Heuts

What Heuts does

Heuts is a privately-held Dutch e-commerce retailer operating as Heuts Leisure BV, founded in 1965 and headquartered in Heerlen, Netherlands. The company sells outdoor, garden, and leisure products directly to Dutch consumers through its heuts.nl platform, with a portfolio spanning above-ground swimming pools (Intex and Bestway branded, including inflatable spas), garden furniture and Keter storage, party tents in multiple sizes, barbecues (gas, charcoal, electric, pellet, kamado) from brands including Weber, Outdoorchef and Campingaz, electric bicycles and scooters (NCM, Easybike, FOO), camping gear, indoor furniture, climate control equipment, and seasonal Christmas merchandise. A dedicated pool storefront at top-zwembadshop.nl extends category reach. The customer base is the long tail of individual Dutch consumer shoppers with no named B2B or enterprise clients.

The technology stack is a standard Magento e-commerce platform with mainstream third-party integrations: payment processing across iDEAL, Klarna (including 3-installment pay-later), PayPal, Bancontact, Visa, Mastercard, Apple Pay and Google Pay; marketing/analytics via Google Analytics and Google Ads; review authenticity via Ekomi; spam protection via reCAPTCHA; and customer support via Freshdesk at support.heuts.eu. No proprietary technology, AI/ML capability, or API platform is disclosed. Logistics run through parcel post for items under 30kg and a carrier service with delivery appointments for heavier goods; free shipping applies above €75.

The business model is direct-to-consumer one-time product sales at varying retail price points, with promotional pricing below advised retail (examples show ~21-25% off). Revenue is distributed across many product categories with no anchor contracts or recurring streams. The company holds Thuiswinkel Waarborg e-commerce certification, reports a 9/10 average customer rating and 4.5/5 store rating, and operates with 101-250 employees serving only the Netherlands market with no disclosed geographic expansion.

Name

Heuts

Legal name

Heuts Leisure BV

Website

https://heuts.nl

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

101–250 employees

Short description

Heuts is a Dutch e-commerce retailer founded in 1965 that sells outdoor, garden, and leisure products — including pools, garden furniture, BBQs, e-bikes, party tents, and camping gear — directly to Dutch consumers via heuts.nl, operating from Heerlen with 101-250 employees.

Ownership category

akta.pro rank

Headquarters

HQ city

Heerlen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Heuts generates revenue through direct product sales of outdoor, garden, and leisure merchandise including pools, garden furniture, camping equipment, BBQs, bicycles, party tents, and related accessories. Products are sold at varying price points with free shipping available for orders over €75.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Heuts is a Dutch e-commerce retailer selling outdoor, garden, and leisure products directly to consumers through its heuts.nl website. Its assortment spans above-ground swimming pools, garden furniture, party tents, barbecues, electric bicycles, camping gear, indoor furniture, climate control products, and seasonal Christmas items from brands such as Intex, Bestway, Keter, Weber, NCM, and Easybike.

Product overview

Heuts is a Dutch e-commerce retailer offering a diverse seasonal product portfolio organized around outdoor living, camping, and leisure categories. The core offering spans above-ground swimming pools (primarily Intex and Bestway brands with accessories like sand filters and spa products), garden furniture (lounge sets, dining sets, Keter storage solutions), party tents in various sizes (3x3 to 5x8 meters) and types (easy-up, budget, luxury), barbecues (gas, charcoal, electric, pellet, kamado), and indoor/outdoor climate control equipment. The company has expanded into micromobility with electric bicycles (NCM Milano/Venice/Miami/London, Easybike MI5/Watt/Promenade, FOO F1 folding bikes) and electric scooters (Easybike X10 JUMBO), plus traditional bikes from Lombardo. Additional categories include camping gear (tents, sleeping bags, air beds), indoor furniture (WOOOD branded), air beds (Intex, Bestway, Campingaz), and seasonal Christmas decorations. Products are primarily sold through the heuts.nl e-commerce platform with logistics handled via parcel delivery and freight carrier services.

Differentiator

Problem solved

Functional benefit

Products and services

• Zwembaden (Swimming Pools) Above-ground swimming pools and accessories (pumps, heaters, covers, maintenance chemicals, toys) from Intex and Bestway for Dutch consumers setting up backyard pools.
• Intex PureSpa Opblaasbare Spa Inflatable hot tubs/spas with bubble massage functionality sold under the Intex brand.
• Bestway Lay-Z Spa Inflatable spa products with massage and heating features sold under the Bestway Lay-Z brand.
• Tuinmeubelen (Garden Furniture) Garden furniture including lounge sets, dining sets, garden chairs, tables, benches, sun loungers, lounge islands, parasols, and terrace heaters for Dutch consumers.
• Keter Tuinberging (Garden Storage) Weather-resistant plastic garden storage boxes, cabinets, and sheds from Keter including the Manor, Artisan, Oakland, Factor, Store it Out, and Denali product lines.
• Partytenten (Party Tents) Party tents and event shelters in sizes from 3x3 to 5x8 meters, including easy-up, budget, and luxury variants, plus garden pavilions and party accessories such as folding tables, bar stools, and decorations.
• Barbecue / BBQ Barbecues including gas, charcoal, electric, wood-fired, pellet, and kamado BBQs, plus pizza ovens, from brands such as Outdoorchef, Weber, and Campingaz.
• NCM Elektrische Fietsen German-made electric bicycles from NCM including Milano, Venice, Miami, and London models for trekking, city, and folding use.
• Easybike Elektrische Fietsen Easybike electric bicycles including MI5 and Watt mountain bikes and Promenade city bikes with VINKA motors and Bluetooth displays.
• FOO Elektrische Vouwfietsen FOO F1 electric folding bikes with Das-Kit motors, Shimano gears, and up to 70 km range.
• Easybike Elektrische Step Easybike electric scooters including the X10 JUMBO with a 350W brushless motor, 10Ah battery, up to 40 km range, and IP54 water resistance.
• Kampeerassortiment (Camping Equipment) Camping equipment including dome, pop-up, tunnel, family, and festival tents, plus sleeping bags, air beds, coolers, cooking equipment, and camping furniture.
• Luchtbedden (Air Beds) Inflatable air beds in 1-person and 2-person sizes with or without built-in/foot pumps, from Intex, Bestway, and Campingaz.
• Meubels (Indoor Furniture) Indoor furniture including corner sofas, sofa beds, armchairs, dining tables, chairs, and WOOOD branded furniture.
• Kerstshop (Christmas Shop) Seasonal Christmas assortment including artificial Christmas trees (with snow or lighting effects), decorations, baubles, figures, and Christmas lighting.
• Klimaatbeheersing (Climate Control) Climate control products including mobile and monoblock air conditioners, fans (table, tower, standing), air coolers, and heaters (electric, gas, wood, pellet, petroleum).
• Vijverartikelen (Pond Supplies) Pond supplies including filter pumps, air pumps, filters, complete filter sets, skimmers, UV-C units, water-treatment bacteria, pond vacuums, and automatic feeders.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Partnerships

Six partnerships are on record, tiered minor.

• NCMminorOthersHeuts sells NCM electric bicycles including Milano, Venice+, and London models. NCM is a German brand known for modern design and excellent battery quality.
• EasybikeminorOthersHeuts sells Easybike electric bicycles, mountainbikes, city bikes, folding bikes, and electric scooters. Easybike products include MI5, Watt, Promenade, and X10 JUMBO models.
• KeterminorOthersHeuts sells Keter garden storage products including storage boxes, cabinets, and sheds. Keter is known for innovative plastic designs that are weather-resistant and easy to maintain.
• IntexminorOthersHeuts is a major seller of Intex pools including Easy Set Pools, Metal Frame Pools, and Ultra XTR Frame Pools, along with pool accessories like filter pumps and pool toys.
• BestwayminorOthersHeuts sells Bestway pools, airbeds, and Lay-Z spa products.
• LombardominorOthersHeuts sells Lombardo bicycles known for comfort, quality, and luxury finishes at affordable prices.

Scale indicators3 records

Recent moves1 record

Expansion highlights4 records

Direct peers

• VidaXL: European online retailer selling home, garden, and outdoor products at competitive price points with pan-EU fulfillment. VidaXL directly competes with Heuts in garden furniture, pools, BBQs, and outdoor living categories across the Dutch market.
• Bol.com: Largest Dutch online marketplace selling pools, garden furniture, BBQs, party tents, and bicycles directly competing with Heuts's assortment across nearly every core category. Bol.com's marketplace model and Prime-style delivery pose the most direct competitive threat to Heuts's DTC position.
• Intratuin: Largest Dutch garden center chain with both physical stores and e-commerce selling garden furniture, BBQs, and outdoor living products. Intratuin competes directly with Heuts in garden and outdoor categories while offering the omnichannel advantage Heuts lacks.

Broad incumbents

• Gamma: Dutch DIY and home improvement chain with growing garden and outdoor assortment. While Gamma's primary focus is DIY materials, it competes with Heuts in garden furniture, BBQs, and outdoor living categories.
• Hornbach: European DIY and garden superstore chain with Dutch operations, offering garden furniture, BBQs, party tents, and outdoor products. Hornbach's scale and click-and-collect network make it a strong adjacent competitor in Heuts's core categories.
• Amazon Netherlands: Operating its Dutch marketplace with growing assortment in outdoor, garden, and leisure categories. Amazon's logistics scale and Prime ecosystem create structural pressure on mid-sized Dutch specialty retailers like Heuts.
• Wehkamp: Long-standing Dutch online department store selling home, garden, and lifestyle products. While broader than Heuts's assortment, Wehkamp competes for similar Dutch household discretionary spend in furniture and seasonal categories.
• Coolblue: Major Dutch e-commerce retailer with growing garden, BBQ, and outdoor categories alongside its core electronics focus. Coolblue's operational excellence in fulfillment and customer service sets the bar for Dutch e-commerce that Heuts competes against for category share.

Emerging players

• Action: Pan-European discount variety retailer with rapidly expanding assortment in garden furniture, camping accessories, and seasonal outdoor products. Action's extreme low-price positioning pressures Heuts from below on entry-level items in overlapping categories.

Regional players

• Brico: Leading Belgian DIY and garden retailer with strong private-label assortment in outdoor and garden categories. Brico is a comparable retail format and category overlap, though operating in Belgium rather than the Netherlands.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/Heuts045
• Facebookfacebook.com/heutspuntnl
• Instagraminstagram.com/heuts.nl
• Pinterestnl.pinterest.com/heuts0342
• Xx.com/heuts_nl
• LinkedInlinkedin.com/company/heuts-mobiliteit-en-vrijetijd

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Heuts