Bemmel & Kroon
Bemmel & Kroon is a Dutch kitchen and appliance retailer founded in 1960, selling complete custom kitchens, appliances, and accessories to individual Dutch homeowners through three physical showrooms and an e-commerce website with free 3D kitchen design tools.
- Company typePrivate
- Founded1960
- HeadquartersZoeterwoude, Netherlands
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Bemmel & Kroon does
Bemmel & Kroon (legal entity Van Bemmel & Kroon Keukens B.V.) is a Dutch kitchen specialist retailer founded in 1960 and headquartered in Zoeterwoude. The company sells complete custom kitchens in multiple styles (modern, country, design, industrial, classic) and configurations (straight, corner, U-shape, parallel, island, open-plan), and operates as an appliance retailer carrying categories including washing machines, dryers, dishwashers, refrigerators, freezers, ovens, cooktops, range hoods, microwaves, coffee machines, wine cabinets, vacuums, and warming drawers. It is an authorized reseller of premium European brands including Miele, BORA, Quooker, Siemens, Bosch, and Samsung, with sub-brands next125 and i-luminate and accessories covering countertops, fronts, handles, sinks, taps, and backsplashes.
The customer proposition is omnichannel: a website with an extensive product catalog and a free 3D Keukenplanner, plus three physical showrooms in Cruquius, Den Haag, and Zoeterwoude featuring approximately 150 working kitchen layouts. Design consultation and 3D proposals are offered free of charge, with a free competitor-quote comparison service designed to defend on price-quality rather than price alone. Appliance orders placed before 22:00 ship next day, and customers can opt for self-installation (advertised as saving €1,000–€3,000) or paid professional installation (€1,000–€2,500). The firm is CBW Erkend certified for consumer protection on kitchen purchases including installation, and Thuiswinkel Waarborg certified for online retail best practice. Customer satisfaction is reported at 9.1/10 across 46,256 reviews (main site) and 9.2/10 across 26,391 reviews (appliance department). Total headcount is reported as 101–250, and revenue is not publicly disclosed; ownership is presumed founder/family-controlled with no institutional investors, parent, or M&A activity identified in the source material.
The business model is direct-to-consumer omnichannel retail with three durable revenue mechanics: (1) one-time sale of complete custom kitchens, priced roughly €5,000–€16,000+ depending on size and finish, with cabinetry, appliances, and countertops each contributing approximately 40% / 40% / 20% of the kitchen price respectively; (2) hardware sales of standalone kitchen appliances under multi-brand authorization; and (3) optional professional installation services as a paid add-on. A secondary revenue stream is discount-channel inventory through 'showroom kitchens' typically marked 30–50% below original price. Volume is generated through SEO/content, email newsletter promotions (e.g., Stapelkorting on complete kitchens), review-platform trust signals (Kieskeurig, Qasa, Trustpilot), and showroom visits. Geographic scope is single-country (Netherlands), with no disclosed expansion into adjacent markets.
Bemmel & Kroon firmographics
Firmographics- Name
- Bemmel & Kroon
- Legal name
- Van Bemmel & Kroon Keukens B.V.
- Website
- https://bemmelenkroon.nl
- Company type
- Private
- Founded year
- 1960
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Bemmel & Kroon is a Dutch kitchen and appliance retailer founded in 1960, selling complete custom kitchens, appliances, and accessories to individual Dutch homeowners through three physical showrooms and an e-commerce website with free 3D kitchen design tools.
- Ownership category
- akta.pro rank
Bemmel & Kroon industry classification
Industry- Product category
- Kitchen Retail
- NAICS
- Household Appliance Manufacturing (3352), Wood Kitchen Cabinet and Countertop Manufacturing (33711)
- SIC
- Household Appliances (3630)
- akta.pro primary industry
- Kitchen Cabinets & Custom Millwork Showrooms (CRAIAFAA)
- akta.pro secondary industries
- Built-In & Integrated Appliance Retail (Built-In, Panel-Ready, Compact) (CRACACAH), Refrigeration & Freezer Retail (Refrigerators, Freezers, Wine/Beverage Coolers) (CRACACAB), Custom Cabinet Design & Build (HSAPAIAA), Kitchen Island & Custom Storage Solutions (HSAPAAAH)
Keywords
Where Bemmel & Kroon is headquartered
LocationHeadquarters
- HQ city
- Zoeterwoude
- HQ country
- Netherlands
- HQ region
- Europe
Offices3 records
Markets served
Bemmel & Kroon business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Complete Kitchens: Sale of complete kitchens including cabinets, countertops, sinks, taps, and built-in appliances. Custom 3D design process per customer, with professional installation services available.
- Kitchen Appliances (standalone): Sale of individual kitchen appliances (washing machines, dryers, refrigerators, dishwashers, ovens, cooktops, range hoods, coffee machines, wine coolers, vacuum cleaners) as standalone purchases. Next-day delivery for orders placed before 22:00.
- Professional Installation & Services: Optional professional kitchen installation services, including plumbing and electrical work, offered as add-on to kitchen sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | 3-meter straight kitchen — entry level |
| One time/ perpetual license | Multi-year contract | 4-meter straight kitchen — mid-size |
| One time/ perpetual license | Multi-year contract | 5-meter straight kitchen — large |
| Unit Pricing | Multi-year contract | Cooking island — freestanding kitchen island |
| Unit Pricing | Multi-year contract | BORA cooktop extraction systems |
| Unit Pricing | Pay-as-you-go | Professional installation service |
| One time/ perpetual license | Multi-year contract | Corner kitchen (hoekkeuken) — various sizes |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Bemmel & Kroon product offering
Product offeringCore offering
Bemmel & Kroon is a Dutch kitchen specialist retailer that designs, sells, and installs complete residential kitchens, kitchen appliances, and accessories. The company operates three physical showrooms in the Netherlands complemented by an online store, and offers a free 3D kitchen planning service alongside a professional installation service for end customers.
Product overview
Bemmel & Kroon is a Dutch kitchen specialist offering a comprehensive portfolio of custom and stock kitchens combined with a full range of kitchen appliances and accessories. The core offering consists of custom kitchens (available in styles including modern, country, design, industrial, classic, and timeless) in various configurations (straight, corner/L-shape, U-shape, parallel, island/eiland, and woonkeuken/open-plan kitchen), supplemented by branded sub-collections such as next125 and i-luminate. The company operates as a one-stop shop combining kitchen design services (free 3D planner and personal consultation), a broad appliance range (washing machines, dryers, refrigerators, freezers, dishwashers, ovens, cooktops, range hoods, microwaves, coffee machines, wine cabinets, and warming drawers), and accessories (countertops, fronts, handles, sinks, faucets, backsplashes, and lighting). Featured appliance brands include Miele (with a dedicated Miele Shop section), BORA (cooktop extraction systems, steam ovens, refrigerators, freezers, and accessories), Quooker (boiling water taps), and Siemens studioLine. Services include free quote comparison, showroom experience across 3 locations, and professional installation.
Differentiator
Problem solved
Functional benefit
Products and services
- Complete Kitchens (Keukens)
Quantifiable outcome
- Customer satisfaction rating of 9.1/10 based on 46,256 reviews
- +2 more outcomes
Companies that use Bemmel & Kroon
Customer profileSegments1 record
Ideal customer profiles1 record
Bemmel & Kroon technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Bemmel & Kroon partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- MielecoreOfficial Miele Shop and reseller offering Miele washing machines, dryers, washer-dryer combos, vacuum cleaners, and all Miele appliances. Dedicated Miele section on website with full product range and in-store displays.
- BORAcoreAuthorized BORA dealer offering the full range of BORA cooktop extraction systems (8 product lines), steam ovens, multifunctional drawers, cooling/freezing systems, and accessories. Extensive product detail pages and showroom presence with BORA appliances on display.
- QuookercoreAuthorized Quooker retailer offering the full Quooker range including Quooker Flex, Quooker COMBI, Quooker CUBE, and Quooker taps. Frequently featured in promotions as a free bonus with kitchen purchases.
- SiemenscoreReseller of Siemens studioLine appliances and full Siemens kitchen appliance range. Featured brand on homepage and dedicated brand landing pages.
- BoschcoreReseller of Bosch appliances including Bosch accent line and Bosch i-DOS products. Featured brand with dedicated product pages.
- SamsungminorReseller of Samsung kitchen appliances including Samsung Eco Bubble washing machines and Samsung QuickDrive technology products.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Bemmel & Kroon competitors and assessment
Company assessmentEmerging players
- Coolblue: Dutch online-first electronics and appliance retailer that has expanded aggressively into large appliances and is moving into kitchen category. A growing indirect competitor for the appliance portion of Bemmel & Kroon's mix.
- Miele Experience Center / BORA Flagship Stores: Premium appliance brand direct stores that compete for the high-end appliance shopper Bemmel & Kroon currently captures through authorized dealer relationships. Represents the brand-disintermediation risk to B&K's premium-authorization moat.
Broad incumbents
- Hornbach Netherlands: Large-format home improvement and DIY retailer with kitchens, appliances, and installation services as part of a broader assortment. Competes on project-scale convenience for Dutch renovators.
- IKEA Netherlands: Mass-market home furnishing retailer with a significant kitchen category offering including modular cabinet systems (METOD), appliances, and installation services. Competes on price and one-stop convenience rather than bespoke design.
Direct peers
- Brugman Keukens: Dutch kitchen specialist with multiple showroom locations offering complete kitchens and built-in appliances. Directly comparable in product mix, customer segment, and showroom-led go-to-market model.
- Mandemakers Keukens: One of the largest Dutch kitchen retail chains with multiple showrooms and a comparable kitchen-plus-appliance offering. Closest scaled competitor to Bemmel & Kroon, with broader geographic coverage and similar premium-brand portfolio approach.
- KeukenConcurrent: Dutch kitchen specialist retailer operating multiple showroom locations across the Netherlands with a similar omnichannel model combining physical showrooms and online ordering. Closest head-to-head competitor to Bemmel & Kroon in the value-to-mid kitchen segment.
- Tulp Keukens: Dutch kitchen specialist with a network of showrooms and online sales targeting Dutch homeowners. Comparable in offering custom kitchens, premium appliances, and installation services.
- Piet Kooij Keukens: Premium Dutch kitchen showroom specialist focused on high-end kitchen designs and appliances. Comparable in premium-brand positioning and design-led customer experience.
- Kitchen4All: Dutch online and showroom-based kitchen retailer offering custom kitchens and appliance packages to Dutch consumers. Comparable omnichannel model with smaller showroom footprint.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Bemmel & Kroon social profiles
Digital presenceBemmel & Kroon compliance and trust
Trust signalCompliance2 records
Bemmel & Kroon financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bemmel & Kroon leadership team
Management profileNumber of profiles
Profiles1 record
Bemmel & Kroon funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bemmel & Kroon 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 Bemmel & Kroon
What does Bemmel & Kroon do?
Bemmel & Kroon is a Dutch kitchen specialist retailer that designs, sells, and installs complete residential kitchens, kitchen appliances, and accessories. The company operates three physical showrooms in the Netherlands complemented by an online store, and offers a free 3D kitchen planning service alongside a professional installation service for end customers.
Is Bemmel & Kroon a public or private company?
Bemmel & Kroon is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Bemmel & Kroon founded?
Bemmel & Kroon was founded in 1960. It employs 101 to 250 people.
Where is Bemmel & Kroon based?
Bemmel & Kroon is headquartered in Zoeterwoude, Netherlands, in the Europe region.
How does Bemmel & Kroon make money?
Three revenue lines are on record. Complete Kitchens are the primary driver. The others are kitchen Appliances (standalone) and professional Installation & Services.
Who are Bemmel & Kroon's main competitors?
Emerging players on record are Coolblue and Miele Experience Center / BORA Flagship Stores. Broad incumbents are Hornbach Netherlands and IKEA Netherlands. Direct peers are Brugman Keukens, Mandemakers Keukens, KeukenConcurrent, Tulp Keukens, Piet Kooij Keukens and Kitchen4All.
Does Bemmel & Kroon have an API?
No public API is recorded for Bemmel & Kroon.
What industry is Bemmel & Kroon in?
Bemmel & Kroon's product category is Kitchen Retail. Its primary akta.pro industry code is CRAIAFAA, Kitchen Cabinets & Custom Millwork Showrooms, with a secondary code of CRACACAH, Built-In & Integrated Appliance Retail (Built-In, Panel-Ready, Compact). Its NAICS code is 3352 and its SIC code is 3630.