Research Brief

Turbulence in Dutch telecom retail market

, published: July 2008
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The Dutch telecom retail landscape has undergone a hectic period over the last year, with the introduction of new formats, test shops and more shop-in-shops, as well as some shops closing down and expansion in online sales. The Phone House acquired three online shops on the expectation of strong growth in web sales. Telfort agrees that online sales are the future, but the mobile operator is still investing in new retail outlets as well. BelCompany bought 29 former Orange shops and launched a new format called Telefoonkopen.nl, while t for telecom opened more than 110 shop-in-shops in Dixons stores. KPN is reshaping the Primafoon chain and has opened six outlets in a new range of shops called KPN Store. Debitel closed all its shops recently, and the brothers Atom and Steve Zhou went to court over the rights to the names GSM-Shop and GSMShop. The total number of shops in The Netherlands is little changed, at over 1,500 outlets. The number of independent shops increased, mainly due to the introduction of shop-in-shops in Dixons by t for telecom. The Research Brief contains a full overview of the number of Dutch retail shops, for the periods December 2006, September 2007 and July 2008.


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