Amsterdam has evolved from the logistics capital of Europe into its design studio. A new generation of Dutch founders is combining the country’s famous supply chain efficiency with a minimalist Dutch Design aesthetic to build global consumer brands.
These startups are selling a lifestyle centred on sustainability, transparency, and high-tech functionality. Here are the 10 D2C startups in Amsterdam you need to watch in 2026.
Veloretti
Ferry Zonder founded Veloretti to disrupt the bicycle market with a philosophy of forever design. While the Dutch bike market was saturated with heavy utility bikes, Zonder introduced a sleek aesthetic reminiscent of classic 1950s racers but engineered for modern urban life. The brand exploded with the launch of their electric models like the Ivy and Ace, which feature automated gear shifting and integrated navigation. By selling directly to consumers, they offer premium craftsmanship at a mid-market price point. Their recent acquisition by Pon Holdings has given them the capital firepower to scale their stylish electric fleet across every major European city.
Crisp
Tom Peeters, Michiel Roodenburg, and Eric Klaassen launched Crisp to fix the broken link between local farmers and urban tables. Unlike traditional supermarkets that rely on long storage times and preservatives, Crisp is an app-only supermarket that operates on a zero inventory model for fresh produce. Farmers bring their goods to the warehouse only after orders are placed, ensuring that customers receive food that is days fresher than store-bought alternatives. Having raised over €75 million, they have proven that a hyper-local grocery model can scale effectively by digitising the experience of shopping at a high-end farmers’ market.
Ace & Tate
Mark de Lange founded Ace & Tate with the idea that glasses should be an accessory you change as often as your sneakers. By handling everything from design to manufacturing in-house, they undercut the Luxottica monopoly to offer stylish frames at a flat price. The brand has evolved into a sustainability leader by pioneering the use of Acetate Renew and launching a Reframe program to refurbish and resell used glasses. They have successfully scaled from a website to a pan-European retail empire, which proves that D2C brands can breathe new life into the high street.
Wakuli
Yorick Bruins and Lukas Grosfeld founded Wakuli to cut out the long chain of middlemen in the coffee industry. They ship coffee beans directly from farmers in countries like Ethiopia and Brazil to consumer doorsteps in Amsterdam. They roast the beans locally to ensure peak freshness. This direct trade model allows them to pay farmers significantly above market rates while selling to consumers at prices lower than those of supermarket luxury brands. Their subscription model is highly sticky and driven by a narrative of impact and quality that resonates with the ethically conscious Dutch consumer.
Labfresh
Kasper Brandi Petersen and Lotte Vink founded Labfresh to solve the universal problem of dirty, smelly clothes. They engineered a proprietary cotton fabric that repels red wine, ketchup, and sweat while remaining breathable and soft. Unlike fast fashion, their thesis is long fashion, which promotes clothing that requires less washing and lasts longer. Starting with a record-breaking Kickstarter campaign, they have built a profitable D2C business that appeals to tech-forward professionals seeking a capsule wardrobe that can withstand a messy workday.
Stoov
Teun van Leijsen founded Stoov with the simple energy-saving premise of heating the person rather than the room. Stoov creates wireless infrared heating cushions and blankets that warm up the user directly. This product became an essential item during the energy crisis, allowing households and restaurants to lower their thermostats while remaining comfortable. With a focus on sustainable fabrics and repairability, Stoov has grown from a niche Dutch product into a European household name that redefines personal comfort amid high energy prices.
Swapfiets
Founded by a group of Delft students, Swapfiets functions as the Netflix for bikes. They recognised that people want mobility without the hassle of maintenance. For a monthly fee, users get a bike with the iconic blue tyre. If it breaks, Swapfiets swaps it for a working one within 48 hours. This subscription model completely de-risks bike ownership. While they have physical stores, their digital-first acquisition model makes them a D2C powerhouse. Now backed by Pon, they are the first bicycle-as-a-service company to achieve mass scale across cities from Paris to London.
MUD Jeans
Bert van Son founded MUD Jeans to prove that the fashion industry doesn’t have to be linear. They pioneered the Lease a Jeans concept, where customers pay a monthly fee to wear organic denim. After a year, they can keep the jeans, swap them for a new pair, or return them for recycling. This circular business model ensures that the raw materials are never wasted. MUD Jeans has become a global case study for the circular economy, attracting a loyal following of eco-minimalists who want premium denim without ecological guilt.
Smyle
Almar Fernhout founded Smyle to eliminate the billions of plastic toothpaste tubes that end up in landfills every year. They reinvented toothpaste as tablet-sized mints stored in refillable glass bottles and compostable paper sachets. It is a classic D2C disruption that turns a boring daily habit into a sustainable ritual. Their subscription model ensures high retention. Their sleek branding has allowed them to expand rapidly from online-only sales into major retail chains across the Benelux.
Matt Sleeps
Joep Verbunt founded Matt Sleeps to wake up the sleepy mattress industry. Frustrated by confusing sales tactics, he created a perfect, adjustable mattress for home use. The mattress has different firmness layers that users can unzip and flip to find their preferred comfort level. Known for their guerrilla marketing stunts, Matt Sleeps has built a brand with personality in a typically dull sector. Their 120-day trial and direct shipping model have made them the top-rated mattress startup in the Netherlands.
