As our core values include ‘honest, direct, and open’ we acknowledge the importance of ensuring integrity and maintaining open and transparent communications with stakeholders and other parties interested in our company. Here you can find our corporate governance related materials as well as information about our Management Board and Supervisory Board.


Sourire B.V. (Pieter Zwart), HAL Investments B.V., and management are the shareholders in Mondhoekie B.V., the ultimate parent of Coolblue. Pieter has a majority share in the parent company. Coolbluers who had been working at Coolblue for more than 12 months in July 2021, have received Friend Shares. These are depositary receipts for shares. Consequently, over 50% of all Coolbluers are Coolblue co-owner.


For the sake of transparency, we try to keep our corporate structure as simple as possible. The chart below shows an overview of the various group companies.

Organization structure


The Managing Board consists of CEO Pieter Zwart and CFO Daphne Smit. They are both legally authorized to represent Coolblue.

The Managing Board is supported by an experienced leadership team responsible for the day-to-day operations of their respective domains and for Coolblue’s future development. They have the necessary means, along with the responsibility, to make their domain a little bit better every day.

We acknowledge the importance of diversity in a working environment, which is why we strive for an equal composition of men and women as members of the Management Board. However, when it comes to the selection criteria for candidates, competencies are key.

Pieter Zwart

Age: 44

Position: CEO

Working at Coolblue since: 1999

Education: Business Administration at Erasmus University Rotterdam.

Responsibilities at Coolblue: Commercial teams, customer experiences, stores, tech, business journeys, Coolblue Energy, and marketing

Daphne Smit

Age: 36

Position: CFO

Working at Coolblue since: 2014

Education: International Business Administration at Erasmus University Rotterdam.

Prior to Coolblue: Trainee, Account manager, and Credit Analyst at Rabobank.

Responsibilities at Coolblue: Finance, Storing Picking & Packing, Delivery & Installation, Returns Repairs and Recovery, Customer Service, Corporate, Investor Relations and Organisation and Employee Development

Supervisory Board

Ultimate support group

Members of the Supervisory Board

The Supervisory Board consists of a group of experienced entrepreneurs and investors. The board is an independent body that supervises the policy and daily order of business at Coolblue. In addition, the board and its individual members serve as a friendly, yet critical sounding board to the Management Board.

Each board member is committed to the interests of Coolblue, the customers, and all other involved parties.

Jaap van Wiechen

Jaap van Wiechen (49) is a member of the Executive Board of HAL Holding N.V. and serves as a member of the Supervisory Board of Boskalis, SBM Offshore, and Atlas Services Group. Jaap acts as chairman of the Supervisory Board and is a member of the Audit Committee.

Harold Goddijn

Harold Goddijn (61) is the co-founder and CEO of TomTom. Previously, he co-founded Psion Nederland before becoming Executive Director at Psion Computers Plc.

Theo Kiesselbach

Theo Kiesselbach (56), a German national, is a retail expert. He started his professional career at McKinsey & Co. Afterwards, he held executive roles in a number of German retail companies. Until May 2018, he was CEO of Grandvision. In 2019, he moved to Singapore and established an advisory and investment company.

Bert Groenewegen

Bert Groenewegen (57) is the current CFO of Nederlandse Spoorwegen and member of the Supervisory Board of Teslin Participaties Coöperatief UA. Bert’s previous positions include CFO at Exact Holding, CFO/CEO at PCM Uitgevers, and CFO at Ziggo. Bert is chairman of the Audit Committee.

Maurine Alma

Maurine Alma (53) has been a member of the Supervisory Board since 1 September 2021. She is also a member of the Audit Committee. Maurine is currently the CMO at Just Eat, Supervisory Director of the Van Gogh Museum, a member of the supervisory board of Floramedia Group, and sits on the Advisory Board of Nimbus Ventures.