Bob Kaptein

Pastry shop Maison Kelder acquires Maassen

De Vereenigde Banketbakkers – parent company of Maison Kelder and Brokking – has acquired Maassen’s Banketbakkerij. The Apeldoorn branches of this pastry specialist are now owned by Bob Kaptein. Hogenhouck m&a advised the Vereenigde Banketbakkers during the transaction.

Hundred years in business

The 49-year-old entrepreneur is not planning to take over the operations and tell Maassen what needs to be done differently. Or to merge the Apeldoorn brand with the other pastry shop brands. On the contrary. “Absolutely not! Not a single product from The Hague or Dordrecht will be offered in Apeldoorn. By doing that, you would take the soul out of the company. Banks have a habit of  talking about synergy advantages, as if that is the best solution. Yes, it would be, if your goal is to get rich. But my motive is that I like to help this company – which has been around for more than sixty years – in their journey to their hundred years in business.”

Entrepreneur with passion

The Utrecht-based entrepeneur is not solely business-oriented. “Of course; the turnover minus costs of the company must lead to a profit, otherwise things are not going well. But I find it much more valuable that colleagues go home with a big smile. I think that is a win. I know what a family business is. That is the atmosphere, how you work together.”

Kaptein previously worked in the banking world and also had his own IT company. A dramatic event was a defnining moment in his career. In 2008, he was hit by an avalanche while skiing. He and his friends barely survived. “I have always been the type of person to celebrate live, do the things you like. That motivation has become even more extreme after that.” Kaptein has found that fun in having his businesses in the bakery world. “That is what makes me really happy.”

Professional webshop

What will change for the customers of the four Maassen branches? “I hope nothing. Because the product is very good and we should notchange that.” Kaptein wants to innovate behind the scenes in the field of automation. For example in the ordering process. “This would be in having a slightly more streamlined webshop. But in the end, a cake is still a cake.”