What Fixami does

Fixami is a privately held Netherlands-based e-commerce company operating a multi-brand portfolio of online retail stores selling professional power tools, hand tools, accessories, and paint to trade professionals and DIY consumers across Western Europe. The company traces its origins to 2007 when its founders began selling (initially second-hand, then new) tools on the Dutch marketplace Marktplaats, formally launching the Gereedschapcentrum.nl webshop in 2009. The business expanded into Belgium in December 2016 with Fixami.be and into France in February 2017 with Fixami.fr, and added Verfwebwinkel.nl and Verfwebwinkel.be for paint and coatings. In 2020, Foreman Capital invested in the company to support a stated ambition of becoming 'online throughout Europe,' and in 2021 the parent entity HBL Online B.V. was renamed Fixami Nederland B.V. and relocated to a new headquarters at Zevenheuvelenweg 25 in Tilburg.

The technology platform is built on Shopware 6 with a headless frontend architecture: a Next.js and React (TypeScript) frontend consuming Symfony 8 / PHP backend services backed by MySQL, Elasticsearch (search), RabbitMQ (messaging), and Redis (caching), containerized with Docker and orchestrated via Kubernetes (Helm) on Google Cloud (GKE). This stack supports 40,000 SKUs and over one million monthly website visitors across the owned storefronts. Distribution is hybrid: five owned webshops (Gereedschapcentrum.nl, Fixami.be, Fixami.fr, Verfwebwinkel.nl, Verfwebwinkel.be), third-party marketplace presence on ManoMano in France and Spain, direct shipping to Italy, and a physical showroom at the Tilburg HQ for pickup, advice, and walk-in sales.

Fixami operates as a direct-to-consumer retailer with a transaction-based revenue model (one-time product sales with no subscription component), supplemented by B2B/enterprise sales through dedicated account managers serving large 'zakelijke' clients, and by marketplace sales on ManoMano. The company employs nearly 300 colleagues across warehousing and showroom operations, customer support, development and finance, marketing and e-commerce, and category management, procurement, and content. The company has won multiple FD Gazelle awards (2016, 2017, 2019, 2022) and a Twinkle Top100 ranking (#75 in 2019), and identifies itself as a driver of the 'bricks to clicks' transition in the European tool market.

Name

Fixami

Legal name

Fixami Nederland B.V.

Website

https://fixami.com

Company type

Private

Founded year

2007

Operating status

Operating

Short description

Fixami is a Netherlands-based multi-brand e-commerce retailer selling professional tools, power tools, and paint through five owned webshops and third-party marketplaces, serving trade professionals and DIY consumers across the Netherlands, Belgium, France, and additional European markets.

Ownership category

akta.pro rank

Product category

Online Tools and Paint Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Catalog & Mail-Order Houses (5961), Misc Industrial & Commercial Machinery & Equipment (3590)

akta.pro primary industry

Soldering, Rework & Electronics Hand Tools Retail (CRACAKAG)

Keywords

• Professional power tools
• Online tools retail
• Paint e-commerce
• DIY home improvement
• Hand tools distribution

Headquarters

HQ city

Tilburg

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales (B2C): Direct retail revenue from selling professional tools, power tools, hand tools, accessories, and paint through owned e-commerce webshops to consumers (professionals and DIY enthusiasts) across Netherlands, Belgium, and France. Revenue is transaction-based with no subscription component. The company also sells via the physical showroom in Tilburg.
2. Marketplace Sales: Sales generated through third-party marketplaces including ManoMano in France and Spain, and direct shipping to Italy. Revenue comes from product sales fulfilled through these third-party channels.
3. B2B / Wholesale Accounts: Offline sales to business customers including account management for large zakelijke (enterprise) clients. The company employs account managers for new business development and relationship management with business customers purchasing tools and paint for commercial use.

Go-to-market motion1 record

Distribution channels7 records

Marketing channels6 records

Core offering

Fixami operates five owned e-commerce webshops (Gereedschapcentrum.nl, Fixami.be, Fixami.fr, Verfwebwinkel.nl, Verfwebwinkel.be) that retail professional power tools, hand tools, accessories, and paint and coatings to professionals and DIY consumers across the Netherlands, Belgium, and France. The company also distributes via third-party marketplaces such as ManoMano in France and Spain, ships directly to Italy, and operates a physical showroom in Tilburg for order pickup and advice. Sales are transaction-based, with no subscription component, complemented by an offline B2B account-managed channel for large business customers.

Product overview

Fixami operates a multi-brand e-commerce platform consisting of five webshops targeting professionals and DIY enthusiasts across the Netherlands, Belgium, and France. The portfolio includes Gereedschapcentrum.nl (the Dutch market leader for professional power tools), Fixami.be and Fixami.fr (Belgian and French operations respectively), and Verfwebwinkel.nl and Verfwebwinkel.be (specializing in paint and coatings). The company also sells through third-party marketplaces including ManoMano in France and Spain, and ships to Italy. Fixami manages its own fulfillment with a showroom at its Tilburg headquarters.

Differentiator

Problem solved

Functional benefit

Brands

• Fixami.be: Belgian webshop for professional tools, the company's first international webshop launched December 2016.
• Fixami.fr
• Verfwebwinkel.nl
• Verfwebwinkel.be
• Gereedschapcentrum.nl

Products and services

• Gereedschapcentrum.nl Dutch-language e-commerce webshop for professional power tools, hand tools, and accessories targeted at tradespeople and DIY enthusiasts in the Netherlands; the company's original and primary brand and Dutch market leader for professional tools.
• Fixami.be Belgian-language e-commerce webshop for professional power tools, hand tools, and accessories targeting Belgian professionals; the company's first international storefront.
• Fixami.fr French-language fully responsive e-commerce webshop for professional tools and accessories targeted at French professionals and DIY enthusiasts.
• Verfwebwinkel.nl Dutch-language e-commerce webshop specialized in paints and coatings for both professional painters and DIY consumers in the Netherlands.
• Verfwebwinkel.be

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Scale indicators6 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Gamma: Dutch DIY retail chain (part of Intergamma) selling tools, paint, and home improvement products; the most direct domestic competitor to Fixami in the Netherlands for both DIY enthusiasts and pros.
• Bauhaus: European DIY and tools chain with a large online presence across multiple countries; competes directly with Fixami in tool assortment, paint, and B2C delivery convenience.
• ManoMano: European online marketplace specializing in DIY, home improvement, and tools; Fixami is a third-party seller on ManoMano in France and Spain, making it both a channel partner and direct competitor for online tool sales across Europe.
• Karwei: Dutch home improvement and DIY chain (also under Intergamma alongside Gamma) selling tools, paint, and accessories; competes directly with Fixami and Gereedschapcentrum in the Netherlands for DIY and prosumer customers.
• Hornbach: Large European omnichannel DIY and tools retailer with both physical stores and a strong online offering; competes with Fixami for both DIY enthusiasts and professional tradespeople across Benelux and broader EU markets.

Broad incumbents

• Amazon (Tools & Home Improvement): Global e-commerce incumbent with extensive tools, paint, and home improvement assortment; competes with Fixami for online tool and paint purchases across the Netherlands, Belgium, France, Italy, and Spain.
• Toolstation: European trade-focused tools and accessories retailer (part of Travis Perkins) with both stores and online ordering; comparable in assortment depth and customer target to Fixami's professional trade segment.
• Zoro Tools: Large online distributor of industrial and professional tools, supplies, and maintenance products; comparable to Fixami in pure-play e-commerce model and broad SKU range across power and hand tools.
• Screwfix: UK-based omnichannel retailer focused on trade tools, accessories, and DIY supplies; serves the same professional and serious DIY customer base as Fixami with a similarly broad tool assortment and rapid delivery promise.

Regional players

• Brico: Belgian DIY and home improvement retailer with extensive store network and online offering; competes with Fixami.be in the Belgian market across tools, paint, and accessories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/fixami

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 Fixami