Where strategy meets reality
I help companies make better commercial decisions in complex, operational businesses.
From market entry to growth and transformation.
With deep experience in unattended retail and adjacent sectors.
How markets really work
Markets are evolving quickly.
Technology, distribution and business models are changing.
The opportunity is clear. But so are the risks.
Success depends on getting the fundamentals right:
Operator economics
Location strategy
Service and logistics models
Contract structures
Hardware lifecycle and performance
Realistic margin expectations
Many companies underestimate these factors. That is where costly mistakes happen.
Unattended retail is one example of a market where these dynamics become visible very quickly.
What I do
I help companies make the right decisions before they invest, scale or enter the market.
This is not sector-specific advise. It applies to any business where strategy needs to work in operational reality.
My work typically focuses on:
Market entry validation
Go-to-market strategy
Business model assessment
Commercial strategy
Channel, partner and market introductions
Strategic advisory and sparring
The goal is simple:
Build a model that works in practice, not only on paper.
Why Vrijlandt Advisory
Most advisory firms analyse the market from the outside. I operate from within the business - not from the outside.
You work directly with someone who understands how the industry actually functions: how businesses actually operate, where margins are created and where they disappear.
Direct, Pragmatic, Commercial.
Track record
30 years of commercial leadership across Europe
Deep experience in unattended retail and adjacent sectors
€1.2bn commercial responsibility
Proven growth across 14 markets
Multiple market turnarounds
President of the European Vending Association
Who I work with
Start-ups
Entering a new market or building a scalable commercial model.
Equipment suppliers
Bringing new solutions into complex commercial channels.
Food & beverage brands
Exploring new routes to market and new commercial models.
International companies
Entering new European markets.
Operators
Looking to scale, improve margins or reposition their business.
Get in Touch
Entering a market without the right understanding can be expensive.