De Haan Minerale Oliën

What De Haan Minerale Oliën does

De Haan Minerale Oliën B.V. is a privately held, family-owned Dutch fuel retail and convenience operator headquartered in Oosterhout, Netherlands, founded in 1959. The company runs a multi-brand network of approximately 200 fuel stations in the Netherlands under its own haan brand alongside licensed bp, Esso, and Shell brands, and is affiliated with the Maes Mobility network of 300+ stations in Belgium, giving the haan mobility card acceptance at over 1,200 locations across both countries. Its product portfolio spans traditional fuels (Euro 95, Super 98, Diesel, Powerplus Diesel, LPG, CNG, AdBlue) and sustainable fuels (HVO30 and HVO100 renewable diesel), plus electric vehicle charging under the proprietary henergy brand, with fast chargers (50 kW and 150 kW DC) supported by rooftop solar panels.

The company's non-fuel offering is anchored by the proprietary Tony's shop concept, present at 117 stations as a branded street-food and coffee format, supplemented by 84 carwash facilities (with a subscription-based Carwash Club app using license plate recognition), 50 industrial textile laundry locations, 5 dogwash locations, and trailer rental through the Boedelbak partnership. Backoffice systems include the SuperPoints loyalty program (1 point per liter of fuel / per euro in shop or carwash, redeemable via superpoints.nl) and the haan mobility card fleet-management portal (wagenpark.tankstation.nl) backed by CreditSafe-driven credit assessment and weekly direct-debit billing.

De Haan makes money primarily from transactional fuel margins across its owned and affiliated network, plus convenience retail through Tony's shops, recurring revenue from Carwash Club subscriptions, usage-based revenue from EV charging (per kWh), per-use revenue from textile laundry, and subscription-based fleet-card management on the B2B side. Its go-to-market combines direct-to-consumer retail at the forecourt with B2B fleet card sales, multi-brand co-marketing under oil-major licenses, and a 1,020-strong partner acceptance network that extends card utility beyond owned locations.

Name

De Haan Minerale Oliën

Legal name

De Haan Minerale Oliën B.V.

Website

https://tankstation.nl

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

501–1,000 employees

Short description

De Haan Minerale Oliën is a family-owned Dutch multi-brand fuel station operator running ~200 stations in the Netherlands and affiliated 300+ stations in Belgium under haan, bp, Esso, Shell, and Maes Mobility, offering fuel, Tony's convenience retail, EV charging, carwash, dogwash, laundry, trailer rental, and a B2B fleet card accepted at 1,200+ locations.

Ownership category

akta.pro rank

Product category

Fuel Retail Services

NAICS

Gasoline Stations with Convenience Stores (45711), Gasoline Stations and Fuel Dealers (457), Gasoline Stations (4571)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Fuel Stations with Convenience Retail (Forecourt C-Stores) (CRANAJAB)

akta.pro secondary industries

Alternative Transportation Fuels Retail (EV Charging, Hydrogen, CNG/LNG, Biofuels Blends) (EUALAIAI), Non-Fuel Retail & Ancillary Forecourt Services (Car Wash, Auto Care, ATM/Lottery, Parcel Lockers) (EUALAIAJ), Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery) (EUALAIAD)

Keywords

• Fuel retail services
• Convenience store operations
• Car wash services
• Fleet card management
• EV charging network

Headquarters

HQ city

Oosterhout

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Fuel Sales: Retail fuel sales across network of 200+ stations under multiple brands (haan, bp, Esso, Shell). Includes standard fuels (Euro 95, Diesel), premium fuels (Super 98, Powerplus Diesel), and sustainable options (HVO30, HVO100, LPG, CNG). Revenue from individual consumers paying at pump or in shop, and from fleet customers using haan mobility card with weekly automatic bank withdrawal.
2. Convenience Retail (Tony's): Tony's shop concept generates revenue from street food, coffee, snacks, and bakery products. Online ordering available at select locations for pickup. 117 Tony's shops operating across the network.
3. Carwash Services: Revenue from carwash facilities including automated wasstraten (rollover carwashes), wasboxen (self-service wash bays), and manned wasstraten. De Haan Carwash Club offers subscription model with monthly fee for unlimited washing.
4. Textile Laundry Services: Commercial textile washing machines (8kg and 18kg with dryer) available at approximately 50 locations, generating per-use revenue.
5. Trailer Rental (Boedelbak): Trailer rental partnership with Boedelbak. Customers reserve online and pay via iDEAL, with QR code pickup at stations.
6. EV Charging (henergy): Electric vehicle charging at select stations under henergy brand, including fast chargers (50kW+). Revenue per kWh charged.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

De Haan Minerale Oliën operates a multi-brand fuel station network of approximately 200 stations in the Netherlands under the proprietary 'haan' brand alongside licensed bp, Esso, and Shell brands, plus 300+ Maes Mobility stations in Belgium. Beyond fuel (Euro 95, Diesel, HVO100, LPG, CNG), the company runs 117 Tony's convenience shops offering street food and coffee, 84 carwash facilities, dogwash stations, industrial laundry machines, Boedelbak trailer rental, henergy EV charging, and a B2B haan mobility fleet card accepted at 1,200+ partner locations.

Product overview

De Haan Minerale Oliën B.V. (De Haan Tankstations) is a Dutch fuel station network operator and convenience retail company operating ~200 fuel stations in the Netherlands under its proprietary haan brand as well as licensed bp, Esso, and Shell brands, plus 300+ Maes Mobility stations in Belgium. The company's product portfolio spans three core areas: (1) Fuel products including Euro 95, Super 98, Diesel, Powerplus Diesel, H Plus Diesel, LPG, CNG, AdBlue, HVO30, and HVO100, sold under both the proprietary haan brand and partnered brands; (2) Convenience retail and services anchored by the Tony's shop concept (~117 Tony's Shops offering Street Food and Coffee & More) plus ancillary services including Carwash (~84 locations, also available via the Carwash Club subscription app), Dogwash, Textielwasmachines (industrial laundry at ~50 locations), and Boedelbak trailer rental; and (3) B2B fleet management via the Haan Mobility platform (wagenpark.tankstation.nl) offering the haan mobility card for commercial customers, backed by a fleet management portal. The company also operates the henergy EV charging network launched in 2024, SuperPoints loyalty program, and an online food ordering system for Tony's products.

Differentiator

Problem solved

Functional benefit

Brands

• haan: The company's own fuel station brand, representing De Haan's proprietary network of petrol stations and convenience retail.
• Tony's
• henergy
• SuperPoints
• De Haan Carwash Club

Products and services

• haan fuel brand De Haan's own-brand motor fuels sold across its network, including standard grades (Euro 95, Diesel), premium grades (Super 98, Powerplus Diesel), and sustainable options (HVO30, HVO100) for individual motorists and fleet customers.
• bp, Esso, Shell branded stations De Haan operates a multi-brand network of approximately 200 fuel stations in the Netherlands under license partnerships with bp, Esso, and Shell, alongside its own haan brand, plus 300+ Maes Mobility stations in Belgium.
• Tony's shop concept Proprietary convenience retail shop concept with 117 locations offering Street Food (all-day kitchen), Coffee & More snacks, and bakery products, featuring recognizable American-style red seating. Targets motorists and travelers looking for food and refreshments at fuel stations.
• Carwash services Car wash services at 84 locations across the network, including automated rollover wash lanes, self-service wash bays, and pre-wash, foam, brush, wax, and spot-free rinse options. Targets vehicle owners seeking vehicle cleaning while refueling.
• Dogwash Professional dog wash service at 5 stations with adjustable bath and dry equipment for all dog sizes (including large breeds and horse blankets), using biodegradable shampoos. Targets pet owners wanting convenience without home mess.
• Textielwasmachines (Industrial laundry) Self-service industrial textile washing machines (8kg and 18kg) with dryers at approximately 50 station locations, primarily targeting truck drivers and travelers needing large-item cleaning such as dog blankets, horse blankets, and team jerseys.
• Boedelbak Trailer Rental Trailer and boat trailer rental service at De Haan stations operated via Boedelbak partnership. Customers reserve online at Boedelbak.nl, receive a QR code, and pick up at the station after license verification. Targets movers and travelers needing towing capacity.
• SuperPoints loyalty program Customer loyalty program awarding 1 Superpoint per liter of fuel and per euro spent in Tony's shops or carwash (excluding tobacco, gambling, and electronic value), with points redeemable for vouchers and discounts via the online platform.
• henergy EV charging Proprietary electric vehicle charging brand offering fast charging (50 kW and 150 kW DC chargers with CCS and CHAdeMO connectors) at select stations, powered by rooftop solar panels for sustainable daytime charging. Targets EV drivers.
• Haan Mobility fleet card B2B fleet card for commercial customers enabling fuel and service purchases at 1,200+ locations across the Netherlands and Belgium, with weekly direct debit, credit limit assessment via CreditSafe, and a self-serve fleet management portal at wagenpark.tankstation.nl. Targets companies with vehicle fleets.
• De Haan Carwash Club subscription Mobile-app-based car wash subscription offering monthly unlimited washing with license plate recognition for automatic drive-through wash initiation, digital payment, and subscription management. Available at 7 pilot locations with planned expansion.
• HVO30 and HVO100 sustainable diesel Hydrotreated Vegetable Oil biofuels: HVO30 (30% HVO / 70% fossil diesel blend) and HVO100 (100% renewable diesel) offering up to 89% CO2 reduction versus fossil diesel, ISCC-EU certified and FAME-free. Targets sustainability-focused fleet operators and consumers.
• Truckers Deal promotion Promotion offering a free sandwich to truckers who tank 250 liters or more at 14 designated bp, Esso, haan, and Shell stations. Targets professional truck drivers.
• Koffie Deal promotion Tony's promotion offering a Lavazza coffee plus a filled cookie for €1.50, available at Tony's locations. Targets individual consumers seeking value-priced food and coffee.

Quantifiable outcome

• Up to 89% CO2 reduction with HVO100 compared to fossil diesel
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• bpcoreChannel Partner/ Reseller/ DistributorLicense partnership for bp-branded fuel stations operating under De Haan network. bp brand provides customer recognition and trust. Multiple bp locations across Netherlands (e.g., bp Barendrecht, bp Cartesiusweg Utrecht, bp Bornheim, bp De Keijzer, bp Sonse Heide).
• EssocoreChannel Partner/ Reseller/ DistributorLicense partnership for Esso-branded fuel stations within De Haan network. Stations include Esso Den Bout, Esso Midwolda, Esso Oeienbosch, Esso 't Loo, Esso Stadshagen, Esso Marslanden, Esso De Vrolijkheid, Esso Best, Esso Velddriel.
• ShellcoreChannel Partner/ Reseller/ DistributorLicense partnership for Shell-branded fuel stations within De Haan network. Shell stations include Shell Nesselande Rotterdam, Shell Emerald Delfgauw, Shell Hoogeveen, Shell Wouwse Tol, Shell Willemsbos, Shell Steenbergen, Shell Wilnis.
• Maes MobilitycoreChannel Partner/ Reseller/ DistributorBelgian fuel station network affiliated with De Haan. Over 300 tank stations in Belgium. Extends haan mobility card acceptance beyond Netherlands borders.
• BoedelbakminorChannel Partner/ Reseller/ DistributorTrailer rental service available at De Haan tank stations. Customers book online at boedelbak.nl with QR code pickup at stations. iDEAL payment. Provides convenience for movers and large purchases.
• LavazzaminorGTM or Marketing PartnerCoffee supplier for Tony's shop concept. Lavazza coffee used for coffee deal promotions (e.g., filled cookie with Lavazza coffee for €1.50). Known for rich taste and high quality.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tango: Tango is a Dutch fuel station chain operating ~100 stations in the Netherlands with a strong non-fuel convenience retail proposition. It is a direct competitor to De Haan's haan-branded network, serving the same motorist customer base in overlapping Dutch geographies.
• TinQ: TinQ operates an independent fuel station network in the Netherlands, focused on unmanned/automated stations with competitive pricing. It competes with De Haan for price-sensitive Dutch motorists, particularly along secondary roads and regional corridors.
• Firezone: Firezone is a Dutch independent fuel station operator running a multi-site network in the Netherlands. It is directly comparable to De Haan as a Dutch independent multi-brand fuel retailer targeting retail motorists.
• AVIA Nederland: AVIA operates a branded fuel station network in the Netherlands through independent dealers, offering fuel and convenience retail. It overlaps directly with De Haan's dealer-operated stations and competes for Dutch retail fuel volume.
• Maes Mobility: Maes Mobility is the Belgian fuel station network (300+ stations) that De Haan references as a partner/affiliate. It is directly comparable as a Belgian multi-brand fuel and convenience retail operator in De Haan's regional footprint.

Broad incumbents

• Shell Netherlands Retail: Shell operates a large Dutch fuel retail network (including sites De Haan licenses) and is rolling out Shell Recharge EV charging. As both a licensor and broad competitor, Shell overlaps with De Haan's portfolio across traditional fuel, convenience, and EV charging.
• BP Netherlands: BP operates a significant Dutch fuel station footprint (including sites De Haan licenses) and runs BP pulse EV charging. It is both a license partner and broad competitor across fuel retail, convenience, and emerging EV infrastructure.
• Esso (ExxonMobil) Netherlands: Esso operates a Dutch branded fuel station network (including sites licensed to De Haan) and is part of ExxonMobil's broader European fuel retail portfolio. It is a large incumbent competitor across traditional fuel and is investing in EV charging.
• TotalEnergies Belgium: TotalEnergies operates a large branded fuel and convenience network in Belgium (and across Europe), overlapping with De Haan's Maes Mobility Belgian operations. As a broad incumbent, it competes on fuel, EV charging, and non-fuel retail in shared Benelux geographies.
• EG Group: EG Group is a large, PE-backed global fuel station and convenience retail operator with a growing European footprint. It is comparable to De Haan as a multi-brand forecourt operator rolling out loyalty, food, and EV charging across dense networks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 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 De Haan Minerale Oliën