Coolblue Bets Big on Germany with €35M Logistics Leap and Customer-Centric Strategy
Dutch electronics retailer Coolblue is taking a bold step into Germany, aiming to disrupt a crowded market long dominated by MediaMarkt and Saturn. Known for its strong focus on customer satisfaction and fast delivery in the Netherlands and Belgium, Coolblue is now scaling up with a €35 million investment in warehouse automation — a move designed to support its ambitious growth plans across the border.
At the core of this push is the company’s new logistics system, dubbed the Crate-O-Saurus, located in Tilburg. Larger than a football field, the automated facility uses robotic arms and mobile bots to pick and pack items in minutes. Once fully operational, it’s expected to significantly cut delivery times and support Coolblue’s promise of next-day or even same-day delivery in key German cities.
CEO Pieter ZwartDealroom has a profile for this one. Try Dealroom →, often referred to as the "Dutch Jeff Bezos," has made no secret of his goal: to generate the majority of Coolblue’s sales in Germany by 2029, targeting around €2 billion annually. That would put the company in direct competition with some of the largest players in Europe, despite current German revenues of just €237 million.
Zwart’s approach centers on digital efficiency and high-touch service, areas where many traditional electronics retailers have struggled. With a €150 million budget for German expansion, Coolblue is doubling down on what it believes sets it apart — personalized delivery, reliable logistics, and a tech-enabled retail experience that goes beyond just selling devices.
Source:
A.M.
