Igm B.v.

What Igm B.v. does

IGM B.V. (operating as IGM Holding B.V.; name historically derived from "Inkoop Gerelateerde Marketing") is a privately held Dutch purchasing and marketing organization headquartered in Geldermalsen, Netherlands, that serves as the franchisor for three retail formulas in the sanitary and installation market: Baderie (full-service bathroom franchise in the mid/high segment, founded 1979 as a cooperative), Bad in Beeld (soft franchise for independent sanitary and tile entrepreneurs, founded 2008), and InstalCenter (installation franchise covering heating, sanitary, electrical and climate control, founded 2001). The company is owned by its affiliated Baderie entrepreneurs and does not have external PE/VC ownership. As of early 2026 the network spans 146 franchise locations across the Netherlands, drawn from approximately 150+ franchisors, and aggregated purchasing volume through the network exceeds €130 million, which IGM positions as the largest such figure in Dutch sanitary and installation technology.

The operating model combines franchise fee/royalty income with margins captured on joint procurement, exclusive distribution of the proprietary Regn Scandinavian-design private label brand (launched 2020), and operating B2B/B2C e-commerce platforms (badkamerwinkel.nl transferred to Sawiday/Sanitairwinkel in 2024; installatievakwinkel.nl retained). Underlying technology assets include a franchise management platform, two online storefronts, 3D bathroom design tools used by Bad in Beeld advisors, and a 5,000m² owned distribution center in Zaltbommel (opened 2022, replacing a 950m² Tiel facility). Go-to-market is exclusively channel-partner/franchise: dedicated formula managers (Mike van Reusel for Baderie/Bad in Beeld, Aram van Jaarsveld for InstalCenter) recruit new franchisees, supported by national marketing campaigns, an Inspiratie magazine, and LinkedIn employer branding. End-customer segmentation is vertical (private consumers for Baderie and Bad in Beeld; SMB/installation projects for InstalCenter), with pricing per-franchise multi-year agreements that are not publicly disclosed.

Name

Igm B.v.

Legal name

IGM B.V.

Website

https://igm.nl

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

IGM B.V. is a Dutch purchasing and marketing organization that operates as the franchisor of three sanitary and installation retail formulas (Baderie, Bad in Beeld, InstalCenter) plus the Regn private label, serving 150+ franchisees across 146 locations in the Netherlands with combined purchasing volume over €130M.

Ownership category

akta.pro rank

Product category

Franchise Management Services - Sanitary and Installation

NAICS

Plumbing and Heating Equipment and Supplies (Hydronics) Merchant Wholesalers (423720), Plumbing, Heating, and Air-Conditioning Contractors (238220)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro primary industry

Bathroom Vanities & Cabinetry Showrooms (CRAIAFAB)

akta.pro secondary industry

Luxury / Spa Bathroom Upgrades (Steam Showers, Saunas, Jetted Tubs) (HSAPABAO)

Keywords

• Franchise management services
• Bathroom fixtures retail
• Sanitary products distribution
• Installation services franchise
• Purchasing cooperative

Headquarters

HQ city

Geldermalsen

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Supply Chain

Revenue model

1. Franchise Fees and Royalty Income: IGM operates as a franchise organization generating revenue through franchise fees and royalties from its network of franchisors under Baderie, Bad in Beeld, and InstalCenter formulas.
2. Joint Purchasing Margins: By aggregating purchasing volume across the network (€130M+), IGM negotiates optimal purchase and sale conditions with suppliers, earning margins on the price differentials for franchisors.
3. Regn Private Label Product Sales: Sale of the proprietary Regn brand products (kranen, accessories, baden) through the franchise network, providing exclusive product offerings with higher margins.
4. Online Channel Revenue: Revenue from online platforms including Badkamerwinkel.nl and Installatievakwinkel.nl (established 2013/2015). Note: Badkamerwinkel was transferred to Sawiday/Sanitairwinkel in 2024.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

IGM B.V. is a Dutch purchasing and marketing organization that operates as a franchisor for three distinct retail formulas in the bathroom and installation market: Baderie (full-service bathroom franchise in the mid/high segment), Bad in Beeld (soft franchise for independent sanitary and tile entrepreneurs), and InstalCenter (installation specialist franchise covering heating, sanitary, electricity, and climate control). The company also owns the Regn private label brand of Scandinavian-inspired bathroom products and supports a network of 146+ franchise locations across the Netherlands through collective purchasing power exceeding €130 million, national marketing campaigns, and an owned distribution center in Zaltbommel.

Product overview

IGM B.V. operates as a purchasing and marketing organization in the Dutch sanitary market, serving as the franchisor for three distinct franchise formulas plus one proprietary brand. The portfolio consists of: (1) Baderie - full-service bathroom franchise for mid/high-end segment with complete A-to-Z service; (2) Bad in Beeld - soft franchise model for independent entrepreneurs focusing on mid-segment with 3D design capabilities; (3) InstalCenter - installation services franchise covering heating, sanitary, electrical and climate solutions; and (4) Regn - IGM's private label Scandinavian-inspired bathroom products. With approximately 146 franchise locations across all formulas and over €100 million in combined purchasing volume, IGM provides purchasing advantages and marketing support to affiliated entrepreneurs.

Differentiator

Problem solved

Functional benefit

Brands

• Regn: Private label brand for taps, accessories and baths with Scandinavian-inspired design. Regn means 'rain' in Swedish, Norwegian and Danish.

Products and services

• Baderie Franchise Formula Full-service bathroom franchise formula with 50+ locations across the Netherlands, providing complete bathroom solutions from design through installation in the mid to high market segment.
• Bad in Beeld Franchise Formula Soft franchise formula for independent sanitary and tile entrepreneurs with 58+ locations across the Netherlands, focusing on the middle market segment with 3D bathroom design services.
• InstalCenter Franchise Formula Installation franchise network with approximately 40 locations across the Netherlands offering expertise in heating, sanitary, electrical, and climate control for consumers and SMB customers.
• Regn Private Label Brand IGM's proprietary bathroom product brand featuring Scandinavian-inspired taps, accessories, and baths. Regn (meaning 'rain' in Scandinavian languages) represents sleek, simple design with high quality, distributed exclusively through the IGM franchise network.
• Installatievakwinkel.nl Online platform for installation materials offering B2B and B2C customers access to installation products through IGM's e-commerce channel.

Quantifiable outcome

• Best purchasing conditions in Dutch sanitair market
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Sawiday/SanitairwinkelmajorStrategic or Co-development Partner · 23 May 2024In 2024, IGM transferred Badkamerwinkel to Sawiday/Sanitairwinkel to focus 100% on its core franchise business. This strategic decision enables IGM to strengthen its position as the largest franchise organization in Dutch sanitair and installation technology. Sawiday operates Sanitairwinkel.nl as online market leader and has 11 inspirational showrooms in the Netherlands plus 3 in Belgium, operating also under Sawiday.be and Sawiday.fr.

Scale indicators10 records

Recent moves16 records

Expansion highlights5 records

Broad incumbents

• Hansgrohe: Premium German manufacturer of bathroom and kitchen fixtures (brands Axor and Hansgrohe). Comparable because it supplies premium taps/showers to the same mid/high Dutch sanitary market targeted by Baderie, and competes with IGM's Regn brand in design-driven categories.
• Villeroy & Boch: Premium bathroom ceramics, wellness and tableware brand sold across Europe. Comparable because it serves the same mid/high-end Dutch bathroom market addressed by Baderie franchisees and competes for premium positioning within IGM's showrooms.
• Ferguson Enterprises: Largest US distributor of plumbing, HVAC, and sanitary products to professional contractors. Comparable as a scale-driven wholesale/distribution player in sanitary products — analogous to IGM's purchasing aggregator role but operating at much larger scale in North America.
• IKEA: Dutch arm of the global home furnishings retailer with growing bathroom category presence. Comparable as a broad home furnishings retailer competing for the same Dutch consumer bathroom renovation wallet, particularly in mid-market segments addressed by Bad in Beeld.
• Geberit: European market leader in sanitary technology (installation systems, bathroom ceramics, piping). Comparable as a major sanitary product supplier that competes for the same shelf space in IGM's franchise showrooms and influences the supplier-side economics that drive IGM's collective purchasing model.
• Grohe: Global leader in bathroom and kitchen fittings, distributed widely through Dutch sanitary wholesalers and showrooms. Comparable as a key bathroom fixture brand that IGM's franchisees (and competitors) carry, directly competing with IGM's own Regn private label.
• Hornbach: Dutch DIY/home improvement chain selling sanitary, installation, and renovation products. Comparable as a broad home improvement retailer competing for the same Dutch consumer renovation budget that drives Baderie's and Bad in Beeld's sales.

Regional players

• Reece Group: Australia and New Zealand's largest plumbing and bathroom distribution franchise network. Comparable as a franchise-driven model for distributing bathroom/plumbing products through independent contractors and showrooms — same business model as IGM, but operating in Australia/NZ rather than the Netherlands.

Direct peers

• Victorian Plumbing: UK-listed pure-play online bathroom retailer. Comparable as a digital-native competitor reshaping bathroom purchasing behavior away from showroom-led models, posing a structural threat to IGM's franchise showroom economics similar to Sawiday/Sanitairwinkel in the Netherlands.
• Sawiday / Sanitairwinkel: Dutch online bathroom retailer that operates Sanitairwinkel.nl plus 11 inspirational showrooms in the Netherlands and 3 in Belgium. Directly comparable to IGM because it acquired IGM's e-commerce arm Badkamerwinkel in 2024, making it the most direct substitute for IGM's previous DTC bathroom offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/igm-holding

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries6 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 Igm B.v.