2025.09.27 – Plein.nl and Ardent Equity

Posted byLeonardo Tomás CardilloPosted inUncategorized

Summary

Plein.nl is a Dutch e-commerce retailer active in multiple consumer categories, with recent growth ambitions supported by new investment. In June 2025, Ardent Equity acquired a stake in the company, keeping existing leadership in place and aiming for rapid expansion across the Benelux. Publicly available data confirms its certifications, product recalls, and legal registrations, but detailed financial statements remain undisclosed.

Context and Scope

This account covers Plein.nl’s business model, ownership changes, certifications, customer sentiment, legal status, distribution locations, and strategic ambitions. It integrates both initial profiles and later expanded findings. Absences of documented evidence are noted.

Exhaustive Narrative of Facts

Company Profile

Plein.nl is an online retailer based in the Netherlands, selling personal care, household goods, baby items, health and wellness products, food and drinks, toys, gifts, and pet supplies. It advertises free shipping from €35, free returns, and CO₂-neutral delivery. The company operates in both the Netherlands and Belgium.

Ownership and Leadership

In June 2025, Ardent Equity acquired a shareholding in Plein.nl. Juriaan Spoormaker remained as CEO and minority shareholder, while Bart Van Minnebruggen, founder of Petgamma.com, joined as shareholder. Ardent Equity lists Plein in its portfolio, describing it as a pure-play e-commerce platform.

Market Position and Strategy

Plein.nl holds certifications including Thuiswinkel Waarborg, Keurmerk Zelfzorg Online, and Skal. It has hosted product recall notices for items such as Mattisson Sport Wei Proteïne (batch 2846-0643) and Weleda Hepatodoron (batches J031 and J064). Customer sentiment on Trustpilot shows about 4.3 out of 5, based on more than 41,000 reviews.
Strategically, the company has stated ambitions to triple turnover in five years and to supply one in three households in the Netherlands and Flanders. Ardent Equity emphasized investments in logistics, technology, and assortment expansion.

Locations and Legal Details

The company headquarters is located at Bisonspoor 3002 – E401, 3605 LT Maarssen, with a distribution center in Moerdijk. Plein.nl B.V. was incorporated in 2019 and is registered under KvK number 76530078, VAT number NL860660138B01. Its business activity is classified as internet-based retail of food and drugstore goods.

Financial Information

LeadIQ estimated annual revenue for 2025 at about USD 35 million (approximately €32–33 million) and reported over 50,000 SKUs with daily dispatch from Maarssen and Moerdijk. Tracxn recorded no prior disclosed funding before the Ardent deal. Audited financial statements, profits, and workforce size: no documented evidence.

Practical Takeaways

  • Plein.nl is a certified Dutch e-commerce retailer with broad product categories.
  • Ardent Equity acquired a stake in June 2025 while retaining management continuity.
  • The company is pursuing ambitious growth, including a target to triple turnover within five years.
  • Headquarters are in Maarssen, with logistics in Moerdijk, and legal registrations are publicly confirmed.
  • Customer reviews show generally positive sentiment, though exact financials remain undisclosed.

Sources

Published by Leonardo Tomás Cardillo

https://www.linkedin.com/in/leonardocardillo

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