The Power of a Strategic Growth Partner

In the photo, from left to right: Pieter Grootjes, Syske van Denzen, and Pieter van den Berg.

Selling a business to grow further. That may sound contradictory. Yet that was precisely the idea behind the strategic partnership between Schoonmaakbedrijf Victoria and Intersaction. Pieter van der Berg and Syske van Denzen of Sophista guided the successful process. “Entrepreneurs often think in black-and-white terms: either do everything themselves or sell the business entirely. But there are many more middle-ground solutions available.”

Victoria Cleaning Services, based in Alkmaar, has grown rapidly in recent years. “We realized that further growth and professionalization called for the next step,” says owner Pieter Grootjes. “At the same time, we saw an aging workforce and succession issues emerging in the market.” The solution was not a traditional sale, but a strategic partnership with a partner that supports growth and professionalization. It was a deliberate choice. “After six years, I no longer wanted to walk the entrepreneurial path alone. Intersaction brings knowledge and valuable expertise to the table, while we have a deep understanding of the market and our people.”

Trust Built on Previous Collaboration
He once again turned to Sophista to guide him through the process. He had previously worked with them when he took over his uncle’s family business. “That process went very smoothly. And I’m always very loyal. If something works well, why look elsewhere?” According to Pieter van der Berg, that’s precisely the strength of long-term relationships. “With projects like this, it’s all about trust and intuition. You have to understand each other. We always start with the question: What does an entrepreneur really want to achieve? Victoria wanted to grow in a way that fits their culture.”

Not Your Typical Deal
It was precisely that culture that played a key role in the search for a partner. Pieter: “We definitely didn’t want a partner who would suddenly change everything. Our vision and growth strategy had to remain intact, and there had to be a good fit.” Sophista guided the entire process: from strategy and positioning to the selection of potential partners. Syske: “There are major differences among the partners. Above all, you’re looking for a partner that aligns with both the company and the entrepreneur themselves. And you want the entrepreneur to have options. The result was a wide range of potential partners, both domestic and international.” According to Pieter Grootjes, part of the success lay in the preparation. “Sophista helped us focus on what was truly important and kept us on our original course throughout the process. We were incredibly well prepared before the first meetings began.”

Involved
What sets Sophista apart is not only their expertise, but also their way of collaborating. Pieter Grootjes: “I find accessibility incredibly important. With these kinds of intensive processes, you don’t want to be dependent on one person. At Sophista, a team is always ready to support you.” That commitment fits their approach, explains Syske. “We advise many family businesses and owner-managers. Emotion, relationships, and continuity often play a major role there. We understand that well. And that is what makes our work so rewarding: it is not just about the deal, but also about what someone wants to preserve and build. That makes every process unique.”

New Energy
Victoria is at the start of a new phase. Pieter Grootjes: “For customers, this offers greater continuity, and for employees, it creates new opportunities for career growth. To entrepreneurs considering a similar move, I’d say: bringing a partner on board doesn’t have to be ‘scary.’ In fact, it can be a way to take the next step in your growth while maintaining your entrepreneurial spirit. Moreover, the addition of two members from the management team provides extra stability and entrepreneurial drive.” Sophista also looks back with satisfaction. Pieter van den Berg: “A process like this is intensive and often takes a year. Moreover, there’s a lot at stake. That’s why investing in relationships is so important. When parties are willing to work together to find solutions and are mindful of each other’s interests, that’s when the best deals are made.”

This article appeared in the summer issue of IntoBusiness Alkmaar Region.

TEXT Mireille Wijnker | PHOTO Lucien Kroon