Phone House

What Phone House does

Phone House is a Dutch telecommunications retailer operating a network of 42 physical stores across the Netherlands, managed centrally by Unified Retail Services U.A. (URS) from Tilburg. The company functions as an independent multi-provider broker, selling mobile subscriptions from KPN, Vodafone, Odido, Lebara, and Ben; smartphones (Apple, Samsung, OPPO, Google, HAMMER); SIM-only and prepaid plans; refurbished phones with a 3-year warranty; and internet & TV packages from Ziggo, KPN, and Odido. Its product portfolio is complemented by service-layer offerings including phone repair, trade-in, free switching with number retention, data migration, and independent advisory services for both consumers and small businesses (ZZP/SME) via the 'Zakelijk' proposition.

All transactions are conducted in-store — the company does not operate an e-commerce sales channel. The corporate structure is unusual: each Phone House store is operated by an independent entrepreneur who runs the business under their own name, for their own account and risk, and Phone House explicitly states it is not a franchise organization. URS owns and manages the brand, website, and standards.

The business model combines four revenue streams: (1) affiliate/commission revenue from Dutch network providers for mobile and internet/TV subscriptions; (2) hardware resale margins on new and refurbished smartphones; (3) professional services fees from repairs; and (4) transaction-based revenue from trade-ins. Customers are segmented into Consumers (primary, B2C), SMB/ZZP (primary, via Zakelijk), SIM-only seekers, and budget-conscious refurbished buyers. The company has won the 'Beste Winkelketen van Nederland' (Best Store Chain of the Netherlands) in Telecom for 5 consecutive years through 2025-2026 and claims over 25 years of telecom retail experience. Michel Goies is CEO.

Name

Phone House

Legal name

Unified Retail Services U.A.

Website

https://phonehouse.nl

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Phone House is a Dutch telecom retailer operating 42 physical stores across the Netherlands, selling mobile subscriptions, smartphones, SIM-only, prepaid, and internet/TV packages from providers like KPN, Vodafone, Odido, Lebara, and Ben to consumers, ZZP'ers, and small businesses.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices43 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mobile and Internet Contract Sales: Phone House earns commission/revenue from network providers (KPN, Vodafone, Odido, Lebara, Ben) for selling mobile subscriptions and internet/TV packages to customers. They act as a sales channel for these providers.
2. Phone Hardware Sales: Revenue from selling smartphones (Apple, Samsung, OPPO, Google, HAMMER) and accessories, both standalone and bundled with subscriptions.
3. Repair Services: Phone House generates revenue from phone repair services offered in many of their store locations.
4. Trade-in Services: Revenue from trading in used phones, where customers receive value towards new purchases.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Phone House is a Dutch multi-provider telecommunications retailer that operates 42 physical stores across the Netherlands. The company sells mobile subscriptions (SIM-only and prepaid), smartphones, refurbished phones, and internet & TV packages from five major Dutch carriers (KPN, Vodafone, Odido, Lebara, and Ben). It also provides in-store services including device repair, trade-in, and carrier switching assistance.

Product overview

Phone House is an independent Dutch telecom retailer operating approximately 42 physical stores across the Netherlands. The company operates as a multi-provider comparison platform, offering mobile subscriptions (from KPN, Vodafone, Odido, Ben, and Lebara), SIM-only plans, new smartphones (Apple, Samsung, OPPO, Google, HAMMER), refurbished phones, prepaid cards, and home internet & TV packages (Ziggo, KPN, Odido). The product portfolio centers on mobile and home telecommunications services, with supporting services including phone repair, trade-in, switching assistance with number portability, and independent advice. For business customers, Phone House offers enterprise solutions through Vodafone Business, KPN EEN, and Ziggo Zakelijk. All services are sold through physical retail locations rather than an e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Mobile Subscriptions (SIM-only)

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core.

• KPNcoreChannel Partner/ Reseller/ DistributorKPN is a major Dutch telecommunications provider whose mobile and internet/TV subscriptions are sold through all Phone House stores. Phone House acts as a sales channel for KPN products, offering KPN mobile plans, SIM-only, and internet/TV packages.
• VodafonecoreChannel Partner/ Reseller/ DistributorVodafone is a major international telecommunications provider whose mobile subscriptions are sold through all Phone House stores. Phone House offers Vodafone mobile plans and also resells Vodafone Business solutions for business customers.
• OdidocoreChannel Partner/ Reseller/ DistributorOdido (formerly T-Mobile Netherlands) mobile subscriptions are sold through Phone House stores as part of their multi-provider offering.
• LebaracoreChannel Partner/ Reseller/ DistributorLebara is an international mobile provider focused on affordable international calling, whose prepaid and postpaid plans are sold through Phone House stores.
• BencoreChannel Partner/ Reseller/ DistributorBen is a Dutch mobile provider (owned by T-Mobile) whose mobile subscriptions are available through Phone House stores as part of their provider portfolio.
• Vodafone BusinesscoreChannel Partner/ Reseller/ DistributorPhone House resells Vodafone Business solutions including mobile plans, business internet, and flexible workplace solutions tailored for SMEs and entrepreneurs.
• KPN EENcoreChannel Partner/ Reseller/ DistributorKPN EEN is KPN's business communications solution for SMEs and self-employed professionals, combining fixed and mobile telephony, which Phone House resells as part of their business offerings.
• Ziggo ZakelijkcoreChannel Partner/ Reseller/ DistributorZiggo Zakelijk (business internet and TV from Ziggo/Vodafone) is offered through Phone House for ZZP and small business customers, providing fast business internet up to 1200 Mbit.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• MediaMarkt Netherlands: Major European consumer electronics retailer with physical stores across the Netherlands selling smartphones, accessories, and telecom services; comparable to Phone House in smartphone retail but with a much broader electronics portfolio.
• Euronics: European consumer electronics retailer network with stores in the Netherlands selling smartphones, appliances, and electronics; broader category scope than Phone House but overlapping in consumer electronics and mobile retail.

Direct peers

• Coolblue: Major Dutch consumer electronics and tech retailer selling smartphones and mobile subscriptions online and in stores; directly comparable to Phone House as a Dutch multi-channel consumer electronics retailer with strong mobile category focus.
• Mobiel.nl: Dutch mobile comparison and retail site selling smartphones and mobile plans from multiple Dutch carriers; directly comparable to Phone House in the multi-carrier mobile comparison/retail space in the Netherlands.
• Belcompany: Belgian multi-carrier telecom retail broker selling smartphones and mobile/internet subscriptions; directly comparable to Phone House as a multi-provider independent telecom retailer in the Benelux region.
• Phone House Spain: Spanish telecom retailer operating multi-carrier mobile and connected-services stores under the same Phone House brand family; directly comparable multi-provider physical retail model in a neighboring European market.
• Belsimpel: Dutch mobile phone and subscription comparison platform/broker offering smartphones, SIM-only plans, and subscription deals from multiple carriers; directly comparable to Phone House in multi-carrier Dutch mobile retail and independent advisory positioning.
• GSMweb: Dutch online mobile phone and accessories retailer selling devices from multiple carriers; directly comparable to Phone House in Dutch mobile and smartphone retail, though with primarily online rather than store-led distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/phone_housenl

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 Phone House