Otto Simon
Otto Simon B.V. is a Dutch B2B wholesale distributor, founded in 1911 and based in Almelo, supplying over 14,000 toys and household articles from brands like Lego, Hasbro, Philips, and Brabantia to retailers, webshops, franchises, and resellers in the Netherlands and internationally through a proprietary B2B ordering portal.
- Company typePrivate
- Founded1911
- HeadquartersAlmelo, Netherlands
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Otto Simon does
Otto Simon B.V. is a Dutch B2B wholesale distributor founded in 1911 and headquartered in Almelo, Netherlands, specializing in toys and household articles. The company maintains an assortment of more than 14,000 SKUs spanning categories such as vehicles, building sets, outdoor toys, electronics, fashion accessories, water play products, pools, kitchenware, cleaning products, and home organization. It operates as an international importer and exporter, distributing products from major brands including Lego, Hasbro, Playmobil, Mattel, VTech, Schleich, Intex, Summer Waves, Brabantia, Philips, BK, Leifheit, and Curver to business customers exclusively. Customers include retail chains, webshops, franchise formulas, educational institutions, childcare centers, and wholesale resellers across the Netherlands and international markets.
The company's core commercial platform is a proprietary B2B ordering portal that enables registered business customers to view real-time product availability, access volume-based pricing agreements, place bulk orders, and track order status. Operations are supported by stable inventory, fixed delivery schedules, and logistics capable of delivering within a few working days. Pricing follows a transaction-based, volume-oriented model with MOQ requirements varying by product and advised retail prices ranging from EUR 0.99 to EUR 1,299.99. The company does not sell directly to consumers and does not publicly disclose revenue.
Otto Simon is privately held with no parent company, subsidiaries, external investors, or disclosed leadership team identified in the available data. It has issued product recalls for Magnetix magnetic toys and Michelino electric kettles due to safety concerns. The firm maintains a modest digital presence via its website, Facebook, and LinkedIn, with no disclosed app, API, or AI/ML capabilities.
Otto Simon firmographics
Firmographics- Name
- Otto Simon
- Legal name
- Otto Simon B.V.
- Website
- https://ottosimon.nl
- Company type
- Private
- Founded year
- 1911
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Otto Simon B.V. is a Dutch B2B wholesale distributor, founded in 1911 and based in Almelo, supplying over 14,000 toys and household articles from brands like Lego, Hasbro, Philips, and Brabantia to retailers, webshops, franchises, and resellers in the Netherlands and internationally through a proprietary B2B ordering portal.
- Ownership category
- akta.pro rank
Where Otto Simon is headquartered
LocationHeadquarters
- HQ city
- Almelo
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Otto Simon business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure
Revenue model
- Wholesale distribution of toys and household articles: Otto Simon generates revenue through wholesale distribution of toys and household articles to business customers. They offer volume-based pricing with favorable margins and operate on bulk ordering, fixed delivery schedules, and seasonal peak handling.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Wholesale business pricing with volume-based conditions |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Otto Simon product offering
Product offeringCore offering
Otto Simon is a Dutch B2B wholesaler that distributes more than 14,000 articles of toys and household goods to business customers such as retailers, webshops, chains, franchise formulas, educational institutions, and childcare centers. Orders are placed through a proprietary B2B ordering portal with volume-based pricing, fixed delivery schedules, and seasonal peak handling. The company operates as an international importer and exporter and explicitly does not sell to individual consumers.
Product overview
Otto Simon operates as an international B2B wholesale supplier and distributor offering more than 14,000 articles across two main product categories: toys (speelgoed) and household articles (huishoudartikelen). The company's core offering is its B2B ordering portal, which enables business customers to access the full product catalog, place orders in commercial volumes, and manage logistics. The toy assortment includes diverse categories such as vehicles, building sets, outdoor toys, electronics, fashion accessories, and water play products. The household category covers outdoor equipment, kitchen items, cleaning products, and home organization. Key brand partnerships include Lego, Hasbro, Playmobil, Mattel, and Summer Waves for toys, and Brabantia, Philips, and BK for household items. The company emphasizes seasonal product planning, bulk ordering capabilities, and fixed delivery schedules for professional retailers, webshops, and chains.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Delivery within a few working days
- +1 more outcomes
Companies that use Otto Simon
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles4 records
Otto Simon technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Otto Simon partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core.
- LegocoreOtto Simon distributes Lego products as part of their toys assortment, offering construction sets and themed collections to business customers.
- HasbrocoreOtto Simon distributes Hasbro branded toys including popular franchises and licensed products.
- PlaymobilcoreOtto Simon carries Playmobil construction toys as part of their broad toys assortment.
- MattelcoreOtto Simon distributes Mattel branded toys and games to their business customers.
- MGA EntertainmentcoreOtto Simon distributes MGA Entertainment products including collectible toys.
- Summer WavescoreOtto Simon is a key distributor of Summer Waves swimming pools and water play products, offering both inflatable and frame pools.
- VTechcoreOtto Simon carries VTech electronic toys and educational devices.
- GoliathcoreOtto Simon distributes Goliath branded outdoor toys and play equipment.
- RavensburgercoreOtto Simon offers Ravensburger puzzles and educational games.
- JumbocoreOtto Simon distributes Jumbo puzzles and games.
- SchleichcoreOtto Simon carries Schleich animal figures and play sets.
- IntexcoreOtto Simon distributes Intex inflatable pools, airbeds, and water toys as a key summer products supplier.
- BrabantiacoreOtto Simon carries Brabantia household products including waste bins, ironing boards, and kitchen organization items.
- PhilipscoreOtto Simon distributes Philips household appliances and personal care products.
- BK (Bergner Kitchen)coreOtto Simon offers BK cookware and kitchenware products.
- LeifheitcoreOtto Simon distributes Leifheit cleaning and household organization products.
- CurvercoreOtto Simon carries Curver storage solutions and household containers.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Otto Simon competitors and assessment
Company assessmentOthers
- Mattel: Global toy manufacturer (Barbie, Hot Wheels, etc.) that distributes products through Otto Simon as a core channel partner. Comparable as a major toy brand principal, not a direct wholesale competitor to Otto Simon.
- Bandai Namco Entertainment: Global toy and entertainment company with distribution channels through retailers. Comparable in the toy distribution ecosystem where Otto Simon operates, but is a brand owner and licensor rather than a multi-brand wholesaler.
- Hasbro: Major US-headquartered toy and games company that distributes through Otto Simon as a core B2B partner. Comparable as a leading toy brand owner within Otto Simon's assortment, but operates upstream in manufacturing/licensing rather than as a wholesale competitor.
- Brabantia: Dutch household goods manufacturer (waste bins, ironing boards, kitchen organization) whose products Otto Simon distributes as a core partner. Comparable as a major Dutch household brand within Otto Simon's assortment, not a direct competitor.
- LEGO Group: Danish global toy manufacturer whose products Otto Simon distributes as a core partner. Comparable as a leading player in the toy industry ecosystem Otto Simon serves, though LEGO operates upstream as a brand owner, not as a wholesale competitor.
Broad incumbents
- METRO AG: Largest European B2B wholesale and cash & carry operator with broad assortment including non-food consumer goods. Comparable to Otto Simon as a B2B wholesaler serving retailers, though operates at significantly greater scale, across more categories, and through physical cash-and-carry formats.
- Selgros Cash & Carry: European B2B cash & carry wholesaler (part of Transgourmet) operating across Germany and Eastern Europe with broad non-food assortment. Comparable B2B wholesale model serving retailers and HoReCa, though with larger scale and physical cash-and-carry store format.
- Jumbo Groep: Major Dutch retail group (Jumbo supermarkets) with significant toys, household, and seasonal categories in its assortment. Comparable Dutch origin and category overlap with Otto Simon, though primarily a B2C grocery-anchored retailer.
- Action: Dutch-origin discount retailer offering broad assortment of non-food consumer goods including toys and household items. Comparable to Otto Simon on assortment breadth, Dutch origin, and category mix, though operates as a B2C discount retailer rather than B2B wholesaler.
Emerging players
- Simba Dickie Group: German-based toy manufacturer and distributor with a broad multi-brand portfolio comparable to Otto Simon's toy assortment. Operates as both a brand owner and distributor in the European toy wholesale space, though with a stronger manufacturing orientation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Otto Simon social profiles
Digital presenceOtto Simon financial estimates
Financial estimateRevenue estimate
Valuation estimate
Otto Simon leadership team
Management profileNumber of profiles
Otto Simon funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Otto Simon 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 Otto Simon
What does Otto Simon do?
Otto Simon is a Dutch B2B wholesaler that distributes more than 14,000 articles of toys and household goods to business customers such as retailers, webshops, chains, franchise formulas, educational institutions, and childcare centers. Orders are placed through a proprietary B2B ordering portal with volume-based pricing, fixed delivery schedules, and seasonal peak handling. The company operates as an international importer and exporter and explicitly does not sell to individual consumers.
Is Otto Simon a public or private company?
Otto Simon is a private company. It is classified as family owned and is currently operating.
When was Otto Simon founded?
Otto Simon was founded in 1911. It employs 51 to 100 people.
Where is Otto Simon based?
Otto Simon is headquartered in Almelo, Netherlands, in the Europe region.
How does Otto Simon make money?
One revenue line is on record: wholesale distribution of toys and household articles.
Who are Otto Simon's main competitors?
Others on record are Mattel, Bandai Namco Entertainment, Hasbro, Brabantia and LEGO Group. Broad incumbents are METRO AG, Selgros Cash & Carry, Jumbo Groep and Action. Simba Dickie Group is listed as an emerging player.
Does Otto Simon have an API?
No public API is recorded for Otto Simon.