What HBM Machines does

HBM Machines B.V. is a privately held Dutch retailer and private-label brand owner of professional and hobbyist tools, machines, and workshop equipment, founded in 1972 by Herman Buitelaar in Gouda (originally "Herman Buitelaar Machinehandel"). The company sells more than 8,000 products across eight categories — power and hand tools, workshop equipment, automotive, woodworking, metalworking, garden/outdoor, and construction/safety — through a Dutch-language e-commerce webshop (hbm-machines.com), a 1,400 m² physical showroom in Moordrecht, and a recently opened 36,000 m² distribution center in Waddinxveen. Active across 7 European countries with a 41,000+ positively reviewed customer base (9/10 rating on Kiyoh across 42,100 reviews), HBM carries its own HBM private label (the majority of the assortment, developed through direct manufacturer partnerships to control quality and pricing) alongside third-party brands such as Makita, Proxxon, Beta, Euroboor, Fiac, and AutoSmart.

The company's core technology is product- and brand-led rather than software-led: HBM develops its own-brand tools via direct manufacturer partnerships (eliminating intermediaries for cost and quality control), and has built the HBM Power10 and Power20 proprietary cordless battery platforms that provide interoperability across its cordless tool range. Operational technology centers on a recently scaled 36,000 m² distribution center, a 1,400 m² showroom, and 2-year warranty coverage on HBM brand products. No AI/ML, API, SDK, or app capabilities are disclosed.

HBM's business model is primarily self-serve e-commerce (PLG-style direct-to-customer purchase) layered with community-led demand generation via YouTube specialist partnerships (Mastermilo, Harry the Ferryman with 55,000+ subscribers, AB Customs) and an annual ToolFest maker-community event. Revenue is generated through one-time unit sales across a broad price range (<€10 to >€2,199), with frequent promotional mechanics (ZOMER15 15% off, 20–25% category discounts, up to 70% off in the Outlet, weekly deals, digital gift cards) and 1–3 business day shipping. The customer mix spans professional tradespeople (primary), DIY hobbyists, and business customers procuring workshop outfitting — all served via the same webshop plus a dedicated physical retail store, with no subscription, tiered, or enterprise-contract pricing observed.

Name

HBM Machines

Legal name

HBM Machines B.V.

Website

https://hbm-machines.com

Company type

Private

Founded year

1972

Operating status

Operating

Short description

HBM Machines is a privately held Dutch retailer and private-label brand owner founded in 1972, selling 8,000+ tools, machines, and workshop equipment under its own HBM brand and third-party labels to professional tradespeople and DIY hobbyists across 7 European countries via e-commerce, a physical showroom, and community-led marketing.

Ownership category

akta.pro rank

Product category

Power Tools and Workshop Equipment

NAICS

Hardware Merchant Wholesalers (42371), Construction and Mining (except Oil Well) Machinery and Equipment Merchant Wholesalers (423810)

SIC

Cutlery, Handtools & General Hardware (3420), Special Industry Machinery (No Metalworking Machinery) (3550)

akta.pro primary industry

Tools & Tool Accessories Retail (Hand, Power, Pneumatic) (CRAIADAB)

Keywords

• Professional power tools
• Workshop equipment
• Cordless tools
• Automotive workshop tools
• Hand tools

Headquarters

HQ city

Moordrecht

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (B2C and B2B): Revenue generated through direct sales of tools, machines, and workshop equipment to both consumers (professional tradespeople and hobbyists) and business customers. Sales occur via e-commerce webshop and physical retail store. Mix of own HBM branded products and third-party branded tools.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

HBM Machines sells professional tools, machines, and workshop equipment through its own e-commerce webshop and physical retail store, offering its own HBM private-label brand products alongside third-party brands like Makita, Proxxon, and Beta. The 8,000+ product assortment spans power tools, hand tools, workshop systems, compressors, hoists, welding equipment, automotive tools, and construction equipment for professional tradespeople and DIY hobbyists across 7 European countries.

Product overview

HBM Machines operates as a multi-category professional tools and workshop equipment retailer offering its own HBM brand products alongside third-party tool brands. The product portfolio spans more than 8,000 items across 8 core categories: Gereedschap (Power Tools), Handgereedschap (Hand Tools), Werkplaatsinrichting (Workshop Equipment), Automotive, Houtbewerking (Woodworking), Metaalbewerking (Metalworking), Buiten en Tuin (Garden/Outdoor), and Bouw en Veiligheid (Construction/Safety). The HBM own brand includes workbenches (werkbanken), tool carts (gereedschapswagens), silent compressors (stille compressoren), electric hoists (elektrische takels), workshop presses (werkplaatspers), fluid pumps, clamps (klemmen), and workshop systems (werkplaatssystemen). Third-party brands carried include Makita, Proxxon, Beta, Euroboor, Fiac, and AutoSmart. The company also operates a physical retail store in Moordrecht and offers digital gift cards.

Differentiator

Problem solved

Functional benefit

Brands

• HBM: Company's own private-label brand covering tools, machines, and workshop equipment.

Products and services

• HBM Werkplaatssystemen (Workshop Systems) Workshop workbenches and storage systems including mobile tool carts, stationary benches, pegboard walls, and modular workshop organization solutions for professional and hobbyist workshops.
• HBM Stille Compressoren (Silent Compressors) Professional-grade air compressors including oil-free silent compressors ranging from 4L to 200L capacity, belt-driven compressors, and direct-drive models for workshop and industrial use.
• HBM Elektrische Takels (Electric Hoists) Electric and manual chain hoists and winches for lifting heavy loads in workshop and industrial environments.
• HBM Werkplaatspers (Workshop Presses) Professional hydraulic workshop presses ranging from 20-ton to 50-ton capacity for bending, pressing, and straightening operations.
• HBM Vloeistofpompen (Fluid Pumps) Professional pipe and fluid transfer pumps including electric, manual, and pneumatic models for oils, diesel, AdBlue, and water-based fluids.
• HBM Dieselpompen en Brandstoftanks (Diesel Pumps and Fuel Tanks) Mobile diesel fuel tanks and electric diesel transfer pumps in various capacities (100L to 400L) with 12V or 230V power options.
• HBM Hydraulische Krimptang (Hydraulic Crimping Tool) Professional hydraulic crimping tools for electrical cable termination from 16-300mm² capacity.
• HBM Autopoetsbrug / Bandenbrug (Car Wash Bridge / Tire Changer) 3-ton professional electric car wash bridges and tire changers for automotive service operations, 400V industrial grade.
• HBM Pneumatisch Gereedschap (Pneumatic Tools) Pneumatic body repair tools including dent pullers, ratchet wrenches, and sanders for automotive repair.
• HBM Metaaldraaibanken (Metal Lathes) Combination machines for metalworking including lathes, milling machines, and drill presses for professional and hobby use.
• HBM Klemmen (Clamps) Hand and power clamping solutions including quick-release clamps, parallel clamps, C-clamps, corner clamps, and woodworker's clamps.
• HBM Accugereedschap / Elektrisch Gereedschap (Cordless/Power Tools) Battery-powered and corded power tools including drill/drivers, circular saws, jigsaws, and angle grinders, compatible with HBM Power10 and HBM Power20 battery platforms.
• HBM Bouw en Constructie Gereedschap (Construction Equipment) Concrete mixers, vibratory plates, and road construction equipment for building and landscaping.
• HBM Tuinmachines (Garden Machines) Garden and outdoor power equipment including brush cutters, hedge trimmers, and chain saws.
• HBM Lasapparaten (Welding Equipment) Welding equipment including MIG/MAG welders and accessories for metal fabrication.
• HBM Ultrasoon Reinigers (Ultrasonic Cleaners) Industrial ultrasonic cleaning systems for precision parts cleaning.
• HBM Draagbaar Inductieapparaat (Portable Induction Heater) Portable induction heating tools for loosening rusted bolts and metal parts.
• HBM Diamantboren en Betonzagen (Diamond Drills and Concrete Saws) Diamond core drills and concrete cutting equipment for construction applications.
• HBM Winkel (Physical Retail Store) Physical retail store at Grote Esch 1010, 2841 MJ Moordrecht with 1,400 m² of display space. Open weekdays and Saturdays 09:00-17:00. Customers can experience products in person and receive personal advice from staff.
• HBM Cadeaukaart (Gift Cards) Digital gift cards available in variable amounts for purchase as gifts.
• Makita (Third-Party Brand Distribution) Distribution of Japanese professional power tools including cordless drills, saws, and outdoor power equipment from Makita.
• Proxxon (Third-Party Brand Distribution) Distribution of German precision power tools and hobby machines for fine craftsmanship work from Proxxon.
• Beta (Third-Party Brand Distribution) Distribution of Italian professional hand tools and wrenches for industrial and automotive applications from Beta.
• Euroboor (Third-Party Brand Distribution) Distribution of professional metalworking and lifting equipment including magnetic drilling machines from Euroboor.
• Fiac (Third-Party Brand Distribution) Distribution of Italian industrial air compressors for professional workshop use from Fiac.
• AutoSmart (Third-Party Brand Distribution) Distribution of automotive cleaning and polishing products including glass clear, finish, and rapid glaze compounds from AutoSmart.

Quantifiable outcome

• 41,000+ satisfied customers with positive reviews
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Mastermilo (YouTube Specialist)coreGTM or Marketing PartnerLong-standing specialist partner who creates unique projects using HBM tools. Features on HBM's website and YouTube channel. Represents one of HBM's primary specialist content creators.
• Harry the Ferryman (YouTube Specialist)coreGTM or Marketing PartnerYouTube content creator with 55,000+ subscribers who tests and reviews tools honestly. Started as a hobby but channel has grown to professional platform. Maintains interactive engagement with subscribers for technical questions.
• AB Customs (YouTube Specialist)minorGTM or Marketing PartnerYouTube channel creator Arjan who regularly makes interesting product videos of HBM products. Content featured on HBM's YouTube channel.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Toolstation: UK-based trade and DIY tools retailer operating an e-commerce plus physical-branch model across multiple countries. Highly comparable to HBM in serving both professional tradespeople and hobbyists with a wide multi-category tool assortment.
• Ferm Power Tools: Netherlands-based power tool brand selling into the European DIY and prosumer market. Comparable to HBM's own-brand strategy: a Dutch-rooted private-label power tool range competing on price-quality balance.
• Holzmann Maschinen: Austrian own-brand machinery and tools supplier serving European tradespeople with metalworking, woodworking, and workshop equipment. Highly comparable to HBM's assortment breadth and own-brand positioning across machine categories.
• Screwfix: UK trade-focused tools, hardware, and workshop equipment retailer with click-and-collect and delivery. Closely comparable to HBM in targeting professional tradespeople with rapid fulfillment and a multi-category catalog.

Broad incumbents

• Hornbach: Large European DIY and home improvement retailer with a substantial tools and machinery category. Overlaps with HBM in workshop equipment, power tools, and DIY customer base, but operates at much larger scale across more categories.
• Würth: Global leader in trade tools, fasteners, and workshop supplies, primarily B2B. Comparable to HBM in serving professional tradespeople with multi-category product offerings, but with a vastly larger international footprint and broader industrial focus.
• Makita: Global premium power tools manufacturer sold through HBM's own webshop. Comparable as a power tools brand targeting professional tradespeople — represents both a strategic partner and a direct competitive threat to HBM's own-brand offerings.
• Bosch Power Tools (DIY): Global power tools brand with strong DIY and professional ranges. Comparable to HBM in cordless platform ecosystems (e.g., 18V batteries) and as a premium anchor brand carried alongside HBM's own-brand products.

Regional players

• Gamma: Dutch DIY and home improvement retailer serving the same Netherlands consumer and SMB tradesperson base as HBM. Overlaps in tools and workshop equipment, but with a broader DIY/home-improvement focus and a primarily Dutch footprint.
• Karwei: Dutch DIY chain serving hobbyists and homeowners with a substantial tools category. Comparable to HBM on the Dutch DIY hobbyist segment, though with less focus on professional tradespeople and no own-brand tool platform of comparable depth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Werkplaatsvlog
• Facebookfacebook.com/hbmmachines
• LinkedInlinkedin.com/company/hbm-machines

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 HBM Machines