ROOA is an online design store and agency based in Hasselt, selling curated design objects to professional clients. The company was incorporated on 20 March 2026 as an SRL (a Belgian private limited company), with company registration number BE 1035.815.290. Its online store launched in October 2026. ROOA selects work by independent makers and designers for professional spaces, including hotels, shops, offices and public buildings. On rooa.eu, the company describes itself as “a design store and agency that gives professional spaces identity with design objects by talented makers and designers”. Its homepage tagline is “From local hands to global spaces”.

Alongside its online store, ROOA offers consultancy services to professional clients under three headings, according to its website. Adapt allows clients to commission a piece from the collection in a different colour, material or size. Curate offers a selection tailored to a particular space, drawing on ROOA’s own collection or sourcing pieces elsewhere. Create involves developing a piece exclusively for an individual client. The range spans five categories: Art, Lighting, Tableware, Furniture and Deco. The online store is labelled “Shop reserved for B2B only” and is therefore not intended for private customers.

ROOA was founded by Kim Vandeloo and Marie Rijken. Both have established track records in the design sector, with professional connections to organisations including Z33, BKRK Vaklab and Firma in Vilvoorde. Vandeloo also runs the PR agency Drama, while Rijken maintains a practice under her own name.