Overview
fonQ is the leading Dutch online department store for home and living, selling furniture, cooking, home décor, garden and lifestyle products to shoppers in the Netherlands and Belgium. Next to its own range, it runs a curated marketplace through its fonQ partner programme. For a home, kitchen, garden or design brand, fonQ is one of the most important specialist channels in the Benelux.
Who is behind fonQ
fonQ goes back to 2005 and took its current name in 2010 after a merger. It is based in Utrecht and is owned by AJS, the investment firm of former KPN chief executive Ad Scheepbouwer, which bought it from RFS Holding (the owner of Wehkamp) in 2016. In 2024 fonQ acquired the home and living start-up Naduvi, adding its dropship model. ChannelEngine reports that fonQ carries around 750 quality brands and had more than EUR 100 million in revenue in 2021. Brands such as HAY, Fatboy, KitchenAid and Brabantia are sold on fonQ.
The fonQ marketplace
fonQ launched its marketplace in 2018 on Mirakl. Within three years, around 500 carefully selected sellers had joined, and marketplace GMV grew 142% in 2020. Sellers can sell to customers in both the Netherlands and Belgium through the marketplaces of fonQ and vtwonen, for which fonQ acts as licence partner. fonQ says its own marketplace has made it fully independent of selling on other marketplaces.
How selling on fonQ works
- Curated. Sellers register through fonQ's "Verkopen via fonQ" page and must follow its partner conditions.
- Content standards. Product content must meet fonQ's content policy, including high-quality lifestyle and packshot images.
- Commission-based. Sellers pay a commission on sales, and listing products is free.
- Payment within 30 days, according to ChannelEngine.
- The seller ships and handles returns, managed through Mirakl.
- Dutch content for the Netherlands and Flanders.
Why fonQ matters for brands
fonQ reaches Dutch and Belgian shoppers who are specifically looking for home and living products, in a curated environment that suits design-led brands better than a general marketplace.
How eBrands looks at fonQ
eBrands works with brands on marketplaces across Europe and North America. If you have a home or garden brand and want to see how fonQ could sit alongside the channels you already use in the Benelux, we are happy to talk it through.
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