Broekhuyzen Horecagroothandel is a full-service wholesaler in the hospitality segment, based in Noordwijkerhout. As a link between purchasing organizations and hospitality businesses, Broekhuyzen supplies both food and non-food products to its customers, completely taking care of everything from order to delivery. The company distinguishes itself through its personal approach and wide assortment. In 2018, Broekhuyzen was the first hospitality wholesaler in the Netherlands to receive the designation 'By Royal Warrant Holder'. The reason for the sale was a changing market: scale is becoming increasingly decisive for achieving purchasing advantages and bearing investments in, for example, electrification. The managing director/owner consciously chose to join a larger party at a time when the company was strong, selling at its peak.
The challenge
Broekhuyzen is a family business founded in 1918 and, at the time of sale, had been in the family for more than 110 years. This history makes the sale more than just a business transaction: it is a significant and emotionally charged decision for the owner-directors. This is precisely why it was crucial that the guidance went beyond the purely financial. The human aspect of a transaction is just as essential as the quantitative one and requires an advisor who understands and guides the entrepreneur in every aspect.
Beyond the deal
Maasdael managed the entire sell-side process: from drafting an information memorandum and compiling a longlist of potential buyers, to conducting discussions and negotiations, guiding the due diligence process, and finalizing the transaction documentation.
The sale of a 110-year-old family business is more than just a business transaction. A substantial part of the advisory therefore consisted of personal support for the shareholder-directors (DGAs) through this impactful process. Even before closing, discussions were held with the buying party regarding the subsequent integration, with explicit attention given to continuity for the existing employees. Because behind every deal are people, and it is precisely this continuity that partly determines whether an acquisition is also perceived as successful in the long term.
The process resulted in a successful sale to Bidfood, one of the largest hospitality wholesalers active in the Netherlands.
The value of sector knowledge
In the hospitality wholesale sector, scale is becoming increasingly important. Favorable purchasing conditions and the necessary investments in electrification and sustainability are becoming harder to bear for smaller independent parties, which presents them with a strategic choice. For them, it is becoming increasingly relevant to join forces with a larger player to remain competitive. This makes this segment an interesting playing field for further consolidation, where Maasdæl, as a specialized advisor, offers added value for entrepreneurs considering this step.
