What is naYan specialised in?

Paid social, Search advertising (SEA), CRM & lifecycle strategy, Marketing automation, Dashboards & reporting, Data science & analytics (incl. predictive modelling).

Around 58 full-time equivalents (financial year 2025).

Which sectors does naYan work for?

Fashion & lifestyle, Technology & software, Food & beverage.

Review: naYan: e-commerce bureau

Q: Who are the clients of naYan?

Among others Samsonite (EMEA), Kitchenaid (EMEA), REVOR GROUP (BENELUX), Lipault (FR), Tumi (EMEA), Leonidas, Silkn( USA, CAN).

naYan is een full-service bureau met thuisbasis in Ardooie. Er werken ongeveer 58 mensen, uitgedrukt in voltijdse equivalenten. Het aanbod bestrijkt paid media (sea/social/display), data & analytics en crm & marketing automation.

Expertise
Als full-service e-commerce bureau helpt naYan merken bij het uitbouwen van schaalbare, internationale D2C-modellen. Met meer dan 80 specialisten en een omnichannel aanpak ondersteunen we onze klanten in elke stap: van strategie en IT-omgeving tot online activatie en het dagelijks beheer van de webshop. Ons doel? Duurzame groei en sterke klantrelaties in alle kanalen. naYan en Avanty-Commerce zijn zusterbedrijven.

Welke expertises heb je in huis?
E-commerce, E-mail marketing, Data & analytics, SEA, CRO, SEO, Merk strategie, D2C activatie, IT, Performance marketing, Marketplace, Marketing Automation, Web development (complex), Digital strategy
Klanten:
We werken het liefst met merken die internationale D2C-ambities hebben, of ze nu aan de start staan of een groeiversnelling zoeken in Europa of Noord-Amerika. Vooral bedrijven met een sterk B2C of B2B2C-potentieel passen perfect bij ons.
Zelfomschreven cultuur:
win/win attitude, groei mindset, internationaal (14 nationaliteiten), hands-on, flexibel en lange termijn samenwerkingen.
Team:
Ecommerce Strategy / PM = 7
Dev front and back = 16
Marketing Search & Social = 12
Data & Analytics = 7
Content / Webmaster = 10
Customer Service (eCommerce for brands) = 12
Ecommerce Finance Reconciliatie : 5
Management : 5
Office Care : 2

Referentieklanten: Samsonite (EMEA) , Kitchenaid (EMEA), REVOR GROUP (BENELUX), Lipault (FR), Tumi (EMEA), Leonidas, Silkn( USA, CAN)
Tech stack: Salesforce Commerce, Salesforce CRM, Shopify+
Ondernemingsnummer: BE0806661106
Gemiddelde klantgrootte: 500k

Who do they see as competitors?

Distrilink Merkado

As indicated by the agency itself.

1

How this agency makes money

Revenue, margin and what an hour of work brings in. Everything on the earning side sits together here.

Revenue trendgross margin per financial year

20212022202320242025

Latest year: € 5,89 mln gross margin, growth -3,8% against a sector median of +1,7%.

Growing slower than the sector

MarginEBITDA / gross margin · value-added coverage

20212022202320242025

naYanSector median

EBITDA margin 34,3%, sector median 23,9%. Value-added coverage 1,48 (median 1,27).

Healthy margin

Revenue per headGross margin per FTE, against payroll cost

€ 101.225

Median (2025) € 78.251

Against a payroll cost of € 72.864 per FTE. The ratio between the two is the coverage rate above.

Above the median

Yield levelYield per hour worked, against payroll cost

€ 62

Median (2025) € 49

94.828 hours worked, 1.629 per FTE. Against that sits € 45 of payroll cost per hour worked, leaving € 17 for premises, equipment, depreciation and profit.

Above the median

No hourly rate follows from this. Gross margin is already net of services and sundry goods, which mixes rebilled production with the agency's own overhead, and the accounts do not say how many hours were billable. Deriving a rate from this systematically understates it.

2

Can the agency take a hit

Buffer, cash position and payment behaviour side by side, so you can see where they disagree.

Bufferequity in months of payroll

Buffer: 6,5 months (median 5,8 mo). Equity in the latest year: € 2,30 mln.

Adequate buffer

Cash positionAvailable cash, and whether it covers short-term debt

Cash € 6,53 mln. Liquidity ratio 1,14: current assets cover short-term debt in full. Solvency 16,3%.

Tightly covered

Payment behaviourTowards suppliers and towards the NBB

Trade payables correspond to 90 days of supplier credit, sector median 54. The accounts were filed 182 days after closing; the legal deadline is seven months.

Pays slower than average

3

Signals and strengths

Events from the CBE and the Official Gazette over the past 24 months, plus positive markers derived from the figures.

Continuity

Points to ask about

Signals in the last 24 months

Zichtbaarheid verschoven · 1 Nov 2026 · Google Autocomplete
Zichtbaarheid verschoven · 1 Sep 2026 · Google Autocomplete
Zichtbaarheid verschoven · 1 Aug 2026 · Google Autocomplete
Sharp headcount decline · 31 Dec 2025 · NBB
Average headcount fell by 15% or more in a year. That can be contraction, and just as easily a deliberate choice for fewer but more experienced people. Ask who left and who came in their place.
Registered office moved · 30 May 2025 · Staatsblad
The registered office relocated. Usually just a new office.

Click a signal for a plain-language explanation. Each signal is a fact from a public source, without the agency's own context. Best to ask them directly.

What this agency does well

EBITDA margin above the sector median (34,3%)
Strong buffer: 6,5 months of payroll in equity
Value-added per euro of payroll above the sector median (1,48)
Equity was earned, not injected (reserves 30,5× the capital contributed)
Comfortable cash position: 562 days of payroll
Turnover below the median (26,6%)

Each point is a fact from the filed annual accounts, measured against the same thresholds and sector medians as the signals above.

4

All the figures

Reference material, not a starting point. Expand it if you want to read the series yourself.

5 financial years, 2021 to 2025Result, staff and balance sheet

	2021	2022	2023	2024	2025
Result
Gross margin	€ 5,38 mln	€ 7,50 mln+39,3%	€ 6,82 mln-9,1%	€ 6,12 mln-10,2%	€ 5,89 mln-3,8%
EBITDA	€ 1,34 mln	€ 3,04 mln	€ 2,61 mln	€ 1,77 mln	€ 2,02 mln
EBITDA margin	24,9%	40,5%	38,2%	28,8%	34,3%
Staff
FTE	49,4	56,3+14%	68,8+22,2%	70,1+1,9%	58,2-17%
Gross margin per FTE	€ 108.955	€ 133.219	€ 99.092	€ 87.363	€ 101.225
Payroll cost per FTE	€ 58.937	€ 74.861	€ 65.336	€ 69.131	€ 72.864
Balance sheet
Equity	€ 2,56 mln	€ 2,80 mln	€ 2,84 mln	€ 2,48 mln	€ 2,30 mln
Cash	€ 3,03 mln	€ 6,31 mln	€ 4,44 mln	€ 9,34 mln	€ 6,53 mln
Liquidity ratio	1,75	1,32	1,27	1,16	1,14

Payroll cost per FTE comes from the social report where available, otherwise from the Remuneration line. Both are gross costs including employer contributions.

What this factsheet does not know

How good the work is. Figures do not measure creativity, strategy or chemistry.
How the client portfolio is spread. Concentration is not in the accounts.
Freelancers and subcontractors are not in the FTE figures. An agency with 40 staff may in practice run with 70 people.
The figures cover financial year 2025, filed on 01/07/2026. At a fast-moving agency reality today may differ.

Based on publicly filed annual accounts (NBB) and official records (CBE, Belgian Official Gazette). An indication, not financial advice. Sector medians calculated on 2 Nov 2026. Sector medians based on financial year 2025: the last year for which nearly all accounts have been filed.

What the agency actually does 6 services

Media

Paid social Search advertising (SEA)

CRM, Email & Loyalty

CRM & lifecycle strategy Marketing automation

Data, Measurement & Governance

Dashboards & reporting Data science & analytics (incl. predictive modelling)

Sector focus

Retail & e-commerceFashion & lifestyleMedia & entertainmentFMCG

Publicly known clients

Samsonite, KitchenAid, Lipault, TUMI, Sennheiser Consumer, Silk'n, Revor Group (Tuur), RSC Anderlecht, Nestlé, smartphoto, American Tourister

Based on IKAg research and public sources. Incomplete or outdated? Let us know.

1

People 3 people mapped

A small team: short lines, little noise between you and the makers.

BS

Benny Sintobin

CEO & Founder

BH

Bart Hillewaere

Head of Finance & Admin

BV

Brenda Vandegeuchte

Head of Digital Operations

Based on public profiles. Something wrong? Let us know.

2

Seniors or juniors?

Payroll cost per FTE is the best public proxy for a team's experience level. Higher is not automatically better, but it says something about who sits at the table.

Payroll cost per FTE

€ 72.864

+21% versus the median

Team composition

58,2 FTE

42% women
59% men

€ 72.864

Median Full-service bureau (2025) € 60.368All agencies (2025) € 62.294

Read with care. Directors and partners invoicing through a management company are not in the payroll cost. At small agencies this skews the picture downwards considerably.

3

Will your team stay?

Inflow and outflow from the social report. This series only counts people on the payroll: freelancers who invoice do not appear in it. A low figure therefore means two very different things, a stable permanent team or a small core with heavy outsourcing. A high figure usually points to short contracts. Compare only within the same type of agency.

Exits 2025

26,6%

Median for this type of agency (2025): 31,1%

Inflow 2025

6,9%

4,0 FTE in, 15,5 FTE out

Net team change

-11,5 FTE

20212022202320242025

Source: annual accounts and social reports (NBB), collected by IKAg. Financial year 2025. Calculations by IKAg; an indication, not financial advice. Sector medians based on financial year 2025: the last year for which nearly all accounts have been filed.