anfors imperial
Anfors Imperial (ANFORS B.V.) is a Dutch wine importer founded in 2002, selling 850+ wines from 100+ European winemakers to HORECA accounts and private consumers via a Magento e-commerce platform and a separate B2B portal.
- Company typePrivate
- Founded2002
- Headquarters—
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What anfors imperial does
Anfors Imperial, operating as ANFORS B.V., is a Dutch wine importer and specialty retailer founded in 2002 by Hans Bijvoets and Regina Meij. The company sources wines directly from more than 100 winemakers across Italy, Spain, France, Austria, Germany, Hungary, Portugal, and the Netherlands, offering 850+ unique SKUs that span red, white, rosé, sparkling, sherry, and dessert wines, plus distilled spirits (notably grappa and amaro from Distillerie Berta), alcohol-free beverages, oils, vinegars, glassware, and gift packaging.
The commercial platform is a Magento-based e-commerce storefront (anfors-imperial.com) with a parallel B2B portal (zakelijk.anfors-imperial.com), backed by PostNL track-and-trace, Multisafepay payment processing, and content modules for wine factsheets, producer stories, and wine-and-food pairing guides. Warehouse and storage are outsourced to CJ Hendriks Group in Amsterdam; last-mile delivery is handled by Dynalogic, including evening, weekend, and Wadden Islands coverage.
Revenue mechanics are transactional: per-bottle unit pricing ranging from approximately €14 entry-level to €200+ premium tiers, with €7.50 shipping below €57.50 orders and free shipping above. Customer segmentation is horizontal across two primary units — better HORECA (restaurants, hotels, gastronomic establishments) served since 2002, and private wine enthusiasts served since 2014 via DTC e-commerce — with a tertiary business-customer segment for events, gifting, and resale. The firm is privately held, founder-led, KVNW Register Wijnhandelaar certified, and operates with a team of approximately 10.
anfors imperial firmographics
Firmographics- Name
- anfors imperial
- Legal name
- ANFORS B.V.
- Website
- https://anfors-imperial.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Anfors Imperial (ANFORS B.V.) is a Dutch wine importer founded in 2002, selling 850+ wines from 100+ European winemakers to HORECA accounts and private consumers via a Magento e-commerce platform and a separate B2B portal.
- Ownership category
- akta.pro rank
anfors imperial industry classification
Industry- Product category
- Wine Import and Distribution
- NAICS
- Beer, Wine, and Liquor Retailers (4453), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)
- akta.pro secondary industry
- Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)
Keywords
anfors imperial business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Wine Sales: Sale of European quality wines from more than 100 winemakers across 850+ unique wines. Per-bottle pricing with minimum order value. Product range includes red, white, rosé, sparkling wines from Italy, France, Spain, Germany, Austria, Hungary, Portugal, Netherlands.
- Spirits & Distillates: Sale of digestives including grappa, amaro, sambuca, brandy, and liqueurs. Strong partnership with Distillerie Berta as Berta ambassador.
- Accessories & Glassware: Sale of wine glasses, openers, gift packaging, oil & vinegar, and preserves to complement wine offerings.
- Wine Packages: Curated wine packages such as 'Discover Europe' with 6 or 12 bottles at discounted prices for introductory customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Per-bottle pricing with tiered volume options |
| Unit Pricing | Pay-as-you-go | Wine packages with introductory discounts |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
anfors imperial product offering
Product offeringCore offering
Anfors Imperial imports and sells more than 850 unique European quality wines sourced directly from over 100 winemakers across Italy, Spain, France, Austria, Germany, Hungary, Portugal, and the Netherlands. The company sells these wines, along with distilled spirits (including grappa, amaro, brandy, liqueurs), wine accessories (glassware, openers, gift packaging), oils and vinegars, and curated wine packages through a Magento-based e-commerce storefront, with a separate B2B portal for hospitality and business customers.
Product overview
Anfors Imperial operates as a wine-focused e-commerce platform offering a comprehensive portfolio of European quality wines and complementary products. The core offering centers on wines (wijnen) from nine European countries, complemented by distilled spirits (gedistilleerd), alcohol-free alternatives, oils and vinegars, glassware, and gift packaging services. The company positions itself as a one-stop shop for wine enthusiasts, featuring over 850 unique wines from more than 100 winemakers, with offerings ranging from single bottles to curated tasting packages (wijnpakketten). Business-to-consumer (B2C) sales began in 2014, following a B2B focus on better hospitality since 2002.
Differentiator
Problem solved
Functional benefit
Products and services
- Wijnen (Wines) European quality wines sourced directly from producers across Italy, Spain, France, Austria, Germany, Hungary, Portugal, and the Netherlands. Includes red, white, rosé, sparkling, dessert, and sherry wines with various sustainability classifications (conventional, sustainable, organic, biodynamic, natural).
Quantifiable outcome
- More than 850 unique wines available from 100+ winemakers
Companies that use anfors imperial
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
anfors imperial technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
anfors imperial partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- CJ Hendriks GroupcorePrimary distribution and storage partner. Operates the warehouse facility at Latexweg 10, Amsterdam where wine is stored under proper conditions. Handles customer pickups and returns. Certified by SKAL, ISO, HACCP, and AEO.
- DynalogiccoreLogistics partner handling delivery of orders to customer addresses. Receives customer name and delivery address for order fulfillment.
- Flanderijn and van Eck Gerechtsdeurwaarders B.V.minorDebt collection partners for handling non-paid invoices on behalf of Anfors Imperial.
- Koninklijke Vereniging van Nederlandse Wijnhandelaren (KVNW)coreIndustry association for Dutch wine merchants. Anfors Imperial operates under KVNW's general sales conditions (deposited under nr. 72/2001 at Amsterdam Court). Certified as KVNW Register Wijnhandelaar.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
anfors imperial competitors and assessment
Company assessmentDirect peers
- Laithwaites: Large direct-to-consumer wine merchant with strong subscription and discovery packaging business. Comparable to Anfors Imperial's combination of curated wine packages, producer storytelling, and DTC e-commerce.
- Wijnvoordeel: Major Dutch online wine retailer offering a broad wine assortment with subscription and discovery set options. Comparable to Anfors Imperial's B2C e-commerce motion and discovery package strategy, though operating at significantly larger scale and a broader price band.
- De Wijnbeurs: Online Dutch wine retailer with a subscription wine club model and broad European assortment. Comparable to Anfors Imperial's package/discovery offering and direct-to-consumer subscription angle.
- Berry Bros. & Rudd: Heritage British wine merchant with a story-driven, specialist European wine portfolio serving both private customers and top hospitality. Closely comparable to Anfors Imperial's storytelling-led, premium HORECA-plus-consumer model in a different geography.
- Henri Bloem: Established Dutch wine merchant with a long-standing reputation in the better HORECA segment and a deep specialty wine portfolio. Closest direct analog to Anfors Imperial's positioning as a relationship-led, story-driven wine importer serving premium restaurants.
- Mijn Wijn: Dutch online wine retailer offering a curated European wine assortment to consumers. Comparable to Anfors Imperial's B2C e-commerce model and European wine specialization at a smaller specialty scale.
Broad incumbents
- Mitra: Dutch liquor store franchise chain with hundreds of physical locations and an online wine offering. Competes with Anfors Imperial for the same Dutch wine consumer with wider assortment and physical retail presence.
- Gall & Gall: Largest off-premise alcohol retailer in the Netherlands, owned by Ahold Delhaize, with both physical stores and a substantial wine e-commerce operation. Overlaps with Anfors Imperial on consumer wine retail but at broader scale and across all alcohol categories.
- Bol.com: Dominant Dutch e-commerce marketplace with a meaningful wine and spirits category. Provides a scale-and-distribution benchmark for online wine retail in the Netherlands and the price-pressure environment Anfors Imperial competes in.
Others
- Sligro: Dutch foodservice distributor serving HORECA with a broad range of wines and beverages. Comparable to Anfors Imperial's HORECA focus in target customer profile, though operates as a broad-line foodservice wholesaler rather than a specialty wine merchant.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks7 records
Key highlights7 records
Customer concentration
anfors imperial social profiles
Digital presenceanfors imperial financial estimates
Financial estimateRevenue estimate
Valuation estimate
anfors imperial leadership team
Management profileNumber of profiles
Profiles10 records
anfors imperial funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
anfors imperial M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about anfors imperial
What does anfors imperial do?
Anfors Imperial imports and sells more than 850 unique European quality wines sourced directly from over 100 winemakers across Italy, Spain, France, Austria, Germany, Hungary, Portugal, and the Netherlands. The company sells these wines, along with distilled spirits (including grappa, amaro, brandy, liqueurs), wine accessories (glassware, openers, gift packaging), oils and vinegars, and curated wine packages through a Magento-based e-commerce storefront, with a separate B2B portal for hospitality and business customers.
Is anfors imperial a public or private company?
anfors imperial is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was anfors imperial founded?
anfors imperial was founded in 2002. It employs 1 to 10 people.
How does anfors imperial make money?
Four revenue lines are on record. Wine Sales are the primary driver. The others are spirits & Distillates, accessories & Glassware and wine Packages.
Who are anfors imperial's main competitors?
Direct peers on record are Laithwaites, Wijnvoordeel, De Wijnbeurs, Berry Bros. & Rudd, Henri Bloem and Mijn Wijn. Broad incumbents are Mitra, Gall & Gall and Bol.com. Sligro is listed as an others.
Does anfors imperial have an API?
No public API is recorded for anfors imperial.
What industry is anfors imperial in?
anfors imperial's product category is Wine Import and Distribution. Its primary akta.pro industry code is CRANABAB, Wine Retail (Bottle Shops & Wine Merchants), with a secondary code of CRANABAF, Alcohol Subscription & Wine Clubs (Retail). Its NAICS code is 4453 and its SIC code is 5180.