📍 New Store Opening in Alkmaar
On June 11, 2025, Coolblue announced the opening of a new physical store in Alkmaar this October, marking its first location in the northern region of North Holland. Customers will be able to test products, receive tailored advice, pick up orders, and get after-sales support. The company is currently hiring over 22 new employees for this location.
📈 Record Revenue & Store Expansion
Coolblue achieved record-breaking revenue in early 2025 and opened eight new physical stores. Additionally, the company expanded its delivery capabilities in Germany by adding four new depots, bolstering its logistics infrastructure.
🇩🇪 Slower-than-expected German Expansion
Coolblue’s ambitious goal to reach billions in revenue in Germany by 2025 is progressing slower than anticipated. In 2023, the company reported a modest €188 million in German revenue. Although it originally planned to open 36 stores, only four have launched so far. Bureaucratic hurdles and macroeconomic challenges are delaying further expansion. Still, CEO Pieter Zwart remains optimistic, pointing to strong customer satisfaction.
🧑💼 Employer Branding Under Scrutiny
A recent viral video by comedian and ex-employee Daan van der Hoeven criticized Coolblue’s workplace culture. He highlighted a mismatch between flashy office perks—like ball pits and ping pong tables—and what he calls subpar pay. Comments from current and former employees echoed his concerns, raising questions about the authenticity of the company’s employer branding.
🏢 Headquarters Lease Extended
Coolblue has extended the lease of its Rotterdam headquarters in Central Plaza by 5.5 years, securing approximately 10,000 m² of office space. This move ensures stability for the company’s 5,800+ employees.
🌱 Summary
Coolblue is clearly in growth mode—expanding physical retail, scaling up in Germany, breaking revenue records, and reinforcing its infrastructure.
✍️ Strategic Recommendations
Double down on local excellence – ensure new stores (like Alkmaar) deliver top-tier customer and employee experiences. Rebuild employer credibility – match company perks with fair, transparent compensation. Streamline German growth – boost legal/compliance support to speed up permits and approvals. Secure long-term agility – continue investing in infrastructure to support future scaling.
Coolblue remains a bold and fast-growing player in European retail. But how it addresses internal culture, manages international hurdles, and balances physical with digital strategy will ultimately define the next chapter in its story.
