Shoppartners

What Shoppartners does

Shoppartners BV is a Dutch private limited company founded in 1999 and headquartered at Foxtrot 16, 1704 EH Heerhugowaard, Netherlands. The company operates a horizontal direct-to-consumer e-commerce platform comprising 49 interconnected web shops offering more than 100,000 original and affordable products spanning tools and hardware, clothing and accessories, toys, plush animals, cartoon merchandise, gifts and gadgets, party supplies, outdoor and leisure items, home and garden products, hobby supplies, pet accessories, bags and luggage, hats and caps, sports articles, orange-themed Dutch merchandise, and sunglasses. Its proprietary Kinzo brand supplies garden tools and hardware, while sub-brand storefronts such as bellatio.nl (fashion/lifestyle department store with 50,000 articles), fun-en-feest.nl (party articles), knuffelparadijs.nl (3,000 plush toys), speelgoedpostorder.nl (toys), and hobbymax.nl (hobby supplies) segment the catalog by category and consumer interest.

The company's underlying technology is a multi-webstore e-commerce architecture with inventory management and fulfillment systems enabling daily package shipping from a single Heerhugowaard warehouse to consumers across the Netherlands, Belgium, and broader Europe, supported by a core logistics partnership with PostNL. Thuiswinkel Waarborg certification provides consumer trust and purchase guarantees. The platform supports Dutch and English languages, social sharing (Facebook, WhatsApp, Pinterest, Twitter), email newsletter marketing, and SEO-optimized category content across all 49 storefronts.

Shoppartners generates revenue through one-time retail product sales with volume-based discounts (2.4% to 10.8% depending on quantity), flat shipping fees of €5.50 to the Netherlands and €5.99 to Belgium, and all-inclusive VAT pricing. The company employs approximately 150 colleagues from 22 nationalities, maintains a customer satisfaction rating of 8.4 out of 10, and operates without disclosed external funding, acquisitions, or public listing. The entity is wholly independent, with no parent company or private equity involvement identified.

Name

Shoppartners

Legal name

Shoppartners BV

Website

https://shoppartners.nl

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

Shoppartners BV is a Dutch direct-to-consumer e-commerce operator running 49 interconnected web shops with 100,000+ products across tools, toys, fashion, party supplies, and home goods, serving consumers in the Netherlands, Belgium, and Europe.

Ownership category

akta.pro rank

Product category

Multi-category online retail

NAICS

General Merchandise Retailers (455), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)

akta.pro primary industry

General Merchandise Online Retailers (CRAFADAA)

Keywords

• Online retail
• E-commerce platform
• Multi-webstore network
• Consumer goods
• Homeshopping network

Headquarters

HQ city

Heerhugowaard

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct retail sales of consumer products across diverse categories including home accessories, outdoor articles, clothing, toys, and party supplies. Revenue generated through one-time purchase transactions with volume discount incentives for larger orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Shoppartners BV operates 49 interconnected Dutch-language web shops selling more than 100,000 original and affordable consumer products across home accessories, outdoor articles, clothing, toys, plush animals, party supplies, hobby items, tools, and gifts. The company sources from an extensive supplier network and ships packages daily from its Heerhugowaard warehouse to consumers across the Netherlands, Belgium, and the rest of Europe, with next-day delivery for orders placed before 15:00 on business days.

Product overview

Shoppartners BV operates a multi-channel e-commerce platform comprising 49 web shops with a portfolio of over 100,000 products. The core platform at shoppartners.nl serves as the main storefront, while specialized sub-brands include Bellatio.nl (fashion/lifestyle department store), Fun-en-Feest.nl (Europe's largest party articles store), Knuffelparadijs.nl (plush toys with 3,000+ items), Speelgoedpostorder.nl (toys), Hobbymax.nl (hobby supplies), and Oranjeshopper.nl (Dutch supporter merchandise). The Kinzo brand represents their proprietary tool line featuring garden tools, pruning equipment, and hardware. Product categories span tools & hardware, clothing & accessories, toys, plush animals, cartoon items, gifts & gadgets, party supplies, outdoor & leisure, home & garden, hobby items, pet supplies, bags & luggage, hats & caps, sports articles, orange merchandise, and sunglasses.

Differentiator

Problem solved

Functional benefit

Products and services

• Shoppartners.nl E-commerce Platform A multi-category Dutch e-commerce platform offering more than 100,000 original and affordable consumer products across home accessories, outdoor articles, clothing, toys, party supplies, hobby items, tools, and gifts for individual retail consumers.
• Bellatio.nl Fashion, lifestyle, and gadgets department store carrying around 50,000 articles available from stock in the Netherlands and Belgium.
• Fun-en-Feest.nl Online party articles store described as Europe's largest party shop, selling costumes, accessories, and celebration supplies.
• Knuffelparadijs.nl Plush toy specialty store offering around 3,000 stuffed animals and plush toys available directly from stock.
• Speelgoedpostorder.nl Online toy mail-order store with a diverse assortment of toys for children.
• Hobbymax.nl The largest online hobby store, offering craft supplies and hobby materials for hobbyists.
• Oranjeshopper.nl Online store specializing in Dutch supporter merchandise and Orange-themed fan articles.

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

Partnerships

Three partnerships are on record, tiered core.

• PostNLcoreOthersPrimary shipping partner for package delivery throughout Netherlands, Belgium, and Europe. PostNL handles daily package shipments from Shoppartners warehouse.
• ING BankcoreOthersBanking partner. IBAN: NL66INGB0001082516. Handles corporate banking operations for Shoppartners BV.
• Thuiswinkel WaarborgcoreOthersConsumer protection and trust certification for e-commerce operations, providing purchase guarantees to customers.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• VidaXL: VidaXL is a Dutch-originated discount online retailer shipping across Europe with a wide general merchandise assortment spanning home, garden, sport, toys and pet. It is closely comparable as a Benelux-headquartered, broad-line discount e-commerce operator.
• Coolblue: Coolblue is a leading Benelux e-commerce retailer originally focused on electronics but expanding into broader home, sport, outdoor and general merchandise categories. Its multi-category online retail model and customer-centric operations mirror Shoppartners' playbook.
• Wehkamp: Wehkamp is a long-running Dutch online department store focused on family apparel, home and lifestyle. It overlaps directly with Shoppartners' bellatio.nl fashion/lifestyle sub-brand and family-oriented assortment strategy.
• Bol.com: Bol.com is the dominant Dutch/Benelux online retail marketplace selling a similarly broad mix of general merchandise (toys, home, hobby, fashion, party). It competes head-on with Shoppartners for the same Dutch-speaking consumer base across comparable price-sensitive categories.

Broad incumbents

• Zalando: Zalando is Europe's largest online fashion and lifestyle platform with a Dutch storefront. While apparel-focused, it competes for the same European consumer wallet Shoppartners targets and overlaps on accessories and lifestyle categories.
• Action: Action is a fast-growing European discount variety retailer with rapidly expanding online operations and a broad, low-price general merchandise assortment. It overlaps with Shoppartners on toys, home, hobby and party categories at comparable value positioning.
• Otto (Otto Group): Otto is a large German multi-shop online retailer offering broad fashion, home and lifestyle assortment. It serves the broader European market and competes for European general merchandise demand outside the Benelux core.
• HEMA: HEMA is a Dutch variety retailer with a broad low-price assortment across home, clothing, party and gifts. Its omnichannel model (physical + expanding online) competes with Shoppartners for value-conscious Dutch household purchases.
• Amazon Netherlands: Amazon's Dutch storefront is the dominant global e-commerce incumbent operating across essentially every category Shoppartners serves. It is comparable as a same-geography, same-customer, multi-category competitor rather than a niche specialist.

Others

• Lidl Online / Lidl Shop: Lidl's online non-food shop sells rotating general merchandise, toys, garden and household items at aggressive price points across Europe. It competes for the same value-seeking Dutch and European shoppers in adjacent general merchandise categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.shoppartners.nl%2F
• Pinterestpinterest.com/sharer/sharer.php?u=https%3A%2F%2Fwww.shoppartners.nl%2F

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries15 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 Shoppartners