Today, Willem Blijdorp is widely recognized as an investor. However, this represents only one facet of his multifaceted career. He is also an accomplished entrepreneur and, since 2021, the proud recipient of an honorary doctorate from Nyenrode Business University, the Netherlands.
Duty-free goods
When Willem Blijdorp began his studies at the Hotel Management School in Maastricht in 1970, few could have anticipated that he would one day lead a prominent international trading company specializing in consumer goods. His ambitions at the time were modest. “I grew up on a farm in the Noordoostpolder and was always drawn to growth. Why not buy another farm? Why not expand our land? But my father and I could not quite see eye to eye on that. So I thought, maybe owning a hotel or restaurant would be a great alternative.”
His career path took a different turn after securing a student role aboard the passenger ships operated by Kamstra Shipping Company. There, Blijdorp worked not only in hospitality but also helped sell duty-free goods. He quickly realized that many passengers booked trips primarily for these so-called ‘Butterfahrten’, which were short cruises where expensive products could be purchased tax-free.
Blijdorp acquired a shareholding in the company in 1977 and subsequently increased his stake after the passing of founder Simon Kamstra.
Navigating changing waters
As Europe progressed toward greater integration, regulations around duty-free sales tightened, limiting such transactions to non-EU territorial waters. This regulatory shift prompted a strategic reassessment. Blijdorp responded by adapting the business model, placing greater emphasis on cruises and excursions, and leveraging his expanding network to establish a global trading company: B&S Group. Over time, this evolved into his core business venture. The strategic pivot highlighted his agility and foresight, demonstrating his ability to adapt to changing circumstances and capitalize on emerging opportunities.
Sense of social responsibility
Blijdorp is a vocal supporter of the ‘giving back’ philosophy. Blijdorp: “Entrepreneurship is about more than making profit. It is about creating value for society. In the US, it is quite common for successful entrepreneurs to give back. That mindset has not fully taken root in the Netherlands yet. But success is never entirely your own doing. Giving back is simply the right thing to do.”
He regards it as a moral responsibility and actively translates this conviction into concrete initiatives, both close to home and abroad. In the Netherlands, he supports the Papageno Houses, where young people with autism are guided toward independent living. Internationally, he funds a project in Ghana aimed at improving access to clean water and adequate sanitation.
Recognition and reflection
When B&S Group went public, the company was generating annual revenues of €1.5 billion, which is a milestone by any standard. For many, that would be reason enough to slow down. But for Blijdorp, slowing down is not part of the plan. In 2021, during Nyenrode University’s 75th anniversary celebration, he was awarded an honorary doctorate in Marketing. At the ceremony, a professor reflected on the 17th-century definition of an entrepreneur: “a risky and active person,” someone who might once have been labeled an adventurer. But today’s entrepreneur, she added, is someone who innovates, spots opportunities, manages risk, takes initiative, mobilizes resources, and creates value. Through his work, as founder of B&S Group, investor in international ventures, and philanthropist, Willem Blijdorp clearly embodies these entrepreneurial qualities.”
In his acceptance speech, Blijdorp shared a few lessons for the next generation of business leaders. “Entrepreneurship means falling and getting back up. Even if you lose a few matches, you can still become the champion.” He also highlighted the importance of innovation. “A true entrepreneur keeps evolving. They also tend to carry a healthy dose of optimism and naïveté. Yes, data is increasingly important, but solid relationships with customers and suppliers are just as vital as they were when I first started out. Ultimately, entrepreneurship is about taking calculated risks. Having courage is essential to achieving business success.”
