Omnichannel & Geoblocking
Today’s retail environment requires integration of online and offline sales channels. This is omnichannel or seamless business. We provide tailor-made, smart and innovative advice.With new technologies and increasingly digitalised markets consumers expect the best buying experience. Today businesses need to be competitive on quality and price across multiple online and offline selling points.

We understand that a focused and integrated omnichannel strategy is needed to create high-end brand messaging, pricing and consumer experiences across all platforms and locations. A smooth functioning of interconnected sales channels requires a tailored legal solution and a team that is flexible to navigate in changing and complex commercial and compliance environments. Regulatory changes fence off the sheer endless possibilities of omnichannel business, such as the EU geoblocking regulation that has come into effect on 3 December 2018 and other compliance requirements.
- Extended and shared inventory models
- Dynamic pricing, discounts, promotions (games of chance)
- Datasharing
- Click and collect
- Ambient intelligence and digital marketing
- Geoblocking and rerouting
- Internet sales and platform restrictions
- Buy on line and return in store
- Product compliance, labelling and returns across sales channels/territories
- Customs, import and export regulations
- Procurement
- Backoffice: Logistics, transport, sourcing, warehousing
- Consignment stock and commissionaire
- Implementing omnichannel solutions in franchise networks
We are leading experts in this new and highly innovative area. We come from a creative and technology driven background and combine business savviness with a trouble-shooter mindset. Our team is ready and available to provide prompt guidance and advice, and if needed litigate or arbitrate to come to a quick and effective result.
Please get in touch with Martine de Koning and Jelle Blom if you require our assistance.
Market recognition
The Legal 500 EMEA 2020 - EU & Competition - Ranked
Kennedy Van der Laan displays deep expertise in the banking and financial sector, regularly advising the three largest Dutch banks. A notable matter highlight involved practice head Annemieke van der Beek and Martijn van Bemmel advising Dutch Payments Association regarding a dawn raid and the following procedure. Martine de Koning is another key member of the team and leads cases on abuse of dominance, vertical restraints and transfer of technology. Clients praise the competition team for its 'high-quality work' and 'professional, knowledgeable and practical lawyers'.
Testimonials
- ‘The competition law team at Kennedy Van der Laan consists of professional, knowledgeable and practical lawyers, who are very effective in obtaining the required results. They are thorough and deliver high-quality work‘.
- ‘I have worked with Martijn on a complex matter of competition law relating to the Dutch lottery system. He has extensive knowledge of competition law and is a really clever and skillful lawyer. Martijn is a great professional, who is positive and efficient at getting deals done. I can highly recommend him to others who require high-quality and practical legal advice‘.
- ‘Annemieke van der Beek. Very nice to work with, a real professional with a sharp insight into the client’s business‘.
Chambers Global 2020 - Franchising - Global Wide
Martine de Koning is ranked global wide within Franchising.
"Martine de Koning is based in Amsterdam and is very active in the European franchise market. Clients say: "She is a very energetic and professional lawyer. She is very pragmatic and at the same time goes deep into legal issues." Other sources describe her as "very sharp, intelligent and very well informed.""
Chambers Europe 2020 - Competition/European Law- Ranked
Assists financial sector clients with competition matters, including obtaining approval for joint ventures. Also represents transport sector clients in cartel damages claims. Acts for retail sector clients on contentious distribution matters. Additionally has clients from the healthcare sector.
Strengths
Clients underline the firm's knowledge in this area.
Notable practitioners
Annemieke van der Beek particularly assists clients from the banking industry. Her practice includes experience of follow-on cartel litigation, as well as handling complex abuse of dominance proceedings before the ACM.
Martine De Koning enters the rankings on the back of positive assessments from clients, who describe her as "very well connected" and "very strategic." She is particularly active for clients from the retail and fashion industries, advising on vertical restraints, as well as franchise and distribution agreements.
The Legal 500 EMEA 2019 - Industry focus: Retail - Tier 1
The Kennedy Van der Laan practice 'provides creative solutions, combining expertise in different areas such as IP, distribution, data protection and licensing and also stands out at managing complex projects' and it specifically benefits clients with 'significant expertise in the retail industry'. Nike, Converse, VodafoneZiggo and Elecosoft UK are among its client list. Of late the team has handled matters including a complex distribution dispute, franchising, and online retailing issues.
Who’s Who Legal – Thought Leaders Global Elite 2019 - Franchise
Martine de Koning
Martine stands out for her “quick, professional and straightforward advice”. She has an excellent reputation among peers and clients who praise her technical legal knowledge.
The Legal 500 EMEA 2018 - Retail
"Best known for franchising, distribution and commercial contracts, Kennedy Van der Laan’s practice has cross-border capabilities, and is ‘particularly knowledgeable about e-commerce’. Group head Martine de Koning ‘combines great commercial, legal and competition law knowledge’. Ahold Delhaize is a client."
Monique van Diessen, Nike Europe
"We highly recommend Martine de Koning, first and foremost because of her knowledge and creativity in providing solutions and strategic thinking."
Bill Berner, General Counsel Nike EMEA
"Martine de Koning has been Nike’s Account Manager at Kennedy van der Laan since 2000. Over the years, Martine handled strategically important litigation for us such as international commercial disputes and competition law cases before the relevant authorities. She has a clear vision and takes the lead in a smart and assertive manner with an eye to effective communication with all stakeholders involved. Martine offers high service levels and quickly understands the business interests at stake. Martine handled in a pragmatic way many franchise, distribution, agency and procurement cases over the years. She became involved early on in the legal support of the Nike stores project, including localisation and implementation of contracts in the EMEA region. Martine was a key player in the creation of the Alliance for Nike, an innovative concept which allows Nike to work with selected firms in a number of European countries, under the leadership and coordination by Kennedy van der Laan, creating savings and efficiencies and driving convergence."