What SB Supply does

SB Supply Europe B.V. is a Dutch private e-commerce retailer founded in 2014 and headquartered in Groenlo, the Netherlands, operating multi-country localized storefronts across the Netherlands, Belgium, Germany, France, Austria, Italy, and Spain along with a pan-European hub. The company sells lifestyle accessories and smart solutions organized into distinct product lines: Apple device accessories (iPad, iPhone, Apple Watch, Mac), Samsung Galaxy accessories, gaming peripherals and chairs (including the proprietary Ranqer line), sports and health products (Airofit, WaterH, Lumi), smart home devices (Bold locks, Google Home, Wacaco, Birdfy/Bird Buddy smart bird feeders), audio products (including Beats), and PetTech solutions such as CATLINK automatic litter boxes, Petcube cameras, and Neakasa grooming tools. The proprietary Lifemate Life Tag item tracker line is sold under its own brand alongside CATLINK-distributed SKUs.

The underlying technology stack is a standard Magento-based e-commerce platform integrated with payment processing (iDEAL, PayPal, Apple Pay, Klarna, Mastercard), localized logistics and customer service systems, with SEO-optimized content marketing (buying guides, compatibility content) and email/paid social as the primary marketing channels. Acquisition is primarily organic/SEO, supplemented by a content-rich blog and presence on Instagram, Facebook, YouTube, and X.

SB Supply generates revenue through one-time product sales across multiple price points from roughly €13.99 (Lifemate Life Tag) to €549.99 (CATLINK Scooper Pro X Ultra), with a pay-as-you-go pricing model, free shipping over €49 in the Netherlands, a 14-day money-back guarantee, and frequent promotional discounts of up to 70%. The primary customer segment is long-tail B2C consumers (claiming 400,000+ customers served cumulatively), with a smaller B2B/ distribution channel serving business and reseller orders through dedicated commercial accounts. The company holds Thuiswinkel Waarborg and Trusted Shops certifications as consumer trust signals in the Dutch and broader European e-commerce markets.

Name

SB Supply

Legal name

SB Supply Europe B.V.

Website

https://sbsupply.nl

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

SB Supply Europe B.V. is a Dutch e-commerce retailer that sells lifestyle accessories, smart home, gaming, and pet tech products across seven localized European storefronts, serving long-tail B2C consumers and a smaller B2B channel.

Ownership category

akta.pro rank

Product category

Consumer Electronics Accessories E-commerce

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Wholesale-Computers & Peripheral Equipment & Software (5045)

akta.pro primary industry

Business Technology & Electronics Wholesale Clubs (B2B) (CRAEAEAF)

Keywords

• Consumer electronics accessories
• Lifestyle smart products
• Apple device accessories
• Gaming peripherals retail
• Smart home PetTech

Headquarters

HQ city

Tilburg

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct e-commerce retail of lifestyle accessories and smart solutions. Revenue generated through one-time product sales across multiple categories including Apple accessories, Samsung Galaxy accessories, gaming peripherals, pet tech, smart home devices, audio equipment, and sports/health products. No subscription or recurring revenue model observed.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

SB Supply is a Dutch e-commerce retailer selling lifestyle accessories and smart solutions for consumer electronics through localized online storefronts. Its assortment spans Apple and Samsung device accessories (cases, chargers, cables, screen protectors), gaming peripherals (chairs, desks, controllers), smart home devices, audio products, sports/health gadgets, and PetTech (automatic litter boxes, smart feeders, AI-powered bird feeders). The company also serves business buyers via a dedicated B2B ordering channel.

Product overview

SB Supply is an e-commerce retailer specializing in lifestyle accessories and smart technology solutions across multiple categories. The product portfolio is organized into distinct product lines: Apple device accessories (iPad, iPhone, Apple Watch, Mac) covering cases, chargers, cables, and protective gear; gaming equipment including Ranqer-branded gaming chairs, desks, and peripherals along with Razer products; sports and health products featuring Airofit breathing trainers, WaterH smart bottles, and fitness/pilates equipment from Bala; smart home devices including Bold smart locks, Google Home speakers, and Wacaco portable espresso machines; audio products with Beats headphones; and PetTech solutions such as CATLINK automatic litter boxes, smart bird feeders (Birdfy, Bird Buddy) with AI capabilities, and Petcube pet cameras. The company positions itself as a specialist retailer with a curated selection across these lifestyle and smart technology categories, operating across multiple European markets.

Differentiator

Problem solved

Functional benefit

Products and services

• iPad Accessories Comprehensive range of accessories for all iPad models including cases, screen protectors, chargers, docks, cables, and keyboard cases from brands like Casecentive, Griffin, ZAGG, and Kensington. Sold to consumers and businesses via the SB Supply storefronts.
• iPhone Accessories Wide selection of iPhone accessories covering models from iPhone 4 to iPhone 17, including cases, screen protectors, chargers, cables, powerbanks, and health gadgets, plus AirTag and AirPods accessories.
• Apple Watch Accessories Apple Watch bands, straps, chargers, screen protectors, docks, stands, and cases including Apple Milanese Loop, Leather Link, Classic Buckle, Nike Sport Band, Nike Sport Loop, and Sport Band options.
• Mac Accessories Adapters, cables, security locks, mice, MacBook sleeves and cases, stands, keyboards, and Mac Mini stands and docking stations for all MacBook and iMac models.
• Samsung Galaxy Accessories Accessories for Samsung Galaxy smartphones (S3 through S21 series) and Galaxy Tab tablets, including cases, powerbanks, cables, and display protectors.
• Gaming Products Gaming chairs, gaming desks, monitor arms, racing wheel stands, headsets, controllers, gaming mice, keyboards, PC cleaning products (Whoosh), PC cases, webcams, streaming kits, and cable management solutions.
• Sports & Health Products Health monitoring devices (Airofit breathing trainer, iHealth, Withings), cycling accessories (Wahoo, 4iiii), fitness equipment, pilates gear (Bala), recovery products (Lumi ice baths), and smart water bottles (WaterH, Ringo).
• Smart Home & Living Products Smart home devices including Bold smart locks, Google Home speakers, smart kitchen appliances (HERQS BBQ, Blendjet, Lomi food recycler), Wacaco portable espresso machines, Prêt à Pousse smart plant pots, and The Windmill cast iron cookware.
• Audio Products Speakers, headphones and earbuds (including Beats), and headphone protection and holders.
• PetTech Products

Segments2 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

AI capability4 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Belsimpel.nl: Dutch online mobile phone and accessory specialist, similar to SB Supply's deep catalog of phone cases, screen protectors, cables, and Apple/Samsung accessories. Comparable customer base of European consumers seeking device add-ons.
• Coolblue: Largest Dutch multi-category consumer electronics e-tailer with a broad accessory assortment, multi-country operations (NL, BE, DE), and similar B2C + B2B mix. Directly comparable in product categories, customer base, and pan-Benelux distribution model.
• Alternate.nl: Dutch online retailer of hardware, peripherals, gaming, and consumer electronics, serving both consumers and B2B accounts. Comparable assortment depth in computer peripherals, gaming gear, and lifestyle electronics.

Regional players

• ManoMano: European online marketplace for home, DIY, and smart-home products. Comparable in smart-home and lifestyle category overlap (Bold smart locks, Google Home, smart kitchen appliances) and in pan-European marketplace reach.
• Notebooksbilliger.de: German online electronics and accessories retailer with strong assortment in gaming chairs, peripherals, and mobile accessories. Comparable in product mix and DACH-market positioning, though primarily a regional German player.

Broad incumbents

• Bol.com: Largest Dutch/Benelux marketplace selling a vast assortment of consumer electronics accessories, smart home, gaming, and lifestyle products. Overlaps in catalog breadth and customer demographic, but operates as a broad marketplace rather than a curated specialist.
• Amazon: Global e-commerce marketplace dominating cable, case, audio, and smart-home accessory categories in the Netherlands and across Europe. Competes with SB Supply on price, selection, and Prime delivery speed for the same B2C customer.
• Currys: UK-based consumer electronics retailer with significant accessories, audio, gaming, and smart-home categories. Comparable in merchandising model and customer base, and a useful cross-reference for European omnichannel electronics retail benchmarks.
• MediaMarkt: Pan-European consumer electronics retailer with a strong accessories, audio, gaming, and smart home assortment across both online and physical channels. Overlaps heavily in product categories but competes primarily as a big-box specialist.

Others

• Apple (Online Store): First-party manufacturer of the iPad, iPhone, Apple Watch, and Mac ecosystems for which SB Supply sells accessories. OEM disintermediation of third-party accessory retailers is a primary structural risk for SB Supply's largest category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/sbsupply
• YouTubeyoutube.com/sbsupply
• Facebookfacebook.com/sbsupply
• Instagraminstagram.com/sbsupply

Compliance2 records

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 SB Supply