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“Our business has exploded in a positive way”: board game distribution, fulfillment specialist Meeples Group moves from start-up to scale-up with huge warehouse expansion
European board game distributor and fulfillment company Meeples Group is continuing its rapid expansion since its launch operating out of attic five years ago, with a move to a huge new warehouse in the wake of soaring numbers of orders last year.
Meeples’ new warehouse has five-times more capacity than the 1,400 sq m building it moved into towards the end of 2024 – itself a significant upgrade from the 300 sq m warehouse it had worked from before.
Company co-founder Floris Toorenburg told BoardGameWire the company handled 14-times the number of orders in December 2025 that it did 12 months earlier, and estimated the business will ship about 118,000 packages and pallets this year across e-commerce fulfillment, crowdfunding fulfillment and its own sales channels.
Toorenburg said the business had “exploded in a positive way” since the summer of 2024, bolstering its clientele by signing deals with publishers including Steamforged Games, Academy Games, Magpie Games, Arcane Wonders and IV Studio.
He said, “I think in 2025 we managed to get our company out of the start-up phase and into the scale-up phase. We still have many things to improve, and we keep expanding our team with valuable members that add value to both our clients and our company.
“We feel we are now a settled company within the board game industry, and people know how to find us. For me personally, the most exciting thing in 2025 was the release of our own distribution platform. On this platform we have connected publishers with retailers, while we still take charge of the infrastructure, shipping, and payments. Our publishers can upload their own products on the platform, track their sales live, and decide on their own how to market them and how to price them.
“All retailers can see the products of the publishers and the contact details of the publishers. This way, they can order from all our partner publishers in smaller quantities, while if they would like to buy in bigger quantities, they can still reach out to the publisher to make a purchase directly at the publisher instead of through us. When this happens, we just ship it out and all parties win.
“What makes the platform even more special is that we give a referral code to all our publishers. If they share this with retailers and the retailers order with that code, the publisher gets rewarded with a 5% cashback on the total order value for as long as the retailer uses this code.
“With this concept, our local publishers from, for example, Latvia can promote brands of all other small publishers and big publishers next to selling their own products and earn a little bit on the side. The reward is then given from our commission on the sale as a thank you.”
Toorenburg added that the Netherlands-based business was currently looking into a ‘test case’ operation in Canada, beginning with Terraria from recent new client Paper Fort Games, and was also exploring setting up a consolidation warehouse in China together with an unnamed partner from the industry and long-time partner Maersk, the Denmark-based shipping giant.
He said the China-based space would allow the company to consolidate all freight for its publishers, “which will create a lot of extra value and lower freight prices”.
Toorenburg added, “Our biggest challenge is keeping up with the scaling that is needed for our growth. We started our company without any external investments and are still doing it on our own. Because of this, we need to be careful while building our team and be smart when hiring and expanding it.
“From our warehouse department, the scaling is going very well, but in our office department this has been a bit more of a struggle to find the right personnel that fit our company’s standards. We are really happy that our team is forming a more stable base now, but this has definitely been a challenge and will continue to be a challenge as long as we grow the way we are growing.
“The positive thing is that we feel our office and operations team will be fully thriving by April 2026, with some really good new people on board. This, in combination with some new innovations that we will be launching soon, will create the base where we can speed up our growth and create stability at the same time.”
Toorenburg told BoardGameWire that volatility around last year’s US tariff war with China saw rising publisher attention focused on the EU market, and “somewhat less” of a focus on the US.
But he added, “Now, after a year, we see that the market has cooled down and that publishers are planning ahead again.
“Based on our understanding, tariffs are currently around 30% on the production price. When comparing this to the VAT system in, for example, The Netherlands, which applies 21% on the total order value, it remains a relatively manageable cost.
“With proper planning, including thoughtful pricing strategies, this can be effectively incorporated into the overall business model and still result in a healthy and sustainable business case.”
Toorenburg said, “There are two risks that can happen and that we are cautious about. One of them is that we need to keep up with the scaling. If we can’t keep up the pace, both on our systems side and on the personnel side, it will be a very challenging year. This is the biggest focus that both my co-founder, Rients-Auke [Rienstra], and I have.
“Next to that, we do have some concerns regarding the geopolitical situation in the world. We feel that tensions are increasing quickly and that economic instability is growing. We already saw this reflected in the difference between the dollar and the euro in 2025.
“If these tensions continue to increase, it is difficult to predict what the impact will be on a hobby-driven market such as the board game industry. Unfortunately, this is not something we have under our control, and we hope that the global situation will stabilize again in the near future.”
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