Broekhuis
Broekhuis is a Dutch family-owned multi-brand mobility platform founded in 1932, operating 90+ locations nationwide with 2,000+ employees. It retails and services cars, commercial vehicles, campers, and bicycles across 60+ brand partnerships, and bundles sales with leasing, insurance, rental, and repair for both consumers and business fleets.
- Company typePrivate
- Founded1932
- HeadquartersHarderwijk, Netherlands
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
What Broekhuis does
Broekhuis is a Dutch family-owned mobility platform founded in 1932 and headquartered in Putten, Netherlands, operating more than 90 locations with over 2,000 employees across the country. The company functions as a multi-brand dealer and integrated service provider across four product categories: passenger cars (22 brand partnerships), commercial vehicles (6 brand partnerships), campers (HYMER, Bürstner, Carado, and the owned Leaf Campervans brand), and bicycles (34 brand partnerships retailed through 9 dedicated Broekhuis Fietsen stores and a webshop). Beyond new and used vehicle retail, the portfolio extends into private and business leasing, fleet management, scheduled maintenance and repairs (including certified Shimano Service Centers and BOVAG-guaranteed workshops), collision and damage repair via Schadex Maarssen, commercial vehicle outfitting using Sortimo materials, short-term car and camper rental, and insurance brokerage through a co-branded Kingpolis product line, supported by specialized service offerings such as Bikefit fitting (€99 Short fit, €249 Complete fit with 3D measurement).
The business model blends one-time transaction revenue (vehicle and bicycle sales), recurring subscription revenue (private lease, business lease, insurance, extended warranty), usage-based revenue (short-term rental), and professional services revenue (workshop labor, repair, fleet advisory). Distribution is omnichannel: 90+ physical showrooms and workshops provide national coverage combined with local entrepreneurship, complemented by an online webshop for bicycles and accessories, online workshop appointment scheduling, WhatsApp and phone customer service, and outbound telesales for insurance cross-sell. Customer segments split horizontally between individual consumers (private car, bike, camper, and lease buyers) and business clients (SMB and corporate fleet operators across industries such as construction and energy, including named accounts such as Vattenfall, Feenstra, and MAC Constructie). Brand identity emphasizes long-standing family-business heritage, four codified customer promises (help, honesty, getting-you-home, proximity), and a 9.1 / 4.5-star reported customer rating.
Broekhuis firmographics
Firmographics- Name
- Broekhuis
- Legal name
- Broekhuis Holding BV
- Website
- https://broekhuis.nl
- Company type
- Private
- Founded year
- 1932
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Broekhuis is a Dutch family-owned multi-brand mobility platform founded in 1932, operating 90+ locations nationwide with 2,000+ employees. It retails and services cars, commercial vehicles, campers, and bicycles across 60+ brand partnerships, and bundles sales with leasing, insurance, rental, and repair for both consumers and business fleets.
- Ownership category
- akta.pro rank
Broekhuis industry classification
Industry- Product category
- Automotive Dealership Services
- NAICS
- Passenger Car Rental (532111), Recreational Vehicle Dealers (44121)
- SIC
- Services-Auto Rental & Leasing (No Drivers) (7510)
- akta.pro primary industry
- Cargo & Utility Bike Retail (CRAMAHAF)
- akta.pro secondary industry
- Cargo Bikes & E-Cargo Bikes Rental/Leasing (TLABAGAB)
Keywords
Where Broekhuis is headquartered
LocationHeadquarters
- HQ city
- Harderwijk
- HQ country
- Netherlands
- HQ region
- Europe
Offices10 records
Markets served
Broekhuis business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Infrastructure, Operations, Supply Chain, Marketing or Sales, Technology or R&D
Revenue model
- Voertuigverkoop: Verkoop van nieuwe en gebruikte auto's, bedrijfswagens, fietsen en campers via 90+ vestigingen. Broekhuis is dealer van 22 automerken en 6 bedrijfswagenmerken.
- Onderhoud en Reparatie: Werkplaatsdiensten voor alle voertuigtypen inclusief APK, periodiek onderhoud, schadeherstel en reparaties.
- Private en Zakelijke Lease: Leaseoplossingen voor particulieren (private lease) en zakelijke klanten inclusief wagenparkbeheer.
- Autoverhuur: Verhuur van auto's en campers voor tijdelijke mobiliteitsbehoeften.
- Verzekeringen: Auto-, fiets- en reisverzekeringen via eigen kanalen en partners.
- Bedrijfswageninrichting: Op maat gemaakte bedrijfswageninrichtingen met Sortimo-materialen voor zakelijke klanten.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | E-bike Casco Compleet verzekering met vast tarief voor Nederland (Regio 2) |
| Unit Pricing | Pay-as-you-go | Bikefit Short fit service |
| Unit Pricing | Pay-as-you-go | Bikefit Complete fit service |
| Freemium | Pay-as-you-go | Gratis Shoe fit bij schoenenaankoop of Bikefit |
| Transaction based/ take rate | Pay-as-you-go | Fietsretour kosten |
| Other | Multi-year contract | Garantietermijnen |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Broekhuis product offering
Product offeringCore offering
Broekhuis is a Dutch multi-brand mobility dealer selling new and used passenger cars (22 brands), commercial vehicles (6 brands), bicycles (34 brands across 9 stores), and campers (HYMER, Bürstner, Carado, Leaf). Beyond sales, the company delivers private and business leasing, scheduled maintenance and MOT inspections, collision repair, insurance brokering, commercial vehicle upfitting with Sortimo materials, and short-term car and camper rental, all through more than 90 locations across the Netherlands.
Product overview
Broekhuis is a Dutch mobility company operating as a multi-brand dealership and service provider for cars (22 brands), commercial vehicles (6 brands), campers (HYMER, Bürstner, Carado, Leaf), and bicycles (34 brands). Its portfolio spans vehicle sales, private and business leasing, maintenance and repair, damage restoration, insurance broking, and short-term rental. For bicycles specifically, Broekhuis operates 9 branded retail stores and an online shop, offering accessories, clothing, Shimano-certified workshop services, and bike fitting. The company positions itself as a full-lifecycle mobility partner serving private individuals and businesses across more than 90 Dutch locations.
Differentiator
Problem solved
Functional benefit
Brands
- Broekhuis Fietsen: Bicycle retail division operating 9 bicycle shops across the Netherlands selling bikes, accessories, clothing and providing maintenance services
- Broekhuis Autoschade
- Broekhuis Lease
- Broekhuis Jaarverslag & MVO
Products and services
- Auto's (Passenger Cars) New and used passenger cars spanning 22 branded dealership partnerships (sedans, hatchbacks, SUVs, EVs), with full sales, financing, and maintenance services for private and business customers.
- Bedrijfswagens (Commercial Vehicles) Commercial vehicles and light trucks across 6 branded partnerships, with fleet management, custom upfitting (Sortimo), business leasing, and maintenance services for business customers.
- Campers Recreational vehicles including motorhomes and campervans from brands such as HYMER, Bürstner, Carado, and Leaf, sold, serviced, and rented from the Barneveld location.
- Fietsen (Bicycles) Bicycles spanning e-bikes, speed pedelecs, racing bikes, mountain bikes, gravel bikes, city bikes, cargo bikes, and children's bikes across 34 branded partners, sold through 9 physical stores and a webshop with accessories, clothing, and parts.
- Lease (Private and Business Leasing) Vehicle leasing solutions including private lease, business lease, fleet management, and electrification advisory for corporate fleets.
- Onderhoud & Service (Maintenance & Repair) Scheduled maintenance, MOT (APK) inspections, repairs, and parts replacement across all vehicle categories, delivered at Broekhuis workshops by certified technicians.
- Schadeherstel (Damage Repair) Collision and damage repair services for vehicles, restoring them to pre-accident condition, operated under the Broekhuis Autoschade division.
- Verzekeringen (Vehicle Insurance) Vehicle insurance products arranged for both private and business customers through insurance partners.
- Autoverhuur & Camperverhuur (Vehicle Rental) Short-term and flexible rental of cars and campers for customers needing temporary mobility solutions.
- Fietsverzekering (Bicycle Insurance) Bicycle insurance policies underwritten through Kingpolis, offering Casco, Casco Compleet, and extended warranty options tailored for e-bikes, racing bikes, mountain bikes, and standard bicycles.
- Shimano Service Center Certified Shimano workshop within each Broekhuis bicycle store, providing professional maintenance and repair with continuously trained technicians and genuine Shimano replacement parts.
- Bikefit Professional bicycle fitting service with Short Fit (€99) and Complete Fit (€249) tiers, including 3D measurement, shoe fitting, and posture analysis to optimize comfort and performance.
- Bedrijfswageninrichting (Commercial Vehicle Upfitting) Custom commercial vehicle outfitting using Sortimo materials, providing tailored in-vehicle storage and workspace configurations for business customers.
Quantifiable outcome
- Gemiddelde klantwaardering 9.1 en 4.5 sterren
- +1 more outcomes
Companies that use Broekhuis
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
Broekhuis technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Broekhuis partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- HyundaicoreBroekhuis is vanaf 2022 officieel dealer van Hyundai in de regio's Almere, Harderwijk en Zwolle. Hyundai sluit goed aan bij de portefeuille en visie van Broekhuis.
- BEAT Cycling ClubminorBroekhuis x BEAT: een unieke match in topsport, community en de ideale Fiets van de Zaak. Samenwerking op het gebied van wielersport en community building.
- AuticonminorSocial return certificaat. Samenwerking met Auticon biedt kansen voor talent en versterkt het team bij Broekhuis.
- SortimocoreOndernemers kunnen bij Broekhuis terecht voor bedrijfswageninrichting op maat met hoogwaardige materialen van Sortimo.
- Kingpoliscore'Kingpolis voor Broekhuis' fietsverzekering met gunstige voorwaarden speciaal ontwikkeld voor klanten van Broekhuis. Diverse verzekeringsopties van Casco tot Casco Compleet.
- KNWUminorVerzekering voor sportfietsen (racefietsen, mountainbikes, gravelbikes) via KNWU met mogelijkheid tot lidmaatschap.
- ShimanocoreElke Broekhuis fietsenwinkel beschikt over een gecertificeerd Shimano Service Center. Monteurs worden continu bijgeschoold door Shimano voor onderhoud en reparatie.
Scale indicators15 records
Recent moves7 records
Expansion highlights6 records
Broekhuis competitors and assessment
Company assessmentDirect peers
- Van Mossel Automotive Group: Largest Dutch multi-brand automotive dealer group operating 400+ locations across the Netherlands and Belgium. Direct peer to Broekhuis with overlapping activities in passenger cars, commercial vehicles, leasing, and damage repair.
- Louwman Group: Long-standing Dutch family-owned automotive group with dealerships, importerships, leasing, and dealer services. Highly comparable to Broekhuis in business model, heritage, and multi-brand strategy.
- Stern Groep: Dutch publicly listed automotive dealer group with passenger car dealerships, dealer services, and rental activities. Direct competitor to Broekhuis in multi-brand car retail and aftersales in the Netherlands.
- Hedin Mobility Group: Large European multi-brand automotive dealer group with extensive Dutch operations following acquisitions. Comparable to Broekhuis in pan-Dutch multi-brand dealership footprint and fleet/leasing services.
Broad incumbents
- Pon Holdings: Dutch family-owned conglomerate active in automotive, bikes (Santa Cruz, Focus, Gazelle), and mobility services. Comparable to Broekhuis in multi-category mobility scope but at much greater scale and including manufacturing.
- Inchcape plc: London-listed global automotive distributor and retailer with multi-brand representation. Broader incumbent in automotive distribution; relevant as a benchmark for global dealer economics and EV transition strategies.
- Halfords Group: UK-listed retailer of motoring and cycling products with national store network, fitting services, and aftersales. Comparable to Broekhuis's combined car-and-bike retail and service model, though in the UK market.
- Decathlon: Global sporting goods retailer with significant bicycle assortment and private-label bike brands, including stores in the Netherlands. Adjacent peer to Broekhuis's bike division in product range and price competition.
Emerging players
- Swapfiets: Dutch subscription-based bike service with strong Dutch urban presence and growing European footprint. Comparable to Broekhuis's bike business model but with a pure subscription/D2C approach rather than retail.
Others
- ANWB: Large Dutch mobility organization providing roadside assistance, insurance, and travel services. Comparable to Broekhuis on the insurance and services side, and represents the broader Dutch mobility ecosystem.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Broekhuis social profiles
Digital presenceBroekhuis compliance and trust
Trust signalCompliance2 records
Broekhuis financial estimates
Financial estimateRevenue estimate
Valuation estimate
Broekhuis leadership team
Management profileNumber of profiles
Profiles3 records
Broekhuis subsidiaries and ownership
Company hierarchySubsidiaries9 records
Broekhuis funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Broekhuis M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Broekhuis
What does Broekhuis do?
Broekhuis is a Dutch multi-brand mobility dealer selling new and used passenger cars (22 brands), commercial vehicles (6 brands), bicycles (34 brands across 9 stores), and campers (HYMER, Bürstner, Carado, Leaf). Beyond sales, the company delivers private and business leasing, scheduled maintenance and MOT inspections, collision repair, insurance brokering, commercial vehicle upfitting with Sortimo materials, and short-term car and camper rental, all through more than 90 locations across the Netherlands.
Is Broekhuis a public or private company?
Broekhuis is a private company. It is classified as family owned and is currently operating.
When was Broekhuis founded?
Broekhuis was founded in 1932. It employs 1,001 to 5,000 people.
Where is Broekhuis based?
Broekhuis is headquartered in Harderwijk, Netherlands, in the Europe region.
How does Broekhuis make money?
Six revenue lines are on record. Voertuigverkoop is the primary driver. The others are onderhoud en Reparatie, private en Zakelijke Lease, autoverhuur, verzekeringen and bedrijfswageninrichting.
Who are Broekhuis's main competitors?
Direct peers on record are Van Mossel Automotive Group, Louwman Group, Stern Groep and Hedin Mobility Group. Broad incumbents are Pon Holdings, Inchcape plc, Halfords Group and Decathlon. Swapfiets is listed as an emerging player. ANWB is listed as an others.
Does Broekhuis have an API?
No public API is recorded for Broekhuis.
What industry is Broekhuis in?
Broekhuis's product category is Automotive Dealership Services. Its primary akta.pro industry code is CRAMAHAF, Cargo & Utility Bike Retail, with a secondary code of TLABAGAB, Cargo Bikes & E-Cargo Bikes Rental/Leasing. Its NAICS code is 532111 and its SIC code is 7510.