Dille & Kamille's e-commerce channel on assortment breadth and convenience, particularly for kitchenware and baking products.
• IKEA: Global home furnishings giant with deep presence across Europe. Overlaps with Dille & Kamille in kitchenware and home goods but operates at vastly larger scale and a fundamentally different big-box, self-serve model — a broad incumbent benchmark rather than a head-to-head competitor.
• Action: Pan-European discount variety retailer with 2,700+ stores. Competes on price for overlapping kitchen and home goods categories, pressuring Dille & Kamille's mid-market positioning, though Action's assortment is broader and less curated.

Emerging players

• Kitsch Kitchen: Dutch retail brand focused on colourful kitchen and home accessories. Direct overlap with Dille & Kamille in kitchen gadgets, bakeware, and home gifts, but operates at smaller scale and a different aesthetic positioning.
• Pip Studio: Dutch home and lifestyle brand offering kitchen textiles, tableware, and home accessories with a distinctive design language. Comparable target customer (home enthusiasts) and partial assortment overlap, though operates more as a wholesale brand than a multi-store retailer.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/dilleenkamille
• LinkedInlinkedin.com/company/dille-%26-kamille
• Instagraminstagram.com/dilleenkamille
• Pinterestpinterest.com/dillekamille

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 kamille