New Name, Trusted Brands: BB Synergy B.V.

We are proud to announce that our organization will henceforth continue under the new company name BB Synergy B.V.. This change marks an important step in the growth and professionalization of our business. Importantly, the three trusted brands BB Hearing, Battery Benelux, and HearPlanet will remain unchanged and active in the market. For customers, manufacturers, and partners, nothing changes operationally - except that we are stronger than ever and ready for the future.

New company name and strengthened structure

The establishment of BB Synergy B.V. provides a solid foundation for further specialization and collaboration. Behind the scenes, processes in purchasing, logistics, and IT are being reinforced, enabling the three brands to position themselves even more independently in the market. This restructuring increases efficiency and enhances support for our growth ambitions.

 

Revised Shareholder Structure

As of July 2025, the shareholder structure of the organization has changed. Frans Story has acquired the shares of Saskia de Wit – Mellink. From now on, Edwin Mellink and Frans Story each hold 50% ownership of BB Synergy B.V. After 17 years of dedicated involvement, Saskia decided to transfer her shares due to health reasons. Her commitment and contribution have been invaluable in building the company. We hereby express our deep appreciation for everything she has meant to our organization.

 

Leadership and Vision for the Future

Edwin Mellink will remain Managing Director and continue to lead daily operations, with an unwavering focus on customers, quality, and innovation. He emphasizes:

Frans Story, who brings extensive experience in the hearing, optical, and dental markets, also sees opportunities:

Trust, Growth, and Innovation in the Hearing Industry

The transition to BB Synergy B.V. is more than just a name change: it is a strategic step that creates space for innovation in the hearing industry and related markets. Customers can rely on the trusted service of BB Hearing, the solid foundation of Battery Benelux, and the innovative strength of HearPlanet—now united under one forward-looking organization.

With this strengthened foundation, BB Synergy B.V. is ready to continue building on growth, innovation, and long-term partnerships.

 

Learn More

This news article is based on the official press release of BB Synergy B.V.. In addition, an extensive interview with Edwin and Frans about the restructuring and the organization’s future plans will be published in the trade magazines Earline Magazine and HoorDetail.