Advion
Advion BV is a Dutch B2B logistics distributor (founded 1983, Amsterdam) that bridges 70+ leading A-brand consumer goods suppliers and wholesale customers across the Netherlands via its advion.nl e-commerce platform, consolidating multi-supplier orders into single deliveries for wholesalers, horeca, healthcare, schools, and industrial kitchens.
- Company typePrivate
- Founded1983
- HeadquartersAmsterdam, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Advion does
Advion BV is a Dutch B2B logistics service provider and fine-mesh distributor (fijnmazige distributie) founded in 1983 and headquartered in Amsterdam, Netherlands. The company operates as an intermediary between 70+ leading A-brand consumer goods suppliers — including Ajax, Dettol, Ecolab, Nivea, Glassex, Ariel, Knorr, Koopmans, Honig, Apollo, Santa Maria, Dr. Oetker, and Wijko — and an extensive network of Dutch wholesalers. Its core product is the advion.nl B2B e-commerce platform, which consolidates orders from multiple A-brand suppliers into a single delivery and serves primary customers (wholesalers) as well as secondary verticals spanning horeca, healthcare institutions, schools, and industrial kitchens (grootkeukens).
The platform's product surface is organized across four main categories: Home Care (cleaners, dishwashing, laundry, air fresheners, paper products, cleaning materials), Personal Care (body, facial, oral, hair, and baby care), Food (sauces, soups, dressings, herbs, spices, meal mixes, beverages, snacks), and Other (first aid, facilities, disposables). Underlying technology is a standard B2B e-commerce storefront with gated account-based pricing (login required to view prices), supported by logistics and delivery partnerships for fulfillment, and an account-manager layer for personalized customer service.
The business model is asset-light B2B intermediation: Advion earns transaction-fee margins on the distribution of branded consumer goods from A-brand suppliers to Dutch wholesalers, with account-manager-based relationship management. Pricing is not publicly disclosed. The company is independently operated (no parent company, no institutional or venture investors identified), is B Corp certified (verifiable through B Lab's registry), maintains a sustainability partnership with Tree-Nation, and employs 11-50 people. The business is exclusively Netherlands-focused with no disclosed expansion plans beyond the Dutch market.
Advion firmographics
Firmographics- Name
- Advion
- Legal name
- Advion BV
- Website
- https://advion.nl
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Advion BV is a Dutch B2B logistics distributor (founded 1983, Amsterdam) that bridges 70+ leading A-brand consumer goods suppliers and wholesale customers across the Netherlands via its advion.nl e-commerce platform, consolidating multi-supplier orders into single deliveries for wholesalers, horeca, healthcare, schools, and industrial kitchens.
- Ownership category
- akta.pro rank
Advion industry classification
Industry- Product category
- Wholesale Distribution Services
- NAICS
- Service Establishment Equipment and Supplies Merchant Wholesalers (42385)
- SIC
- Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122), Wholesale-Durable Goods (5000)
- akta.pro primary industry
- Wholesale/B2B Generalist Marketplaces (CRAFAAAF)
- akta.pro secondary industry
- E-commerce & Direct-to-Consumer (DTC) Brands (TLAIALAG)
Keywords
Where Advion is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Advion business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales
Revenue model
- Product Distribution and Sales: ADVION generates revenue by distributing branded consumer goods (Home Care, Personal Care, Food, and Other categories) from A-brand suppliers to wholesalers and businesses in the Netherlands. The company acts as an intermediary/logistics provider, earning margins on product sales through their e-commerce platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Business account pricing model |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Advion product offering
Product offeringCore offering
Advion is a Dutch B2B wholesale distributor and logistics service provider that bridges 70+ leading A-brand suppliers (including KNORR, HONIG, Ajax, Dettol, Nivea, Ecolab, KOOPMANS, APOLLO, Santa Maria, Dr. Oetker) with a network of Dutch wholesalers, horeca, healthcare, schools, and industrial kitchens. Its core offering is fine-mesh (fijnmazige) distribution of branded Home Care, Personal Care, Food, and disposable products through the B2B webshop advion.nl, with order consolidation that lets buyers source multiple A-brands through a single order and single delivery. Complementary value-added logistics services include account-managed ordering, bundling, and reliable last-mile distribution.
Product overview
ADVION is a B2B logistics service provider and distributor that operates as a bridge between over 70 A-brand suppliers and a network of wholesalers in the Netherlands, specializing in fine-mesh distribution (fijnmazige distributie). The company offers a multi-category product portfolio organized into four main segments: Home Care (cleaners, dishwashing, laundry, air fresheners, paper products), Personal Care (body care, facial care, oral care, hair care, baby care), Food (herbs/spices, meal mixes, sauces, roux, thickeners, pasta, rice, conserves, beverages, snacks), and Other categories (first aid, facilities, disposables). Key food brands distributed include KNORR, HONIG, KOOPMANS, APOLLO, JOZO, SANTA MARIA, DR. OETKER, and WIJKO. ADVION differentiates through efficient order bundling, reliable logistics, and personalized account management, enabling wholesalers to source from multiple suppliers through a single platform.
Differentiator
Problem solved
Functional benefit
Products and services
- ADVION Home Care A category offering of household cleaning and maintenance products including all-purpose/kitchen/glass/sanitary cleaners, bleach, dishwashing liquids, washing detergents, fabric softeners, stain removers, air fresheners, toilet and kitchen paper, cleaning cloths, mops, gloves, and sponges for professional and wholesale buyers.
- ADVION Personal Care A category offering of personal care products encompassing body care (hand soaps, bath/shower products, sunscreen, deodorants, shaving, feminine hygiene, body lotions), facial care (cleansers, day/night creams, cotton pads, lip balm), oral care (toothpaste, toothbrushes, mouthwash, floss), hair care (shampoos, conditioners, styling), and baby care (wipes, oil/lotion, diapers).
- ADVION Food A category offering of food products covering sauces, soups, dressings, herbs and spices, pasta/rice/grains, conserves, beverages (coffee, tea, syrups, juices, dairy), meat/fish/vegetarian options, snacks, desserts, spreads, and breakfast items, including KNORR and HONIG professional kitchen items, intended for professional kitchens and wholesale buyers.
- ADVION B2B Wholesale Distribution Services A B2B distribution service that connects over 70 A-brand suppliers to a network of Dutch wholesalers, offering fine-mesh distribution (fijnmazige distributie) with efficient order consolidation, single-account ordering, and reliable delivery for wholesale buyers.
- ADVION Value Added Logistics A logistics service including bundling of orders across 60+ A-brand suppliers into consolidated shipments, personalized account-manager support, and access to fine-mesh distribution across the Netherlands.
Companies that use Advion
Customer profileSegments6 records
Ideal customer profiles3 records
Advion technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Advion partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- Tree-NationminorADVION has a collaboration with Tree-Nation for sustainability purposes, as mentioned in their website footer under 'Over ADVION'. This partnership supports the company's B Corp commitment to environmental impact.
- A-brand Suppliers NetworkcoreADVION serves as the bridge between 70+ leading A-brand suppliers (including Ajax, Dettol, Ecolab, Nivea, Glassex, Ariel, Knorr, Koopmans, Jozo, Apollo, Santa Maria, Dr. Oetker, Honig, Wijko) and wholesalers in the Netherlands. This network of branded goods suppliers forms the core of their distribution business model.
- Google (Advertising)minorADVION uses Google for advertising purposes, sharing user data with Google for personalized advertising as stated in their cookie policy. This is a standard digital marketing partnership.
- Logistics PartnerscoreADVION shares customer name, address and contact details with logistics partners for order delivery as stated in their privacy policy. These partnerships are essential for their distribution operations.
Scale indicators3 records
Recent moves5 records
Expansion highlights3 records
Advion competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Advion social profiles
Digital presenceAdvion compliance and trust
Trust signalCompliance1 record
Advion financial estimates
Financial estimateRevenue estimate
Valuation estimate
Advion leadership team
Management profileNumber of profiles
Advion funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Advion 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 Advion
What does Advion do?
Advion is a Dutch B2B wholesale distributor and logistics service provider that bridges 70+ leading A-brand suppliers (including KNORR, HONIG, Ajax, Dettol, Nivea, Ecolab, KOOPMANS, APOLLO, Santa Maria, Dr. Oetker) with a network of Dutch wholesalers, horeca, healthcare, schools, and industrial kitchens. Its core offering is fine-mesh (fijnmazige) distribution of branded Home Care, Personal Care, Food, and disposable products through the B2B webshop advion.nl, with order consolidation that lets buyers source multiple A-brands through a single order and single delivery. Complementary value-added logistics services include account-managed ordering, bundling, and reliable last-mile distribution.
Is Advion a public or private company?
Advion is a private company. It is classified as unknown and is currently operating.
When was Advion founded?
Advion was founded in 1983. It employs 11 to 50 people.
Where is Advion based?
Advion is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Advion make money?
One revenue line is on record: product Distribution and Sales.
Does Advion have an API?
No public API is recorded for Advion.
What industry is Advion in?
Advion's product category is Wholesale Distribution Services. Its primary akta.pro industry code is CRAFAAAF, Wholesale/B2B Generalist Marketplaces, with a secondary code of TLAIALAG, E-commerce & Direct-to-Consumer (DTC) Brands. Its NAICS code is 42385 and its SIC code is 5122.