ATV Safety

What ATV Safety does

ATV Safety is a Netherlands-based B2B e-commerce distributor of workplace safety products, headquartered in Andelst and operating the atvsafety.nl storefront since 1999. The company sells a catalog of over 30,000 SKUs organized into a granular taxonomy: pictograms (GHS, IMO, prohibition, warning, mandatory, evacuation), signs and stickers (ADR transport, traffic, warehouse, pipe marking), fire prevention and evacuation (smoke/heat/CO detectors, fire extinguishers, fire blankets, emergency lighting, evacuation ladders), first aid (kits, refills, plasters, eye wash, burn treatment), BHV emergency response (cabinets, alarms, megaphones, stretchers), floor marking, building and site safety (column protection, barriers, mirrors), locks and labels, lighting, and ADR/PPE. Its customers are industrial and commercial businesses in the Netherlands that require compliance with Dutch/EU safety frameworks including GHS labels, ADR transport signs, NEN standards, IMO-sign, and IATA/IBDG pictograms.

ATV Safety distributes products from multiple recognized brands including FireAngel, X-Sense, Sentek, Masterlock, Protectaplast, Detectaplast, and Pikt-O-Norm, and offers value-added custom printing for personalized signs with company logos. Distribution is direct-to-customer through the proprietary e-commerce platform, supported by digital marketing, an email newsletter, Facebook and LinkedIn channels, and a digital fliphtml5 catalog. Pricing is quote-based and not publicly disclosed; periodic price-change announcements (e.g., Pikt-O-Norm price changes effective May 1, 2026) are the primary pricing signal. The company is privately held with no parent, no disclosed institutional investors, no subsidiaries, no funding rounds, and no disclosed M&A or leadership changes in the source material. It is registered in the Dutch trade register (KVK 09106345) with VAT NL808774359B01 and operates with a headcount band of 11–50 employees.

The business model is a regional horizontal e-commerce distribution play, monetized through per-order product sales to a long-tail of Dutch industrial and commercial buyers. Recent product activity in 2026 — notably the X-Sense wifi smoke detector with Dutch spoken notifications, the Protectaplast Sensitive plaster line, and the Detectaplast Heavy Duty range — combined with distribution of FireAngel Wi-Safe 2 and Z-Wave gateway modules, suggests a strategic tilt toward connected/smart safety products and SKU broadening in first aid, while the geographic and channel footprint remains anchored to the Netherlands and the proprietary storefront.

Name

ATV Safety

Legal name

ATV Safety

Website

https://atvsafety.nl

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

ATV Safety is a Netherlands-based B2B e-commerce distributor serving Dutch industrial and commercial customers with over 30,000 workplace safety SKUs, including pictograms, fire prevention, first aid, signage, and PPE from brands such as FireAngel, X-Sense, and Protectaplast.

Ownership category

akta.pro rank

Headquarters

HQ city

Andelst

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Distribution channels1 record

Marketing channels4 records

Core offering

ATV Safety is a Netherlands-based direct e-commerce distributor of workplace and occupational safety products, offering more than 30,000 SKUs across categories such as safety pictograms, signs and stickers, fire detection and extinguishing equipment, emergency lighting, evacuation aids, first aid supplies, BHV/emergency response equipment, locks and lockout-tagout, floor marking, building and site safety products, ADR dangerous goods equipment, and PPE. The company also provides custom printing services to personalize safety materials with customer logos and supports compliance with Dutch and EU safety standards (GHS, ADR, NEN).

Product overview

ATV Safety is a Dutch safety products distributor offering over 30,000 safety products across multiple categories. The company operates as a single unified e-commerce platform with products organized into distinct categories: Pictograms (safety symbols and signs), Fire Prevention & Evacuation (smoke/heat detectors, fire extinguishers, fire blankets, emergency lighting, evacuation ladders), Signs & Stickers (traffic signs, ADR transport signs, warehouse markings, pipe markings), First Aid & Emergency Response (first aid kits, bandages, eye wash, burn treatment), Building & Site Safety (column protection, safety barriers, mirrors), and specialized categories including floor marking, locks/labels, lamps, batteries, and PPE. Key detector brands include FireAngel and X-Sense with wireless interconnectivity options (Wi-Safe 2, Z-Wave, Wi-Fi). The company offers custom printing services for personalized safety products with company logos.

Differentiator

Problem solved

Functional benefit

Products and services

• Pictograms (Safety Signs) Wide range of safety pictograms including mini pictograms, directional signs, fire fighting, mandatory signs, danger signs, rescue and evacuation, prohibition signs, warning signs, GHS labels, and hanging pictograms for industrial and commercial workplaces.
• Fire and Smoke Detectors Fire detection products including smoke detectors (rookmelders), heat detectors (hittemelders), CO detectors, and accessories from brands such as FireAngel, X-Sense, and Sentek, with options for standalone, wired, wireless, and Wi-Fi-connected models for residential and commercial fire safety.
• Emergency Lighting Emergency lighting solutions including recessed (inbouw) and surface-mounted (opbouw) emergency lights and accessories for buildings during power outages or evacuations.
• Signs and Stickers Extensive range of safety signs and stickers including transport signs (ADR boards), traffic signs, mounting hardware, text boards, packaging labels, inspection stickers, warehouse signage, pipe marking, and assembly point signs for workplaces and roadways.
• Fire Extinguishers Portable fire extinguishers and extinguisher cabinets for on-site fire suppression and prevention in workplaces and buildings.
• First Aid Supplies First aid products including burn treatment, first aid kits, first aid kit refills, eye wash solutions, bandages and gauze, miscellaneous first aid materials, cooling and heating products, disinfection, and plasters including the Detectaplast and Protectaplast brands.
• BHV Emergency Response Equipment Company emergency response (BHV) equipment including Secubox, BHV cabinets, training sets, sound systems (alarms, megaphones, foghorns), vests and armbands, safety packages, tabletop exercises, backpacks, and stretchers.
• Fire Blankets Fire blankets for smothering small fires, housed in protective cases, for kitchens, workshops, and workplaces.
• Evacuation Ladders Emergency evacuation ladders for use in multi-story buildings during fire or other emergencies.
• Lamps and Work Lights Lighting products including warning lights (zwaailampen), headlamps, flashlights, and work lights for worksites, vehicles, and emergency use.
• Area Delimitation Products Area delimitation products including barrier tape, posts, beacons, cones, chains, retractable barriers, and accordion barriers for marking off hazardous or restricted zones.
• Locks, Lockout-Tagout, and Labels Safety locks including Masterlock locks (Zenex with steel shackle, Zenex with Zenex shackle, steel locks), lock-out stations, lock-out kits, key management cabinets, labels and tags, lockout hasps, protective caps, and safety locks for maintenance and energy isolation procedures.
• Floor Marking Solutions Floor marking solutions including stencils, spray cans, tapes and marking tapes, permanent and non-permanent floor marking, pallet markings, warehouse markings, and anti-slip products for marking walkways and hazard zones.
• Building and Site Safety Products Building and site safety products including industrial protection (column protection, wall corner protection, safety railings, protective barriers), impact strips, traffic speed reducers, cable and hose protection, mirrors, plexiglas, circuit breakers, flaglevelers, and parking signs.
• ADR Dangerous Goods Equipment and PPE ADR dangerous goods equipment sets and personal protective equipment (PPE) for compliance with transport regulations and worker protection.
• Safety Display Boards and Cases Safety display boards, click lists, and display cases for workplace safety information and notices.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Brady Corporation: Global leader in identification and safety solutions including safety signs, pictograms, lockout/tagout, and facility safety products. Directly comparable to ATV Safety's core signage, labels, and locks categories, but at far greater scale and with proprietary technology.
• Grainger: Major industrial supply distributor carrying safety, signage, fire protection, and PPE categories. Compares on e-commerce-led B2B distribution of workplace safety products, though operating at global scale.
• Würth: Massive industrial and workshop supply distributor with a strong Dutch operation (Würth Nederland) covering PPE, safety equipment, and signage. Comparable on product category overlap and B2B distribution model, though vastly broader in scope and scale.

Direct peers

• Just Safety: Dutch online safety products retailer serving the same industrial/commercial customer base. Closely comparable business model, geography, and product mix to ATV Safety.
• SafetySigns.nl: Dutch specialist in safety signage, pictograms, and workplace visual communication products. Competes directly with ATV Safety in the same horizontal segment and region.
• Marker24: Dutch online retailer of safety signs, pictograms, and facility marking products. Directly comparable specialty overlap with ATV Safety's pictograms and signs categories.
• Helmsman Group: Netherlands-based supplier of workplace safety products, PPE, and signage. Operates in the same Dutch B2B safety distribution channel with overlapping product categories.
• Seton: Brady-owned specialist in workplace safety signage, labels, and PPE for European and global B2B customers. Direct competitor to ATV Safety in safety signs, pictograms, and facility compliance products.
• RSP Risk & Safety Products: Netherlands-based distributor of personal protective equipment and workplace safety products. Comparable B2B distribution model and product category overlap in PPE and occupational safety.

Others

• Master Lock (Fortune Brands Innovations): Major supplier of safety locks and lockout/tagout products — a category ATV Safety actively resells (Master Lock brand featured in catalog). Acts as both a supplier to and a competitive threat around ATV Safety's locks & labels category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/atvsafetypro
• LinkedInlinkedin.com/company/atv-safety-products-bv

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 ATV Safety