Backshop

What Backshop does

Backshop B.V. is a Dutch ergonomic workplace solutions provider operating since 1994 from Rotterdam, Netherlands. The company combines paid advisory services with e-commerce product retail, serving both B2B organizations and individual consumers across the Netherlands through a three-location footprint: Rotterdam headquarters with an expertisecentrum/showroom, Raamsdonksveer warehouse and distribution center, and a Breda office. Its core offering consists of two integrated streams: (1) ergonomic consulting services priced at €55 per person for 20-minute online consults, €345 per person for complete workplace research, and €265 per person for the light package, delivered on-site, in the expertisecentrum, or digitally; and (2) e-commerce product sales of ergonomic chairs, sit-stand desks, vertical and centric mice, split and compact keyboards, and workplace accessories via shop.backshop.nl at unit prices ranging from approximately €52 to €640+.

The product portfolio spans ergonomic desk chairs (including signature lines such as Ergofy NPR Alex, named after founder Alex Rodi), saddle stools and medical-grade tabourets (Score Amazone, Jumper, Ergo Shape series), electrically adjustable sit-stand desks, specialized input devices, and workspace accessories. Backshop underpins its product sales with a 15-day Test & Match trial program that reduces purchase risk, alongside a knowledge base and educational content engine targeting SEO-driven top-of-funnel traffic. The company positions itself as a service-and-advice business rather than a technology developer, combining (para)medical ergonomic expertise with commercial workplace solutions, and ships products daily from its Raamsdonksveer warehouse with next-day Dutch delivery via DHL.

Revenue is generated through pay-as-you-go unit pricing on consulting engagements, one-time e-commerce purchases, and recurring product maintenance for office chairs. Go-to-market is consultative sales-led: ergonomic advisors conduct workplace assessments and recommend tailored solutions, primarily targeting HR professionals, Arbo/occupational health specialists, and employers focused on absenteeism reduction. Customer coverage spans multiple verticals — office/corporate (primary), healthcare, education, childcare, beauty (nail stylists, hairdressers), tattoo artists, and production/manufacturing — with named enterprise accounts including ABB (since 2008), KP Holland, and VanZanten Bouw, alongside a long tail of SMB and individual consumers served through the webshop.

Name

Backshop

Legal name

Backshop B.V.

Website

https://backshop.nl

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Backshop B.V. is a Netherlands-based ergonomic workplace solutions provider combining paid advisory services with e-commerce sales of ergonomic chairs, sit-stand desks, mice, keyboards, and accessories. It serves Dutch B2B organizations and consumers across office, healthcare, education, childcare, beauty, and manufacturing verticals.

Ownership category

akta.pro rank

Product category

Ergonomic Workplace Solutions

NAICS

Office Supplies and Stationery Retailers (45941)

SIC

Retail-Furniture Stores (5712)

akta.pro primary industry

Office Furniture & Workspace Accessories Retail (CRALABAE)

akta.pro secondary industry

Office & Desk Organization Retail (Desktop, File, Cable Trays) (CRAIAJAK)

Keywords

• Ergonomic workplace solutions
• Ergonomic office furniture
• Sit-stand desks
• Ergonomic consulting services
• Workplace health advisory

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Consulting and Advisory Services: Backshop generates revenue through ergonomic consulting services including online consultations (€55 per person, 20 minutes), complete workplace research investigations (€345 per person), and light workplace packages (€265 per person for minimum 2 persons). These services are provided in their expertisecentrum, at customer premises, or digitally.
2. E-commerce Product Sales: The company operates an e-commerce webshop (shop.backshop.nl) selling ergonomic products including chairs, desks, mice, keyboards, and accessories. Products are sold directly to consumers and businesses with pricing ranging from approximately €52 to €640+ per item.
3. Product Maintenance Services: Backshop offers maintenance services for office chairs as part of their workplace equipment services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Backshop sells ergonomic office products and provides ergonomic advisory services to Dutch organizations and individuals. The product range covers ergonomic desk chairs, sit-stand desks, ergonomic mice and keyboards, and accessories (monitor arms, footrests, wrist rests), sold through an e-commerce webshop and the expertisecentrum. Advisory services include tiered workplace consultations, complete workplace research, project furnishing, and a 15-day Test & Match trial program delivered through in-person, on-site, and digital channels.

Product overview

Backshop is a Dutch ergonomic workplace solutions provider with 25+ years of experience, offering a comprehensive portfolio of ergonomic products and consulting services. The core product range includes ergonomic desk chairs (such as the Ergofy NPR Alex chair and Bimos Neon work chair), sit-stand desks (electric and manual adjustable), ergonomic mice (vertical, centric/central, wireless, trackball, pen), ergonomic keyboards (compact, split, Mac, programmable), and workspace accessories (footrests, monitor arms, wrist rests, desk bikes). They also offer specialized seating solutions including saddle stools (Score Amazone, Jumper, Polo) and medical-grade tabourets (Score Ergo Shape series). The company operates a webshop alongside professional services including workplace advice/consultation, workplace assessments, and a 15-day Test & Match trial program. Solutions are provided across multiple sectors: office, childcare, education, healthcare, beauty, and production.

Differentiator

Problem solved

Functional benefit

Products and services

• Ergonomic Desk Chairs A wide range of ergonomic office chairs sold to Dutch organizations and individuals for use in offices, production environments, ESD settings, and meeting/canteen areas. Includes standard, custom, and saddle stool variants.
• Ergofy NPR Desk Chair Alex Flagship proprietary ergonomic desk chair with 10-year warranty, featuring adjustable high back, inflatable lumbar support, synchronized mechanism, and 4D armrests. Targeted at professionals seeking premium ergonomic seating.
• Sit-Stand Desks and Ergonomic Tables Height-adjustable desks and tables including electric and manual sit-stand desks, laptop tables, meeting tables, and canteen tables sold to Dutch businesses and individuals for healthier active working.
• Ergonomic Mice Full range of ergonomic mice including wireless, vertical, 45-degree, centric/central (Mousetrapper), foot pedal, trackball, and pen mice designed to reduce arm, wrist, and shoulder strain.
• Ergofy SRM 4 Vertical Mouse Vertical ergonomic laser mouse with handshake grip design to reduce muscle tension, available in wired and wireless variants for left and right-handed users. Suitable for small to medium hands with 400-3200 DPI adjustable sensor.
• Ergonomic Keyboards Range of ergonomic keyboards including compact, split, Mac, large-key, numeric keypad, programmable, single-hand, and waterproof models for offices and specialized workstations.
• Ergonomic Accessories Workplace accessories including monitor arms, document holders, mouse pads, footrests, back cushions, armrests, leg supports, wrist rests, standing mats, balance boards, desk bikes, and screen filters.
• Score Amazone Saddle Stool Dynamic saddle stool that moves with the user's body to maintain a straighter back and prevent painful pressure points during forward-leaning work such as tattooing or beauty services.
• Score Ergo Shape Series Medical-grade ergonomic tabouret stool series (models 6300, 6301, 6311) for medical and professional workplaces, featuring ergonomic seat promoting blood circulation, antibacterial and waterproof materials.
• Score Jumper Saddle Stool Saddle stool with a wide seat designed for comfortable seating during extended periods of static work.
• Project Furnishing Complete office and project furnishing services including acoustics, plants, cable management, and lighting solutions for Dutch organizations setting up or refurbishing workspaces.
• Test & Match Trial Program 15-day trial program allowing customers to test ergonomic products before committing to purchase; products can be returned if they do not match the customer's physical complaints or work environment.
• Ergonomic Workplace Consultation Tiered ergonomic advisory services for individuals and organizations: online 20-minute consults (€55/person), light workplace packages for 2+ persons (€265/person), and complete workplace research investigations (€345/person plus travel). Delivered in the expertisecentrum, on-site, or digitally.
• Office Chair Maintenance Service Maintenance and servicing of office chairs as part of Backshop's workplace equipment service portfolio.

Quantifiable outcome

• Customers report reduced physical complaints (RSI, back, neck, shoulder pain) after implementing Backshop recommendations
• +2 more outcomes

Named customers4 records

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Vitra: Swiss premium office and home furniture manufacturer with strong European presence. Overlaps with Backshop's ergonomic seating and home office categories, though at a higher price point and with a design-led rather than advisory-led model.
• MillerKnoll (Herman Miller): Parent of Herman Miller and other premium ergonomic furniture brands (Aeron, Embody, Mirra). Competes with Backshop's ergonomic chair category at the premium end, though distributes globally and lacks Backshop's bundled advisory service model.
• IKEA: Global mass-market furniture retailer with a substantial ergonomic and home office category (MARKUS, JÄRVFJÄLLET, BEKANT sit-stand desks). Competes with Backshop on price-sensitive ergonomic chair and desk purchases in the Netherlands.
• Steelcase: Global leader in office furniture, architectural products, and workplace research. Operates broadly in the same space as Backshop with overlapping ergonomic seating and desk portfolios, but serves global enterprise customers rather than specializing in the Dutch ergonomic advisory niche.
• Flokk (HÅG): European office seating manufacturer owning HÅG, RH, Offecct, and Giroflex. Directly comparable in ergonomic chair design (especially Scandinavian active sitting), though Flokk operates as a manufacturer while Backshop is a retailer and advisor.

Regional players

• Sedus: German premium office furniture and ergonomic seating manufacturer. Comparable product overlap with Backshop in ergonomic chairs and desks, though Sedus operates primarily in German-speaking markets and through dealer networks.
• Kinnarps: Swedish office furniture group serving Northern Europe with ergonomic interiors. Comparable to Backshop in ergonomic workplace offerings, but primarily focused on larger Scandinavian and Northern European markets rather than the Netherlands specifically.

Direct peers

• Markant Office Interiors: Dutch office furniture retailer and project furnisher serving corporate and public-sector clients. Comparable to Backshop in the Dutch B2B office furniture market, though more focused on large-scale project installation than ergonomic advisory.
• Gispen: Netherlands-based office furniture company specializing in circular and ergonomic workplace solutions. Comparable to Backshop in the Dutch ergonomic office furniture market, with a stronger design/sustainability positioning and broader project furnishing capabilities.
• Ahrend: Dutch office furniture manufacturer and workplace solutions provider with strong domestic market presence. Directly comparable to Backshop in serving Dutch B2B customers with ergonomic office furniture, though operating at significantly larger scale with manufacturing capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/BackshopNL
• LinkedInlinkedin.com/company/backshop-healthy-computing-bv/?viewAsMember=true
• Instagraminstagram.com/backshopnl
• Xx.com/_Backshop

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Backshop