With a solid foundation in the Netherlands, Platinum is already active in several European countries and is working hard to expand further across the continent. What began as an importer and wholesaler of garden furniture has, over more than 20 years, evolved into a specialist in shade solutions and protective covers for outdoor furniture. 'We're ready,' says Inge Arts, Head of Marketing & Innovation at Platinum. 'The foundation is in place, but there's still a lot of potential to tap into and room to grow.'
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The Platinum team attended spoga+gafa 2025 in Cologne, Germany.
The beginning
Platinum was founded in 2004 by Kilian Audenaerde. In 2019, private equity firm Committed Capital joined as a shareholder. This investor works closely with experienced entrepreneurs to unlock the full potential of their companies by strengthening strategic, commercial, and operational capabilities. After 19 years, Kilian stepped down as CEO on January 1, 2023, but remains actively involved as a shareholder.
With Diederik Schneemann as Operations Director and Ralf van Leipsig as Commercial Director, Platinum has built a professional leadership team. 'That has enabled us to work much more efficiently and with greater focus,' says Inge.
The recent collaboration with Committed Capital has given Platinum room to optimize processes and grow as a team. 'We've structured everything to be scalable, without losing our identity.'
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The Platinum Nexus T², a new cantilever umbrella with rounded corners and a minimalist rib connection.
Strong team
Platinum's international ambitions are clear. The company now has around 50 employees across the Netherlands, Belgium, Germany, and Scandinavia. In addition, agents are active in France and a distributor covers the UK market. 'We're actively working on expanding in France and Germany,' says Inge. 'There's huge potential there, and we now have the power to seize it.'
The acquisition of Nesling has strengthened Platinum's portfolio. Under the brand name Platinum Sun & Shade, the company now offers a wide range of shade products, including parasols and shade sails.
Meanwhile, Inge and the design team are already working on developments for the coming years. '2026 is finalised and introduced to the market, so we're now focused on 2027 and 2028.' This demonstrates that the company has ambitious plans for the future.
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One of the shade sails available from Platinum.
Innovation
What sets Platinum apart is the combination of product innovation and experience. Under the brand name Platinum Outdoorable, the company tells a story with each product, using the sub-brands Platinum Sun & Shade and Platinum AeroCover. 'We want people to enjoy a sunny day without worry,' Inge explains. 'We achieve that not just with functional products, but with experience.'
Platinum works with a team of Dutch designers. All products are developed in collaboration and manufactured in Asia, where Platinum has its own quality inspectors. 'We manage everything ourselves, from sketch to final product.' Platinum's three strategic pillars are product innovation, attention to detail, and premium service.
Kilian Audenaerde found that the available covers on the market were poor in quality. That's why he developed AeroCover, which now includes 142 different covers to meet all international needs. AeroCover features a breathable membrane that allows moisture to escape while keeping out dirt, dust, and rain, helping to prevent mould and extend the life of garden furniture and parasols.
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The registered trademark: Platinum AeroCover.
Colour
Where colour played little role five years ago, it's now an essential part of the brand experience. The company now offers five frame colours, including Sandstone and a realistic Teak look. For parasol bases, there are various granite options as well as Ceramica bases, which combine a plastic foundation with a ceramic top.
'It's not just about shade anymore,' says Inge. 'It's about perfectly matching the frame, the fabric, and the base.'
Advice
Platinum supplies garden centers, specialty stores, and major retailers such as Intratuin, Tuinmeubelshop, and VanderGarde Warenhuis. The sales team provides on-site product training, tailored to each dealer's assortment. 'We've learned that consumers really value advice. That's why we make sure our dealers can offer it.'
With a strong brand, innovative product range, and dedicated team, Platinum is ready to take the next step in Europe. 'We have the people, the products, and the processes,' Inge concludes. 'Now it's time to truly break through internationally.'
More information:
Platinum B.V.
Asselbergsstraat 6
4815 AB Breda, The Netherlands
+31 (0)76 57 208 78
[email protected]
www.platinum.nl
