WIJNINSPIRATIE

Oud Reuchlin & Boelen now part of leading wine company

Zoetermeer, July 21th, 2020 – Oud Reuchlin & Boelen (ORB) will become part of a leading wine company as a result of an intended merger between the French parent company InVivo Wine and the French Vinadeis. This will help ORB to evolve from wine importer to wine producer and distributor.

As a result, ORB will take a unique position in the Dutch market since it can more swiftly implement its new strategy: transforming from an importer to a full-fledged wine company. The company has full control of the entire value chain, from grape to glass which means that ORB can offer  quality wines from its own vineyards. And in addition, ORB cherishes its long partnerships with the wineries that are already on the wine lists of Dutch establishments via the company. ORB expects that the blend of its own brands and the strong partnerships with other brands will further strengthen its position, as it allows the company to provide optimal service to its partners.  

Doubled annual turnover

Through the merger, company InVivo will own and manage 40,000 hectares of vineyards, with a total of 5200 associated grape growers in France. InVivo’s vineyards are located in the most important French wine regions, with a total surface equalling half of Sicily, Italy. Moreover, the group operates 32 wine producing domains and chateaus, as well as its own filling centres and a broader international office and distribution network. The annual turnover of the new company will double as a result of the intended merger with Vinadeis, will surpass € 500 million. In addition to its own wines, InVivo also distributes quality wines of renowned wineries, coming from wine regions all over the world.

Strengthening the market leadership position

ORB is already the market leader in the Dutch on-trade channel (‘horeca’) and specialised in wine retail. Managing Director José Olde Olthof is proud that the French mother company envisions a crucial role for ORB in the strengthening and expansion of that position. “We have a leading role within the group in the development of new international concepts, digitisation and an even more sustainable route to market. This suits our growth ambitions entirely. The rollout of our new strategy is a repositioning focused on further growth and structural profitability improvement. InVivo is continuously investing in ORB to further improve its ERP (SAP), CRM and BI platforms. As a result, ORB has become a market leader with its data-driven sales & marketing concepts,” Olde Olthof explains.

Efficiency and cost benefits

The benefits for ORB customers are clear; “They will now have the option purchasing wines from the producer directly, without intermediaries. This offers efficiency and cost benefits, while the quality of our products and services is maintained. In addition, when it comes to the marvellous existing brands which ORB offers, they will benefit from economies of scale, more efficient distribution and the wine expertise ORB has gathered over almost three hundred years,” Olde Olthof says.

Customer-focused organisation

As part of its strengthened position in the Dutch market, ORB will make the organisation fully customer focused and its national distribution network will be further optimised in close cooperation with new and existing (inter)national partners. ORB is based in Zoetermeer, The Netherlands and has forty employees.


For more information, you can contact José Olde Olthof via jose.olde.olthof@orbwijn.nl  or +31 6 20 618 613.

Additional information on ORB can be found on www.orbwijn.nl