fonQ

fonQ operates as a Dutch online department store with a strong focus on the home and living sector, including categories like cooking, garden, and household products. The company’s journey began in 2003 when Patrick Kerssemakers founded Voeljegezond.nl, which evolved through acquisitions and was renamed Mailorder Solutions. In parallel, Joost Wels established fonQ.nl in 2005. These two competitors merged their operations in 2009, officially adopting the name fonQ in 2010. Kerssemakers, with a passion for e-commerce, led the company's growth, which eventually reached an 80 million euro turnover with 200 employees by the time he departed in 2017.

The business operates on a hybrid model, functioning as both a direct-to-consumer retailer and a curated marketplace for third-party sellers. This structure allows fonQ to generate revenue through direct sales from its own inventory and by earning a commission on sales from its marketplace partners. The product assortment includes over 60,000 items from more than 750 brands. A key part of its strategy is the development of private label brands, which enables the company to offer a distinct selection of high-quality items. The target market is primarily consumers in the Netherlands and Belgium (Flanders).

A significant milestone in fonQ's history was the acquisition of a majority stake by RFS Holding B.V. (owner of Wehkamp) in 2011, which became full ownership in 2013. By the end of 2016, fonQ was acquired by AJS Holdings, the investment firm of Ad Scheepbouwer, a former major shareholder of RFS, allowing fonQ to operate more independently and pursue further growth. More recently, in early 2024, fonQ acquired Naduvi, a home and living startup. This strategic move integrated Naduvi's dropship model, which connects suppliers directly with customers without a warehouse, enhancing fonQ's logistical capabilities and market position.

Keywords: online retail, home and living, e-commerce, furniture, home decor, kitchenware, garden products, lifestyle products, Dutch retailer, Benelux market, marketplace, direct-to-consumer, private label, curated assortment, home furnishings, online department store, Patrick Kerssemakers, Joost Wels, Ad Scheepbouwer, Naduvi acquisition, RFS Holding