After 30 years of partnership with the Dutch licensee Deventrade, Hummel is once again taking responsibility for Belgium, the Netherlands and Luxembourg (BeNeLux).
For this purpose, the Danish sporting goods retailer with German origins has founded the subsidiary Hummel BeNeLux, which will manage all business activities in the region from January 1, 2026, Hummel announced on Thursday. This step underlines Hummel’s strategic ambition to strengthen its presence in key European regions.
“This is an important milestone for Hummel,” said Hummel CEO Lars Stentebjerg. “We are now taking the next step in our European journey by establishing our own organization in the BeNeLux countries and positioning Hummel as a trustworthy and proactive partner for clubs, retailers and key customers across the market.”
Football and team sports play an important role for the company, which has already cooperated with teams such as Feyenoord Rotterdam, AZ Alkmaar, FC Utrecht and Union Saint Gilloise in the past. The company now wants to build on this again and implement collaborations with popular and professional sports teams throughout the region.
As part of the new structure in the market, proprietary e-commerce and supply chain solutions are also planned. Direct sales and wholesale partnerships will also be promoted. The company is currently looking for a new Sales Director BeNeLux.
“We are proud of what has been achieved in the market so far and are now ready to build on this foundation – to stand on our own two feet, to be closer to our customers and partners and to reintroduce Hummel to a new generation with the same passion, authenticity and determination that have characterized our brand for more than a century,” concludes Stentebjerg.