Van Berkel Trading

What Van Berkel Trading does

Van Berkel Trading B.V., trading as Betra, is a privately held Dutch importer and B2B distributor of cleaning materials and painter's tools headquartered in Cuijk, Netherlands. Founded on April 1, 1985 by Jan van Berkel, the company has operated continuously for 40 years and serves wholesale and retail distributors exclusively — it does not sell directly to end users or consumers, a deliberate channel strategy intended to protect its reseller partners. The company employs between 11 and 50 people from a single facility at De Hork 36 in Cuijk.

The product portfolio centers on the Betra house label, supplemented by an extensive assortment of internationally sourced brands including Unger (glass cleaning), Vileda Professional, FBK (HACCP-certified food-safety brushes), Katrin (hygiene solutions), Spontex, Toolflex, Tiger, Curver, Moerman, and OrangeBrush. The catalog spans brushware, mops, floor pads and squeegees, hygiene solutions, painter's tools, work carts and mop trolleys, industrial/car-wash products, solar-panel cleaning equipment, and microfiber cloths — held as thousands of stocked SKUs for immediate fulfillment.

Revenue is generated through B2B product sales to wholesale and retail distributors across four target segments: cleaning wholesalers, construction and industrial distributors, hospitality wholesalers, and DIY/garden/household retail chains. Pricing is quote-based rather than publicly disclosed. The company holds FSC certification (SCS-COC-000652-RX), distributes partner brands carrying sustainability credentials such as Nordic Swan and EU Ecolabel, and employs people with intellectual disabilities through Dichterbij-Actief as part of its socially responsible entrepreneurship program. There is no evidence of external private equity, venture capital, or institutional investor involvement.

Name

Van Berkel Trading

Legal name

Van Berkel Trading B.V.

Website

https://betra.nl

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

Van Berkel Trading B.V. (Betra) is a Dutch importer and B2B distributor of cleaning materials and painter's tools founded in 1985. Operating exclusively through wholesale and retail channels, it supplies the Betra house label and major international brands to Dutch resellers.

Ownership category

akta.pro rank

Product category

Cleaning Supplies Distribution

NAICS

Industrial Supplies Merchant Wholesalers (423840), Paint, Varnish, and Supplies Merchant Wholesalers (42495)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040), Wholesale-Miscellaneous Nondurable Goods (5190)

akta.pro primary industry

Nonfood Grocery & HBC Wholesale (Paper, Cleaning, Personal Care) (AFAIABAL)

akta.pro secondary industry

Car Wash, Auto Detailing & Vehicle Cleaning Supplies Distribution (CRAOAGAM)

Keywords

• Cleaning supplies wholesale
• Painter tools distribution
• B2B cleaning materials
• Hygiene products distributor
• Private label cleaning

Headquarters

HQ city

Cuijk

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, Others

Revenue model

1. Distribution of cleaning materials and painter's tools: Van Berkel Trading generates revenue through the import and distribution of cleaning materials and painter's tools to wholesale and retail partners. They carry their own house brand Betra alongside established brand manufacturers, offering a complete assortment. Revenue is derived from product sales to their B2B distribution network.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Van Berkel Trading B.V. imports and distributes a complete assortment of cleaning materials and painter's tools under its own BETRA private label and through partnerships with international brands such as Unger, Vileda Professional, FBK, Katrin, Spontex, Toolflex, Tiger, Curver, and Moerman. The company supplies thousands of articles directly from stock to wholesale and retail resellers in cleaning, construction/industrial, hospitality, and DIY/household segments, deliberately not selling to end users or consumers.

Product overview

Van Berkel Trading B.V. operates as a wholesale distribution company for cleaning materials and painter's tools under the Betra brand, supplemented by imported branded products. The portfolio includes own-label Betra products alongside internationally sourced brands such as Unger (glass cleaning), Vileda Professional (cleaning solutions), FBK (food safety products), Katrin (hygiene solutions), Spontex (sponges), Toolflex (hanging systems), Tiger (bathroom accessories), Curver (household products), and Moerman (window cleaning). Product categories span brushware, mops, floor care, waste collection, hygiene solutions, painter's tools, industrial/car wash products, and solar panel cleaning. The company serves cleaning wholesalers, construction/industry wholesalers, hospitality wholesalers, and retail DIY/garden/household stores, with a focus on professional cleaning, food safety compliance (HACCP), and sustainability.

Differentiator

Problem solved

Functional benefit

Products and services

• BETRA house label Van Berkel Trading's own private-label brand covering a broad assortment of cleaning materials and painter's tools, distributed exclusively through wholesale and retail channels. Forms the core of the company's product offer and is complemented by international brand partners.
• Distributed international brand portfolio Distribution of branded cleaning, hygiene, window-care, and household products from international manufacturers including Unger (German professional cleaning, 1964), Vileda Professional (Freudenberg Group, 30+ years), FBK (Danish brushware since 1887, HACCP-certified), Katrin (hygiene solutions, Nordic Swan and EU Ecolabel), Spontex (French sponge innovator since 1930s), Toolflex (Swedish hanging systems since 1982), Tiger (Dutch bathroom accessories since 1950), Curver (European plastic household goods, 65+ years), and Moerman (Dutch professional window cleaning).
• Betra product catalog (annual edition) Annual Betra product catalog covering the complete assortment of cleaning materials and painter's tools, including the BETRA house label and distributed brands. Distributed to wholesale and retail customers via website download (after contact-details registration) or by phone request.

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

Nine partnerships are on record, tiered core.

• UngercoreTechnology or IntegrationUnger is a German company founded in 1964, international market leader in professional cleaning products. They invest continuously in talented people working together in more than 80 countries with professional partners, successfully bringing high-quality cleaning tools to market designed to make cleaning more efficient and promote hygiene.
• Vileda ProfessionalcoreTechnology or IntegrationVileda Professional is part of the Freudenberg Group with more than 30 years of experience in the cleaning industry. They offer solutions that help customers work faster, more efficiently, and more affordably while operating based on sustainability principles with attention to ecological, social, and economic values.
• FBKcoreTechnology or IntegrationFBK Aps (Fyens Børste & Kostefabrik Aps) was founded in 1887 and develops and produces products for the professional market, focusing entirely on cleaning within the food and beverage industry, pharmaceutical and chemical industry, hospitality and large kitchens, hospitals, and building cleaning. FBK products are HACCP certified and meet all international standards for food safety.
• KatrincoreTechnology or IntegrationKatrin makes hygiene easy and sustainable, offering custom-fit hygiene solutions for sanitary spaces and industrial workplaces and kitchens. Katrin views customers as partners for sustainable long-term growth. Katrin has achieved a Top 1% Sustainability Rating.
• SpontexcoreTechnology or IntegrationSpontex, a French company, invented the viscose sponge in the early 1930s from a mixture of cotton, wood pulp, and flax. Spontex research and development teams continuously expand the product range, building a complete family of cleaning products.
• ToolflexcoreChannel Partner/ Reseller/ DistributorToolflex was developed in Sweden in 1982 and is still produced there. Starting with the idea of easily and clearly hanging tools, the Toolflex system has evolved into a multifunctional hanging system that can be used broadly across industrial tools, cleaning tools, sports equipment, or medical devices. Toolflex is successful in more than 35 countries.
• TigercoreTechnology or IntegrationTiger was founded in 1950 by two people from Eindhoven, Netherlands, starting as Tijger Plastics specializing in plastic products. Due to the appearance and quality of products, the Tiger brand quickly became well-known. In 1957, Tiger went international and now has sales points in almost all European countries.
• CurvercoreTechnology or IntegrationCurver was founded more than 65 years ago and is now the market leader in the production and sale of plastic household products. Design and innovation is a top priority. Curver is always looking for possibilities to continue their strong market position through application of new techniques.
• MoermancoreTechnology or IntegrationMoerman is a partner for everything related to professional glass washing. Whether a seasoned professional or just starting, Moerman provides tools and expertise to achieve streak-free results every time. Product innovation builds on continuous feedback and collaboration with professional window cleaners.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Haniel: German family-owned diversified distribution group whose portfolio includes CWS (hygiene) and Beko (cleaning equipment). Comparable to Van Berkel as a family-controlled European distribution conglomerate, though at far greater scale and breadth.
• ECOLAB: Global leader in water, hygiene, and infection-prevention solutions. While primarily a manufacturer/solution provider rather than a multi-brand distributor, ECOLAB overlaps with Van Berkel's cleaning chemicals and food-safety (HACCP) product categories and competes for the same end-customer wallet.
• CWS International: European hygiene solutions provider (part of Haniel) offering washroom, workplace, and cleaning services across multiple countries. Overlaps with Van Berkel's hygiene (Katrin) and cleaning products distribution, but operates a much broader service-plus-product portfolio.
• W.W. Grainger: US-listed broad-line industrial MRO distributor serving businesses with maintenance, cleaning, and safety supplies. Comparable to Van Berkel's distribution of cleaning and operational supplies to B2B customers, but at dramatically larger scale and with a different geography.
• Diversey Holdings: Global hygiene, cleaning, and sanitation solutions provider serving foodservice, hospitality, healthcare, and retail. Competes with Van Berkel's assortment in commercial cleaning chemicals and hygiene products, but as a manufacturer rather than a multi-brand distributor.
• Veritiv Corporation: North American distribution group for print, packaging, facility, and hygiene solutions. Operates a comparable multi-brand wholesale model to Van Berkel in hygiene/janitorial products but is geographically separated (US/Canada focused).

Direct peers

• Bunzl plc: UK-listed global distribution group whose core JanSan and cleaning/hygiene wholesale business is directly comparable to Van Berkel's distribution model. Bunzl's sourcing-and-reselling structure, multi-brand assortment strategy, and B2B channel focus closely mirror Betra's go-to-market, though at vastly larger scale.
• Pollet Group: Belgian-headquartered distributor of cleaning, hygiene, and pool/spa products serving B2B resellers across Benelux and Europe. Operates a multi-brand, multi-category wholesale model highly analogous to Van Berkel's Betra brand + international brand portfolio.

Others

• Office Depot (The ODP Corporation): US office/hygiene supplies distributor serving SMB and enterprise customers. Operates an analogous B2B supplies distribution model including cleaning and hygiene categories, but is primarily a North American office-supply retailer rather than a European JanSan specialist.
• Würth: German family-owned global distribution group for trades (tools, fasteners, automotive, maintenance). Adjacent to Van Berkel's painter's tools and maintenance products assortment, though primarily serving tradespeople direct rather than via wholesale resellers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/van-berkel-trading-b-v-betra

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Van Berkel Trading