Badge Direct

What Badge Direct does

Badge Direct B.V. operates Voetbalshop.nl, a specialized football (soccer) equipment retailer headquartered in Woerden, Netherlands, founded as a football specialist in 1976 and legally incorporated in 2007. The company runs a hybrid omnichannel model combining a proprietary e-commerce storefront (voetbalshop.nl) with 25+ physical retail stores across the Netherlands and Belgium (including Amsterdam, Rotterdam, Utrecht, Groningen, Maastricht, Antwerpen, and Schoten), supported by native iOS and Android applications.

The product portfolio spans eleven interconnected lines: football boots (across 11+ brands including Nike, adidas, PUMA, Mizuno, New Balance, Under Armour, Skechers, Cruyff, Joma, and Munich, segmented by playing surface, fit, and material), full apparel, accessories (balls, shin guards, goalkeeper gloves, training gear, care products), fan merchandise for national teams and clubs, lifestyle crossover products, dedicated kids, women's, goalkeeper, and referee sub-ranges, plus a B2B teamwear and clubshop program. The company holds an official partnership with the KNVB (Royal Dutch Football Association) for teamwear and referee apparel.

The business operates a direct-to-consumer and B2B revenue model with unit pricing (football boots ranging from €29.99 to €280.00, training suits €89.99-€220.00), free shipping above €49, free 60-day returns, Klarna pay-later, a savings-point loyalty program, and a 5% newsletter subscriber discount. B2B revenue is generated through bulk teamwear orders and customized club shops for amateur and semi-professional football clubs. The company is privately held with no disclosed institutional ownership, parent company, or public listing, and revenue is not publicly disclosed.

Name

Badge Direct

Legal name

Badge Direct B.V.

Website

https://voetbalshop.nl

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

11–50 employees

Short description

Badge Direct B.V. operates Voetbalshop.nl, a specialized Dutch football equipment retailer combining 25+ physical stores across the Netherlands and Belgium with a proprietary e-commerce platform, serving individual players, clubs, and fans across boots, apparel, accessories, and teamwear.

Ownership category

akta.pro rank

Product category

Football Equipment Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Soccer/Football Footwear & Apparel Retail (CRAMACAC)

akta.pro secondary industries

Team Sports Equipment & Uniforms Retail (CRAMABAE), Customized & Personalized Fan Gear Retail (CRAMAOAJ), Sports Collectibles, Fan Gear & Licensed Merchandise Retail (CRAMABAO), Team Sports Equipment & Apparel Distribution (CRAOAJAA)

Keywords

• Football equipment retail
• Football boots specialist
• Teamwear apparel
• Sports fan merchandise
• Football club gear

Headquarters

HQ city

Woerden

HQ country

Netherlands

HQ region

Europe

Offices25 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. B2C Retail: Direct retail sales to individual consumers through e-commerce platform and physical store network. Revenue generated from sale of football equipment, footwear, clothing, and accessories at retail prices.
2. Teamwear/B2B: Bulk sales of team apparel and equipment to sports clubs and associations through dedicated teamwear program. Includes club shops and custom team orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Badge Direct B.V. operates Voetbalshop.nl, the largest football specialty retailer in the Netherlands, selling football boots, apparel, accessories, and fan merchandise through an e-commerce platform, mobile apps, and 25+ physical retail stores across the Netherlands and Belgium. The company maintains an extensive multi-brand catalog covering major football brands (Nike, adidas, PUMA, Mizuno, New Balance, Under Armour, Skechers, etc.) across all player segments and price tiers, plus a dedicated B2B Teamwear/Club Shops program with an official KNVB partnership supplying customized kits and equipment to football clubs.

Product overview

Badge Direct B.V. operates Voetbalshop.nl as a multi-channel football specialty e-commerce platform, encompassing eleven interconnected product lines: (1) Voetbalschoenen — football boots across 11+ brands for all surfaces, fits, and price tiers; (2) Voetbalkleding — full apparel range; (3) Accessoires — balls, shin guards, goalkeeper gloves, training gear, and care products; (4) Fanshop — national team and club merchandise with 20+ countries and dozens of club teams; (5) Lifestyle — crossover football-fashion apparel and sneakers; (6) Kids — dedicated children's range across boots and clothing; (7) Dames — women's-specific football products; (8) Keepers — goalkeeper gloves and apparel; (9) Scheidsrechters — referee clothing and accessories; (10) Teamwear/Clubshops — B2B club customization program with official KNVB partnership; and (11) Sale/Outlet — discounted outlet. The portfolio serves all football player segments (adult, youth, female, goalkeeper, referee) across premium to entry-level price points.

Differentiator

Problem solved

Functional benefit

Products and services

• Football Boots (Voetbalschoenen) Specialized football boots across 11+ major brands (Nike, adidas, PUMA, Mizuno, New Balance, Under Armour, Skechers, Cruyff, Joma, Munich, Sokito) for every playing surface (natural grass, artificial grass, multi-ground, soft ground, turf, indoor) and every player segment (adults, kids, women, goalkeepers). Price range €29.99–€280.00.
• Football Clothing (Voetbalkleding) Complete football apparel range including training suits, shirts, shorts, socks, full kits, training trousers and tops, jackets, underwear, sliding shorts, and baselayers. Available for men, women, and kids from brands including Nike, adidas, PUMA, Castore, COPA, Cruyff, hummel, Robey, Stanno, Under Armour, and more. T-shirts from €19.99; training suits €89.99–€220.00.
• Football Accessories (Accessoires) Comprehensive football accessories including shin guards (with sock, without sock, with ankle protection), balls (training, match, indoor, street, mini), bags (football bags, backpacks, shoe bags, gym bags), goalkeeper gloves, training equipment (trackers, pumps, cones, bibs, whistles, watches, ladders), and shoe care products (leather fat, brushes, sprays, dryers, laces, insoles).
• Fan Merchandise (Fanshop) Replica and official football fan merchandise covering national team kits from 20+ countries (Netherlands, Argentina, Belgium, Brazil, Germany, England, France, Italy, Spain, USA, and more) and club kits from Dutch, English, Italian, Spanish, French, German, Belgian, and American leagues, plus player replica shirts.
• Lifestyle Football Apparel and Footwear Lifestyle crossover collection bridging football fashion with everyday wear, featuring training suits, hoodies, sneakers, slippers, caps, and branded collections including Nike Tech Fleece, Nike Air Max, adidas Originals, and adidas Adilette.
• Teamwear / Club Shops (B2B Program) Dedicated B2B teamwear program for football clubs and associations, enabling customized kits, training gear, and accessories through dedicated club shops with bulk pricing. Official KNVB partner for referee and teamwear supply, with collections from Nike, adidas, PUMA, Robey, Stanno, JAKO, and hummel. Includes a dedicated Teamwear Center in Schoten, Belgium.
• Sale / Outlet Discounted outlet section offering reduced-price football boots, clothing, accessories, and lifestyle products across all brands, with discounts up to 60% off. Organized by category, brand, shoe size, and clothing size.

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• KNVB (Royal Dutch Football Association)coreStrategic or Co-development PartnerOfficial Partner for KNVB Teamwear. Provides official referee clothing collection and team apparel programs for Dutch football association. This is a flagship partnership positioning the company as the preferred supplier for Dutch football official merchandise and team equipment.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Unisport: Danish-based online football specialist retailer offering football boots, apparel, and accessories from the same major brands (Nike, adidas, PUMA) to a similar European consumer base. Operates a multi-channel football-only model closely comparable to Voetbalshop.
• SubsideSports: Online football replica-kit specialist offering national team and club shirts, training wear, and lifestyle apparel. Direct competitor in the fanshop and licensed-merchandise segment of Voetbalshop's assortment.
• Kitbag: UK-based licensed replica-kit and fan-merchandise specialist covering national teams and major clubs across Europe. Overlaps directly with Voetbalshop's Fanshop category and licensed merchandise distribution.
• Pro:Direct Soccer: UK-headquartered premium football specialist retailer with e-commerce and stores, carrying Nike, adidas, PUMA, and exclusive boot colorways. Direct competitor in product mix, target customer (amateur to pro players), and teamwear content model.
• Lovell Soccer: UK football specialist retailer with extensive e-commerce and a long-standing teamwear/B2B program for amateur clubs. Comparable in its football-only positioning, multi-brand assortment, and combined B2C/teamwear revenue model.

Broad incumbents

• adidas: Co-lead supplier brand and growing DTC competitor in football via adidas.com and the adidas app, with customization and exclusive launches that compete with Voetbalshop's breadth on adidas football product.
• Nike: Lead supplier brand and direct competitor through its DTC website and Nike App, increasingly offering exclusive colorways, customization, and member-only drops that bypass third-party retailers like Voetbalshop.
• Decathlon: Global sporting goods generalist with large physical retail footprint and aggressive private-label pricing (including Kipsta football line). Competes with Voetbalshop on price-sensitive football equipment and lifestyle ranges, but across a much broader category mix.
• Intersport: Global sporting goods retail cooperative with stores across Europe including the Netherlands and Belgium. Overlaps with Voetbalshop on football footwear, apparel, and teamwear but competes as a multi-sport generalist.
• Sports Direct: European sporting goods discount retailer (Frasers Group) with strong football apparel and boot assortment. Competes on price/value in the same football category Voetbalshop operates in, especially via its sale and outlet positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/voetbalshop
• Facebookfacebook.com/voetbalshop
• LinkedInlinkedin.com/company/voetbalshop

Revenue estimate

Valuation estimate

Number of profiles

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 Badge Direct