Vendis Capital supports the growth of Alpine

Utrecht (NL), 12 December 2018 – Vendis Capital, the private equity fund specialized in the consumer brands sector, invests in Alpine, the leading hearing protection brand, marketing premium products around the globe.


Alpine, headquartered in Soesterberg (the Netherlands), develops and markets premium hearing protection products such as its SleepSoft, PartyPlug, MusicSafe Pro and high-end made 2 measure products. Alpine was founded in 1994 by Peter and Lisette de Roode, who quickly saw the potential of innovative hearing protection products supported by a strong brand. Continuous growth is driven by Alpine’s successful innovations, unrivalled brand positioning and impressive go-to market platform.


Vendis Capital teams up with Peter and Lisette de Roode, management and Arthur van Keeken, who will be appointed as CEO, to continue the development of the company. Arthur brings significant experience from his past roles at Friesland Campina & Nestlé and will lead Alpine in its next growth phase.


Peter de Roode, founder and current CEO of Alpine, is proud of the successes he has booked in building the Alpine brand. Peter believes that Vendis Capital is the right partner for Alpine to secure the continuity of the brand’s success: “We believe in the qualities Vendis Capital will add to Alpine’s development, supported by their familiarity with the consumer brands industry. Vendis Capital brings a reputation of adding value in companies’ organizations, and we believe they are well underway by involving Arthur.”
Peter will continue his contribution to Alpine’s success by driving the company’s innovation process. Peter and Lisette will also take up non-executive board seats, supporting the management in the next growth phase.


Vendis Capital partner Vincent Braams: “Alpine fits Vendis’ investment criteria very well; it presents a leading brand offering premium products through a strong go-to market platform, well positioned for further growth. We are excited about partnering up with Alpine and are confident to grasp the available growth potential together.”


The participation in Alpine represents the eighth investment in Vendis Capital II, the €180 million fund that was launched in 2015.


About Alpine (

Alpine is a Soesterberg (NL) based hearing protection brand. The company develops and markets its assortment under its Alpine brand in a true omnichannel platform including both offline and online retail, events and its own webshop. With sales globally, the major markets include the Benelux, Germany, France and the UK.


About Vendis Capital (

Founded in 2009, Vendis Capital is an independent private equity firm dedicated to the European consumer space. In partnership with experienced entrepreneurs and managers, Vendis is focused on investing in and building small to medium-sized consumer companies that are well positioned for value-creating growth or transformation (“building brands together”). Vendis invests in France, Belgium, Germany, the Netherlands and the Nordics.


For more information, please contact:

Vincent Braams (Partner | +31 6 20405683 |

Arjan Elderhorst (Investment Director | +31 6 11625722 |

Categories: News