About us - All Sport

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We believe in the power of sport

Our mission is to maximize access to premium sport and lifestyle brands to support a healthy and active world.

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Who we are

Customer obsession, problem solving mindset, flexibility & operational excellence.
That’s what we stand for.

All Sport is a family-owned distribution company, established in the 70’s in Belgium, where the HQ and warehouse are still located today. Over the years, our business and organization have expanded internationally.

Our goal has always been to make our brands successful within the European market, by focusing on the customer's needs and connecting closely with the brands.

We aim to stand out thanks to our human approach and solution-oriented mindset. We invest in local country offices, the integration of fully dedicated sales teams and a multi-lingual customer service department.

In addition to our strong customer focus, we strive to continuously improve our processes, systems and service level.

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1970 The early 70’s

Michel van Puijenbroek began distributing the Speedo brand in Belgium. Initially the products were shipped from "Les bains Anversois", a sport complex in Antwerp, Belgium that was acquired from the family in Puijenbroek in the 30’s.

In 1974 les Bain Anversois was sold to a bank and the first All Sport office and warehouse were built in the region of Antwerp, Arendonk

1970 The early 70’s

1975 Arendonk

Construction of offices and warehouse in Arendonk "De 600".

1975 Arendonk

1978 The Nike brand

All Sport acquired the distribution rights for the Nike brand in Belgium. This was our Nike team.

1978 The Nike brand

1980 Hoge Mauw

Transfer to office & warehouse on "Hoge Mauw" (industrial area of Arendonk).

1980 Hoge Mauw

1984 The Netherlands

All Sport started distributing Speedo in the Netherlands.

1984 The Netherlands

1990 Nike takes back distribution

Nike changes their business model and takes back the distribution to sell and ship directly over whole Europe from Laakdal, Belgium.

We move back to the original warehouse and offices on "De 600" in Arendonk.

1990 Nike takes back distribution

1990 Ronny Smolders

Ronny Smolders, former professional tennis player, became General Manager of All Sport

1990 Ronny Smolders

2008 France

All Sport started distributing Speedo in France.

2008 France

2008 New offices & warehouse

Move to larger location in Turnhout, Belgium.

2008 New offices & warehouse

2010 Nike accessories

All Sport acquired the distribution rights for Nike accessories in France and Benelux and for international customers such as Nike stores, Nike E-commerce, Footlocker and Decathlon across Europe

2010 Nike accessories

2014 2nd generation

The 2nd generation of the van Puijenbroek family took the reins. Clara-Matthée van Puijenbroek joined the company and became CEO of the All Sport group

2014 2nd generation

2016 Spain and Portugal

All Sport acquired the distribution rights for Nike accessories in Spain and Portugal.

2016 Spain and Portugal

2016 Plage Du Sud

All Sport started distributing the French beach-brand Plage du Sud in France and Benelux.

2016 Plage Du Sud

2018 Converse Bags

All sport started distributing Converse Bags in France, Spain and Portugal.

2018 Converse Bags

How we operate

From the brand through the retailer to the consumer, we create value at different stages in the process.

Sales

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Sales from the heart of our company. It all starts here.
Brand-dedicated sales teams invest in a long-term and local connection with our customers, driven by a high level of educational, inspirational and retail support.
We always strive to facilitate the complexity of bringing premium brands to market. Showrooms, sales tools and human interaction define our level of sales service that is highly appreciated by both our brand partners and retailers in the marketplace.

Inbound

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We work very closely with our global sourcing partners to bring our products into Europe, often by sea or by air. Detailed planning and daily communication are key to make sure our products arrive safely and on time at our warehouse in Belgium.

Warehousing

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It has always been one of our strategic pillars to have full control of all warehousing activities. In our opinion this is the only way to remain flexible, innovative and responsive to change in a highly dynamic environment. Our warehouse is equiped with efficient IT solutions, and is able to offer value-added services.

Outbound

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The right product, at the right time, at the right place. That's what this is all about.

We work with European logistic partners to deliver this promise to our customers.

Marketing

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Our teams have extended knowledge and expertise in translating the brand message into our marketplace.

Through brand and retail marketing initiatives, we support our customers in communicating to the consumer, both offline and online.

Brands & territories

We are proud to represent premium brands across

We have had an established partnership with the Speedo and Nike brands for decades. We have recently added Converse Bags & the French beach brand Plage du Sud to our portfolio.
In Frankrijk vertegenwoordigen we alle merken die deel uitmaken van de All Sport portfolio via twee verkoopteams. Het ene houdt zich bezig met Nike- en Jordan accessoires en Converse tassen, het andere met Speedo en Plage du Sud, onze merken voor zwem- en strandkleding.
In Iberia, the Nike & Jordan accessories and Converse bags brands are locally represented by our sales team, supported in our HQ in Belgium by a Spanish- and Portuguese-speaking customer service team.
Two sales teams work out of the Netherlands: one representing the Speedo & Plage Du Sud brands and the other representing Nike & Jordan accessories. Our showroom in the Sport Business Center in Leusden is a great place to meet our Dutch customers.
In Belgium and Luxembourg our Speedo and Plage Du Sud sales team present the new collections to customers at our showrooms in Brussels (Trade Mart) or Turnhout (HQ), while the Nike & Jordan accessories team mainly meets customers in retail.
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Vision & mission

We supply premium sport and lifestyle brands to the European consumer businesses.

We aim to contribute to a healthy and active world, by maximizing access to innovative and qualitative products, that can be integrated into people’s daily activities.

Our entrepreneurial spirit, high standards and proven credibility assure long-lasting and loyal relationships with our partners, built for growth and success.

People from the core of our business: powerful systems and infrastructure are necessary to support the business, but what really makes a difference are the committed and passionate people working for us.

We believe that a diverse workplace encourages creativity and that different perspectives can fuel the best ideas.

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