What Bemat does

Bemat Automotive Products B.V. is a Dutch manufacturer of custom-fit floor mats and automotive accessories, headquartered in Genemuiden, Netherlands, and founded in 1995 by Jan Beens. The company produces made-to-order floor mats for passenger cars, trucks, tractors, campers/RVs, buses, and industrial equipment including excavators and cranes, and sells complementary automotive accessories and promotional items. Manufacturing is vertically integrated in a single in-house production facility using proprietary molds and tooling, which underpins the company's custom-fit capability and a 1.5-week standard delivery time.

The company operates a B2B go-to-market model, serving dealers, importers, wholesalers, and grossiers rather than end consumers directly. Product is organized across four price tiers (Budget, Basic, Trend, High-Line) to cover different dealer price points, and the company is ISO certified. It is a direct supplier to Hitachi for industrial equipment mats, indicating OEM-grade qualification. The company is a privately held Dutch B.V. with no external investment or parent group disclosed, and its only documented international expansion is export to Poland.

Revenue, headcount, and unit-economics data are not disclosed, and the company's digital footprint is limited to no app, no API, and no AI/ML capabilities. Strategic activity is dated to 2000-2008 (Polish export, ISO certification, takeover of Dutch mat production), with no recent funding, M&A, or leadership-change signals in the input data.

Name

Bemat

Legal name

Bemat Automotive Products B.V.

Website

https://bematonline.nl

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Bemat is a Dutch manufacturer of custom-fit floor mats for cars, trucks, tractors, campers, buses, and industrial equipment, serving B2B customers including dealers, importers, wholesalers, and OEM accounts like Hitachi via its in-house Genemuiden facility.

Ownership category

akta.pro rank

Product category

Custom Automotive Floor Mats

NAICS

Motor Vehicle Seating and Interior Trim Manufacturing (336360)

SIC

Carpets & Rugs (2273)

akta.pro primary industry

Aftermarket Interior Accessories Manufacturing (Floor Mats/Seat Covers/Steering Covers/Storage) (IMACANAJ)

akta.pro secondary industries

Rug & Mat Manufacturing (Entry/Anti-fatigue/Utility) (IMAOAJAD), Automotive & Transportation Technical Textiles (Interiors/Airbags/Seatbelts/Acoustic) (IMAOADAE), Industrial Matting, Flooring & Safety Rubber Products (IMANALAI)

Keywords

• Custom automotive floor mats
• Vehicle mat manufacturing
• Industrial equipment mats
• Promotional auto accessories
• Entrance door mats

Headquarters

HQ city

Genemuiden

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Custom Floor Mats (Automatten): Sale of custom-made floor mats for cars, campers, tractors, trucks, and industrial vehicles. One-time purchase per vehicle. Revenue generated per mattenset (set).
2. Door Mats (Deurmatten): Custom entrance mats for commercial and residential applications, including personalized clean/dry walk mats.
3. Auto Accessories: Safety accessories (first aid kits, lifehammers, warning triangles, safety vests, emergency lights) and promotional items (keychains, license plate holders, pens, caps, lighters).
4. Promotional Items: Branded promotional merchandise including keychains, license plate holders, license plate cases, towbar caps, pens, lighters, caps, fleece hats, ice scrapers.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels3 records

Core offering

Bemat manufactures and supplies custom-made floor mats for cars, campers, tractors, trucks, buses, excavators, and cranes, produced in-house at its facility in Genemuiden, the Netherlands. The company also offers custom entrance door mats and a range of automotive safety accessories and promotional items. All mats are precision-cut to fit any vehicle brand, model, or shape, with optional logo embroidery.

Product overview

Bemat Automotive Products is a custom mat manufacturer established in 1995, producing tailored floor mats for automobiles, campers/RVs, tractors, trucks, buses, excavators, and cranes, as well as entrance door mats. The company operates its own production facility in Genemuiden, the Netherlands, enabling full control over quality and customization. Their mat portfolio spans four product tiers (Budget, Basic, Trend, and High-Line) utilizing needle felt, velours, and rubber materials, with precision CNC cutting and finishing options including festooning, binding, and logo embroidery. Beyond mats, Bemat offers complementary automotive safety accessories (first aid kits, emergency hammers, warning triangles, safety vests, emergency lights) and a broad range of promotional items (keychains, license plate holders/cases, key wallets, trailer hitch caps, lighters, pens, caps, fleece hats, ice scrapers). The company serves importeurs, dealers, universal auto businesses, wholesalers, and grossiers, with direct supply to major customers like Hitachi for industrial equipment mats.

Differentiator

Problem solved

Functional benefit

Products and services

• Automatten (Car Mats) Custom-made car floor mats produced in-house at Bemat's Genemuiden facility, available in Budget, Basic, Trend, and High-line quality tiers with needle felt and velours materials, precision-cut to fit any vehicle brand, model, or shape. Offered to automotive dealers, importers, and individual consumers via quote-based sales.
• Vrachtwagenmatten (Truck Mats) Custom-made high-quality truck floor mats in needle felt and velours materials, precision-cut for perfect fit. Intended for truck and transport operators and dealers.
• Tractormatten (Tractor Mats) Custom-made tractor floor mats produced in needle felt or velours materials for agricultural vehicles, serving agricultural equipment dealers and operators.
• Campermatten (Camper/RV Mats) Custom-fit RV/camper floor mats available in three product lines: Basic-Line (needle felt), Trend-Line (polypropylene with granulate backing), and High-Line (velours with NSF backing). All lines available in multiple colors with optional logo embroidery.
• Bus-, Shovel- en Kraanmatten (Bus, Excavator and Crane Mats) Custom-made mats for buses, excavators (shovels), and cranes. Bus mats available in three quality levels; shovel and crane mats include needle felt, velours, or rubber options. Bemat is a direct supplier to Hitachi for all shovels and cranes.
• Deurmatten (Door Mats) Custom entrance mats for doorways, available as personalized clean or dry walk-off mats for commercial and residential applications.
• Safepack (Safety First Aid Kit) Safety bag with first aid supplies meeting European quality standards. Features eye-catching blue or red impact-resistant and water-repellent fabric with zipper closure and multiple content symbols.
• Lifehammer (Emergency Hammer) Double-headed emergency hammer with hardened points capable of shattering side windows in seconds, and built-in sharp Solingen steel blade for cutting seatbelts with a single pull. Fluorescent head for easy location in darkness.
• Gevarendriehoek (Warning Triangle) Standard warning triangle packaged in a plastic rectangular tube, easy to use and stable on the ground.
• Veiligheidsvest (Safety Vest) 100% polyester safety vest with velcro closure and reflective strips meeting EN471 standard. Available in fluorescent yellow, one size fits all.
• Emergency Light Multifunctional safety light combining flashlight and strobe light functions. Minimum 30 hours battery life. Suitable for car, boat, hiking, or dangerous situations.
• Sleutelhanger (Keychains) Extensive range of keychains available in leather, metal, with or without logo. Custom options available upon request.
• Kentekenplaathouder (License Plate Holders) Wide selection of license plate holders with customization options available.
• Kentekenetui (License Plate Cases) License plate cases available in suede or leather, in 3 colors, customizable with company name and logo. Blank versions also available.
• Sleutelbeursje (Key Wallets) Durable key wallets in suede or leather, available in 3 colors. Customizable with own logo or name via printing or embossing.
• Trekhaakdop (Trailer Hitch Caps) Practical protective cover for trailer hitches, customizable with company logo.
• Aanstekers (Lighters) Lighters available in many styles and colors, fully customizable with company name, logo, or specific text.
• Pennen (Pens) Pens available in many styles and colors, fully customizable with company name, logo, or specific text.
• Caps Stylish caps available in many colors, sizes and styles, customizable with embroidered company logo.
• Fleecemutsen (Fleece Hats) Warm fleece hats ideal for cold, dark, short days. Available in multiple sizes including children's sizes, customizable with embroidered company logo.
• IJskrabbers (Ice Scrapers) Various types of ice scrapers in different sizes and styles, customizable with company logo.

Named customers1 record

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• HitachicoreChannel Partner/ Reseller/ DistributorBemat is a direct supplier of custom floor mats for all Hitachi shovels and cranes. This is an ongoing B2B supply relationship where Bemat provides custom-made mats for Hitachi's industrial equipment.

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Emerging players

• TuxMat: Canadian maker of premium custom-fit car mats targeted at the consumer and luxury dealer channel. Smaller and more consumer-focused, but addresses the same 'custom-fit premium automotive mat' category.

Direct peers

• Husky Liners: Manufacturer of custom-molded automotive floor mats, cargo liners, and mud guards, sold through dealer and consumer channels. Comparable product portfolio (car mats, custom fit, dealership channel) and similar B2B/B2C hybrid model.
• WeatherTech: US-based direct-to-consumer and dealer-channel manufacturer of custom-fit automotive floor mats (WeatherTech FloorLiner, CargoTrunk Liner). Most directly comparable peer: same core product, same custom-fit value proposition, much larger scale.
• Lloyd Mats: US manufacturer of custom-fit and vehicle-specific floor mats (rubber, carpet, Luxe) primarily for the dealer aftermarket. Closely comparable on product (custom-fit mats) and primary customer (vehicle dealers).
• MAXpider: Custom-fit automotive floor mats and cargo liners sold both directly to consumers and through dealers. Comparable custom-fit mat technology (Kagu 3D, all-weather TPE) and similar channel mix.
• Covercraft (Coverking): Manufacturer of custom automotive accessories including floor mats, seat covers, and dash covers, sold through dealer and consumer channels. Direct peer in custom-molded interior accessories for the aftermarket.
• Kraiburg (KRAITEC / Kraiburg RELASTEC): German manufacturer of rubber matting and flooring products including vehicle and industrial applications. Comparable on the industrial rubber mat, vehicle mat, and OEM supply dimensions that overlap with Bemat's industrial-equipment business.

Regional players

• Mil-Tex (Tapis Hiver) / Frost Produkte: Germany-based manufacturer of custom-fit car mats and boot mats for the European dealer aftermarket. Regionally comparable direct competitor in the same product category and channel.
• Walser (Walser GmbH): German manufacturer and retailer of custom-fit car mats and trunk liners, operating both own-brand and private-label production. Comparable European competitor in custom-fit vehicle mats with overlapping automotive dealer channel.

Broad incumbents

• 3M (Automotive Aftermarket Division): Global diversified manufacturer of automotive aftermarket products including cleaning, interior protection, and accessories. Sells into the same dealer and B2B channels Bemat serves, but at much broader portfolio scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/bemat-automotive-products-b.v.

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Bemat