Beauty booking platform Treatwell sets sights on European domination

Treatwell team
Treatwell team

Recently-launched Dutch beauty and wellness booking site Treatwell has European domination in its sights, with Germany first on the agenda. Launched by Erik Wienk (the former CFO of and Laurens Groenendijk (cofounder of Just-Eat), along with Jan-Willem van Boeckel and Martijn Rozendaal, the company is after a Series A funding round and a new office in Germany.


Wienk told us: “The goals we’ve set ourselves are ambitious. We want to be a leading player in the European market within three years and so far we’re on track…To back our plans the rest of the founding team and myself have provided the first million euros in funding.”

Wienk told us they’re looking for German investors or funds with an in-depth understanding of the German market, they’re hoping to close a round soon

So far Treatwell is only available in Amsterdam – the company has around 10,000 treatments available to book at 200 salons. Its main competitor is UK and US headquartered heavyweight Wahanda, which launched in 2008 and has secured more than $11m in funding to internationalise its service.

“Wahanda is the nearest to our business model of covering every single category in the beauty and wellness industry”, Wienk told us. “Both France-originated Balinea and US-based Lifebooker are competitors, but they’re rather deal sites than booking platforms. In Germany, Salonmeister (backed by Deutsche Telekom’s incubator Hubraum) is a competitor, but they focus solely on hairdressers.”

Treatwell wants to stand out from the crowd by focusing on customer service as well as providing a booking service, price comparison tool and a discovery service. The company will also introduce customer reviews as it develops the site.

It’s a lucrative market to be in – the beauty industry in Germany alone is estimated at €6bn in terms of consumer value. Offering a one-stop shop for beauty appointments is a promising business model and, at least in Germany, Wahanda’s offerings are limited – Treatwell could be the company to harness this market.

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