Viking Nederland

What Viking Nederland does

Viking Nederland B.V. operates vikingdirect.nl, an online B2B and B2C retailer of office supplies, furniture, technology, and workplace equipment headquartered in Venlo, Netherlands. Founded in 1960, the company serves business customers (Zakelijke gebruikers), consumers (Particuliere gebruikers), and large enterprise accounts (Grootzakelijke Klanten) through a horizontal assortment spanning office supplies, cleaning and hygiene, office furniture (Viking Realspace), packaging (RAJA), catering, and printing supplies. The platform distributes both Viking's own-brand products and a wide portfolio of third-party brands including HP, Brother, Tork, Post-it, Kärcher, Fellowes, LEITZ, Dymo, edding, BIC, Navigator, Pilot, Logitech, Energizer, and Duracell.

The underlying platform is an e-commerce storefront (vikingdirect.nl) with integrated customer account management, ordering system, and logistics infrastructure, supported by DHL for next-working-day delivery. Viking operates dedicated brand shops for major distribution partners, sector-specific solution shops for Retail, Healthcare, and Services verticals, plus Eco Shop and Ergonomie Shop sub-stores, and a Viking One loyalty program for repeat customers. The company maintains ISO 9001:2015, ISO 14001:2015, and ISO 45001:2018 certifications, and holds EcoVadis sustainability certification.

Viking Nederland generates revenue through direct product sales on a transactional, pay-as-you-go model with unit pricing, volume-based discounts (Koop Meer, Bespaar Meer), free delivery above €99 (excl. VAT), and dedicated custom pricing for large enterprise accounts. The go-to-market motion is sales-led and multi-channel, combining self-serve e-commerce, the Viking One loyalty program, dedicated account management for Grootzakelijke Klanten, brand-shop and sector-shop storefronts, and marketing channels including email, social (Facebook, LinkedIn), content (Viking Blog), affiliate partnerships, and seasonal promotional campaigns. Pricing is presented inclusive of VAT for B2C customers and exclusive of VAT for B2B customers. The company operates as part of a pan-European Viking brand network with country-specific websites across the Netherlands, Belgium, Germany, Austria, Ireland, Switzerland, UK, and Luxembourg.

Name

Viking Nederland

Legal name

Viking Direct NL

Website

https://vikingdirect.nl

Company type

Private

Founded year

1960

Operating status

Operating

Short description

Viking Nederland B.V. operates vikingdirect.nl, a B2B and B2C e-commerce platform distributing office supplies, furniture, cleaning/hygiene, packaging, and technology products under its own brand and third-party brands to businesses, consumers, and large enterprise accounts across the Netherlands and broader European Viking network.

Ownership category

akta.pro rank

Headquarters

HQ city

Venlo

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Revenue generated through direct sales of office supplies, furniture, cleaning/hygiene products, catering items, ink & toner, paper, packaging, writing materials, technology/office machines, and personal protective equipment through the vikingdirect.nl e-commerce platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Viking Nederland is an online retailer of office supplies, furniture, cleaning and hygiene products, catering/kitchen items, packaging materials, office technology, and personal protective equipment, sold through the vikingdirect.nl e-commerce platform. The product range spans Viking's own brands (Viking, RAJA, Viking Realspace) and resells third-party brands including Tork, Post-it, HP, Brother, Fellowes, Leitz, Dymo, and Kärcher. The company serves business customers and individual consumers across the Netherlands and broader European market with next-working-day delivery on orders above €99 (excl. VAT).

Product overview

Viking Nederland is a B2B office supplies e-commerce platform offering a comprehensive range of office and workplace products. The offering consists of Viking's own brand products (including Viking toiletpaper, tissues, cleaning products, paper products, notebooks, whiteboards, folders, binders, ink cartridges, and toners) and sub-brand RAJA for packaging, and Viking Realspace for office furniture. The platform also distributes a wide range of third-party brands including Tork (hygiene products), Post-it (sticky notes), HP and Brother (printers), Fellowes and Dahle (paper shredders), Leitz, Durable, and Exacompta (office organization), Kärcher (cleaning equipment), Brennstuhl (electrical equipment), Energizer and Duracell (batteries), Logitech (computer accessories), Navigator (paper products), and various writing instrument brands (BIC, Pilot, Staedtler, STABILO, edding, Rotring). The company operates as a multi-brand retail platform serving business customers with office supplies, cleaning & hygiene, office furniture, technology/office equipment, printing supplies, and catering products through an e-commerce model.

Differentiator

Problem solved

Functional benefit

Brands

• Viking Shop: Own-brand Viking products including office supplies, paper, ink cartridges, and cleaning products.
• Raja Shop
• Viking Realspace Shop

Products and services

• Viking own-brand products Viking's own-brand range covering office and workplace products including toilet paper, tissues, cleaning products, paper products, notebooks, whiteboards, folders, binders, ink cartridges, and toners, sold through vikingdirect.nl.
• RAJA packaging products Own-brand packaging materials and shipping solutions, including envelopes and shipping supplies, offered under the RAJA sub-brand via the Viking platform.
• Viking Realspace office furniture Viking Realspace is the office furniture sub-brand offering desks, chairs, and workspace furniture through the Viking platform.
• Tork hygiene products Third-party Tork hygiene and cleaning products including dispensers, hand towels, toilet paper, and industrial cleaning solutions, distributed via Viking platform's dedicated Tork shop.
• Post-it stationery products Post-it sticky notes, Super Sticky Notes, flags, and adhesive paper products for office organization, sold through Viking's dedicated Post-it shop with promotions such as '3+1 gratis'.
• HP printing supplies HP office paper, ink cartridges, toners, and printing supplies distributed via Viking's dedicated HP shop, frequently promoted with volume discounts.
• Brother office technology Brother printers, scanners, multifunction devices, ink cartridges, toners, and label printers distributed through Viking's dedicated Brother shop.
• Fellowes office equipment Fellowes paper shredders, binding machines, laminators, and office accessories distributed through Viking's dedicated Fellowes shop.
• LEITZ office supplies LEITZ office products including hole punches, staplers, document organization, paper shredders, and stationery items sold via Viking's dedicated LEITZ shop.
• Dymo labeling solutions Dymo label printers, label tapes, and identification products for office and warehouse use, sold via Viking's dedicated Dymo shop.
• Kärcher cleaning equipment Kärcher professional cleaning equipment including pressure washers, vacuum cleaners, and floor care products, distributed via Viking's dedicated Kärcher shop.
• edding writing instruments edding markers, highlighters, and permanent markers for office and presentation use, distributed via Viking's dedicated edding shop.
• BIC writing instruments BIC pens, pencils, markers, lighters, and correction products for office and educational use, sold via Viking's dedicated BIC shop.
• Catering and kitchen supplies Catering and kitchen assortment covering coffee (beans, cups, pads, filter, instant), tea, water, soft drinks, cookies, snacks, chocolates, soups, tableware (cutlery, disposable tableware, glassware, napkins), kitchen equipment, and food storage, including Eco product options.
• Viking One loyalty program No-cost loyalty program offering personalized service, exclusive offers, birthday promotions, and benefits to repeat customers across B2C and SMB segments.

Quantifiable outcome

• Free delivery for orders above €99 excl. VAT with next working day delivery
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Post-itminorChannel Partner/ Reseller/ DistributorViking hosts a dedicated Post-it branded shop within their platform, reselling Post-it sticky notes, Super Sticky Notes, and related products. Viking offers promotions like '3+1 gratis' deals on Post-it products.
• LEITZminorChannel Partner/ Reseller/ DistributorViking operates a dedicated LEITZ brand shop, offering LEITZ office products including document organization, paper shredders, and stationery items.
• DymominorChannel Partner/ Reseller/ DistributorViking hosts a dedicated Dymo branded shop for label printers, label tapes, and related labeling solutions.
• TorkcoreChannel Partner/ Reseller/ DistributorTork is featured as a major brand shop and product line within Viking's hygiene and cleaning category, including Tork paper towels, toilet paper, and cleaning supplies. Tork products are frequently promoted with Eco product designations.
• KärcherminorChannel Partner/ Reseller/ DistributorViking operates a dedicated Kärcher brand shop for cleaning equipment including pressure washers and floor care products.
• BrothercoreChannel Partner/ Reseller/ DistributorBrother brand shop on Viking offering ink cartridges, toners, label printers, and related office technology products.
• FellowesminorChannel Partner/ Reseller/ DistributorFellowes brand shop offering paper shredders, binding machines, and office accessories.
• eddingminorChannel Partner/ Reseller/ DistributorViking hosts an edding brand shop for markers, permanent markers, and writing instruments.
• BICminorChannel Partner/ Reseller/ DistributorBIC brand shop offering pens, lighters, and correction products.
• HPcoreChannel Partner/ Reseller/ DistributorHP brand shop featuring HP office paper, ink cartridges, toners, and printing supplies. HP products are frequently promoted with volume discounts.
• RAJAcoreChannel Partner/ Reseller/ DistributorRAJA brand shop offering packaging materials, envelopes, and shipping supplies. RAJA products are promoted with up to 43% discounts.
• DHLcoreOthersPrimary logistics partner for delivery of articles fulfilled from Viking's warehouse. DHL handles next working day delivery service for Dutch customers.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Lyreco: Europe's largest B2B distributor of workplace and office supplies with a similar multi-country catalog model (including the Netherlands). Highly comparable to Viking in target customers, product range, and dedicated enterprise sales motion.
• Office Depot: Global office supplies retailer historically associated with the Viking brand portfolio. Overlaps with Viking in assortment, customer type (SMB to enterprise), and the omni-channel office supplies model.
• Staples: Large office supplies retailer with both B2B and B2C e-commerce. Directly comparable to Viking on catalog breadth, multi-channel delivery, and enterprise account management.
• Manutan: Pan-European B2B distributor of workplace, office, and facility supplies serving SMBs and enterprises. Comparable to Viking in Europe-wide B2B distribution model and product categories.
• RAJA Group: European packaging and workplace supplies distributor, listed as a Viking brand partner. Directly comparable as a European B2B supplier with overlapping packaging/catering categories and shared enterprise customer base.

Broad incumbents

• Amazon Business: Broader e-commerce incumbent offering office supplies within a much larger marketplace, with native B2B procurement features (punchout, approvals). Competes with Viking on price, assortment breadth, and delivery speed rather than specialization.

Regional players

• Bol.com: Largest Netherlands-focused general marketplace, carrying office supplies alongside broader categories. Overlaps with Viking on Dutch B2C/B2B office supplies and competes on price and delivery, though without Viking's specialist enterprise focus.
• Otto Office: German specialist office supplies retailer with B2B and B2C catalog. Comparable assortment and customer base to Viking, but concentrated in Germany rather than competing directly in the Netherlands.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/vikingdirect.nl
• LinkedInlinkedin.com/company/vikingkantoorartikelen

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 Viking Nederland