Find distributors and retail buyers in the Netherlands

Identifying the top retail chains in the Netherlands where you can sell your products is relatively easy. Approaching and convincing them is a much bigger challenge.

It may be a better strategy to find a distributor first who can help you to get your products in smaller chains or individual stores, and then help you to get to the big names. Or to start online.

In this article you will find more information on the retail market and guidance on how to convince retailers and distributors to work with you.

The retail market in the Netherlands

The Netherlands is an interesting country to do business in, and can also serve a stepping stone to other European countries

As of 2024, the Netherlands has a population of approximately 17.67 million people. The country is known for its high population density, with about 524 people per square kilometer. The majority of the population is Dutch, with various other ethnic minorities.

The Netherlands boasts a robust economy, ranking as the 18th largest in the world. A significant portion of the EU’s natural gas comes from the Netherlands. The country’s GDP per capita is impressively high at around $48,860, reflecting its economic strength.

Amsterdam, the capital, is the most populous city, followed by Rotterdam and The Hague. The country’s terrain is notably low-lying, with a significant portion below sea level.

Top 5 supermarkets in the Netherlands

Albert Heijn: As of 2021, Albert Heijn led the list with a turnover of €16.4 billion. This retailer, owned by Ahold Delhaize, operated 1,733 outlets as of 2022, with various banners including AH to Go, AH.nl, Albert Heijn XL, and others.

Jumbo: Jumbo secured the second spot with a turnover of €10 billion in 2022. The network of Jumbo included 708 stores.

Lidl: With an estimated turnover of €4.5 billion in 2020, Lidl held the third position. As of 2022, Lidl operated 441 stores in the Netherlands. Lidl is part of the Schwarz Group and has been present in the Netherlands since 1997.

Aldi: Aldi, part of the Aldi Nord group, was fourth with an estimated turnover of €3 billion in 2020. They operated around 500 stores in the country as of 2022.

PLUS: PLUS had an estimated turnover of €5.5 billion in 2022 and operated approximately 550 stores.

Distributor, retailer or web shop?

Most consumer products need at least one party in between. A distributor imports, stores and physically distributes your product, but rarely promotes it to consumers. A large retailer is the fastest route to the mass market, but is risk averse and often asks a listing fee.

A specialised web shop takes smaller volumes, but gives you reviews, pricing feedback and brand awareness within weeks.

Most exporters combine them: start where the barrier is lowest and use the sales data you gather there to convince the bigger names later.

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Finding a distributor in the Netherlands in three steps

Step 1

Map the channel

List 10 to 15 distributors and retailers that already carry comparable products. Check which regions and store types they serve, and which brands they represent.

Step 2

Build a partner pitch

Your consumer sales deck is not enough. Show margin, rotation, returns and the support they get from you, with concrete figures from your home market.

Step 3

Approach and agree

Contact five to eight of them, propose a trial order or a pilot region, and settle pricing, minimum volumes, exclusivity and marketing support.