What ORANGE PLANET PRODUCTS LTD does

Orange Planet is an international wholesale trading company that distributes innovative consumer products to B2B customers across the Benelux and broader European market. Founded in 2005 by CEO Ralf Witlox, the company operates from a sustainable headquarters in Dongen, the Netherlands, and supplies over 500 unique SKUs spanning Health & Beauty, Fitness & Sport, Household & Kitchen, Gadgets & Trends, and Garden categories. Its customer base includes tier-one retailers, e-commerce platforms, TV shopping channels, and marketplaces such as Wehkamp, Unigro, Bol.com, Coolblue, QVC, El Corte Inglés, Blokker, CDiscount, Makro, and Sport2000, with anchor relationships dating back to 2006.

The company's product portfolio combines third-party brands distributed under exclusive regional agreements (e.g., Iron Gym for Benelux, Wonder Core, DermaWand, Celltone, Cubii, Snuggie, Konbanwa Pillow) with three private-label lines it owns outright — Orange Care (beauty), Orange Donkey (gadgets), and Orange Gym (fitness). Sales and order management run through the proprietary YelloWWeb.nl B2B portal, which provides live inventory feeds and integration into retailer e-commerce sites, supplemented by direct account-based sales. A direct-to-consumer storefront, OrangeShop.eu, is operated alongside the B2B channel. The company is not a technology business: it has no proprietary software platform, no disclosed AI/ML capability, and no patents.

Orange Planet has been bootstrapped since inception — no external funding rounds, M&A activity, or parent-company ownership are disclosed. The leadership team is small and founder-centric, comprising CEO Ralf Witlox, Sales Manager Niels Verheijen (five years tenure), and HR & QA Manager Brigitte Greeve (who also leads CSR). Headcount is reported at 11–50 employees. The business is supported by an SBB-recognised practical-training certification, CSR certification (first obtained 2020, re-certified 2023), WeCycle membership for electronics recycling, and partnerships with social organisations such as Samen Top Foundation and Stronk. Revenue is not publicly disclosed.

Name

ORANGE PLANET PRODUCTS LTD

Legal name

Orange Planet

Website

https://orangeplanet.nl

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Orange Planet is a Netherlands-based B2B wholesaler of over 500 innovative consumer products across beauty, fitness, household, garden, and gadget categories, supplying tier-one Benelux and European retailers, marketplaces, and TV shopping channels via its YelloWWeb.nl portal and private-label brands.

Ownership category

akta.pro rank

Product category

Consumer Goods Wholesale and Distribution

NAICS

Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910), Health and Personal Care Retailers (4561)

SIC

Sporting & Athletic Goods, Nec (3949), Retail-Nonstore Retailers (5960)

akta.pro primary industry

Wholesale/B2B Generalist Marketplaces (CRAFAAAF)

akta.pro secondary industries

Fitness Equipment & Performance Accessories Retail (CRAMABAD), Yoga, Pilates & Mind-Body Accessories Retail (Mats, Blocks, Reformers, Rings) (CRAMADAE)

Keywords

• Consumer goods wholesale
• Consumer product distribution
• Retail brand distribution
• B2B wholesale portal
• Exclusive brand distribution

Headquarters

HQ city

Pwllheli

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale product sales: Orange Planet operates as an international trading company and wholesaler, selling products in bulk to B2B customers including retailers, marketplaces, mail-order companies, and webstores. Revenue is generated through the sale of owned brands and distributed third-party brands via the YelloWWeb.nl B2B portal and direct account relationships.
2. B2C Online Retail (OrangeShop.eu): Operates a direct-to-consumer online store (OrangeShop.eu) selling products from its range to end consumers, generating transaction-based revenue.

Go-to-market motion4 records

Distribution channels4 records

Marketing channels8 records

Core offering

Orange Planet is an international wholesale and trading company that distributes more than 500 unique, innovative consumer products across Health & Beauty, Fitness & Sport, Kitchen & Living, Household, Garden & Recreation, and Gadgets & Trends categories. The company sells these products in bulk to B2B customers (retailers, e-retailers, marketplaces, and mail-order companies) via its YelloWWeb.nl portal and direct account relationships, and reaches end consumers through its own OrangeShop.eu webshop. Its portfolio includes exclusive Benelux distribution rights for brands such as Iron Gym, and its own private label brands Orange Care, Orange Donkey, and Orange Gym.

Product overview

Orange Planet is an international trading company and wholesaler of unique, innovative consumer products operating for over 17 years. The company offers a broad portfolio organized into six main categories: Health & Beauty (including Orange Care, Jerome Alexander, Celltone, DermaWand), Fitness & Sport (Orange Gym, Iron Gym, Wonder Core, Women's Health, Cubii, BioEnergiser/Circulation Maxx, TMX), Kitchen & Living (Just Vegan, Space Buddy), Household (Plafor recycling bins, Snuggie blankets), Garden & Recreation (Root Slayer), and Gadgets & Trends (Orange Donkey private label, Shadazzle, Pets Know Best). The company operates primarily as a B2B wholesaler supplying retailers, marketplaces, and social media channels through its YelloWWeb.nl B2B portal and OrangeShop.eu consumer webshop.

Differentiator

Problem solved

Functional benefit

Brands

• Orange Care: Beauty line developed by Orange Planet based on natural ingredients, largely produced within the European Union.
• Orange Donkey
• Orange Gym

Products and services

• YelloWWeb.nl B2B Portal Online B2B portal providing retailers, webstores, marketplaces, and mail-order companies access to Orange Planet's product catalogue with real-time inventory data, ordering capability, and product feed integration into customer websites.
• OrangeShop.eu Consumer Webshop

Quantifiable outcome

• CSR statement obtained and maintained since 2020, re-certified in 2023 — supports retailers' own sustainability credentials
• +1 more outcomes

Named customers12 records

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

Seven partnerships are on record, tiered minor.

• StronkminorStrategic or Co-development Partner · 1 January 2024Stronk is a socially engaged organization working with practical/care youth aged 14-23 excluded from mainstream education. They created custom planters for Orange Planet's industrial garden, giving young people opportunities for personal development and craftsmanship. Orange Planet also supports Stronk with free recycling bins for their workshop. Collaboration aligns with Orange Planet's CSR objectives and the UN SDG target 12.5.
• Samen Top FoundationminorStrategic or Co-development Partner · 1 January 2023Partnership with the Samen Top Foundation, which helps people with disabilities or distance from the labor market participate in society through work experiences. Since February 2023, five 'toppers' from the foundation work in Orange Planet's warehouse every Tuesday morning, providing assistance with packing, loading/unloading, and repackaging. In the afternoons, the building is made available for training. The partnership emerged from Orange Planet's CSR process and desire to open the company to people with disabilities.
• Fun ExpertsminorGTM or Marketing PartnerFun Experts, a company specializing in mascots, developed the Orange Donkey mascot costume for Orange Planet's private label brand. The mascot is used for promotional activities and charity support, creating a win-win marketing partnership.
• Aluminium Verkoop Zuid (AVZ)minorGTM or Marketing PartnerAVZ (part of StellaGroup, one of the largest suppliers of aluminum profiles and parts in the Benelux, 97 employees, active in 34+ countries) started using ALDA recycle waste bins from Orange Planet in 2022 as part of their sustainability and waste separation initiative. AVZ chose Orange Planet to help improve their waste separation process.
• Maud HorversminorGTM or Marketing PartnerOrange Planet sponsors the warm-up shirt of Maud Horvers, a promising 17-year-old handball talent from Dongen who plays for VOC Amsterdam and the Dutch national team under 17. The shirt features OrangeShop.eu and brand logos for Orange Gym, Iron Gym, and Wonder Core. Exciting projects are planned for the online shop in collaboration with Maud.
• WeCycleminorStrategic or Co-development PartnerOrange Planet is a member of WeCycle, the Dutch collection and recycling system for consumer electronics, enabling proper end-of-life disposal of electrical products in their assortment.
• Nadine BroersenminorGTM or Marketing PartnerOlympic athlete Nadine Broersen collaborated with Orange Planet through Orangeshop.eu, promoting fitness products including Wonder Core bands, yoga mat, aerobic step, and medicine ball during her training for the Tokyo Olympics. Blog content and social media posts featured Orange Planet products.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Idea Village: Developer and marketer of As Seen on TV consumer products across health, beauty, fitness and household categories, now part of C&A Marketing. Highly comparable in sourcing, branding and multi-category strategy.
• JML: UK-based direct-to-TV and online seller of innovative consumer gadgets, fitness, beauty and household products distributed through retailers and TV shopping channels across Europe. Closely matches Orange Planet's category mix and B2B/distribution channels.
• TriStar Products: US-based developer and distributor of As Seen on TV / fitness / kitchen consumer brands such as Power Pressure Cooker XL. Direct competitor in the trend-driven, multi-category consumer-gadgets wholesale model.
• Telebrands: Global leader in "As Seen on TV" consumer products, inventing or licensing gadgets and selling them through retailers, TV shopping and marketplaces worldwide. Most direct comparable to Orange Planet's product sourcing and distribution model.
• Allstar Innovations: US-based marketer and distributor of innovative consumer products including fitness, household and personal-care gadgets sold through retail and TV shopping. Closely comparable in product profile and distribution strategy.
• Ventadis Group: Dutch-based international consumer-products distributor supplying retailers, webstores and TV-shopping channels across Europe with innovative gadgets and lifestyle products. Closest geographic and operational peer to Orange Planet.

Regional players

• VidaXL: Large Dutch-headquartered online retailer of general merchandise, sporting goods, garden, pet and household products sold across Europe. Comparable as a Benelux-headquartered, broad-category consumer-products business that both buys from and competes with distributors like Orange Planet.

Broad incumbents

• HSN (HSN Shop by Network): US-based TV-and-online shopping retailer focused on innovative, demonstrable consumer products across beauty, fitness, kitchen and gadgets. Comparable as both a competitor in trend-product curation and a downstream channel for the types of brands Orange Planet carries.
• QVC Group: Global TV-and-digital shopping retailer that is both an Orange Planet customer and a downstream channel owner. Comparable because it operates in the same category of trend-driven consumer products and shapes demand for the brands Orange Planet distributes.
• C&A Marketing: Large US-based consumer products company (parent of Idea Village, PhotoFast and others) developing, marketing and distributing photo, lifestyle and As Seen on TV products across multiple categories. A bigger, broader player in the same space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/orange-planet-bv

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 ORANGE PLANET PRODUCTS LTD