What Theatergroep Aluin does

Theatergroep Aluin is a Dutch theater foundation (Stichting Theatergroep Aluin) founded in 1991 in Utrecht, organized as an ANBI-registered public benefit entity following the Governance Code Cultuur. The company produces live theater performances for two primary audiences: the general public, served through touring productions at more than ten Dutch partner venues (Stadsschouwburg Utrecht, Theater Kikker, De Kleine Komedie Amsterdam, Schouwburg Concertzaal Tilburg, Het Nationale Theater Den Haag, among others), and Dutch secondary schools (VMBO, HAVO, VWO, Gymnasium), served through dedicated educational programming with curriculum-aligned lesson materials.

The product portfolio spans classical Greek tragedies (Medea, Antigone, Oresteia, the Odyssey), Shakespeare adaptations (Twelfth Night, the Ken je Klassiekers series), Dutch colonial and queer-history works (Ik zeg toch sorry, Dit is van Ons, De Dolle Koster van de Domtoren), and contemporary dance-theater hybrids. Core educational pillars include the long-running Classic Tour (42,000+ first-year secondary students since 2014), the multi-year Oersterke Leerlijn curriculum-integration program, and add-on workshops on stage combat and Brechtian acting. Since 2021, the company has also operated Villa Concordia as a public-facing venue for theater, film, spoken word, music, and festivals, with venue rental as an additional revenue stream.

The business model combines ticket sales (distributed via the Ticketmatic platform), quote-based school bookings (managed through the Planned Culture online platform), venue rental at Villa Concordia, modest play-text retail (EUR 10 per book), and likely Dutch public cultural subsidies (gemeente, provincie, Fonds Podiumkunsten). The organization has 26 employees and artistic leadership shared by Victorine Plante and Erik Snel since the 2010 merger with De Zus van Roos. There are no funding rounds, no equity investors, and no disclosed revenue figures.

Name

Theatergroep Aluin

Legal name

Stichting Theatergroep Aluin

Website

https://aluin.nl

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Theatergroep Aluin is a Utrecht-based Dutch theater foundation founded in 1991 that produces classical adaptations and Dutch history-themed live performances for general audiences and secondary schools, operating from the Villa Concordia venue.

Ownership category

akta.pro rank

Product category

Performing Arts / Live Theater

NAICS

Theater Companies and Dinner Theaters (71111), Theater Companies and Dinner Theaters (711110), Performing Arts Companies (7111)

akta.pro primary industry

Classical & Contemporary Theatre (Plays/Drama) (MPAGABAH)

akta.pro secondary industries

Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB), Regional & Repertory Theatre Companies (MPAGABAB)

Keywords

• Live theater productions
• Educational theater programs
• Classical tragedy adaptations
• Dutch performing arts
• Theater venue rental

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Theater Ticket Sales: Revenue from ticket sales for theater performances at various venues across the Netherlands, including their own performances and coproduction productions.
2. School Bookings: Revenue from booking theater performances and workshops for secondary schools (VMBO, HAVO, VWO, Gymnasium). Schools book through an online booking system for performances at their institutions or at theaters.
3. Venue Rental (Villa Concordia): Rental income from Villa Concordia, their theater house, which is available for rehearsals, congresses, trainings, and recordings.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Theatergroep Aluin is a Dutch theater company that produces and performs live theater productions, including classical Greek tragedies, Shakespeare adaptations, and Dutch history-themed works for general audiences, alongside tailored educational theater programs for secondary schools (VMBO, HAVO, VWO, Gymnasium) with curriculum-aligned lesson materials. The company also operates Villa Concordia, its Utrecht-based theater venue, for its own productions and external rental (rehearsals, congresses, trainings, recordings).

Product overview

Theatergroep Aluin is a Dutch theater company based in Utrecht, founded in 1991, offering live theater productions and educational programs. The portfolio consists of three main pillars: (1) Theater Productions for general audiences performed at venues across the Netherlands, including classical Greek tragedies (Medea, Antigone, Metamorfosen), Shakespeare adaptations (Twelfth Night, Ken je Klassiekers), and contemporary works on Dutch history (Ik zeg toch sorry, Dit is van Ons, De Dolle Koster); (2) School Programs including adapted productions for educational settings with curriculum-aligned lesson materials via Prezi, plus the Oersterke Leerlijn custom integration program; and (3) Workshops (Stagefight, Acting, Tragedies in de klas, Hollanders in de klas) as add-on modules. The company also operates Villa Concordia as a venue for rehearsals, performances, and external events, and produces the Podcast Villa Concordia. Key productions include the Classic Tour (interactive backstage theater experience since 2014 with 42,000+ student attendees), Ken je Klassiekers (fast-paced Greek/Shakespeare coverage), Odyssee (Homer adaptation), and coproductions with Raymi Sambo Maakt on slavery history themes.

Differentiator

Problem solved

Functional benefit

Brands

• Villa Concordia: A theater venue operated by Theatergroep Aluin since 2021, hosting a diverse and inclusive program of theater, film, spoken word, poetry, music and festivals. Available for rental for rehearsals, congresses, training, assemblies and recordings.

Products and services

• Theater Productions (In het theater) Live theater performances for general audiences, including classical Greek tragedies, Shakespeare adaptations, Dutch history pieces, and contemporary works. Productions are staged at various theaters including Stadsschouwburg Utrecht, Domtoren, and Theater Kikker.
• School Programs (Voor scholen) Educational theater performances and workshops for secondary schools (VMBO, HAVO, VWO, Gymnasium). Includes productions adapted for educational purposes with accompanying lesson materials aligned to curriculum subjects such as Greek, Latin, history, and citizenship education.
• Villa Concordia Venue Rental Theater venue and event space rental at Concordiastraat 67A, Utrecht. Hosts a diverse and inclusive program of theater, film, spoken word, poetry, music, and festivals. Available for rehearsals, congresses, training, assemblies, and recordings.
• Oersterke Leerlijn Customized theater curriculum integration program connecting theater activities to school curriculum, core objectives, and cultural vision. Multi-year partnership program with schools.
• Classic Tour Interactive backstage theater tour led by three Greek tragedy writers (Euripides, Sophocles, Aischylos) teaching about theater and favorite tragedies (Medea, Antigone, Oresteia). Culminates in a quiz competition. Available at Stadsschouwburg Utrecht, Theater de Krakeling Amsterdam, De Nieuwe Regentes Den Haag, and at schools.
• Ken je Klassiekers Fast-paced educational theater productions covering Greek tragedies (Oresteia, Oidipous, Antigone, Medea, Bacchants, Elektra) or Shakespeare plays (Romeo and Julia, Macbeth, Hamlet, Othello, King Lear, Richard III, Julius Caesar, A Midsummer Night's Dream). Includes lesson materials via Prezi.
• Theater Workshops Workshops for students including stage combat (Stagefight), Brechtian acting techniques (Workshop Acteren), monologue-based Greek tragedies exploration (Tragedies in de klas), and medieval stories combining film, medieval texts, and interactive exercises (Hollanders in de klas). 90-minute sessions with groups of 15-20 students.
• Twelfth Night Gender-fluid music spectacle adaptation of Shakespeare's romantic comedy, reworked by Ayden Carlo from a contemporary queer perspective. Includes accompanying stage play text available for purchase at €10.00 per book.
• Ik zeg toch sorry Coproduction with Raymi Sambo Maakt examining shared Dutch slavery history. Six actors reenact the 1863 emancipation celebration, exploring how it affects actors today. Selected for Nederlands Theater Festival 2023 and won the Colombina Award.
• De Dolle Koster van de Domtoren Razor-sharp theater production about queer history in Utrecht, set in the summer of 1729 during the Sodomy Persecutions. Coproduction with Compagnie Red Yellow & Blue. Performed at Domtoren Michaëlskapel.
• Moeder Aarde Climate comedy theater production about Mother Earth (Gaia) inviting Greek gods to dinner as she experiences hot flashes and mood swings due to the climate crisis. Directed by Victorine Plante with text by Erik Snel. Performs at De Kleine Komedie.
• Samson & (een beetje) Delilah Dance theater piece combining theater, dance, and Brazilian Jiu Jitsu, exploring themes of power, love, control, and resistance. Created in collaboration with Jaike Belfor.

Named customers4 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Raymi Sambo MaaktcoreStrategic or Co-development PartnerCoproduction partnership for 'Ik zeg toch sorry', a powerful production about Dutch slavery history. Raymi Sambo co-developed the concept with Victorine Plante and was involved in the text, as co-director, and as actor. This was a major collaborative production that was selected for the Nederlands Theater Festival 2023.
• Compagnie Red Yellow & BluecoreStrategic or Co-development PartnerCoproduction partnership for 'De Dolle Koster van de Domtoren', a razor-sharp theater production about queer history in Utrecht. Both theater companies collaborate on this production about the Sodomy Persecutions of 1729.
• Madame JeanettecoreStrategic or Co-development PartnerThe Utrecht collective Madame Jeanette (Jaike Belfor, Ayden Carlo, Rosita Segers) created 'Medusa', coproduced with Aluin. The collective makes humorous productions from a contemporary, black, and queer perspective using physical play and powerful choreography.
• Stichting Rietveld SchröderhuisminorStrategic or Co-development PartnerCollaboration for 'Bep, dochter van Rietveld', a production about Gerrit Rietveld's daughter, played at the Rietveld Schröderhuis in honor of its 100th anniversary.
• Villa ConcordiacoreOthersVilla Concordia is the theater house of Theatergroep Aluin, where they rehearse, work, have lunch, and receive guests. Since 2021, the venue has been opened for a diverse and inclusive program. Available for rental for rehearsals, congresses, trainings, and recordings.
• Stadsschouwburg UtrechtcoreChannel Partner/ Reseller/ DistributorMain venue partner for performances including the Domtoren location for 'De Dolle Koster van de Domtoren'. Primary theater venue for many productions.
• Planned CulturecoreTechnology or IntegrationCloud-based registration, planning, and communication platform specifically developed for cultural education. Aluin uses this system for school bookings and registrations.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Toneelgroep Amsterdam (Internationaal Theater Amsterdam): Largest subsidized repertory theater company in the Netherlands, producing classical and contemporary plays for both general audiences and educational programs. Most direct comparable in mission, repertoire breadth, and educational programming.
• Toneelhuis (Antwerpen): Antwerp-based repertory company producing classical adaptations and contemporary work with touring and educational components. Comparable mission and scale.
• Zuidelijk Toneel: Dutch producing theater company focused on new writing, classics, and educational programming for young audiences across the Netherlands. Comparable repertoire and school-segment focus.
• Het Nationale Theater: The Hague-based national theater producing classical and contemporary repertoire, including dedicated school and youth programs. Listed as an Aluin partner venue, indicating overlapping programming and audience.
• NTGent: Flemish city theater in Ghent producing classical repertoire (Greek tragedies, Shakespeare) and contemporary work with educational programming. Closest international peer given classical content focus and repertory model.

Emerging players

• Raymi Sambo Maakt: Amsterdam-based theater company producing work on colonial and slavery history from a Black perspective. Direct coproduction partner on 'Ik zeg toch sorry' and shares staff via business leader Jonnie Paling.
• Compagnie Red Yellow & Blue: Dutch queer-theater collective and direct coproduction partner on 'De Dolle Koster van de Domtoren'. Comparable small-team repertory model with thematic overlap on Dutch history work.

Regional players

• Theater Utrecht: Major Utrecht-based producing and presenting theater company. Shares the same Utrecht market as Aluin and produces both classical and contemporary work, including educational programs.

Others

• Planned Culture: Cloud-based booking platform for cultural education used by Aluin for school registrations. A technology/enabling peer rather than a content competitor, but a close operating dependency for the school-program revenue stream.
• Stichting Nieuwe Makers: Dutch sector organization supporting emerging theater makers. Connected to Aluin via business leader Jonnie Paling (zakelijk directeur) and head of marketing Roos Rietveld (executive producer).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/theatergroep-aluin

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 Theatergroep Aluin