What Visser Assen does

Visser Assen, legally A.I.C. Visser Groep B.V. and operating under the trade name AIC Visser, is a Netherlands-based distributor and importer of professional construction, infrastructure, and precision measurement equipment headquartered in Assen. Founded in 1974 and formed from the merger of AIC Harderwijk and Visser Assen, the company operates three showroom locations (Assen, Harderwijk, and Veghel) supported by a full e-commerce webshop and direct sales team. Its product portfolio spans the full construction site stack: site fencing and scaffolding, power distribution and lighting, site accommodation units, compaction and paving machinery (Wacker Neuson), professional power tools (Festool, STIHL), safety equipment, masonry profiles, road markings and traffic signs (including in-house production), and precision measurement instruments. The firm is the exclusive Benelux importer of Spectra Precision Laser (a Trimble-owned US brand) and distributes Trimble robotic total stations and Land2Map ruggedized tablets for layout and land surveying, an installed base exceeding 50,000 Spectra lasers sold regionally. Revenue is generated through one-time product sales (wholesale and retail) and a dedicated rental line (BPI & Verhuur) offering flexible buy, rent, buy-back, and hybrid arrangements to construction contractors, ground/road/water (GWW) infrastructure professionals, and masons across the Benelux. Go-to-market combines sales-led direct account management with content marketing, SEO-driven webshop discovery, email/newsletter, trade fair participation, and motorsport sponsorship, while internally the firm maintains its own production department for custom signage and offers maintenance, repair, and calibration services for measurement instruments.

Name

Visser Assen

Legal name

A.I.C. Visser Groep B.V.

Website

https://visser-assen.nl

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

101–250 employees

Short description

AIC Visser (A.I.C. Visser Groep B.V.) is a Netherlands-based distributor and importer, founded in 1974, supplying construction, infrastructure, and precision measurement equipment through three showrooms and an e-commerce webshop to contractors, GWW professionals, and masons across the Benelux.

Ownership category

akta.pro rank

Headquarters

HQ city

Assen

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (Wholesale/Retail): One-time sale of professional construction, infra, and measurement equipment to contractors, street makers, and builders through webshop and showrooms.
2. Equipment Rental (BPI & Verhuur): Rental of construction site equipment including site fencing, scaffolding, lighting, energy supply, and complete site accommodation units. Flexible rental, buy-back, or hybrid arrangements offered.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Visser Assen (operating as AIC Visser / AIC Visser Groep) supplies infrastructure materials, construction site equipment, road markings, and precision measurement instruments to construction professionals across the Benelux. The company functions as a one-stop-shop retailer and exclusive Benelux importer of Spectra Precision Laser, distributing brands such as Wacker Neuson, STIHL, Festool, DeWit, and Land2Map through an e-commerce webshop and three showroom locations in Assen, Harderwijk, and Veghel. It also rents construction site equipment (site fencing, scaffolding, lighting, energy supply, and site accommodation) and offers maintenance, repair, calibration, and custom signage production services.

Differentiator

Problem solved

Functional benefit

Products and services

• Construction Site Equipment (Bouwplaatsmaterieel) Comprehensive range of physical site equipment for construction sites including construction fencing (bouwhekken), site power distribution (bouwstroom), site accommodation units (schaftwagens/schaftketen), kruiwagens, water tanks, and building dryers. Sourced through the webshop and showroom locations for professional construction contractors and builders.
• Infrastructure Equipment (Inframaterieel) Heavy machinery and infra-specific equipment including Wacker Neuson compaction plates (trilplaten), trench rammers (trilstampers), tire saws (bandenzagen), lifting and transport equipment, mini-excavators, and submersible pumps. Targeted at infrastructure professionals, road workers, and ground/road/water construction contractors.
• Layout & Measuring Instruments Precision measurement and layout technology including Spectra Precision construction lasers (exclusive Benelux importership with over 50,000 units sold), Trimble robotic total stations for one-person layout operations, GNSS systems, Land2Map ruggedized tablets with measurement software, and 3D laser scanning solutions. For construction layout, land surveying, and precision alignment professionals.
• BPI & Equipment Rental (Verhuur) Rental service for construction site equipment including site fencing, scaffolding, lighting, energy supply, and complete site accommodation units. Offers flexible commercial arrangements including buy, rent, buy-back, or hybrid models tailored to project duration and customer needs.
• Working at Height Safety Equipment Personal protective equipment and height safety products for construction workers, including harnesses, scaffolding solutions, knee protection (Fento, Nierhaus), safety clothing, and accessories. Targeted at construction professionals working at elevation.
• Road Marking & Signing (Wegbakening) Road barriers, traffic signs, warning lights (including R65 battery-powered rotating beacons), road marking equipment, and signage solutions for traffic management and roadwork safety. Distributed to road construction and infrastructure professionals in the Benelux.
• Print & Sign Custom Production Custom signage production through an in-house production department, including KOMO-certified wooden masonry profiles and bespoke traffic/construction signs. Combines manufacturing capability with retail distribution to construction and masonry professionals.
• Maintenance, Repair & Calibration Services After-sales services including maintenance and repair of construction equipment, plus calibration of measurement instruments. Provides professional advice, customer service via phone and email, and in-person showroom consultations for equipment selection.

Quantifiable outcome

• Over 50,000 Spectra construction lasers sold in the Benelux

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

Seven partnerships are on record, tiered core and minor.

• Spectra Precision / TrimblecoreTechnology or IntegrationAIC Visser is the exclusive importer of Spectra Precision Laser products for the entire Benelux, having held this position since shortly after the invention of the construction laser. Spectra is a US brand owned by Trimble. The company also distributes Trimble layout equipment including robotic total stations.
• Wacker NeusoncoreChannel Partner/ Reseller/ DistributorAIC Visser is a dealer of Wacker Neuson products including compaction equipment (trilplaten, trilstampers), generators, and mini-excavators. Wacker Neuson is described as the absolute market leader in compaction plates.
• STIHLcoreChannel Partner/ Reseller/ DistributorAIC Visser is a dealer and supplier of STIHL garden machines, marketed as a German premium manufacturer. All garden machines sold are electric-powered variants.
• FestoolcoreChannel Partner/ Reseller/ DistributorAIC Visser carries Festool professional power tools and participates in promotional campaigns such as free 18V battery with purchase of selected Festool machines.
• Land2MapcoreChannel Partner/ Reseller/ DistributorAIC Visser is importer of Land2Map, a ruggedized tablet with measurement software that simplifies land surveying, positioning the company as a pioneer in layout solutions.
• DeWitcoreChannel Partner/ Reseller/ DistributorAIC Visser is a major dealer of DeWit professional hand tools, including drain pins, tile knockers, shovels, and digging tools. DeWit is a Dutch manufacturer known for high-quality tools.
• PerfectProminorChannel Partner/ Reseller/ DistributorAIC Visser distributes PerfectPro professional works radios, including models like the RockHart BT and Rocktagon 18V.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Boels Rental: Dutch-based equipment rental company operating across Europe. Directly comparable as a Benelux-headquartered construction equipment supplier with overlapping categories (site equipment, scaffolding, power) and similar rental-plus-sales model, though larger scale and broader European footprint.
• Van der Spek: Dutch heavy equipment dealer and importer focused on construction machinery. Closest geographic and product-market comparable — operates as a multi-brand construction equipment distributor/importer serving Dutch contractors with similar product categories and business model.
• Mateco: Benelux-based aerial work platform and equipment rental company. Comparable as a regional Benelux-headquartered equipment provider serving construction and infrastructure customers, though more specialized in aerial platforms.
• Riwal: Benelux-headquartered aerial work platform and telehandler rental company. Comparable as a regional equipment rental specialist serving construction and infrastructure customers in overlapping geographies with similar customer segments.

Regional players

• Raab Karcher: German construction materials and equipment distributor (Saint-Gobain subsidiary). Similar business model as a multi-brand construction supply distributor serving professional contractors, but operates primarily in Germany with broader product portfolio and larger scale.

Broad incumbents

• Würth Group: Global market leader in fasteners, tools, and construction supplies. Comparable as a multi-channel construction equipment and consumables supplier serving professional trades, though far larger in scale and globally diversified; shares the one-stop-shop for construction professionals model.
• Travis Perkins: UK's largest distributor of building materials and construction supplies serving professional contractors. Comparable multi-channel trade supplier model with showrooms/branches and online ordering, though UK-focused and broader in product scope.
• Saint-Gobain Distribution Netherlands: Dutch arm of Saint-Gobain's building materials distribution network. Comparable as a multi-channel construction materials/equipment supplier serving Dutch contractors, though embedded in a much larger European distribution platform.

Emerging players

• Toolstation: Online-first trade supplier of tools, hardware, and construction products (Travis Perkins subsidiary) expanding across Europe. Comparable product offering to professional trades but differentiated by digital-first, low-touch distribution model that could disrupt traditional distributors like AIC Visser.

Others

• Hilti Nederland: Dutch subsidiary of Hilti, a direct manufacturer of professional construction tools and fastening systems. Comparable product categories (power tools, layout, fastening) and overlapping customer base (Dutch construction professionals), but operates as a direct manufacturer rather than distributor; AIC Visser carries complementary competing brands.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/visserassen
• Facebookfacebook.com/visserassen

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 Visser Assen