EQOM appoints Anneke Kamphuis as CEO

Interim leader receives permanent appointment after a successful transition period.

Veendam, 17 October 2025 – EQOM Group has appointed Anneke Kamphuis as Chief Executive Officer (CEO). Anneke had been serving as interim CEO since September, alongside her role as Chief B2C Officer.

Under her leadership, EQOM – part of the investment company Waterland’s portfolio – will focus on further growth of both its various webshops and international B2B operations. This includes strengthening its product portfolio and deepening strategic partnerships with suppliers. The organization aims to further professionalize its core activities and intensify cooperation with partners to achieve sustainable growth.

Anneke Kamphuis, CEO of EQOM Group:

“Our ambition is clear: to achieve sustainable growth by empowering our B2B partners, innovating our product portfolio, and creating long-term value together with our suppliers. EQOM has a strong foundation and a passionate team with a shared mission to develop the sexual wellness category in a positive and inclusive way.”

Meer vaste klanten

Het aantal klanten dat de verschillende webshops in erotische artikelen bedienden, nam afgelopen jaar eveneens toe. In totaal plaatsten in 2021 ruim 1,37 miljoen klanten een bestelling bij EasyToys, Beate Uhse of PABO. Een jaar eerder waren dat er nog 1,04 miljoen. Opvallend is verder dat een groeiend deel hiervan terugkerende klanten betreft.

Eric Idema, founder, shareholder, and advisor to EQOM:

“As shareholders, we have great confidence in Anneke’s leadership as EQOM enters its next growth phase. She brings vision, energy, and a collaborative leadership style. I am confident she will continue to build on the strong foundation established over the past years.”

About Anneke Kamphuis

Anneke Kamphuis joined EQOM Group in February 2025 as Chief B2C Officer and has been part of the leadership team since then. She began her career as a strategy consultant at Bain & Company and later held several senior management positions at bol., ETOS, and Gall & Gall.