What PLUS Retail does

PLUS Retail is one of the Netherlands' largest supermarket chains, operating approximately 550 physical grocery stores nationwide from its headquarters in Utrecht. Founded in 1928, the company serves Dutch everyday consumers seeking grocery and everyday consumer-goods shopping, with end-consumer grocery sales as its primary revenue stream. Its headquarters employee count of 101–250, against a 550-store footprint, indicates that a substantial portion of the store base is operated by independent retailers or franchisees under the PLUS banner rather than directly employed by the corporate entity.

On the technology side, PLUS Retail has since 2020 operated a strategic partnership with Swedish retail-technology provider Pricer, deploying electronic shelf labels (ESL) across 440 of its approximately 550 stores. These ESLs, integrated with Pricer's Avenue cloud-based communications platform, enable real-time price updates and dynamic shelf-edge communication, replacing manual paper-based label processes. In 2026 the chain is upgrading from three-color to four-color ESL labels and using its position as a Pricer flagship customer for joint industry positioning at events such as EuroShop 2026.

The business model is transaction-based grocery retail distributed through physical storefronts. Go-to-market is centered on store-level reach rather than digital channels, although the appointment of a dedicated Head of E-Commerce/Omnichannel signals intent to extend into digital and omnichannel retail. Pricing is traditional in-store grocery pricing; no SaaS, subscription, or technology-licensing revenue model is evidenced in the input data.

Name

PLUS Retail

Legal name

PLUS Retail

Website

https://plus.nl

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

101–250 employees

Short description

PLUS Retail is a Dutch supermarket chain operating approximately 550 stores across the Netherlands, serving everyday Dutch consumers with grocery and consumer-goods retail from its Utrecht headquarters under a franchisee-driven store model.

Ownership category

akta.pro rank

Product category

Grocery Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Grocery & Food Omnichannel (CRAFAEAE)

Keywords

• Supermarket chain
• Grocery retail
• Electronic shelf labels
• In-store digitalization
• Dutch retail

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Grocery Sales: PLUS Retail operates as a supermarket chain generating revenue through retail grocery sales to end consumers. The company operates approximately 550 stores across the Netherlands.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

PLUS Retail operates one of the Netherlands' largest supermarket chains, running approximately 550 physical storefronts that sell groceries and everyday consumer goods to Dutch shoppers. The company has invested in in-store digitalization through a partnership with Pricer, deploying electronic shelf labels (ESL) across 440 of its stores to enable real-time price updates and dynamic shelf-edge communication. It also offers online ordering and inspiration through its plus.nl e-commerce platform.

Product overview

PLUS Retail is one of the Netherlands' largest supermarket chains, operating approximately 550 stores. The company operates physical retail grocery stores and does not appear to offer a distinct technology product or SaaS platform. Their primary known technology engagement is a partnership with Swedish retail technology company Pricer since 2020, involving the deployment of electronic shelf labels across stores.

Differentiator

Problem solved

Functional benefit

Products and services

• PLUS Supermarket Stores A network of approximately 550 physical supermarket locations across the Netherlands where end consumers can purchase groceries and everyday consumer goods. Stores are equipped with electronic shelf labels in 440 of the locations to enable real-time pricing and digital shelf-edge communication.
• PLUS Online Grocery Shopping The plus.nl online platform where Dutch consumers can browse for inspiration and place grocery and consumer goods orders online for delivery or pickup.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• PricercoreTechnology or Integration · 1 January 2020Strategic partnership established in 2020 between PLUS Retail and Swedish retail technology company Pricer. PLUS Retail has deployed Pricer's electronic shelf labels across 440 of its approximately 550 stores, representing a core technology partnership for in-store digitalization. The partnership involves upgrading from three-color to four-color electronic shelf labels, with PLUS Retail participating in joint industry events including a roundtable discussion at EuroShop 2026. PLUS Retail is featured as a flagship customer case for Pricer's Pricer Avenue™ communications platform.

Scale indicators3 records

Recent moves3 records

Expansion highlights3 records

Direct peers

• Lidl Nederland: Dutch arm of the Lidl hard-discount chain, competing with PLUS on low-price grocery assortment across an expanding national store base.
• Coop (Netherlands): Cooperative supermarket brand active in the Netherlands, competing in similar geographies and customer segments as PLUS with comparable full-service supermarket formats.
• Spar (Netherlands): Dutch arm of the Spar franchise network running convenience- and neighborhood-format supermarkets; overlaps with PLUS's smaller-store footprint and everyday-needs positioning.
• Jumbo: Second-largest Dutch supermarket chain with a strong value proposition and growing online grocery business. Competes head-to-head with PLUS on price, assortment and store footprint.
• Dirk van den Broek: Dutch supermarket chain with strong everyday-low-price positioning and a meaningful share of the Dutch grocery market, directly competing with PLUS in multiple regions.
• Albert Heijn: Market-leading Dutch supermarket chain operated by Ahold Delhaize, with a comparable nationwide store footprint and full omnichannel grocery offering. Most direct competitor to PLUS in the Netherlands.
• Aldi Nederland: Hard-discount grocery competitor in the Netherlands with a focused low-price private-label model that pressures PLUS's value positioning.

Emerging players

• Picnic: Dutch online-only grocery delivery company that is reshaping the Dutch grocery market without a physical store fleet. Relevant to PLUS as it represents the most disruptive omnichannel shift the retailer must defend against.

Regional players

• Action: Dutch-headquartered European non-food discounter with a similar low-price brand positioning to PLUS in the Netherlands, competing for household wallet share on general merchandise categories adjacent to grocery.

Broad incumbents

• Ahold Delhaize: Parent of Albert Heijn and a broader portfolio of European grocery banners. Comparable as the dominant incumbent setting competitive benchmarks and supply-chain scale that PLUS must match.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/PLUSsupermarkt
• Facebookfacebook.com/PLUSsupermarkt

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PLUS Retail