Isero IJzerwarengroep becomes “Isero”

An outspoken growth ambition and a new business premise in Waddinxveen. This includes a modified naming and accompanying corporate identity.

Within the Isero IJzerwaren Groep the brands Gerritse IJzerwaren (Gerritse), Breur Ceintuurbaan (Breur), Van der Winkel (Store), Pijnenburg Bouw & Industrie (Pijnenburg) and Scholte & de Vries-Estoppy (SV-E), Freke Inbraakbeveiliging (Freke ), Gunters en Meuser (GenM) and Weijntjes are united under one umbrella. With more than 60 branches and 850 employees, it is the largest wholesale company in hardware  in the Netherlands and a specialist and service provider in the field of hinges and locks, tools, ironmongery and fasteners, and workwear and personal protection equipment.


5 brands further under 1 name

From September 16, 2019 the company names Gerritse, Breur, Van der Winkel, Pijnenburg and SV-E will continue under one name: Isero.

“A logical step. We have more and more branches throughout the country and we want to keep things organized for customers and employees. As soon as you can offer the same service proposition to the customer, you need one clear name,” says Remco Witteveen, Supply Chain Director. “Little has changed for the customer. We are still the same hardware wholesaler and still offer the same high quality in products, service and expertise. Our branches and the entire fleet will be given a new corporate identity. We aim to complete this conversion early 2020.”



In August of this year the central offices and warehouse have been moved from Woerden to Waddinxveen. A sustainable and energy-efficient new building, close to the highway at Logistiekpark A12. Remco; “We have expanded from 5500 m2 to 11.000 m2 floor space and the building is twice as high. This means that the total capacity of the warehouse has quadrupled. A clear signal of our growth ambition.”


Automate work processes

In addition to the growth ambition, Isero also has a number of improvements on the agenda in the form of mechanization and automation with, for example, a WMS system. Remco; “We are constantly looking for ways to improve our processes. How we can work smarter and more efficiently an what can we do to further optimize our processes is always in top of mind.”


PIM system

Of course, Isero cannot stay behind in the field of digitization. Remco; “We are already quite far in this regard. We can offer the customer many variants of system integration and links and manage inventories for our customer on location at their site. In addition, we also have various digital services such as the Isero Tool Management for power tool management and inspections, and the Isero Budget Management System for ordering workwear and PPE (also hand tools) by the users of our customers.


And, we are even going one step further; we are building a new PIM system that will be the beating heart of our omni-channel platform. Last year we have completed the first implementation phase of this new platform. The new website ( and the app are already live. In the coming years we will further expand the digital services to our customers ánd suppliers.”