What Maas International does

Maas International B.V. is a Netherlands-based workplace beverage solutions provider founded in 1889 and headquartered in Son (Eindhoven Science Park). Operating as a private Dutch B.V., MAAS delivers integrated coffee, tea, water, and vending solutions to more than 2,500 customer locations across the Netherlands through a "House of Brands" portfolio that combines exclusive social-impact coffee partnerships (Heilige Boontjes, De Idealist, BLENDSTAR, Puro, Tony's Open Chain) with multi-vendor hardware from Franke, Jura, Aquablu, and Borg & Overström. The technical footprint centers on connected coffee and water machines, including the Intelligent Vending Machine (IVM) with a 48-inch touchscreen and the Aquablu REFILL+ water dispenser with an integrated ESG reporting dashboard, all tied together by the One Coffee Connect (OCC) telemetry platform that supports remote content management, machine-health monitoring, and internal corporate communications during the 30-second coffee preparation window.

The business operates a managed-services revenue model with three intertwined streams: machine provisioning (capital deployed as installed base under multi-year contracts), recurring ingredient supply (coffee, tea, hot chocolate, snacks, and ancillary beverages under subscription), and professional service/maintenance fees delivered by 500 in-house service operators across 8 regional depots, enabling a 99% machine availability guarantee and 99.7% uptime in manufacturing accounts. Customers are segmented across enterprise/corporate, SMB (MKB), healthcare, education, government, and manufacturing, with named anchors including UMC Utrecht, NS (Dutch Railways), Schiphol, DJI, IND, DAF, VDL Nedcar, AkzoNobel, TATA Steel, NIBC Bank, Universiteit Utrecht, Tilburg University, University of Amsterdam, TU/e, Isala, and Grolsch. Pricing is structured by employee-count tiers (Small 25-200, Medium 200-500, Large >500 employees) and delivered through consultative field sales with a 24-hour response commitment.

MAAS's strategic positioning is heavily oriented toward sustainability and social impact: the company holds EcoVadis Platinum (87/100, top 1%), CO2 Prestatieladder Trede 5, PSO Trede 3, ISO 9001/14001/45001, and UN Global Compact membership, and reports EUR 13M of social impact in the Netherlands in 2024 through its IMPACT framework (ORIGIN for origin-country value creation, SOCIAL for labor-market reintegration including 28 employed through Teamwerk, and FOOTPRINT for circularity). Operations remain entirely Netherlands-based with no disclosed international expansion or M&A activity, characterizing MAAS as a domestically scaled, sustainability-led incumbent rather than a growth-stage disruptor.

Name

Maas International

Legal name

Maas International B.V.

Website

https://maas.nl

Company type

Private

Founded year

1889

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Maas International is a Netherlands-based B2B workplace beverage service provider founded in 1889, serving 2,500+ customer locations with managed coffee, tea, water, and vending solutions delivered through 500 in-house service operators and 8 national depots.

Ownership category

akta.pro rank

Headquarters

HQ city

Son

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Coffee and Beverage Machine Provision: MAAS provides complete coffee and beverage solutions including machine installation, maintenance, and ingredient supply. Customers are not locked into a single brand during contract duration, allowing flexibility in coffee blends.
2. Ingredient Sales (Coffee, Tea, Snacks, Drinks): Sale of coffee beans, tea, instant coffee, and vending machine ingredients including snacks and soft drinks through regular deliveries.
3. Service and Maintenance: Technical service including installation, maintenance, cleaning, and refilling of machines performed by 500 service operators. Weekend service available.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Maas International is a Dutch B2B service company that provides workplace coffee, tea, and beverage solutions to organizations across the Netherlands. The company offers a full-service package including machine installation, maintenance, ingredient supply, and cleaning via 500 service operators, complemented by a multi-brand portfolio of coffee beans, teas, vending machines, and water dispensers. Maas differentiates through its in-house service operation, 99% machine availability guarantee, and sustainability-led IMPACT program (Origin, Social, Footprint).

Product overview

Maas International is a House of Brands offering comprehensive workplace beverage solutions, combining premium coffee machines, branded coffee and tea products, vending machines, water dispensers, and full-service maintenance. The portfolio includes espresso machines (Franke FoamMaster series, PSL series, Jura, The Bronx, The Brooklyn, The Manhattan, The Hudson), instant and fresh brew coffee machines, vending solutions (IVM, PSL Fris, PSL Snack & Combi), water concepts (Aquablu Refill+, Borg & Overström), and diverse branded coffee (BLENDSTAR, Puro, Heilige Boontjes, De Idealist, Peeze, Segafredo, BLCK) and tea products (Harper's Single Origin, Puro Tea, Communitea). Additional offerings include the NEWA lifestyle brand, MAAS Hardcup reusable cups, Coffeestation concepts, and Service Excellence with 500 operators guaranteeing 99% machine availability.

Differentiator

Problem solved

Functional benefit

Products and services

• The Bronx Espresso Machine Compact espresso machine designed for small offices and self-service locations with a 10-inch intuitive touchscreen and one-button cleaning program.
• Franke FM A1000 (FoamMaster) Espresso Machine Exclusive fully automatic espresso machine with striking design, providing quality, convenience, appearance, and hygiene with perfect milk foam for cappuccino.
• Franke A600 FM (FoamMaster) Espresso Machine Fully automatic espresso machine with intuitive bean reservoirs and revolutionary milk system for perfect milk foam consistency.
• Franke A800 FMEC Dual Milk Espresso Machine Premium espresso machine with dual milk capability offering two fresh milk variations and up to 225 cups per day capacity.
• Franke A300 NM + NM WT Espresso Machine Compact espresso machine with intuitive 8-inch touchscreen, available with 4.8L water tank or fixed water connection, 75 cups per day capacity.
• Franke A300 Espresso Machine Compact espresso machine offering top-quality coffee experience in a space-efficient design suitable for small businesses.
• Jura W8 Espresso Machine Elegant espresso machine with 3L water reservoir, 500g bean container, and 25-portions coffee grounds drawer, ideal for 30 daily coffee specialties.
• PSL50 Espresso Machine Espresso machine with visible bean reservoir, silent burr grinder, and precise dosing for consistent fresh-ground coffee taste.
• The Brooklyn Espresso Machine Robust espresso machine serving all coffee variations with extra-large multimedia touchscreen and large ingredient reservoir for easy refilling.
• PSL1000 Espresso Machine High-capacity espresso machine with endless variety possibilities, grinding precise amount of beans per variation for constant delicious taste.
• PSL1000 Instant Coffee Machine Perfect all-in-one solution with high capacity, fast preparation time, and all necessities behind closed door for hassle-free operation.
• PSL50 Instant Coffee Machine Compact instant coffee machine ideal for smaller spaces with timeless design and EasyTouch display, providing quick coffee in seconds.
• PSL1000 MIDual Combination Coffee Machine Dual system combining instant for quick coffee and espresso for premium fresh coffee experience, with instant ideal for high user volume.
• PSL1000 Fresh Brew Coffee Machine Fresh brew machine with unique system dosing ground coffee per variation for constant taste with fresh coffee experience.
• PSL50 Fresh Brew Coffee Machine Fresh brew coffee machine with unique system dosing ground coffee per choice for consistent quality and taste, reliable and fast.
• The Manhattan Coffee Machine Endless variety coffee machine prepared with espresso bean blends, featuring large media screen for optimal coffee experience and easy operation.
• The Hudson Coffee Machine Coffee machine with two bean reservoirs allowing choice from different coffee bean types, featuring 15.6-inch multi-media touchscreen.
• Intelligent Vending Machine (IVM) Intelligent vending machine with 48-inch touchscreen, remote price adjustment, contactless payment, and ability to purchase up to four products in one transaction.
• PSL Fris Beverage Vending Machine Beverage vending machine with product lift system allowing sale of bottles on upper shelves, flexible configuration for various can and PET bottle sizes.
• PSL Snack & Combi Vending Machine Vending machine offering large variety of products from chips and candy to cold drinks, with customizable product selection and touchscreen operation.
• Aquablu Refill+ Water Dispenser Smart water tap point providing filtered mineral water plus four vitamin waters with natural flavors, enriched with minerals, vitamins, and electrolytes.
• Borg & Overström E4 Water Dispenser Advanced water tap technology offering chilled, sparkling, room temperature, and hot water options in a compact modular design available as countertop or floor model.
• House of Brands Coffee Portfolio (BLENDSTAR, Puro, Heilige Boontjes, De Idealist, Peeze, Segafredo, BLCK) Multi-brand coffee portfolio including BLENDSTAR Single Origin (Ethiopian), BLENDSTAR Premium, Puro Fairtrade Bio, Heilige Boontjes (social impact), De Idealist (prison-roasted), Peeze (climate-neutral), Segafredo (Italian Arabica), BLCK (Fairtrade), and Circle of Beans, offering customers brand flexibility under the House of Brands approach.
• House of Brands Tea Portfolio (Harper's Single Origin, Puro Tea, Communitea, BLCK Himalaya) Multi-brand tea portfolio including Harper's Single Origin (Nepal Ilam Valley), Puro Tea (Fairtrade Bio from Sri Lanka), Peeze Communitea (Fairtrade/partially organic), and BLCK Himalaya (Nepal black tea supporting female empowerment), offered under the House of Brands approach.
• NEWA Sustainable Lifestyle Brand New era sustainable lifestyle brand bringing together transparency, innovation, and generations making real impact, featuring chocolate mix via Tony's Open Chain.
• MAAS Hardcup Reusable Coffee Cup Reusable coffee cup made from PP Co-Polymer, specially designed for optimal coffee and tea experience, stackable and automatically dispensable from PSL1000 machines.
• Coffeestation Unmanned Coffee Bar Concept Unmanned coffee bar concept for premium quality coffee at work, creating environment where quality and experience are central.
• Service Excellence (Full-Service Maintenance and Operations) Full service including 500 service operators for cleaning and refilling machines, nationwide coverage with 99% availability guarantee, technical service performed in-house.
• Experience Center (Showroom and Consultancy Facility) Showroom facility in Son for experiencing coffee provision, brand stories, tastings, and personalized advice from Certified Coffee Experts.

Quantifiable outcome

• 99% machine availability through landelijke dekking and in-house service operations
• +6 more outcomes

Named customers18 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Teamwerk ParticipatiedienstencoreStrategic or Co-development Partner · 1 January 2017Exclusive partnership for reintegrating people with distance to labor market (welfare recipients, refugees with asylum status, people with disabilities). Through this partnership, 28 people have found employment at MAAS.
• Made BluecoreStrategic or Co-development Partner · 1 January 2015For every liter of coffee, tea, or water dispensed through MAAS machines, the company donates the cost of one liter of clean drinking water to developing countries. In recent years, MAAS has provided over 500 million liters of clean drinking water through Made Blue's water projects including wells, filter systems, and pipelines.
• Coffee BasedcoreStrategic or Co-development PartnerCoffee recycling partnership where coffee grounds from MAAS machines are collected by operators, picked up by Suez, and processed by Coffee Based into new products like plant pots, notebooks, and business cards. Remaining grounds are made into pellets for energy recovery.
• Schijvens Corporate FashionminorStrategic or Co-development PartnerCircular workwear partnership where old employee uniforms are recycled into new circular yarn (30% post-consumer textile, 20% cutting waste, 50% recycled PET). Since 2021, all MAAS service employees wear circular workwear from Schijvens, resulting in 40% less CO2, 40% energy savings, 99% water savings.
• Oat of This WorldminorStrategic or Co-development PartnerPlant-based milk alternative partnership offering oat-based toppings and cocoa that reduces CO2 footprint from 8kg CO2 (dairy milk powder) to 2.3kg CO2 per kg.
• Heilige BoontjescoreChannel Partner/ Reseller/ DistributorExclusive partnership providing coffee that contributes to better chances for youth with a distance to the labor market. Drinking this coffee automatically contributes to more and better opportunities for youth with a troubled past.
• De KoekfabriekminorStrategic or Co-development PartnerSocial partnership helping people with distance to labor market find challenging work placements or meaningful day activities.
• De IdealistminorChannel Partner/ Reseller/ DistributorCoffee roasted exclusively in prison by detainees, giving them opportunity for education and work experience. Contributes to fair prices for coffee farmers in Rwanda and reintegration of detainees in Dutch society.
• De HartverwarmerminorChannel Partner/ Reseller/ DistributorPartnership with Stichting Met je Hart. For every kilo of coffee sold, €0.50 is donated to combat loneliness among elderly. Coffee brings elderly together to enjoy each other's attention and company.
• Tony's Open ChaincoreStrategic or Co-development PartnerNEWA chocolate/cacao product uses Tony's Open Chain for transparent supply chain, fair prices and living income for farmers, sustainable agriculture, strong local communities, and long-term partnerships.
• AgriterracoreStrategic or Co-development PartnerDutch NGO advising companies in developing countries. Through this partnership, MAAS connected with Tinjure, the oldest tea cooperative in Nepal, to develop Harper's Single Origin tea from Ilam Valley plantation.
• Tinjure Tea CooperativecoreStrategic or Co-development PartnerOldest tea cooperative in Nepal, advocate for women's rights. Through MAAS partnership, female workers increased from 4% to 17%. Harper's Single Origin tea is processed and packaged in Nepal, keeping economic value in origin country.
• Social HandprintcoreStrategic or Co-development PartnerPartnership to measure social impact in the Netherlands, linked to Sustainable Development Goals. Over 2024, MAAS generated €13 million in social impact in the Netherlands.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Pelican Rouge: European coffee and vending services brand operating in the Netherlands under the Selecta umbrella; directly competes with MAAS in B2B coffee provision and vending.
• Koraal: Dutch workplace refreshment specialist offering coffee machines, water dispensers and vending with national service coverage — directly comparable to MAAS in size, geography and product scope.
• Office Coffee Solutions: Amsterdam-based B2B coffee service provider offering machine placement, ingredients and maintenance in the Netherlands; similar scale and product set to MAAS, focused on the same Dutch market.
• CoffeeBrands International: Dutch B2B coffee roaster and supplier specializing in office coffee solutions and private-label programs; comparable product category and Dutch geography to MAAS, though smaller and more ingredient-focused.
• Selecta Group: Largest pan-European unattended self-service coffee and vending operator, head-quartered in Switzerland; directly competes with MAAS across corporate coffee, water and snack vending with comparable business model (machine provision, ingredients, full-service).

Broad incumbents

• ISS A/S: Global facility services provider offering workplace refreshments including coffee as part of integrated FM contracts; broader service scope but overlapping customer base with MAAS in NL.
• Sodexo: Global facility management and food services major that bundles coffee and vending with broader workplace services; competing with MAAS for corporate contracts across multiple service categories.
• Jacobs Douwe Egberts (JDE Peet's) Professional: Global coffee and tea major with a B2B/Professional arm serving offices with Douwe Egberts and L'OR machines; larger, broader portfolio but overlapping MAAS in corporate office coffee.
• Nespresso Professional: Nestlé's B2B capsule and machine business targeting offices and HoReCa; overlapping with MAAS in premium corporate coffee but operating a closed proprietary capsule system.
• Lavazza Professional: Italian coffee group's B2B arm offering espresso machines and service across Europe; broader portfolio but comparable offering in office/HoReCa coffee provision.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/maascompany

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 Maas International