BunzlOne: Transforming Dutch Retail Procurement via Youwe

The Dutch retail landscape is witnessing a significant shift in how non-food essentials are managed as Bunzl Retail & Industry launches BunzlOne.

Positioned as the first platform of its kind in the Netherlands, the digital ecosystem aims to consolidate a fragmented procurement landscape into a single, streamlined interface.

Jumbo Supermarkets, the nation’s second-largest grocery chain, has signed on as the launch customer, signalling a move towards "one digital front door" for Goods Not For Resale (GNFR).

Consolidating the fragmented GNFR landscape

For large-scale retailers, procurement of operational supplies, ranging from food packaging and cleaning hygiene to protective workwear, has traditionally been a logistical headache.

Historically, Bunzl operated on a highly decentralised model, comprising 160 operating companies across 32 countries.

While this allowed for local entrepreneurial agility, it often forced national and international clients to manage dozens of separate supplier relationships.

“Our large customers expect one digital front door for all their operational supplies,” says Frank Daamen, Digital Director at Bunzl and Founder of the BunzlOne concept.

“With BunzlOne, we turn a fragmented landscape of systems and suppliers into one smart platform where customers, Bunzl operating companies and selected suppliers connect for a new way of procurement.”

Composable architecture and marketplace agility

The technical foundation of the platform relies on a "best-of-breed" or composable commerce approach.

To build the infrastructure, Bunzl partnered with digital agency Youwe, which implemented the Adobe Commerce core and a Hyvä-based frontend. This is integrated with Mirakl’s marketplace engine to handle the complexity of third-party seller onboarding.

“We saw that our customers’ expectations had changed,” Frank explains.

“They want broader assortments, more transparency and less friction. BunzlOne is our way of rethinking how operational supplies are bought and sold, without losing the entrepreneurial spirit of our local businesses.”

The choice of a Hyvä frontend is particularly notable for B2B procurement. In an industry where legacy systems are often slow and cumbersome, the focus here was on creating a fast, mobile-first experience.

According to Youwe, the joint team delivered the Minimum Viable Product (MVP) in just eight months.

Rogier Hosman, Chief Marketing Officer at Youwe, notes: “At Youwe, we see BunzlOne as a textbook example of how marketplaces and composable commerce can solve real-world complexity for B2B organisations.”

Improving operational visibility and spend control

A primary driver for this digital shift is the demand for greater transparency. By centralising procurement, retailers gain real-time visibility on spend across multiple categories.

In the Jumbo setup, orders from multiple suppliers are consolidated, cross-docked and delivered through a unified flow, meaning individual stores receive all required non-food essentials as one combined delivery.

“The main benefit for customers is simplicity,” says Frank.

“They get the right products, at the right prices and conditions, through an easy process that covers all non-food categories in one place.”

For external suppliers, the platform acts as a digital bridge. Many possess high-quality products but lack the advanced digital infrastructure to integrate directly into a major retailer’s ERP system.

Frank adds: “Many are very strong in product, but less advanced in digital commerce and integrations. BunzlOne bridges that gap by providing the digital infrastructure and customer reach.”

Scaling the European procurement ecosystem

With the Jumbo launch successful, the focus for Bunzl and Youwe has shifted to scalability.

The ambition is to move beyond the Netherlands and establish BunzlOne as a European standard for operational goods.

“The next step is to scale, making the platform commercially successful and operationally robust in the Netherlands, and then exploring where the boundaries are in Europe,” Frank concludes.

As B2B buyers increasingly expect the convenience and transparency of B2C platforms, the success of BunzlOne will likely serve as a blueprint for other industrial sectors looking to solve procurement complexity through smart digital infrastructure.