by Dennis T. Huizing MSc, partner
When it comes to international expansion, few destinations offer the same blend of opportunity and accessibility as the Netherlands. For businesses with European ambitions, the Netherlands isn’t just another country—it’s your Gateway to Europe.
At Polaris, we have successfully guided many businesses through this journey. With our structured approach and deep knowledge of Dutch regulations and business culture, we help entrepreneurs unlock the full potential of your expansion. Here is why the Netherlands deserves your serious consideration—and how we’ll help you make the most of this exciting opportunity.
The Netherlands consistently ranks as one of the top countries for business development and international trade. Its forward-thinking environment makes it the perfect launchpad for companies aiming to scale into Europe.
So what makes the Netherlands uniquely attractive? It is a mix of items. First of all, the Netherlands is strategically located within a few hours travel of some of the world’s largest economies, with Germany, the United Kingdom and France all within a 200 kilometer/ 125 mile radius. For internet and telecom, the Netherlands is one of Europe’s best equipped and internet dense regions. Also, the Netherlands knows the highest proficiency in English outside of the United Kingdom, Ireland and Malta. Yet, the average Dutch person also speaks several other languages, with German and French being compulsory in secondary school.
The Netherlands has innovation at its core, and hence has a highly skilled and diverse workforce. Inclusion has been at the heart of Dutch business culture for decades, and universities are all top notch. Plus very open to collaboration with private companies.
The stable and transparent legal environment is a virtue that can be directly related to the government’s pro-business attitude, not only in the sense of tax incentives, but also in the sense of specialized departments to aid entrepreneurs in their growth journey, programs like the Orange Carpet Visa Facility and the Startup Visa are plans that attest to the pro-business mindset. Even though those all make it sound perfect, expanding to a new market can be complex. For our clients, we have developed a proven and structured 10-step approach to ensure your expansion to the Netherlands (and Europe) is a success. Here is a short overview of what our steps entail:
- Market Research and Feasibility Study
The objective is to understand the Dutch and European market’s demand, competitors, and consumer behavior. Actions to be taken in this context include a) conducting a detailed analysis of the market size, growth potential, and industry trends, b) identifying the key competitors and assess their market share, pricing strategies, and customer base, c) evaluating customer preferences, regional differences, and cultural nuances that might impact product/service reception, and d) investigate local economic factors, including GDP growth, inflation rates, and disposable income. - Legal and Regulatory Considerations
The objective is to ensure compliance with Dutch laws and regulations for foreign businesses. Actions to be taken in this category include a) registering your business in the Netherlands, choosing the appropriate legal entity, b) applying for a VAT number and tax identification number, c) consulting with a local legal advisor to understand labor laws, intellectual property protection, consumer rights, and any industry-specific regulations, and d) reviewing any licensing or permit requirements for operating in your sector. - Financial Planning and Funding
The objective here is to set up financial structures for business operations and secure necessary funding. Actions here entail a) opening a business bank account in the Netherlands and ensure proper accounting systems are in place, b) determine starting costs, including office space, staff salaries, equipment, and marketing expenses, c) evaluate potential funding options such as loans, grants, or investment from local banks or venture capitalists, and d) assess currency exchange implications and establish strategies to mitigate currency risks. - Establishing local presence
Developing a physical or delegated presence (for instance hire management) in the Netherlands to operate effectively, is the objective. Actions here include a) deciding on the location for office/retail space, taking into account factors like proximity to suppliers, labor market, and customer base, b) hiring local employees or identify local partners and distributors, c) registering with the Dutch Chamber of Commerce, and d) if applicable, identify warehousing or logistics partners to handle distribution. - Product and Service Adaptation
The objective is to tailor products or services to meet the needs of European and Dutch consumers. Actions include a) reviewing and adjust products/services to ensure they meet local preferences, regulations, and quality standards, b) develop Dutch-language versions of product materials, websites, and marketing content, c) if necessary, adapt packaging, pricing, or service offerings based on local demand and competition, and d) research local trends, including sustainability or innovation preferences, that may influence the product development strategy. - Marketing and Branding Strategy
The main objective is to build brand recognition and market awareness in the Netherlands. Focus on actions like a) developing a localized marketing strategy that aligns with Dutch culture and consumer behavior, b) utilize local media channels (TV, radio, print, social media) to promote the brand, c) considering partnerships with local influencers or affiliates to increase brand visibility, d) participating in local trade shows, conferences, or networking events to introduce the brand, and e) engaging with Dutch customers on social media platforms and through customer service to build (brand) loyalty. - Distribution and Logistics Planning
The objective is to create an efficient logistics and distribution network for the Netherlands. Under this section, actions include a) identifying reliable local distributors, logistics providers, and warehouse partners, b) assessing shipping and supply chain costs, including customs duties and taxes for importing goods from destination of origin, c) implementation of an efficient inventory management system to handle demand fluctuations, and d) ensuring that your logistics partners comply with local environmental and sustainability standards. - Human Resources and Staffing
Here, the objective is to build a local team and recruit talent to support the business operations. Actions include a) hiring experienced professionals familiar with the Dutch market or relocate key employees from country of origin, b) ensuring compliance with Dutch labor laws, including contracts, working hours, salaries, and benefits, c) provide cultural training for both local and origin employees to ensure smooth collaboration, and d) explore potential partnerships with recruitment agencies to find the best local talent. - Customer support and Service
Establishing a robust customer service strategy for European/Dutch consumers is the objective here. Actions to that end include a) setting up a customer service team fluent in Dutch, providing responsive support via phone, email, and social media, b) building a local call center or customer service office to handle inquiries, complaints, and returns efficiently, and c) offering local warranty and return policies that comply with Dutch consumer protection laws. - Monitoring and Adjusting the Strategy
Continuously evaluating performance and make necessary adjustments to the business strategy is the key objective. Actions include a) to establish key performance indicators (KPIs) to track the progress of the expansion, b) regularly analyze sales data, customer feedback, and market trends to identify areas for improvement, c) adapt marketing strategies, product offerings, and operational processes based on performance metrics, and d) stay updated on changes in Dutch regulations and adjust the business plan accordingly.
Now that we have established our approach, it is good to know that our professionals can help you every step of the way. At Polaris Enterprises, we don’t just guide your entry into the Dutch market — we build the foundation for your long-term growth in Europe. Our services are designed to support every stage of your journey: from leadership development to financial strategy, from operational excellence to international governance.
The Netherlands offers international businesses not just a market, but a springboard into Europe. By following this structured approach and leveraging the full spectrum of Exelerate services, you can confidently take your business to new heights.
Let’s move forward together. Reach out to us today and let’s explore your future in the Netherlands and Europe.