Audax
Dutch print-media, publishing, distribution, and specialty-retail group operating primarily in the Netherlands and Belgium.
Last updated August 31, 2026
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Overview
Audax Groep is a privately held Dutch media and retail group whose activities span magazine publishing, book and periodical distribution, printing, digital production, and specialty retail. The group developed from Uitgeverij De Vrijbuiter, a publishing company established in 1947 by Tilburg native Hubert J.W. de Leeuw. It expanded through the formation of Vrijbuiter Groep in 1958 and a series of acquisitions that connected publishing with wholesale distribution and kiosk retail. The modern Audax organization took shape in 1988, when Vrijbuiter Groep acquired Amsterdam-based Verenigde Lektuurbedrijven (VLB). That transaction created Audax Groep and brought together several important elements of the Dutch periodicals trade. VLB had acquired Algemene Kiosk Onderneming, better known as AKO, in 1969. Audax also incorporated Van Ditmar Boeken in 1988. Distribution operations were centralized under the Betapress name, while group headquarters and logistics were concentrated in the Gilze area near Tilburg; the headquarters later became associated with Rijen. Publishing has historically been one of Audax's core activities. The company has published consumer magazines and has also produced books, calendars, flyers, and other printed materials for third parties. Its broader production capabilities have included printing, content-related services, and website construction. The group has therefore operated across both business-to-consumer retail and business-to-business media production rather than as a single-format publisher. Audax's retail portfolio has included Bruna, AKO, Read Shop, Marskramer, Novy, and Prima. Bruna is a bookselling and newsstand chain offering books, newspapers, magazines, stationery, cards, software, and related products. Audax acquired Bruna in late 2019 after the chain had previously become part of publisher Veen Bosch & Keuning. Read Shop stores combine books and periodicals with office supplies, tobacco products, snacks, and other convenience lines. AKO historically operated many outlets at railway stations and sold books, magazines, newspapers, stationery, cards, tobacco, lottery products, and confectionery. The company has also reshaped its portfolio in response to structural pressure on print media, declining tobacco-related income, changing shopping habits, and financial losses. In 2018, Audax sold magazine publisher Cascade to DPG Media. In 2021, it announced plans to divest the Marskramer, Novy, and Prima store businesses; Otto Simon subsequently acquired those operations. HP/De Tijd left the group in 2022 and continued under a newly established nonprofit publisher. Audax later decided to discontinue the AKO retail brand, with remaining locations converted to Bruna stores by 2024. These moves indicate a stronger emphasis on the Bruna and Read Shop formats and a more concentrated media portfolio. Audax's leadership has remained closely associated with the De Leeuw family. Jacques de Leeuw led the company from 1988 until 2017, when his son Hubert J.W.M. de Leeuw succeeded him. Casper de Nooijer became chief executive in 2019, while Hubert de Leeuw returned to operational leadership in 2020. On 1 January 2023, Hans Willem Cortenraad became CEO and Hubert de Leeuw remained chairman. Audax is active mainly in the Netherlands, with additional operations and market presence in Belgium.
History
Audax traces its origins to 1947, when Hubert J.W. de Leeuw founded Uitgeverij De Vrijbuiter in Tilburg. The company initially focused on publishing and later became a family business when his son Jacques joined it. In 1958, the business was reorganized as Vrijbuiter Groep, establishing the corporate platform from which the later Audax group developed. A decisive expansion occurred in 1988. Vrijbuiter Groep, then based in Gilze, acquired Verenigde Lektuurbedrijven, or VLB, in Amsterdam. The combination was named Audax Groep. VLB had previously acquired Algemene Kiosk Onderneming, commonly known as AKO, in 1969. Audax also merged Van Ditmar Boeken into the group in 1988. Publishing, wholesale distribution, and retail could consequently be managed within one organization. Distribution activities were conducted under the Betapress name, and the group's headquarters and logistics operations were consolidated near the A58 motorway in the Tilburg region. A distinctive office building at the site was completed in 1989. Under Jacques de Leeuw, Audax continued to operate as a diversified print-media group. Its publishing arm produced magazines, while other activities covered the production and printing of books, calendars, flyers, and materials for external customers. The group also developed websites and related digital services. Its retail network gave it direct access to consumers through bookshops, kiosks, newsstands, and convenience-oriented specialty stores. Jacques de Leeuw's contribution to consumer-magazine publishing was recognized in 2009, when he received the Mercur d'Or oeuvre award at the Magazine Gala in Aalsmeer. In 2017, he handed leadership to his son Hubert J.W.M. de Leeuw. The transition was followed by portfolio changes. In 2018, Audax sold magazine publisher Cascade to DPG Media. The transaction transferred titles including Primo, Eos, Bahamontes, Motoren & Toerisme, and For Girls Only, although Primo was subsequently sold on by DPG Media. Audax expanded its bookstore presence through the acquisition of Bruna in late 2019. Bruna had a long history dating to its establishment as a bookselling and publishing firm in 1868 and had previously been acquired by Veen Bosch & Keuning. The transaction placed Bruna and the existing AKO business under the same parent, creating opportunities to consolidate retail formats and operations. Audax's portfolio in this period also included Read Shop, Marskramer, Novy, and Prima. The group faced sustained financial pressure from changes in print consumption, competition from online commerce, and weakening demand for some traditional convenience categories. The reference material identifies losses from 2020 onward. Hubert de Leeuw returned to lead the company operationally in 2020 after Casper de Nooijer's tenure. In 2021, Audax announced that it intended to sell Marskramer, Novy, and Prima. Otto Simon acquired the businesses later that year, and the Novy and Prima locations were subsequently rebranded as Marskramer stores. Audax's publishing business became smaller during the early 2020s. HP/De Tijd departed the group on 1 April 2022 after 31 years and was thereafter published by the nonprofit Het Vrije Woord. On 1 January 2023, Hans Willem Cortenraad became chief executive, while Hubert de Leeuw continued as chairman. Audax subsequently discontinued the AKO brand. The remaining AKO stores were converted to Bruna locations by 2024, reflecting a strategy of reducing overlapping retail identities and concentrating the group's bookstore and newsstand business around Bruna and Read Shop. Audax remains a Dutch media and specialty-retail group with operations focused on the Netherlands and additional activity in Belgium. Its present business profile is narrower than during its earlier period of broad magazine and general-retail expansion, but it continues to combine publishing, media distribution, print-related production, and consumer retail.
- 2024
AKO locations are converted to Bruna
[1]Audax retires the AKO brand and transfers the remaining locations to the Bruna identity.
- 2023
Hans Willem Cortenraad becomes CEO
[1]Cortenraad takes over as chief executive, with Hubert de Leeuw retaining the chairmanship.
- 2022
HP/De Tijd leaves Audax
[1]The magazine moves to the nonprofit Het Vrije Woord after more than three decades within the Audax group.
- 2021
Homeware retail businesses are divested
[1]Otto Simon acquires the Marskramer, Novy, and Prima operations after Audax announces its intention to sell them.
- 2019
Audax acquires Bruna
[1]The group acquires the Dutch bookstore and newsstand chain Bruna.
- 2018
Cascade is sold to DPG Media
[1]Audax divests the Cascade magazine-publishing business and several associated titles.
- 2017
Hubert de Leeuw succeeds Jacques de Leeuw
[1]Leadership passes to the next generation of the De Leeuw family.
- 2009
Jacques de Leeuw receives the Mercur d'Or oeuvre award
[1]The long-serving Audax leader is recognized for his contribution to consumer-magazine publishing.
- 1989
New headquarters building is completed
[1]A prominent office building is completed at the group's centralized headquarters and distribution complex near Gilze.
- 1988
Audax Groep is established
[1]Vrijbuiter Groep acquires VLB and forms Audax Groep; Van Ditmar Boeken is also merged into the group.
Products and positioning
A vertically integrated Dutch media and specialty-retail group combining publishing, print production, distribution, bookstores, newsstands, and convenience-oriented retail.
Magazine publishing
Audax Publishing
Audax's publishing activities have included consumer magazines and other periodical content. Titles associated with the group have included HP/De Tijd, Weekend, Party, and Mijn Geheim. The publishing portfolio has contracted over time as the company sold Cascade and HP/De Tijd and focused on a smaller number of magazines.
Media distribution
Betapress
Betapress is the name historically used for Audax's distribution activities. It connects publishers and retail outlets in the periodicals trade and formed part of Audax's vertically integrated model alongside publishing and newsstand retail.
Bookstore and newsstand retail · 1868
Bruna
Bruna is Audax's principal Dutch bookstore and newsstand format. Its stores sell books, newspapers, magazines, stationery, cards, software, and other related products. Following the retirement of the AKO identity, remaining AKO stores were converted to Bruna locations.
Specialty and convenience retail
Read Shop
Read Shop is a Dutch retail network combining books and periodicals with office supplies, tobacco products, snacks, and other convenience merchandise. It serves as a complementary format to Bruna within Audax's retail portfolio.
Kiosk and bookstore retail · 1878
AKO
AKO was a Dutch kiosk and bookstore chain with a strong presence at railway stations. Its stores sold Dutch and international newspapers, magazines, books, stationery, cards, tobacco, lottery products, gift cards, drinks, and sweets. Audax discontinued the brand and converted its remaining outlets to Bruna.
General and homeware retail
Marskramer
Marskramer was a general-merchandise and homeware retail chain within Audax's former retail portfolio. Audax sold the business to Otto Simon in 2021, after which the Novy and Prima stores were incorporated into the Marskramer format.
Business services
Print and digital production services
Beyond its own publishing operations, Audax has produced and printed books, calendars, flyers, and other materials for external organizations. The group has also built websites, giving it a broader production-services role in addition to consumer publishing.
Brand decisions
2024
Retirement of the AKO retail brandStrategyBackground
The AKO chain faced reduced income from tobacco products and overlapped with Audax's Bruna retail network.
Action taken
Audax discontinued the AKO identity and converted the remaining stores to Bruna.
Aftermath
Bruna became the group's principal bookstore and newsstand brand in locations formerly operated as AKO.
2021
Divestment of Marskramer, Novy, and PrimaStrategyBackground
Audax announced the intended sale after financial pressure and a strategic review of its retail portfolio.
Action taken
The businesses were sold to Otto Simon; Novy and Prima stores were subsequently rebranded as Marskramer.
Aftermath
Audax exited these homeware and general-merchandise formats and concentrated more heavily on media-related and bookstore retail activities.
2019
Acquisition of BrunaM&ABackground
Audax already operated the AKO retail chain and sought to strengthen its position in Dutch bookselling and periodical retail.
Action taken
Audax acquired Bruna from Veen Bosch & Keuning.
Aftermath
The acquisition placed two major Dutch retail identities under common ownership and later enabled the conversion of AKO stores to Bruna.
2018
Sale of Cascade to DPG MediaM&ABackground
Audax reorganized its magazine-publishing portfolio and reduced its exposure to the titles operated by Cascade.
Action taken
Audax sold Cascade to DPG Media, transferring several magazine titles.
Aftermath
The divestment reduced Audax's publishing footprint; DPG Media later sold Primo onward.
1988
Formation of Audax Groep through the VLB acquisitionM&ABackground
Vrijbuiter Groep sought to expand its position in publishing, distribution, and retail by combining with Amsterdam-based Verenigde Lektuurbedrijven.
Action taken
The acquisition created Audax Groep, while Van Ditmar Boeken was merged into the enlarged organization.
Aftermath
The transaction established the integrated corporate structure that connected Audax publishing, Betapress distribution, and retail businesses such as AKO.
Recent events
H.I.G. Capital to become majority owner of Mobileum[3]
Reported:
H.I.G. Capital, through a subsidiary of H.I.G. Technology Partners, signed a definitive agreement for a strategic investment in Mobileum. H.I.G. is expected to become Mobileum's majority owner upon completion, subject to customary closing conditions and regulatory approval; Audax will retain a minority stake.
Sources3 sources
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