Essential reading for retailers and suppliers in the home improvement market

Brabantia acquires Dutchdeluxes

Published: 1 June 2017 - Fiona Garcia

The parent company of International Design brand Brabantia, which has a base in Nailsea UK, has announced the takeover of the Eindhoven-based company Dutchdeluxes. 


The Brabantia parent firm views the takeover as an opportunity to emphasise its position as a design brand in the higher segment and has identified Dutchdeluxes as the ideal vehicle for serving the top end of the market.

The Dutchdeluxes brand will be maintained following the takeover and will continue to broaden its scope alongside ‘big brother’ Brabantia as an independent label, on a smaller scale but in a higher market position, says the company. Dutchdeluxes products are primarily sold in Europe, however, the brand will be able to take advantage of the international logistic and sales network of Brabantia, and have the opportunity to sell its products worldwide.

Brabantia CEO Tijn van Elderen explained: “I am delighted with this takeover. It is, in fact, our first takeover in 40 years. This step represents a solid contribution to our international growth targets. With our combination of design and sustainability, we have a sound platform in the middle to higher segment, which we plan to extend. Dutchdeluxes offers attractive designer products that perfectly complement the existing Brabantia range. This acquisition enables us to serve the higher segment of the market.”

Dutchdeluxes CEO Sebastiaan Eerhart added: “I am pleased and proud to be part of the Brabantia family... For almost 100 years, Brabantia have been leading manufacturers of attractive and good-quality household products. Since our company was started in 2013, we have steadily expanded the Dutchedeluxes product range and successfully positioned our brand. Assisted by Brabantia’s knowledge of production and logistics and their contacts with dealers and distributors in the sector, we expect to be able to operate even more effectively. Brabantia has successfully innovated in terms of design and sustainability. As a consequence, our visions match closely and the agreements we have reached are sound.”

Neither party has issued any information concerning the amount involved in the takeover. Following the takeover, the company Dutchdeluxes BV will continue to exist and will operate under the same name. Sebastiaan Eerhart will remain joint shareholder until 2021 and will continue to be responsible for the day-to-day running of Dutchdeluxes. 

Brabantia was established in 1919 and is now an international design brand renowned for its practical and stylish kitchen accessories and household articles with a turnover of 107million Euros. The fourth generation family company sells its products in more than 100 countries and employs 1,000 people worldwide.

Dutchdeluxes was founded by Sebastiaan Eerhart and Maud Eerhart-Vorspaget in 2013 based on their passion for interior design and their love of cooking. The company designs and manufactures fashionable and functional products for use in and around the kitchen.



(Your email address will not be published)
Already Registered?
Sign In
Not Yet Registered?
Printable View E-mail Bookmark

What do you think?

What would help you maximise sales of hardware lines?

Latest reader comments

re: Tommy Walsh: 'I'm really proud of my £1 tools'

Danny Ocean
When are the general public going to realise, that every so called brand or celebrity named product is all to often, a low cost Chinese ...

re: Tommy Walsh: 'I'm really proud of my £1 tools'

Chris Elliot
Professional trades man with a full range of tools from Poundland. My favourite is my spirit level never lets me down. I like going on a ...

re: Homebase appoints Ian Topping as chairman

Homebase is a lost and needs to close all its stores and do what a pc has to do when it gets a virus...a complete factory reset.Start again ...

re: Graham Bell to head up B&Q as part of Kingfisher reshuffle

B&Q alice
Disgraceful share price plummet seemed to accelerate with buyback scheme. No leadership from VL to help stem this plummet leaving investors ...

re: Homebase appoints Ian Topping as chairman

HMV & Steinhoff hardly success stories by any stretch of the imaginiation!Homebase needs someone with relevant sector background....

Most read stories