Building a billion-euro company from scratch is not given to everyone. Pieter Zwart managed it. In 1999, together with Paul de Jong and Bart Kuijpers, he founded Coolblue in Rotterdam. Wikipedia It is now one of the best-known online shops in the Netherlands, with physical stores in the Netherlands, Belgium and Germany as well, and record revenue of 2.56 billion euros in 2025. Coolblue How did Pieter Zwart get so far? And what drives him? For inspiration, we share part of his story.
As a young entrepreneur, Pieter Zwart had big dreams. In an interview he said that by the age of 21 his goal was already clear: "To become an example for companies when it comes to customer-focused business." That goal and other goals from that time still apply within Coolblue. Customer satisfaction and development are central, even ahead of revenue and profit. It is no coincidence that the company's motto is 'Anything for a smile'.
What do we stand for?
That question has done a lot for Coolblue's growth. Because Pieter Zwart and his team had the answer clear at an early stage, they could make clear choices for the future. And that was necessary, because Coolblue grew fast. "Growing is sometimes difficult, from 80 to 150 staff, from 150 to 400, from 400 to 800. At those moments, safeguarding the company culture is essential," says Zwart. By continuing to ask the right questions, Coolblue was able to keep growing without compromising its norms and values. Coolblue once started as a group of friends, and they try to hold on to that feeling.
Scaling for efficiency
Growing on a large scale was one of the biggest challenges for Pieter Zwart. How do you keep a fast-growing organisation under control? According to Zwart, it starts with measuring processes. "This allows Coolblue to take small steps and improve processes every day. Don't try to take an enormous step all at once. Thanks to the small steps you can already take today, you get closer to your ultimate goal every time. People underestimate how much you can do every day."
What can you learn from Pieter Zwart as a manager?
- Know what you stand for. A clear goal and clear values give direction, especially when your organisation is changing fast. Also read purpose gives your work value.
- Safeguard your culture. Growth calls for conscious attention to culture. People need to fit in. Read more about organisational fit.
- Improve in small steps. A little better every day delivers more in the long run than an occasional big leap. Also read a little better every day.
Building the future
It is admirable to see Pieter Zwart's attitude. You could call it a boyhood dream: starting your own company straight from university, and more than 25 years later still building that same company, with the same cultural values. What a source of inspiration!
