BTN de Haas

What BTN de Haas does

BTN de Haas is a Dutch agricultural supplies e-commerce retailer founded in 1925 and operating from Groningen, Netherlands, with approximately 20 employees. The company runs a single online storefront at btndehaas.nl, built on a Magento e-commerce platform with a Hyva frontend theme, that sells directly to Dutch farmers and small agricultural businesses. Its catalog is organized by five industry verticals — Rundveehouderij (cattle farming), Akkerbouw & Loonwerk (arable farming and contracting), Schapenhouderij (sheep farming), Geitenhouderij (goat farming), and Varkenshouderij (pig farming) — and spans product categories including animal care, calf rearing, milking equipment and parts, minerals and feed supplements, pasture fencing, water supply, stall equipment, cleaning and disinfection, silage supplies, seeds, machines and tools (including Kärcher and Husqvarna lines), tractor and machine parts, garden machines, and work clothing and footwear.

The business model is direct e-commerce (B2C and B2B) with self-serve customer accounts, shopping cart checkout, and promotional/clearance merchandising. The company complements its commerce catalog with a content platform, the BoerENverstand Kennisbank, which provides farming expertise and practical advice intended to attract and educate customers. Distribution is exclusively online and operates only within the Netherlands (a .nl domain with no disclosed international footprint). No revenue, ownership, funding, or leadership details are publicly disclosed, and the company appears to operate as an independent private business.

Name

BTN de Haas

Legal name

BTN de Haas

Website

https://btndehaas.nl

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

BTN de Haas is a Dutch agricultural supplies e-commerce retailer founded in 1925, selling livestock, machinery, and farm consumables online to Dutch cattle, sheep, goat, pig, and arable farmers through a Magento storefront supplemented by a farming knowledge platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Netherlands

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales (B2C/B2B E-commerce): BTN de Haas generates revenue through direct e-commerce sales of agricultural supplies, tools, machinery parts, and work clothing to farmers and agricultural businesses in the Netherlands. The business operates as a multi-category online retailer with shopping cart and customer account functionality.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

BTN de Haas is a Dutch agricultural supplies e-commerce retailer selling a comprehensive multi-category product range for cattle, sheep, goat, pig, and arable farmers through its online store. The product portfolio covers animal care, milking equipment, calf rearing, feeds and supplements, pasture fencing, water supply, barn equipment, cleaning and disinfection, silage supplies, seeds, machines and tools, tractor and machine parts, garden machines, and work clothing and footwear. The platform serves Dutch farmers and agricultural contractors with self-serve online purchasing, customer accounts, and a complementary knowledge resource (BoerENverstand Kennisbank).

Product overview

BTN de Haas is a Dutch agricultural supplies e-commerce platform operating as a single unified web store that serves multiple farming sectors. The company offers an integrated product portfolio organized by industry segment: Rundveehouderij (cattle farming), Akkerbouw & Loonwerk (arable farming and contracting), Schapenhouderij (sheep farming), Geitenhouderij (goat farming), and Varkenshouderij (pig farming). Within each segment, the product categories include animal care supplies, milking equipment, feed and nutrition products, cleaning and disinfection materials, fencing systems, water supply solutions, stall equipment, machines and tools, tractor and machine parts, garden equipment, work clothing, and safety gear. The store also carries branded products from Kärcher for cleaning equipment and Husqvarna for garden machines. The platform functions as both an online retail store with shopping cart functionality and a product information resource.

Differentiator

Problem solved

Functional benefit

Products and services

• Rundveehouderij (Cattle Farming) Supplies Comprehensive product range for dairy and beef cattle farmers covering animal care, calf rearing, milking equipment, fencing, water supply, stall equipment, feed and supplements.
• Akkerbouw & Loonwerk (Arable Farming & Contracting) Supplies Products for arable farmers and agricultural contractors including machines, tools, tractor parts, garden equipment, and work clothing.
• Schapenhouderij (Sheep Farming) Supplies Full range of supplies for sheep farmers including animal care, lamb rearing, pasture fencing, water supply, and stall equipment.
• Geitenhouderij (Goat Farming) Supplies Complete product line for goat farmers including kid rearing supplies, milking equipment, fencing, and stall accessories.
• Varkenshouderij (Pig Farming) Supplies Supplies for pig farmers including animal care, piglet feeding, water systems, stall equipment, and climate control.
• Veeverzorging (Animal Care) Products Animal health and care products including hoof care, udder care, wound care, shaving, calving supplies, insemination, and veterinary products.
• Melkmachines & Onderdelen (Milking Machines & Parts) Milking equipment and accessories including spray and dip products, udder paper, milking filters, teat liners, milk hoses, pulsation hoses, and milking machine parts.
• Machines & Gereedschappen (Machines & Tools) Professional machines and tools including Kärcher pressure washers, compressors, welding equipment, vacuum cleaners, floor scrubbers, power tools, heaters, electrical supplies, ladders, and workshop items.
• Trekker- & Machinedelen (Tractor & Machine Parts) Replacement parts for tractors and agricultural machinery including cab parts, seats, hydraulics, filters, engine parts, transmission parts, agricultural technique, lighting, lubricants, batteries, and lifting equipment.
• Tuinmachines (Garden Machines) Garden and landscaping equipment including lawn mowers, ride-on mowers, robot mowers, chainsaws, brush cutters, leaf blowers, hedge trimmers, and related accessories.
• Werkkleding & Schoenen (Work Clothing & Footwear) Workwear and safety footwear including overalls, work shirts, work trousers, work jackets, rain clothing, safety shoes, boots, clogs, gloves, and safety equipment.
• Mineralen, Voeders & Supplementen (Minerals, Feeds & Supplements) Animal nutrition products including minerals, mineral buckets, licks, boluses, drenches, feeds, nutritional supplements, and infusion supplies.
• Weide Afrastering (Pasture Fencing) Fencing equipment for pastures including energizers, conductors, fence posts, gate handles, fence testers, insulators, strainers, fence reels, and netting.
• Watervoorziening (Water Supply Systems) Water supply systems for farms including stall drinking bowls, water pumps, pasture drinking bowls, water heating, water quality products, and tubing.
• Stalinrichting (Barn/Stall Equipment) Barn and stall interior equipment including hay racks, feed troughs, animal brushes, play materials, bedding, lighting, climate control, cameras, and fastening materials.
• Reiniging & Ontsmetting (Cleaning & Disinfection) Cleaning and sanitation products including foam and disinfectants, hand and back sprayers, brushes, hygiene products, and boot cleaners.
• Inkuilen (Silage Supplies) Silage supplies including agricultural plastic, sand sleeves, silage covers, tension straps, silage tape, and silage additives.
• Zaden (Agricultural Seeds) Agricultural seeds including grass seed, corn seed, green manure, and flower mixtures.
• Jongveeopfok (Calf Rearing Supplies) Calf rearing supplies including colostrum and artificial milk, milk mixers, milk feeding, muesli and pellets, supplements, calf covers, calf housing, heat lamps, and measuring equipment.

Segments5 records

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

Regional players

• Aveve (Boerenbond): Belgian agricultural and horticultural retail chain selling feed, seeds, workwear, tools, and farm supplies through physical stores and online. Comparable multi-category farm-supply retailer but primarily serves Belgian farmers rather than the Dutch market BTN targets.
• AgriEuro: Italian online retailer specializing in agricultural machinery, garden equipment, and small engines targeted at farmers and hobbyists. Comparable multi-category e-commerce farm-supply model but focused on the Italian market rather than Benelux.
• Lantmännen: Swedish agricultural cooperative and one of the largest groups in Northern Europe, active across grain, feed, machinery, and energy. Comparable as a farmer-owned multi-segment supplier but focused on Nordic/Baltic geographies rather than the Benelux.

Direct peers

• AgruniekRijnvallei: Dutch agricultural cooperative serving livestock and arable farmers across multiple segments with feed, fertilizers, seeds, and farm supplies. Closely comparable cooperative-to-farmer distribution model and customer base in the Dutch market.
• Agradi: Dutch online retailer of country, equestrian, pet, and farm supplies serving a similar SMB farmer/hobbyist base in the Netherlands. Operates a comparable multi-category e-commerce catalog with branded outdoor, workwear, and stable equipment lines.

Broad incumbents

• BayWa: German-headquartered global agricultural conglomerate with inputs, trading, and digital farming platforms serving arable and livestock producers. Comparable on the broad farm-supply category overlap (machinery parts, workwear, animal health, agronomy inputs) and a meaningful competitor in adjacent European markets.
• De Heus Animal Nutrition: Dutch-founded international animal nutrition and feed company serving livestock producers across Europe, Asia, and Africa. Comparable on the feed/minerals/supplements category within BTN's catalog but operates at significantly larger scale as a manufacturer.
• Royal Agrifirm Group: Large Dutch agricultural cooperative supplying compound feed, crop solutions, and digital tools to Dutch livestock and arable farmers. Directly overlaps on BTN's cattle, pig, and arable segments with a broader portfolio including proprietary nutrition products.
• ForFarmers: Leading European animal nutrition company headquartered in the Netherlands, supplying compound feed and on-farm solutions to livestock producers. Overlaps directly with BTN's cattle, pig, and small-ruminant segments but at much greater scale and with proprietary feed formulations.
• Kramp: Europe's largest technical wholesaler of spare parts, accessories, and workshop supplies for the agricultural sector. Directly comparable on the tractor/machinery parts and consumables categories and competes for the same farmer and contractor buyer across multiple European geographies.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/btn-de-haas-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 BTN de Haas