Dirk van den Broek (1942)
In 1942, 18-year-old Dirk started a dairy shop on Mercatorplein in Amsterdam.
In 1948, he decided to transform his shop into Amsterdam’s first self-service store, following the American model. Dirk and his wife stood at the entrance, handing out baskets and informing customers that they could use them for their shopping. Customers followed a mandatory path through the store to the checkout counter.
In 1953, Dirk launched a supermarket, also following the American model. Located on Kinkerstraat in Amsterdam, this supermarket expanded beyond the existing range to include non-food items, baked goods, frozen meat, and more. The first supermarket in the Netherlands was established. By opening his own Central Warehouse, Dirk bypassed wholesalers and bought directly from manufacturers. He passed on the discounts he received to his customers, against the wishes of brand manufacturers, leading to a price war. Van den Broek aimed to break this “vertical price binding,” a battle that lasted for years. Dirk emerged victorious, and retail prices became free, benefiting consumers. Dirk also saw potential in liquor stores.
In 1968, Dirk III, the first self-service liquor store in the Netherlands, opened in Amsterdam Osdorp. Another price war ensued, with Dirk emerging victorious again.
In 1972, son Jan started his own supermarket organization called Digros.
In 1973, “Bas van der Heijden” with 10 branches in and around Rotterdam, was acquired.
In 1975, son Dirk started a supermarket company, “Dirkson,” based in Hoofddorp.
In 1990, “Jan Bruijns,” with 9 supermarkets in Brabant and Zeeland, was acquired.
Since 2014, the now over 130 supermarkets operate under one name, “Dirk van den Broek,” and continue to grow steadily in number.
Dirk van de Broek website: dirk.nl
Onze Nieuwsbrief
WIL JE OP DE HOOGTE BLIJVEN VAN ONS LAATSTE NIEUWS?
Schrijf je dan in voor onze nieuwsbrief.