Conel B.V.

What Conel B.V. does

Conel B.V. is a Dutch private limited company (besloten vennootschap) headquartered in Zwolle, Netherlands, that designs, sources, and distributes apparel under two proprietary brands — BJØRNSON® for casual wear and STØRVIK® for workwear — and additionally produces private-label apparel for third parties. The company operates with a small team of seven employees and maintains a warehouse facility in Swalmen, Netherlands, supporting its logistics and inventory operations.

The company has operated for more than 30 years, having evolved from earlier commercial roots into an integrated apparel business that controls design and distribution for its own brands while leveraging international manufacturing partners for production. Its commercial model is B2B-led, distributing through wholesale channels rather than directly to consumers, and it serves multiple customer segments: casual-wear retailers and end-buyers, workwear purchasers, and private-label clients seeking contract manufacturing.

The company's competitive position rests on its two registered trademarks and its long operating history rather than on disclosed technology, patents, proprietary processes, data assets, or named customer relationships. No AI/ML capabilities, software platforms, or public funding have been disclosed in available material, and there are no public references to specific customer logos, contract values, or revenue figures.

Name

Conel B.V.

Legal name

Conel B.V.

Website

https://conel.nl

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Conel B.V. is a Dutch apparel company operating two proprietary brands — BJØRNSON® casual wear and STØRVIK® workwear — alongside private-label manufacturing for third parties. The seven-employee B2B business, based in Zwolle with warehousing in Swalmen, has operated for over 30 years.

Ownership category

akta.pro rank

Product category

Workwear & Apparel Manufacturing

NAICS

Piece Goods, Notions, and Other Dry Goods Merchant Wholesalers (424310)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Apparel OEM/ODM & Private Label Manufacturing (CRAAAAAK)

Keywords

• Workwear apparel
• Casual wear collections
• Private label manufacturing
• Apparel wholesale distribution
• Outdoor clothing supply

Headquarters

HQ city

Zwolle

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Own Brand Sales: Sale of proprietary branded workwear and leisurewear under BJØRNSON® (casual wear) and STØRVIK® (workwear) brands through wholesale and distribution channels.
2. Private Label Production: Manufacturing and supply of private label apparel products for third-party brands and retailers.
3. Reseller/Distribution: Distribution of workwear and outdoor clothing to resellers and retail partners.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

Conel B.V. is an international supplier of work and outdoor clothing that designs, develops, purchases, and distributes its own branded apparel collections (BJØRNSON® casual wear and STØRVIK® workwear) and produces private label apparel for third-party brands and retailers. The company manages the entire garment manufacturing process from design through production, purchasing, sales, and distribution from its own modern warehouse facility.

Product overview

Conel B.V. is an international supplier of work and outdoor clothing that operates as a single integrated offering combining apparel design, manufacturing, and distribution services. The company manages the complete garment manufacturing process from design to production and logistics to delivery through its integrated team in the Netherlands and international manufacturing partners. The product portfolio includes two proprietary sub-brands—BJØRNSON® casual wear and STØRVIK® workwear—alongside private label production services for third-party brands. All products are developed, purchased, sold, and distributed from the company's own modern warehouse facilities.

Differentiator

Problem solved

Functional benefit

Brands

• BJØRNSON®: Casual wear collections - trend-following (not trend-setting), eliminating extremes in cuts and color choices
• STØRVIK®

Products and services

• BJØRNSON® Casual Wear Trend-following casual wear collection designed by Conel's in-house design, styling, and purchasing department, featuring moderate cuts and color choices tailored to specific target groups for sale through wholesale and reseller channels.
• STØRVIK® Workwear Trend-following workwear collection designed by Conel's in-house team, eliminating extremes in cuts and color choices while preserving functionality for professional work environments, sold through wholesale and reseller channels.
• Private Label Apparel Production Custom private label manufacturing service for third-party brands and retailers, managing the complete garment production process from design through production, logistics, and delivery.

Segments3 records

Ideal customer profiles2 records

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

Direct peers

• Castelion / Projob: Projob is a Swedish workwear brand focused on functional mid-market workwear with its own collections distributed through European resellers, highly comparable in positioning and customer base to Conel's STØRVIK® workwear line.
• Jobman Workwear: Jobman is a Scandinavian functional workwear and profilewear brand with own collections and B2B distribution, closely comparable to Conel's mid-market branded workwear positioning.
• Mascot Workwear: Mascot is a Danish mid-sized workwear manufacturer with own-brand collections (similar to STØRVIK®) and broad B2B distribution across Europe, making it one of the closest size-and-strategy peers to Conel.
• Fristads Kansas Group: Fristads is one of Europe's largest workwear manufacturers with own brands plus workwear services; comparable to Conel in producing own-brand and third-party workwear, but at much greater scale.
• Snickers Workwear: Snickers Workwear (part of Hultafors Group) is a European workwear specialist with its own proprietary brand and a strong reseller network, directly comparable to Conel's branded workwear wholesale model.
• HAVEP Workwear: HAVEP is a Benelux workwear manufacturer with own-brand collections (HAVEP®, BP®) and B2B distribution, mirroring Conel's combination of proprietary branded workwear and wholesale.
• Tricorp Workwear: Tricorp is a Dutch workwear brand offering both a private label line and custom corporate workwear, very similar in positioning to Conel's STØRVIK® line plus private-label production, and based in the same Benelux market.

Broad incumbents

• Helly Hansen Workwear: Helly Hansen is a large Norwegian workwear and outdoor apparel incumbent with own-brand collections and pan-European wholesale, comparable to Conel's STØRVIK®/BJØRNSON® model but at broader scale and reach.
• CWS Workwear: CWS is a large European workwear services group (rental, laundry, workwear manufacturing including Bisley/CWS brands), partially overlapping with Conel's workwear manufacturing and B2B distribution model.

Emerging players

• Regatta Great Outdoors: Regatta is a UK-based value-brand outdoor and casualwear supplier distributing through European wholesale and own-brand programs, comparable to Conel's BJØRNSON® casualwear collection and wholesale-led distribution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/conel-b.v.

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 Conel B.V.