What Bakkerij Goemans does

Bakkerij Goemans (legally Goemans Versbakkerij B.V.) is a third-generation Dutch family bakery founded in 1954 in Santpoort and now headquartered in Heemskerk, North Holland. The company produces and sells bread, pastries, cakes, petit fours, savory snacks, and celebration cakes, operating 16 retail stores across nine North Holland cities (Heemskerk, Beverwijk, Castricum, Assendelft, Velsen-Noord, Heiloo, IJmuiden, Haarlem, and Alkmaar) and serving individual consumers, B2B customers, and event/occasion buyers. Retail pricing follows a unit-pricing model across a broad assortment, with items ranging from €0.60 white rolls to multi-euro celebration cakes; a Piggy loyalty program ties repeat purchases to point accumulation.

Production is anchored by a single modern bakery in Heemskerk using traditional artisanal methods, with a particular specialization in petit fours (square, arch, almond, cream, marzipan, and seasonal variants). Wholesale customers — grossiers Beko, Bakeplus, Civoba, and Bakeplu — distribute Goemans frozen petit fours (9–24 month shelf life) into the Dutch horeca sector, retail chains, and export markets. A 2025 product extension added gluten-free, lactose-free, and vegan SKUs. The company holds FSSC 22000 food safety certification, runs an e-commerce webshop for pickup and delivery, partners with Too Good To Go for surplus-food sales, and is constructing a 3,500 m² sustainable production facility (opened spring 2026) intended to supply all current and future stores.

The business operates three revenue streams — retail store sales, wholesale/B2B supply, and e-commerce — with unit-based pricing and no disclosed subscription or recurring contracts. Distribution combines owned retail, B2B grossier channels, an in-house webshop, and the Too Good To Go app. The business is family-owned with Dennis Goemans as a named contact for the banketbakkerij department; no external investors, parent company, or M&A transactions beyond a single competitor-location absorption (former Bakkerij Schoone site, Beverwijk) are disclosed.

Name

Bakkerij Goemans

Legal name

Goemans Versbakkerij B.V.

Website

https://goemansversbakkerij.nl

Company type

Private

Founded year

1954

Operating status

Operating

Headcount range

101–250 employees

Short description

Bakkerij Goemans is a third-generation Dutch family bakery founded in 1954, operating 16 retail stores across North Holland and a wholesale division that supplies frozen petit fours and pastries to grossiers, horeca, retail chains, and export markets.

Ownership category

akta.pro rank

Product category

Artisanal Bakery Products

NAICS

Commercial Bakeries (311812), Bread and Bakery Product Manufacturing (31181), Retail Bakeries (311811), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813)

SIC

Bakery Products (2050), Food And Kindred Products (2000)

akta.pro primary industry

Frozen Bakery Products Manufacturing (AFAKAAAF)

akta.pro secondary industries

Frozen Bakery & Dough Products Wholesale (AFAIAHAD), Bread & Pastry Specialty Stores (CRAHAGAC), Online Bakery & Desserts Delivery (CRAHAIAK), Private Label & Contract Bakery Wholesale (AFAIAFAK)

Keywords

• Artisanal bakery products
• Wholesale petit fours
• Fresh bread retail
• Dutch family bakery
• Celebration cake maker

Headquarters

HQ city

Heemskerk

HQ country

Netherlands

HQ region

Europe

Offices10 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Store Sales: Revenue from direct sales through 16 retail stores across North Holland region, serving individual consumers with fresh bread, pastries, cakes, and specialty items.
2. Wholesale/B2B: Wholesale division supplying petit fours, Gebak (pastries), and other bakery products to grossiers, horeca, retail businesses, and export markets. Products supplied frozen with minimum 9-12 months shelf life.
3. E-commerce/Webshop: Online ordering through the Goemans Versbakkerij webshop, serving both retail consumers and business customers for pickup and delivery of bakery products.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Bakkerij Goemans is a third-generation Dutch family bakery that produces and sells fresh bread, pastries (gebak), petit fours, celebration cakes (taarten), bread rolls, savory snacks, cookies, and tarts to consumers via 16 retail stores across North Holland and to business customers via a wholesale division and e-commerce webshop. Petit fours are the company's signature specialty, produced both fresh for retail and frozen (with 9–24 month shelf life) for wholesale supply to grossiers, horeca, retail chains, and export markets.

Product overview

Bakkerij Goemans is a traditional Dutch family bakery established in 1954 in Santpoort, now in its third generation with operations in Heemskerk. The company operates 16 retail stores across North Holland (Heemskerk, Beverwijk, Castricum, Assendelft, Velsen-Noord, Heiloo, IJmuiden, Haarlem, and Alkmaar) and a wholesale division serving distributors, hospitality, retail, and export markets. Their core product portfolio centers on fresh bread, Dutch pastries (gebak), petit fours (their specialty), celebration cakes (taarten), and savory snacks, with recent expansion into gluten-free, lactose-free, and vegan options. Products are distributed through company-owned retail stores, a B2B wholesale channel, and an online webshop.

Differentiator

Problem solved

Functional benefit

Brands

• Piggy: A loyalty program where customers earn points for purchases that can be redeemed for free products.

Products and services

• Brood (Bread) Fresh daily bread assortment for consumers, including white bread, brown bread, whole grain bread, sourdough bread, and specialty breads such as spelt bread, sold through retail stores and the webshop.
• Broodjes (Bread Rolls) Various bread rolls for consumers, including soft rolls, hard rolls, croissants, and specialty items like hamburger buns and hot dog buns.
• Banket (Filled Pastries) Assorted filled pastries and Danish pastries for both retail and wholesale customers.
• Gebak (Pastries and Cakes) Wide assortment of Dutch pastries and cakes for consumers, including various cakes, tarts, and petit fours in multiple flavors and designs.
• Petit Fours Signature specialty bite-sized pastries available in square (vierkant) and arch (boog) shapes and multiple flavors including strawberry, apricot, chocolate, mango, orange, coffee, almond, and themed seasonal variants for Christmas, Easter, and King's Day. Sold fresh in retail and frozen for wholesale.
• Taarten (Celebration Cakes) Celebration cakes for consumers and event customers, including birthday cakes, cream cakes (slagroomtaart), and special occasion cakes, available in various serving sizes.
• Crème Gebak (Cream Pastries) Cream-filled pastries in advocaat, hazelnut, cappuccino, and limoncello flavors, featuring meringue and light cream fillings.
• Cake Gebak (Cake Pastries) Traditional Dutch cake pastries, including Mergpijp (pipe cakes) and Kasteeltjes (mini castles), made with sponge, cream, and marzipan.
• Mini Kasteeltjes (Mini Castle Cakes) Small colorful castle-shaped pastries in maraschino, strawberry, orange, mango, and coffee flavors, topped with decorative icing.
• Hartige Snacks (Savory Snacks) Savory snack items including sausage rolls, cheese rolls, satay rolls, pizza snacks, and onion cheese bread.
• Koek en Cake (Cookies and Cakes) Cookies and cakes including butter cake (boterkoek), filled cookies, apple pastries, stroopwafels, and breakfast cake.
• Vlaaien (Tarts and Pies) Dutch-style tarts and pies in flavors including apple crumble, Swiss cream, banana, caramel, advocaat, chipolata, christophel, hazelnut, cherry royal, mocha, orange chocolate, tiramisu, and fruit.
• Gluten-free, Lactose-free and Vegan Pastries Gluten-free, lactose-free, and vegan pastry options including chocolate coconut tart and apple pie made with dates, almonds, oats, lemon, and cinnamon. Additional items include a gluten-free, lactose-free, and vegan raspberry-strawberry cheesecake.
• Thema/Feestdagen Petit Fours (Holiday-Themed) Holiday-themed petit fours including Christmas arch shapes, Easter yellow squares, and Orange King's Day squares, plus themed products for sports events and other celebrations.

Quantifiable outcome

• 70+ years in business, 3 generations of family ownership
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Too Good To GocoreStrategic or Co-development PartnerAll 16 Bakkerij Goemans stores are connected to the Too Good To Go app. Customers can purchase 'surprise packages' at a small price containing products unsold at end of day or with short expiration dates. This partnership helps reduce food waste while providing value to customers.
• Regional FoodbankminorOthersBakkerij Goemans donates products to the regional foodbank weekly to support people experiencing financial hardship with fresh products.
• BekocoreChannel Partner/ Reseller/ DistributorBeko is a wholesale distributor (grossier) that carries Bakkerij Goemans petit fours products in their assortment for distribution to horeca, retail, and other customers.
• BakepluscoreChannel Partner/ Reseller/ DistributorBakeplus is a wholesale distributor (grossier) carrying Bakkerij Goemans petit fours products.
• CivobacoreChannel Partner/ Reseller/ DistributorCivoba is a wholesale distributor (grossier) carrying Bakkerij Goemans products, including almond petit fours.
• BakeplucoreChannel Partner/ Reseller/ DistributorBakeplu (listed as Bakeplus variant) is a wholesale distributor carrying Bakkerij Goemans almond petit fours.
• PiggycoreOthersPiggy is a loyalty program provider. Customers earn 1 point per euro spent, with rewards starting at 70 points for a free gevulde koek. Points can also be donated to charity organizations like Kennemerhart Haarlem.

Scale indicators5 records

Recent moves8 records

Expansion highlights4 records

Broad incumbents

• Jumbo: Major Dutch supermarket chain with in-store bakeries across its store network, directly overlapping with Goemans on bread and standard pastries in North Holland.
• Aryzta: Global frozen bakery company with extensive foodservice and retail channel presence across Europe. Larger incumbent against which Goemans' wholesale petit fours must compete on listings and shelf space.
• Albert Heijn: Largest Dutch supermarket chain with extensive in-store bakeries selling bread, pastries, and seasonal bakery items. Competes with Goemans on everyday-bread and standard pastry traffic, while also being a potential wholesale customer via private label.
• Lantmännen Unibake: European bakery group with broad frozen and fresh bread and pastry production and strong foodservice distribution, including in the Netherlands. Comparable as a competing wholesale bakery supplier to grossiers and horeca.
• HEMA: Dutch mass-market retailer with a bakery assortment (including tompouce and pastries) sold across its national store network, overlapping on impulse-purchase pastry occasions.

Direct peers

• Bakker Bart: Dutch franchise bakery chain operating dozens of own-brand retail stores selling bread, pastries, and snacks nationwide. Closest direct comparison on multi-store retail bakery footprint and product mix in the Dutch market.
• Continental Bakeries: Dutch-headquartered producer of cookies, biscuits, and bakery products with a strong wholesale and B2B focus, including private-label manufacturing. Comparable on the frozen/wholesale bakery manufacturing side of Goemans' business.
• MultiVlaai: Dutch pastry specialty chain selling vlaaien and gebak through dedicated retail stores across the Netherlands. Highly comparable on the pastry/gebak portion of Goemans' assortment and on multi-store retail model.
• La Lorraine Bakery Group: Belgian-rooted European bakery group with frozen and fresh bakery production, significant Dutch operations, and broad B2B/horeca/retail distribution. Closest scaled peer to Goemans' wholesale frozen bakery positioning.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/bakkerijgoemans
• Instagraminstagram.com/bakkerijgoemans
• TikToktiktok.com/@bakkerijgoemans
• Xx.com/Goemansversbakk
• LinkedInlinkedin.com/company/goemans-versbakkerij

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 Bakkerij Goemans