About Us

We Build Honest E-commerce
At Pinelab, we believe technology should help businesses grow, without compromising their mission or independence. Since 2021, we've been building custom e-commerce platforms for sustainable brands with both B2B and B2C sales, as well as mission-driven companies that want more than off-the-shelf solutions. Businesses that want to scale, without compromise.

Our clients are companies that feel limited by platforms like Shopify, WooCommerce, or Magento. They’re looking for more freedom, more complex integrations, or better control over pricing, inventory, and customer groups. That’s where we come in.

Open Source and Ownership
We build using open source software like Vendure. Why? Because it's fairer. What we build belongs to you, not to a tech company that could change the rules or pricing overnight. Open source means full control, scalability, and freedom. It puts you in charge.

Why We're Tech Idealists
We're tech idealists because we believe digital tools should be transparent, sustainable, and independent. No lock-ins. No shortcuts. Just thoughtful technology that supports a healthier digital economy. Technology should empower your mission, not get in the way.

We’re Specialists Who Add Value
We’re not generalists, we’re specialists with a passion for sustainability. Combined with our expertise in technical SEO and online marketing, we don’t just help you build your shop, we help you grow. We only do work that matters. That means delivering value to your business and contributing to the open source community we’re a part of.

The People Behind Pinelab
Pinelab was founded in 2021 by Niels Drenth and Martijn van de Brug.
Both have backgrounds in web design, development, online marketing, and e-commerce, and combine that experience with a sharp eye for strategy and scalability.

Martijn is a developer with a passion for smart architecture, performance, and open source. He’s always seeking the balance between technical perfection and practical value.
LinkedIn – Martijn van de Brug

Niels is a strategist with a strong commercial mindset. He thinks from the end user’s perspective and easily switches between tech, design, and business. His strength lies in translating needs into clear digital solutions.
LinkedIn – Niels Drenth

Together, they form the foundation of Pinelab: pragmatic, critical, and always looking for the best solution for forward-thinking clients.

We also collaborate with a network of specialized freelancers who support us when needed—mainly in development. This allows us to scale flexibly without sacrificing quality, and always bring the right expertise to every project.

Interested?
Get in touch or explore how companies like Spar, IBM, and many other leading brands have already adopted Vendure as their preferred e-commerce framework.

Contact us