Baert

What Baert does

Baert (BAERT NV) is a Belgian B2B distributor of educational and school supplies headquartered in Ternat, Belgium, operating continuously for over 100 years under the tagline "Baert Leer, speel & groei samen!" ("Baert Learn, play & grow together!"). The company serves kindergartens, primary and secondary schools, childcare centers, therapeutic and speech therapy practices, rehabilitation centers, and hospitals across Belgium and the Netherlands, with a catalog of over 25,000 quality articles held in stock for immediate delivery. Its product offering is organized into six core categories: craft materials (Crea Materiaal), office and school materials, developmental materials (Ontwikkelingsmateriaal), play corners (Speelhoeken) including sensory/snoezelen setups, care products (Verzorging), and furniture/interior solutions (Inrichting), supplemented by a dedicated interior design sub-brand (Baert-inrichting). The company is ISO 9001 certified and operates an in-house sewing atelier for custom solutions.

The business operates on a transaction-based, one-time purchase revenue model with standard retail unit pricing (VAT-inclusive), free shipping above €51 ex-VAT, free class packaging above 20 article lines, and custom quotes for furniture. Distribution combines a self-service B2B e-commerce platform (baert.com) — featuring teacher accounts and centralized school secretariat order consolidation — with personal account managers and field sales representatives who provide direct consultation for institutional buyers and large orders including furniture. Marketing is content-led, centered on an educational blog with craft tips and classroom ideas, an annual novelty catalog, a free downloadable year calendar, an email newsletter, and the Baert-inrichting inspiration platform.

The entity is a privately held Belgian corporation with enterprise number 0427.326.570, no disclosed parent company, no venture capital or private equity investment, and no M&A or funding activity recorded. There are no public revenue figures, no disclosed headcount, and no mobile applications or external API/SDK offerings. The company's growth posture is characterized by organic expansion through product line breadth, adjacent vertical extension into therapeutic and healthcare markets, and limited geographic reach into the Netherlands, rather than inorganic or venture-backed scaling.

Name

Baert

Legal name

BAERT NV

Website

https://baert.com

Company type

Private

Founded year

1914

Operating status

Operating

Headcount range

11–50 employees

Short description

Baert is a Belgian B2B distributor of educational materials, school supplies, and furniture serving schools, childcare centers, and therapeutic practices across Belgium and the Netherlands, offering over 25,000 articles from a Ternat headquarters under continuous operation for over 100 years.

Ownership category

akta.pro rank

Product category

Educational Supplies Distribution

SIC

Services-Educational Services (8200), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Membership Wholesale Clubs (B2B & B2B2C) (CRAEAEAB)

akta.pro secondary industry

Business-to-Business Warehouse Clubs (Cash & Carry) (CRAEADAC)

Keywords

• Educational supplies wholesale
• School materials distribution
• Classroom furniture supply
• Childcare equipment retail
• Craft materials distribution

Headquarters

HQ city

Ternat

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Baert generates revenue through the sale of educational materials, school supplies, craft articles, development materials, play corner equipment, care products, and furniture. The business operates on a B2B model serving educational institutions, with transaction-based one-time purchases rather than recurring subscriptions.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Baert is a Belgian B2B distributor and supplier of educational materials, craft supplies, developmental tools, play corner equipment, childcare/care products, and classroom/school furniture. Operating for over 100 years, the company offers 25,000+ quality articles from stock to schools, childcare centers, therapeutic practices, hospitals, and rehabilitation centers in Belgium and the Netherlands, supported by an e-commerce platform, field sales account managers, free class packaging, and custom interior design services for sensory (snoezel) rooms.

Product overview

Baert is a Belgian educational supplier offering a comprehensive B2B platform and product portfolio serving schools, childcare centers, healthcare facilities, and offices. The offering consists of six main product categories: (1) Crea Materiaal - craft and creative supplies including decorations, tools, painting, drawing, and paper; (2) Kantoor en Schoolmateriaal - office and school supplies including agendas, filing, machines, and stationery; (3) Ontwikkelingsmateriaal - educational development materials covering motor skills, sports, language, math, STEM, music, and sensory play; (4) Speelhoeken - complete play corner solutions including role-play setups, sand/water play, and snoezelen (sensory) materials; (5) Verzorging - baby and child care products for sleeping, eating, and safety; and (6) Inrichting - furniture solutions including seating, tables, storage, boards, acoustics, and outdoor furniture. The company also offers complementary services including free year calendars, teacher accounts, and custom interior design services for snoezelrooms (sensory rooms). With over 100 years of experience, Baert positions itself as a complete one-stop supplier for educational institutions across Belgium, delivering over 25,000 quality articles directly from stock.

Differentiator

Problem solved

Functional benefit

Brands

• Baert-inrichting: Related website for inspiring learning environments and interior design services for educational institutions.

Products and services

• Crea Materiaal (Craft Materials)
• Kantoor en Schoolmateriaal (Office and School Materials)
• Ontwikkelingsmateriaal (Development Materials)
• Speelhoeken (Play Corners)
• Verzorging (Care Products)
• Inrichting (Furniture and Interior)

Quantifiable outcome

• Free class packaging service saves teachers significant time in preparing materials
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Regional players

• Bureau Vallée: France-based discount stationery and office supplies chain with stores across francophone Europe. Regional/European peer in office and school stationery, focused on value-oriented B2B and B2B2C customers.
• Brambilla: Italy-based educational supplies and school materials distributor serving schools, kindergartens, and educational institutions. Comparable vertical specialization in educational B2B distribution within a European market.

Direct peers

• School Specialty: US-based large B2B supplier of educational supplies, classroom furniture, and curriculum materials to K-12 schools. Direct peer in core category (educational B2B distribution) with similar breadth of assortment and institutional sales motion.
• Discount School Supply: US-based B2B supplier of school and early-childhood supplies, art/craft materials, and classroom furniture. Comparable e-commerce-first B2B distribution model serving educational institutions.
• Really Good Stuff: US-based B2B supplier focused on teacher-driven educational supplies, classroom organization, and learning materials. Direct peer given the teacher-account GTM and craft/development product mix.
• Kaplan Early Learning Company: US-based supplier of educational materials, classroom furniture, and early-childhood products to schools and childcare centers. Highly comparable to Baert's educational + childcare customer focus and developmental materials category.

Broad incumbents

• Lyreco: European leader in B2B office and workplace supplies with established education-vertical coverage. Broader incumbent in adjacent categories (office/school stationery) where Baert competes on assortment and service.
• Office Depot: Major B2B/B2C office products distributor with a long-established education-vertical presence. Comparable in office/school supply assortment but at a much larger scale and broader geographic footprint.
• Viking (Office Depot Europe): European B2B office supplies retailer operating in the Netherlands and Belgium, directly overlapping Baert's office-and-school-materials category. Incumbent with broader product breadth and digital infrastructure.
• Staples: Global office supplies and workplace solutions provider with B2B contracts extending into education. Broad incumbent in commoditized supply categories where Baert competes on price and assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/baertnv
• LinkedInlinkedin.com/company/baert-alles-voor-het-lerende-kind

Compliance1 record

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 Baert