Flinders.nl
Design for every interior.
| Date | Investors | Amount | Round |
|---|---|---|---|
| investor | €0.0 | round | |
| investor | €0.0 | round | |
N/A | Acquisition | ||
| Total Funding | 000k | ||
| EUR | 2017 | 2018 |
|---|---|---|
| Revenues | 0000 | 0000 |
| % growth | - | 27 % |
| EBITDA | 0000 | 0000 |
| Profit | 0000 | 0000 |
| EV | 0000 | 0000 |
| EV / revenue | 00.0x | 00.0x |
| EV / EBITDA | 00.0x | 00.0x |
| R&D budget | 0000 | 0000 |
Source: Company filings or news article
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Flinders.nl operates as a prominent online retailer in the premium home and living sector, primarily serving the Netherlands and Belgium. The company was established in 2010 by Geert-Jan Smits, who previously founded the internet consultancy Jungle Minds and sought to disrupt the traditional furniture industry. Smits identified the designer furniture market as an area yet to be transformed by e-commerce and established Flinders with a multichannel vision from the outset.
The business functions through a direct-to-consumer, e-commerce model, generating revenue by selling a vast collection of design products online. Its product catalog features over 43,000 items, including furniture, lighting, and home accessories from more than 150 well-known design labels such as Vitra, HAY, and Tom Dixon. Beyond its webshop, the company engages with customers through physical showrooms, design studios for professional clients, and even in-home consultations, adopting an omnichannel strategy to make design accessible. The client base is diverse, encompassing individual consumers as well as a business-to-business segment that includes architects, stylists, and corporate clients in the hospitality, office, and retail sectors.
A significant milestone in the company's history occurred in January 2021, when Flinders was acquired by the Danish group Nine United, becoming part of its Nine United Ecommerce division. This acquisition involved the sale of all shares from management and external investors, including RTL Ventures and Peak Capital, which had supported the company's growth. Following the acquisition, founder Geert-Jan Smits departed to pursue a new venture, and then-COO Oscar Diele was appointed CEO to lead the company's continued operations as a local brand within the Nine United family. Prior to the sale, Flinders had secured approximately $4.93 million in funding over three rounds to fuel its expansion.
Keywords: online furniture retail, designer furniture, home and living e-commerce, Benelux market, home accessories, design lighting, omnichannel retail, B2C e-commerce, B2B furnishing, interior design, premium brands, Dutch retailer, furniture webshop, Geert-Jan Smits, Nine United, Vitra, HAY, home decor, online marketplace, interior projects