Deventrade
Deventrade bv is a family-owned Dutch sports distributor managing a portfolio of team sports brands — hummel, Stanno, Reece, Derbystar, SELECT, and OPRO — supplying teamwear, balls, and equipment to over 1,000 amateur clubs, professional teams, and national federations across more than 20 countries, primarily in Benelux and Western Europe.
- Company typePrivate
- Founded1985
- HeadquartersDeventer, Netherlands
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
Deventrade firmographics
Firmographics- Name
- Deventrade
- Legal name
- Deventrade bv
- Website
- https://deventrade.com
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Deventrade bv is a family-owned Dutch sports distributor managing a portfolio of team sports brands — hummel, Stanno, Reece, Derbystar, SELECT, and OPRO — supplying teamwear, balls, and equipment to over 1,000 amateur clubs, professional teams, and national federations across more than 20 countries, primarily in Benelux and Western Europe.
- Ownership category
- akta.pro rank
Deventrade industry classification
Industry- Product category
- Sportswear and Sports Equipment Distribution
- NAICS
- Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910), Sporting and Recreational Goods and Supplies Merchant Wholesalers (42391), Sporting Goods Retailers (45911)
- SIC
- Wholesale-Apparel, Piece Goods & Notions (5130), Sporting & Athletic Goods, Nec (3949)
- akta.pro industry
- Team Sports Equipment & Apparel DistributionConsumer Products & Retail/Wholesale, Distribution & Category Management/Sporting Goods, Outdoor & Recreation DistributionTeam Sports Equipment & Uniforms RetailTeam Sports & On-Field Performance ApparelSporting Goods & Outdoor Inventory-led Online Retailers
Keywords
Where Deventrade is headquartered
LocationHeadquarters
- HQ city
- Deventer
- HQ country
- Netherlands
- HQ region
- Europe
Offices4 records
Markets served
Deventrade business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Sportswear and equipment distribution: Deventrade distributes sportswear and equipment through its portfolio of brands (humel, Stanno, Reece, Derbystar, Select, OPRO) to sports clubs and associations. Revenue is generated through product sales to clubs, members, and individual consumers via their Sportdirect.com webshop and direct club partnerships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Club sponsorship with financial benefits |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Deventrade product offering
Product offeringCore offering
Deventrade distributes team sports apparel, equipment, and accessories under a portfolio of brands (hummel, Stanno, Reece, Derbystar, SELECT, OPRO) to amateur and professional sports clubs, associations, and consumers. The company offers Special Design customization for club teamwear, operates a 13,500 m² warehouse with 18,350 SKUs, and sells through the Sportdirect.com webshop alongside direct club partnership agreements spanning football, hockey, handball, and volleyball.
Product overview
Deventrade is a sports distribution company offering a portfolio of five sportswear and equipment brands through its Sportdirect.com webshop. The portfolio consists of hummel, Stanno, Reece, Derbystar, SELECT, and OPRO, covering teamwear, active lifestyle clothing, footballs, handballs, and mouthguards for team sports including football, hockey, handball, and volleyball. The company operates as a distributor and brand portfolio manager rather than a unified product platform, with each brand serving different sports segments and distribution channels.
Differentiator
Problem solved
Functional benefit
Brands
- hummel: Sportswear and sports equipment brand for football, handball, hockey, and volleyball. Licensed in Benelux.
- Stanno
- Reece
- Derbystar
- SELECT
- OPRO
Products and services
- Stanno Allround team sports brand offering versatile and high-quality sportswear suitable for football, handball, volleyball, floorball, and korfball, as well as individual training, built on the pillars of 'Product is King' and 'Sport is our Passion.'
- Reece Attractive clothing and accessories for active lifestyles, offering fashionable collections for both recreational and elite athletes, including Olympic-level sports federations and teams; official clothing partner for Belgian (KBHB) and German (DHB) national hockey teams.
- Derbystar Leading football brand and official match ball of the Bundesliga, Eredivisie, and multiple professional leagues; produces hand-stitched footballs recognized for quality and market leadership in amateur football balls.
- SELECT Danish brand producing high-quality hand-stitched balls, particularly handball, founded in 1947; official ball supplier for the European Handball Federation (EHF) and producer of over 2 million balls annually.
- OPRO Mouthguard brand founded in 1997, recognized as the world's most technically advanced mouthguard company; produces mouth protection for professional athletes and individuals at all performance levels.
- hummel (Benelux distribution) Sportswear brand offering comfortable sports clothing with a sporty look, distributed by Deventrade in the Benelux across football, handball, hockey, and volleyball.
- Let's Play Together Club Concept Club sponsorship concept offering discounts, a 10% cashback program on purchases, and personalized Club Shop, Member Shop, and Business Club Shop storefronts for participating sports clubs and their members.
- Special Design customization service Bespoke teamwear design service that enables sports clubs to create unique, customized team jerseys with distinctive club identity.
Quantifiable outcome
- Sponsorship agreements with more than 1,000 amateur sports clubs in the Netherlands
- +1 more outcomes
Companies that use Deventrade
Customer profileNamed customers17 records
Segments3 records
Ideal customer profiles3 records
Deventrade technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Deventrade partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered core and minor.
- Royal Antwerpen FCcore
- RKC Waalwijkcore
- Go Ahead Eaglescore
- FC Emmencore
- FuPaminor
- NHV (Dutch Handball Association)core
- DHB (German Hockey Association)core
- KBHB (Royal Belgian Hockey Association)core
- SV Kampongcore
- H.C. Oranje-Roodcore
- Draisma Dynamocore
- Ladies in Black Aachencore
- OH Leuvencore
- TOP Osscore
- Barnet FCcore
- London Beescore
- Eredivisiecore
- First Division (Eerste Divisie)core
- Berliner HCcore
- Grosflottbeker THGCcore
- HSG Krefeldcore
- H20 Esports Campusminor
- EHF (European Handball Federation)core
Scale indicators5 records
Recent moves8 records
Expansion highlights5 records
Deventrade competitors and assessment
Company assessmentDirect peers
- Erima: German team sports apparel and equipment brand covering football, handball, volleyball, and running. Directly comparable to Deventrade's Stanno and hummel offerings, serving the same club/federation segment across DACH and Benelux with overlapping national federation sponsorship activity.
- Jako: German-based team sports apparel brand competing for club and federation contracts in football, handball, and volleyball across Europe. Highly comparable multi-sport teamwear portfolio and similar GTM targeting amateur through professional clubs.
- Macron: Italian team sports apparel manufacturer and distributor with extensive European football, rugby, and handball club partnerships. Comparable multi-sport teamwear portfolio targeting both amateur clubs and professional federations.
- Umbro: Historic football-focused brand with strong federation and club partnership heritage (English FA historically). Comparable in targeting football teamwear and equipment, and would compete for the same club contracts.
- Kappa / BasicNet: Italian team sports brand with active football, volleyball, and handball sponsorship portfolio across Europe. Comparable multi-sport teamwear positioning and federation-level marketing approach.
- Masita: Dutch/Belgian team sports apparel brand headquartered in the Netherlands. Direct competitor in Deventrade's home market, focused on teamwear for football, hockey, and volleyball clubs across Benelux.
Broad incumbents
- Sports Direct / Frasers Group: Large multi-brand sporting goods retailer active across Europe including through Sportdirect.com's competitive overlap. Comparable multi-brand distribution model at much larger scale, with some shared brand suppliers.
- INTERSPORT: Global sporting goods retailer with franchised retail network selling teamwear, equipment, and footwear. Overlaps with Deventrade's Sportdirect.com channel and competes for the same amateur sports consumer wallet, though without the federation sponsorship focus.
- Decathlon: Global sporting goods retailer with own-brand teamwear lines (Kipsta, etc.) competing across price points in football, hockey, and volleyball. A much larger incumbent whose expansion into teamwear puts pricing pressure on Deventrade's amateur club segment.
- Nike Teamwear / Nike Football: Global sportswear giant with dedicated teamwear division targeting clubs and federations. Represents the upper-bound competitive threat to Deventrade's amateur and semi-professional club segment across all sports covered.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Deventrade social profiles
Digital presenceDeventrade financial estimates
Financial estimateRevenue estimate
Valuation estimate
Deventrade leadership team
Management profileNumber of profiles
Profiles4 records
Deventrade funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Deventrade 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 Deventrade
What does Deventrade do?
Deventrade distributes team sports apparel, equipment, and accessories under a portfolio of brands (hummel, Stanno, Reece, Derbystar, SELECT, OPRO) to amateur and professional sports clubs, associations, and consumers. The company offers Special Design customization for club teamwear, operates a 13,500 m² warehouse with 18,350 SKUs, and sells through the Sportdirect.com webshop alongside direct club partnership agreements spanning football, hockey, handball, and volleyball.
Is Deventrade a public or private company?
Deventrade is a private company. It is classified as family owned and is currently operating.
When was Deventrade founded?
Deventrade was founded in 1985. It employs 51 to 100 people.
Where is Deventrade based?
Deventrade is headquartered in Deventer, Netherlands, in the Europe region.
How does Deventrade make money?
One revenue line is on record: sportswear and equipment distribution.
Who are Deventrade's main competitors?
Direct peers on record are Erima, Jako, Macron, Umbro, Kappa / BasicNet and Masita. Broad incumbents are Sports Direct / Frasers Group, INTERSPORT, Decathlon and Nike Teamwear / Nike Football.
Does Deventrade have an API?
No public API is recorded for Deventrade.
What industry is Deventrade in?
Deventrade's product category is Sportswear and Sports Equipment Distribution. Its primary akta.pro industry code is CRAOAJAA, Team Sports Equipment & Apparel Distribution, with a secondary code of CRAMABAE, Team Sports Equipment & Uniforms Retail. Its NAICS code is 423910 and its SIC code is 5130.