What Hulpmiddelwereld does

Hulpmiddelwereld is a Dutch online home-care retailer (hulpmiddelwereld.nl) selling more than 4,000 medical aids, assistive devices, and consumable care products directly to consumers and businesses in the Netherlands and Belgium. The catalog spans 13 store categories including incontinence materials, mobility equipment (wheelchairs, scooters, rollators, walking aids), dementia care, bathroom/toilet safety, medical devices, diabetes supplies, visual impairment aids, rehabilitation and therapy products, and lifestyle/prevention items. The assortment is anchored by brand partnerships with TENA (Essity), Attends, Abena, Dailee, Silvana, Rebotec, Able2, and Flexyfoot, alongside specialty items such as interactive dementia robot cats, BBrain music players, LifeWatcher alarm watches, and Silvana Support pillows.

The underlying technology is a standard e-commerce platform: product catalog, customer accounts, shopping cart, and online store functionality, with no proprietary AI/ML, API, or app. Operations support next-day delivery on weekday orders placed before 16:00, free shipping above €75, and 30 customer-service experts handling phone and zakelijk (business) ordering on weekdays (9:00–16:30). Payment processing integrates iDeal, Klarna, Bancontact, KBC, PayPal, Mastercard and Visa; shipping runs on PostNL; and verified reviews flow through Kiyoh (1,049 reviews at 4.5/5 with a 96% recommendation rate).

The business model is direct-to-consumer e-commerce retail with published unit pricing, stacking discounts ("stapelkorting"), and limited rental options (e.g., loopkrukken at ~€1/day). Revenue is generated from one-time product sales across consumer and B2B (healthcare professional / care institution) channels. Customer segmentation spans elderly individuals living independently, caregivers, people with disabilities/chronic conditions, and healthcare/care institutions — all served through a single online storefront. Trust signals include Thuiswinkel Waarborg certification and the Kiyoh review platform.

Name

Hulpmiddelwereld

Legal name

Hulpmiddelwereld

Website

https://hulpmiddelwereld.nl

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Hulpmiddelwereld is a Dutch e-commerce retailer of 4,000+ home-care and medical aids — incontinence, mobility, dementia, bathroom safety, and rehabilitation products — serving elderly individuals, caregivers, people with disabilities, and care institutions in the Netherlands and Belgium.

Ownership category

akta.pro rank

Product category

Medical Aids Retail

NAICS

Services for the Elderly and Persons with Disabilities (624120), Health Care and Social Assistance (62), Social Assistance (624)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842), Surgical & Medical Instruments & Apparatus (3841)

akta.pro primary industry

Incontinence & Urological Supplies (Catheters, Briefs, Ostomy Supplies) (HSABAKAH)

akta.pro secondary industries

Continence Care Products (Adult Incontinence Pads/Briefs, Underpads, External Collectors) (HLAHALAH), Assistive Technology, Adaptive Equipment & Home Exercise Program Training In-Home (HSABADAN), Technology Assistance & Digital Support for Seniors (HSABAAAH), Healthcare & Assistive Robotics (HDAAAIAC)

Keywords

• Medical aids retail
• Home healthcare supplies
• Incontinence products
• Mobility equipment
• Assistive devices

Headquarters

HQ city

Maastricht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Direct e-commerce sales of medical aids and home care products to individual consumers. Products are sold at published retail prices with free shipping from €75. The company operates on a standard retail model with competitive pricing strategy.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Hulpmiddelwereld is a Dutch online home care retailer offering more than 4,000 medical aids and assistive devices through its e-commerce storefront hulpmiddelwereld.nl. The assortment spans incontinence products, mobility equipment, dementia care aids, bathroom safety items, medical devices, diabetes supplies, rehabilitation equipment, and daily living products, sourced from brands such as TENA, Attends, Abena, Nutridrink, Silvana, Rebotec, and Able2.

Product overview

Hulpmiddelwereld is a Dutch online home care e-commerce platform offering more than 4,000 medical aids and assistive devices. The company operates as a multi-category online store organized around independent living needs: Incontinentiemateriaal (incontinence supplies under TENA, Attends, Abena brands), Mobiliteit (mobility aids including wheelchairs, scooters, rollators, walking sticks, elbow crutches, walking frames), Wonen & Slapen (home and sleep products including Silvana Support pillows, beds, chairs, cushions), Dementie (dementia care with interactive robot cats, music players, senior clocks), Badkamer & Toilet (bathroom safety products), Medische Hulpmiddelen (medical devices including monitoring equipment), Telefonie & Elektronica (senior phones, alarm watches), Diabetes products, Slechtzienden (visual impairment aids), Sport & Revalidatie (rehabilitation and therapy products), and Leefstijl & Preventie (health and prevention). The product portfolio is anchored by major brands like TENA for incontinence care and supplemented by mobility equipment brands (Rebotec, Able2) and bedding brands (Silvana). The store offers nursing advice, free shipping over €75, and next-day delivery on orders before 16:00 on weekdays.

Differentiator

Problem solved

Functional benefit

Products and services

• Incontinence Products (Incontinentiemateriaal) Comprehensive range of incontinence supplies including incontinence pants, inserts, bed underlays, slips/diapers, urinals, bedpans, and skincare products from brands TENA, Attends, Abena, and Dailee. Targeted at individuals managing incontinence at home and caregivers.
• Mobility Aids (Mobiliteit) Full range of mobility equipment including wheelchairs, mobility scooters, rollators, walking frames (looprekken), walking sticks (wandelstokken), elbow crutches (elleboogkrukken), and transfer aids from brands Able2, Rebotec, and Flexyfoot. Designed for elderly users and individuals with limited mobility.
• Dementia Care Products (Dementie) Specialized dementia care aids including senior/dementia clocks, calendar clocks, talking alarm clocks, interactive robotic cats and dogs, music players for dementia patients, and wandering detection systems.
• Eating & Drinking Aids (Eten & Drinken) Nutritional supplements including Nutridrink medical nutrition, probiotics, vitamins, thickened liquids, adapted drinking cups, modified plates, adapted cutlery, kitchen aids, bibs, and seat stools for kitchen use.
• Living & Sleeping Products (Wonen & Slapen) Home aids and sleep products including Silvana Support neck pillows (Saphir, Emerald, Cristal variants), dressing aids, household helpers, care beds, bed supports, chairs, cushions, medical slippers, shoes, and socks.
• Bathroom & Toilet Aids (Badkamer & Toilet) Bathroom safety and hygiene products including bath aids, toilet chairs, toilet raisers, shower chairs, grab poles, cast/bandage covers, and personal care items for bathroom safety.
• Medical Devices (Medische Hulpmiddelen) Medical supplies including first aid materials, pill aids, stoma products, measuring and monitoring devices (blood pressure monitors, heart rate monitors, thermometers, oxygen saturation devices), wound care, and medical nutrition.
• Senior Telephony & Electronics (Telefonie & Elektronica) Senior-friendly phones, TV aids, alarm watches for elderly (LifeWatcher), radios, daylight lamps, tablets, and digital photo frames.
• Diabetes Management Products Diabetes management supplies including glucose meters, lancing devices, glucose test strips, lancets, and diabetic foot care products.
• Visual Impairment Aids (Slechtzienden) Products for the visually impaired including talking watches, reading aids, magnifiers, low vision sunglasses, recognition materials, and talking clocks.
• Sports & Rehabilitation (Sport & Revalidatie) Rehabilitation equipment, therapy and pain relief products (TENS units, hand therapy, heat/cold therapy, light therapy), sports tape, protection gear, braces, and massage devices.
• Lifestyle & Prevention Products (Leefstijl & Preventie) Health and prevention products including exercise equipment, weight monitoring scales, air purifiers, measurement devices, and fall prevention aids.

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Partnerships

Nine partnerships are on record, tiered core, major and minor.

• TENA (Essity)coreChannel Partner/ Reseller/ DistributorHulpmiddelwereld is an authorized retailer of TENA incontinence products including TENA Lady, TENA Men, TENA Pants, TENA Discreet, TENA Bed Underlays, and TENA Care products. TENA is one of the most prominently featured brands in the product assortment.
• AttendscoreChannel Partner/ Reseller/ DistributorAuthorized retailer of Attends incontinence products including Attends pants, Attends underlays, and Attends slips.
• AbenacoreChannel Partner/ Reseller/ DistributorAuthorized retailer of Abena incontinence products including Abena pants and Abena Abri-fix.
• DaileecoreChannel Partner/ Reseller/ DistributorAuthorized retailer of Dailee incontinence products including Dailee pants and Dailee underlays.
• Nutridrink (Nutricia)majorChannel Partner/ Reseller/ DistributorAuthorized retailer of Nutridrink medical drink nutrition products including Nutridrink Aardbei (strawberry) 6 packs of 4x200ml.
• SilvanamajorChannel Partner/ Reseller/ DistributorAuthorized retailer of Silvana Support and Silvana Comfort pillows, described as one of the most sold pillows in the Netherlands.
• RebotecmajorChannel Partner/ Reseller/ DistributorAuthorized retailer of Rebotec mobility products including Rebotec children's crutches and Rebotec closed/half armrest crutches.
• Able2majorChannel Partner/ Reseller/ DistributorAuthorized retailer of Able2 mobility products including Able2 folding walking frames and Able2 crutches.
• FlexyfootminorChannel Partner/ Reseller/ DistributorAuthorized retailer of Flexyfoot walking stick accessories including cork-handled Flexyfoot walking sticks and Flexyfoot anti-slip tips.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Vivosante (formerly Harting-Bank): Benelux-focused medical-supply retailer serving elderly and institutional customers with comparable incontinence and mobility products. Smaller scale but directly comparable assortment and customer base.
• Shop Apotheke Europe: Leading German online pharmacy with cross-border reach into the Netherlands and Belgium. Comparable e-commerce-led medical-aid retail model with European scale advantages.

Others

• Etos: Dutch pharmacy and personal-care chain with growing private-label incontinence and wellness assortment. Adjacent competitor leveraging physical-store footprint and brand trust.
• Essity (TENA): Owner of the TENA brand that anchors Hulpmiddelwereld's incontinence assortment. Functions as a core supplier but also runs direct online retail, creating channel conflict and supplier-power risk.

Direct peers

• Thuiszorgwinkel: Dutch online and brick-and-mortar home-care shop with a comparable multi-category assortment of mobility, incontinence, and daily-living aids. Same target segments (elderly, caregivers, institutions) and DTC/online delivery model.
• Vegro: Largest Dutch specialist retailer of home-care aids and medical devices, operating both online and physical stores across the Netherlands. Closest direct competitor to Hulpmiddelwereld's assortment in incontinence, mobility, and independent-living products.
• Medipoint (Mediq): Dutch medical-supply specialist supplying home-care institutions and consumers with aids, mobility equipment, and incontinence products. Overlaps directly with Hulpmiddelwereld's institutional (zakelijk) and consumer channels.

Broad incumbents

• Coloplast: Global manufacturer of ostomy, continence, and wound-care products. Operates as both supplier and DTC competitor in segments Hulpmiddelwereld resells, and competes for the same end customers via its own channels.
• Bol.com: Largest Dutch e-commerce platform with growing health-and-home-care assortment. Competes on convenience, breadth, and logistics rather than specialist advisory, putting pressure on Hulpmiddelwereld's category leadership.
• DocMorris: Major Netherlands-anchored online pharmacy selling medical supplies, incontinence products, and mobility aids. Adjacent positioning with overlapping consumer base and similar DTC fulfillment model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Hulpmiddelen
• Facebookfacebook.com/hulpmiddelwereld

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 Hulpmiddelwereld