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Digital transformation

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Successful story of:


HBM Machines

Facts and figures

  • RB Family Capital Part of
  • 1977 Founded in
  • Moordrecht Location


HBM Machines

The family-owned business HB Machines started out as a small tools shop in Gouda but has since grown and become one of the most well-known suppliers of machines, tools and the like in the wider region. Trading instincts and vision have brought the company to where it is today and this is what will guarantee them further growth in the future. In February 2020, investment company RB Family Capital acquired a majority stake in HBM Machines. HBM wants to continue to grow autonomously with the support of the investment company.

To be able to realise these plans for the future, it is important for HBM to lay a solid foundation now. The new General Manager started at the beginning of 2020 and has added a couple of new positions to the board to make it broader and to allow it to carry more weight. In line with these ambitions, HBM Machines was looking for a Chief Commercial Officer.


Reporting to the General Manager and as a member of the board, the new Chief Commercial Officer offers a valuable contribution to HBM’s growth and strategy. The CCO is responsible for further developing and implementing all of HBM’s online marketing and sales activities. Aside from that he is also responsible for an international roll out. The Benelux has a lot of potential and there is also ambition to start targeting other countries (France and Germany). Lastly, he focuses on the constant addition of new products and new categories. Purchase innovations and the constant renewal and expansion of the product range continues to play an important role.

The new Chief Commercial Officer is a broad commercial and people-oriented leader. As a person he is analytical and results-driven, sympathetic and no-nonsense. He has a clear vision and an international track record. He has a helicopter view and is able to manage a large scope. He is positive (has a can do mentality) and is able to get people on board with content and is able to connect them. A strength of his is setting up a strategy and subsequently executing said strategy in conjunction with a team. With this, he creates a culture of working together and adds to the professionalisation of the organisation and the creation of a winning team at HBM.



The leadership most suited for success in this phase is characterized by:

  • Bridge-builder
  • Evangelist & change agent – creating urgency to keep moving and the business
  • Someone who goes through walls
  • Outside-in thinker, putting the customer first and using data
  • Power of execution (think big, act small)
  • Test & Learn – you can make mistakes
  • Commitment to agility and multidisciplinarity
  • Stakeholder management – between evangelist and urgency is relevance, ambassadors breeding / recognizing and deploying
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