We are an innovative and socially engaged family business with a passion for team sports

Deventrade was started in 1985 by John Pothoven. From the start, Deventrade’s brands specialised in team sports. Nowadays, the company is led by the second generation of Pothovens. A strong team spirit – which characterises both our internal way of working and our interaction with external partners – has helped us grow from a small start-up to the Netherlands’ leading team sports specialist with activities worldwide.

What do we stand for? We enable young and old to experience the pure pleasure of playing and engaging in sports together. We deliver win-win results on the field and in business by facilitating fun, positive, professional collaboration. Contact, interaction, energy. Let’s play together!

We create products that feel comfortable to move in and give you a sporty look. With our brands hummel, Stanno, Reece, Derbystar and Select, we are a welcome top player at clubs and sports companies. With our ‘Let's Play Together Club Concept’, we actively contribute to the continuation of club sports. This is a vital part of society establishment in our view, especially for future generations.

Read more about our international activities, our special design offer or our unique Let’s Play Together Club Concept. Or watch our company video!


The Deventrade Group is also successful outside the Benelux. With the brands Stanno and Reece Australia, we deliver goods directly to 4,000 sports stores in Germany, Austria, England and Sweden. In addition, The Deventrade Group distributes through importers to, among others, the United States, Australia, Japan, France, Switzerland, Finland, Norway, Ireland and Iceland.

The key to success lies in the large and wide stock, the high quality of the collections and the excellent supply chain management. The extensive team collections can be delivered directly from stock in many club color combinations. Our head office has 13,500 m2 warehouse space, with over 17 kilometers of pallets and 18,350 unique SKUs.


In our vision of playing together, clubs have a crucial role. That’s why we do all we can to support them. With our unique, innovative ‘Club Concept’, we help clubs to stay on the ball. Representing all of our brands – hummel, Stanno, Reece and Derbystar – the club concept offers:

  • Discounts for clubs and members

  • Turnover-based contribution for clubs

  • Two separate webshops for clubs and members


In addition to our own collections, we offer clubs the possibility of creating a Special Design outfit together with hummel, Stanno, or Reece Australia: a unique design that no other club has. Practically all of our professional sponsorships play in a Special Design kit, and the concept is also used by many amateur clubs.

Special Design is available in two variations, starting from 15 pieces. A great opportunity to show teamwork between your club and our designers!


As a true team player, we also enable companies, government organisations and schools to show up in representative (team) clothing. We offer a wide range of functional clothing at very competitive prices, for both special events or daily use. These can be with or without printing from our own brand collections or from private label items, for specific needs.

Whether you need 3 or 3,000 products, we will help your team or department reach the next level with tailored B2B sportswear solutions.


As a family business, we naturally care about the generations that will come after us. About the future of our children and grandchildren, and the world in which they will grow up – the world in which we live and work today.

On a daily basis, we aim to act out of an awareness of our environmental, economic and societal impact. By doing what is good for people, communities and partners, but also for our planet. Pur Code of Conduct, our membership with amfori BSCI and the fiberisation of our textiles are examples of how we do this. Sports and play are for everyone - including the next generations.