Schoonenberg

What Schoonenberg does

Schoonenberg is a Dutch hearing care retailer founded in 1926, headquartered in Dordrecht, and operating 140+ retail stores throughout the Netherlands. The company is a wholly-owned subsidiary of Sonova AG (SIX Swiss Exchange: SOON), a Swiss hearing aid manufacturer, and serves as a core retail channel for Phonak hearing aids in the Dutch market alongside its own AudioNova branded devices.

Schoonenberg's core offering is the Phonak Infinio platform — including the Audéo (behind-the-ear), Virto (in-the-ear, including the first rechargeable Virto R Infinio), CROS (single-sided deafness), and the premium Audéo Sphere Infinio Ultra with a dedicated AI chip running Spheric Speech Clarity (DNN-based signal processing) and AutoSense OS 7.0 for automatic environment adaptation. The portfolio spans behind-the-ear, receiver-in-the-ear, in-the-ear, and fully invisible (Lyric) form factors with Bluetooth streaming and waterproof options. Beyond devices, Schoonenberg provides custom earplugs (music, motor, swim, work, sleep, festival, flight), the HoorZeker Pakket (5-year maintenance and insurance), and the Optimaal Horen subscription (device refresh every 3 years).

The business operates a sales-led, multi-channel GTM model: free in-store hearing tests and consultations across 140+ locations, online appointment booking, an e-commerce platform (schoonenbergshop.nl) for accessories, and direct health insurance reimbursement processing under agreements with nearly all Dutch insurers. Revenue is generated through hardware sales, multi-year maintenance subscriptions, and insurance claim facilitation. Schoonenberg differentiates through its century-old brand, the largest dedicated hearing care retail footprint in the Netherlands, the HoorSupport clinical guidance program (developed with Amsterdam UMC), and exclusive access to Sonova's latest Phonak AI-powered hearing technology.

Name

Schoonenberg

Legal name

Schoonenberg

Website

https://schoonenberg.nl

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

251–500 employees

Short description

Schoonenberg is a Dutch hearing care retailer operating 140+ stores nationwide, selling Phonak and AudioNova hearing aids, custom earplugs, and maintenance subscriptions. Founded in 1926, it is a wholly-owned subsidiary of Sonova AG serving Dutch consumers with hearing loss and tinnitus.

Ownership category

akta.pro rank

Product category

Hearing Care Services

NAICS

Offices of Physical, Occupational and Speech Therapists, and Audiologists (621340), Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134)

SIC

Electromedical & Electrotherapeutic Apparatus (3845)

akta.pro primary industry

Audiology & Hearing Services (ENT-Affiliated) (HLAKAMAI)

akta.pro secondary industries

Audiology & Hearing Diagnostic Centers (HLAFAKAH), Hearing Enhancement / Assistive Listening Audio Devices (CRACANAL)

Keywords

• Hearing aid retail
• Hearing care services
• Custom earplugs
• Hearing loss solutions
• Auditory healthcare

Headquarters

HQ city

Dordrecht

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Hearing Aid Sales: Sale of hearing aids including Phonak Infinio, AudioNova, and other brands. Hearing aids are available in 5 government-regulated categories for insurance reimbursement and also in a 'free choice' (vrije markt) assortment with the newest and most advanced technology
2. HoorZeker Maintenance Package: 5-year maintenance package including batteries or charger, cleaning products, drybox, and insurance against loss, theft, and irreparable damage. Prices: €339 for 1 hearing aid, €598 for 2 hearing aids
3. Insurance Reimbursement Processing: Processing health insurance claims on behalf of customers. In the Netherlands, 75% of hearing aid costs are covered by basic health insurance for those with 35dB+ hearing loss, with additional coverage possible through supplemental insurance

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Schoonenberg is a Dutch hearing care specialist that sells hearing aids (primarily Phonak and its own AudioNova brand), custom earplugs, and hearing protection products through a network of 140+ retail stores across the Netherlands. The company provides free hearing tests, personalized hearing aid fitting, ongoing aftercare, and subscription-based service packages such as HoorZeker and Optimaal Horen Abonnement.

Product overview

Schoonenberg, part of Sonova Group, offers a comprehensive hearing care portfolio centered around Phonak hearing aids and custom ear solutions. The core product line includes the Phonak Infinio platform (featuring Audéo, Virto, and Sphere models) with AI-powered sound processing, complemented by AudioNova branded alternatives. Product form factors span behind-the-ear (BTE), receiver-in-the-ear (RITE/LIHO), in-the-ear (ITE/IHO), and invisible (Lyric) devices. Beyond hearing aids, Schoonenberg provides custom earplugs for music, motorcycling, construction, swimming, and sleep, along with service packages (HoorZeker Pakket insurance and Optimaal Horen subscription). The company operates 140+ retail stores across the Netherlands and offers an online hearing test.

Differentiator

Problem solved

Functional benefit

Brands

• AudioNova: Own brand of hearing aids sold at Schoonenberg
• HoorSupport
• HoorZeker
• Optimaal Horen

Products and services

• Phonak Audéo Sphere Infinio Ultra A rechargeable behind-the-ear AI-powered hearing aid using a dedicated DNN chip for clear speech in noisy environments, with universal Bluetooth connectivity.
• Phonak Audéo Infinio A receiver-in-canal Bluetooth hearing aid for mild-to-severe hearing loss, featuring AutoSense OS 7.0 for automatic environment adaptation.
• Phonak Virto Infinio A custom-molded in-the-ear hearing aid tailored to the wearer's ear anatomy for mild-to-severe hearing loss.
• Phonak Virto R Infinio A rechargeable custom in-the-ear hearing aid combining an in-ear fit with rechargeable battery convenience.
• Phonak CROS Infinio A Contralateral Routing of Signal device for people with single-sided deafness that wirelessly transmits sound from the unaidable ear to a hearing aid on the better ear.
• Phonak Lyric

Quantifiable outcome

• Up to 31 hours of battery life with Infinio hearing aids
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• Sonova AGcoreOEM/ Whitelabel/ Licensing PartnerSonova AG is the parent company of Schoonenberg and the manufacturer of Phonak hearing aids. Schoonenberg is part of the Sonova retail network, selling Phonak products along with AudioNova branded devices. Phonak is known for industry-leading hearing aid technology including AI-powered signal processing.
• Amsterdam UMCcoreStrategic or Co-development PartnerCollaboration with Amsterdam UMC for the HoorSupport program, a unique guidance program that helps customers get the most out of their new hearing aids. This partnership provides clinical credibility and ongoing support for hearing aid users.
• Nearly All Dutch Health InsurerscoreChannel Partner/ Reseller/ DistributorSchoonenberg has agreements with nearly all Dutch health insurance providers, enabling smooth and fast claim processing for customers seeking hearing aid reimbursement through basic and supplemental insurance coverage.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Amplifon: Amplifon is the global leader in hearing care retail with thousands of stores across Europe. It is a broad incumbent offering the same product category (hearing aids, audiology services) at a much larger scale and serves the Dutch market.
• Audika (Demant): Audika is the retail arm of Demant, a major global hearing aid manufacturer and retailer. It operates hearing care centers across Europe including the Netherlands, competing directly with Schoonenberg in audiology services and device sales.

Emerging players

• Hans Anders: Hans Anders is a Dutch optical retailer that has expanded into hearing care services. While primarily focused on eyewear, its growing hearing care offering competes for the same convenience-oriented, value-conscious customer segment.
• Earworks: Earworks is a Dutch online hearing aid retailer offering direct-to-consumer hearing aids and accessories. Comparable as a hearing aid seller in the Dutch market, though operating with a different (online) channel mix.

Direct peers

• Van Boxtel hoorwinkels: Van Boxtel is a large Dutch hearing care retail chain offering hearing tests, hearing aids, and related services. Directly comparable to Schoonenberg as a multi-store audiology retailer in the same geography.
• Beter Horen: Beter Horen is a Dutch hearing care chain also part of the Sonova retail network, selling Phonak and other Sonova brands. It is a direct peer in product portfolio, customer segment, and distribution model.
• Specsavers Hearcare: Specsavers operates optical and hearing care retail in the Netherlands through 200+ stores. It is a direct competitor to Schoonenberg, offering hearing tests, hearing aids, and ear protection with a similar sales-led, in-store model.

Regional players

• Hidden Hearing: Hidden Hearing operates hearing care clinics in the Netherlands and other European countries, offering hearing assessments and hearing aid fittings. Comparable in business model and target customer to Schoonenberg.
• Boots Hearingcare: Boots Hearingcare is a major UK-based hearing care retailer with a similar in-store, free-hearing-test, and device-fitting model. Comparable in business model and target demographic, though focused on the UK market.

Others

• Sonova AG: Sonova is the parent company of Schoonenberg and a global hearing aid manufacturer (Phonak, Unitron). It is the upstream supplier of the core products Schoonenberg sells and the corporate parent that defines the technology roadmap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/schoonenbergnl
• Facebookfacebook.com/schoonenberg
• LinkedInlinkedin.com/company/sonova-audiological-care-nederland

Revenue estimate

Valuation estimate

Number of profiles

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 Schoonenberg