VidaXL Logo

Vidaxl LogoVidaXL Logo PNG

VidaXL, a notable online retailer, specializes in a diverse array of products for home, garden, DIY projects, and leisure activities. Established in the Netherlands, this company is the brainchild of Gerjan den Hartog and Wouter Bakker. As a key player in the e-commerce sector, VidaXL stands out for its comprehensive range of affordable products, catering to everyday needs.  Geographically, VidaXL’s operations span across continents, with a strong presence in Europe, Australia, and the United States. This global reach is central to its business strategy, allowing it to serve a vast and varied customer base. The company’s success lies in its ability to combine quality, affordability, and accessibility, making it a go-to destination for online shoppers worldwide.

Meaning and history

VidaXL, founded in 2006 in Venlo, Netherlands, began as a small-scale online retail business by Gerjan den Hartog and Wouter Bakker. Initially, they focused on selling a limited range of products on eBay under the name “koopgoedkoop”, meaning “buy cheap”. Their success on eBay led to the establishment of their own online store,, in 2008, expanding their product range significantly.

The company’s growth was marked by a strategic shift from being just a retailer to also becoming a wholesaler and drop-shipper. This transition allowed VidaXL to control its supply chain more effectively, leading to cost reductions and improved product quality. They started sourcing products directly from manufacturers, primarily in Asia, which enabled them to offer a wider range of products at competitive prices.

In 2010, VidaXL expanded its operations internationally, launching new online stores in several European countries. This expansion was a key factor in their rapid growth, as they were able to cater to diverse markets with different consumer needs.

VidaXL’s approach has always been customer-centric, focusing on offering a broad range of affordable products. This strategy was further bolstered by their venture into private label products in 2013. By controlling the production process, VidaXL was able to ensure quality while keeping prices low, a move that resonated well with their cost-conscious customer base.

In the following years, VidaXL expanded its online presence significantly, launching platforms in countries outside Europe, including Australia and the United States. They also diversified their product range, branching into categories like home and garden, furniture, sporting goods, and toys.

Significant in their history was the development of their proprietary software for enterprise resource planning (ERP), which streamlined their operations and logistics. This technology investment enabled them to manage their rapidly growing inventory and sales more efficiently.

Despite its growth, VidaXL has remained privately owned, with its founders still playing a central role in the company’s direction. They have maintained a consistent business model, focusing on online sales through their own platform and other marketplaces, and have avoided shifting into physical retail stores.


Vidaxl Logo

The logo features a stylized rendition of the name “vidaXL” in a bold, sans-serif typeface, predominantly in a vibrant shade of magenta. The lowercase “vida” suggests approachability, while the uppercase “XL” emphasizes an extra-large offering or value. The color magenta is often associated with creativity and innovation, which might reflect the brand’s modern and customer-focused approach to retail.