Martine de Koning

Fashion & Retail / Brexit / Franchise, Distribution, Agency / Dutch and European Competition Law / Litigation & Arbitration / Commercial Contracts / International Trade Unions & Treaties / Abuse of dominance / Selective and Exclusive distribution / Consumer Law / Omnichannel & Geoblocking / Licensing and transfer of technology / Internet Sales (platform) restrictions / Loyalty Programs / Logistics, transportation & warehousing / Product compliance & labelling / Follow-on litigation / Import and export regulations / Mediation.

Martine combines in depth knowledge of EU and competition law with a deep understanding of commerce and trade. She is praised for her ‘sharp strategic insight, knowledge and creativity in providing solutions’. She handles litigation in a ‘smart, assertive and effective’ manner.

Martine leads cases on abuse of dominance, vertical restraints and transfer of technology. Martine advises and handles disputes on tying, pricing, rebates, trademark and patent licensing and know how. With her lifelong focus on the fashion and retail sector she acts for her clients on internet sales restrictions, third party platform restrictions, geoblocking, dynamic pricing, omnichannel (seamless marketplace), e-commerce, inventory sharing, dual distribution, horizontal and vertical data sharing, loyalty programs and big data.

She structures complex international cooperation such as joint ventures, outsourcing and vertical (channel) agreements. Martine is an ‘outstanding knowledgeable authority on strategic competition law relating to franchising. She represents domestic franchisers in their international expansions plans and also assists foreign clients with establishing a presence in Europe, the Middle East and Africa’.

Martine is a ‘shrewd contract drafter and negotiator’. She handles sales, manufacturing, procurement, logistics, transportation, warehousing, joint ventures, outsourcing and other domestic and international commercial contracts and related disputes. She also practices in customs and trade, and product safety and compliance. Martine’s interests include international trade unions and treaties (EU, WTO, ASEAN, APEC, NAFTA, Caricom) and exports regulations and sanctions.

• Managing the global alliance of independent firm across jurisdictions for a global sports brand.
• Represented the European branch of a global sports brand in vital Dutch parallel proceedings against a German retailer, concerning EU competition law and to which extent retailers can be included/excluded as business partners.
• Designed a tailored litigation strategy for a global sports brand to establish the best forum to litigate on the validity under EU competition law of restrictions imposed in its selective distribution policy.
• Representing a global sports brand with the complex process of exclusive distribution contract terminations.
• Supported a European social enterprise with a dispute regarding the termination of an exclusive distribution agreement. Subsequently drafted contracts for and assisted in the roll-out of a new selective distribution system that includes resellers of promotional gifts, and concept stores which helps in monitoring and limiting the exposure of the enterprise.

The Legal 500 EMEA 2025 - Retail – Tier 1

The Amsterdam-based commercial, competition and trade group at Kennedy Van der Laan stands out for its expertise in franchising, distribution and litigation for international retail, manufacturing and consumer goods clients. Practice head Martine de Koning is well-respected as a leading specialist in international franchising, distribution and agency agreements. She is a strong litigator and assists clients across fashion, retail, manufacturing, hospitality and healthcare. The practice is regularly sought out for its skills in Dutch and EU competition law, advising clients on compliance, abuse of dominance, joint ventures and a myriad of other issues. Annemieke van der Beek focuses on competition law issues related to payment services, manufacturing and retail sectors. Franchise and commercial contracts expert Jelle Blom is well-versed in drafting and negotiating complex international agreements, while Isabel van Tuyll van Serooskerken is the go-to for cross-border and domestic litigation. Renske Sinke is noted for her expertise in commercial matters related to supply chains, distribution, franchise, agency and logistics.

Leading partners

Martine de Koning

Testimonials

• ‘Martine de Koning is highly knowledgeable on franchise and distribution agreements, within the Netherlands and abroad. She plays a vital role within the competition law advice within our sector.’
• ‘Martine de Koning is a tour de force. She adds value to a case and always has great insights'.

Chambers Global 2025 - Franchising - Global Market Leaders - Ranked

Martine de Koning has a respected franchising practice that sees her advise on global matters. She is located in the firm's Amsterdam office and has expertise in matters across Europe.

Testimonials

• "Martine is very business-savvy and client-oriented."

Who's Who Legal 2024 - Hospitality

"Martine de Koning is lauded for her vast experience advising clients in the hospitality sector on compliance and regulatory issues."

Who's Who Legal 2024 - Thought Leaders Global Elite - Franchise

Martine de Koning is ranked by WWL as a Global Elite Thought Leader on Franchise.

WWL says: "Martine de Koning is very well-regarded as one of the leading franchise and distribution lawyers in the Netherlands, with great and comprehensive insight of international commerce matters."

The Legal 500 EMEA 2024 - EU & Competition Law - Ranked

Advising on mergers and acquisitions and joint ventures, and handling abuse of dominance allegations in major litigations are all areas of experience for the EU and competition practice at Kennedy Van der Laan. It is equipped to handle matters in both domestic and international contexts. Annemieke van der Beek specialises in payment services work in particular, counsel Martijn van Bemmel has experience advising on matters across the financial, banking, retail, transport and IT sectors, and Martine de Koning has expertise handling commerce and trade work; the three oversee the team.

Testimonials

• "We have primarily worked with Martine de Koning and Jelle Blom, and find both to be extremely professional, knowledgeable, and great at coordinating multi-jurisdictional matters."
• "Martine de Koning and team are always ready to provide support where necessary."
• "Martine de Koning makes the most complex law sound very understandable and knows how to advise and support franchise organisations through excellent advice re the Dutch Franchise Act and EU competition law."

The Legal 500 EMEA 2024 - Retail – Tier 1

July 2023 saw Kennedy Van der Laan merge its commercial and international trade team with the firm’s EU and competition team, while continuing to be a strong player in matters concerning Dutch franchising law and expanding its work in the e-commerce sector. The retail group is led by the ‘very practical’ Martine de Koning, a leading expert on franchising matters, who also takes on competition issues before the Dutch courts. Jelle Blom, who made partner in June 2023, focuses on franchising and commercial contracts, along with Isabel van Tuyll van Serooskerken, who also joined the firm’s partnership in 2023, combining a civil procedural law practice with matters of franchising, distribution and consumer law.

Leading individuals

Martine de Koning

Testimonials

• "Special mention for Martine de Koning, who is an excellent professional to work with: always available, top expertise, very imaginative and creative."
• "Martine de Koning’s expertise is in depth, and she is quick to understand a client’s needs."
• "Martine de Koning is very practical, collaborative and razor sharp."

Chambers Global 2024 - Franchising - Global Market Leaders - Ranked

Martine de Koning has a robust practice that sees her advise on international franchising matters. She is based in the Netherlands and is experienced in matters across Europe.

Strengths

• "Martine is an extremely good lawyer. She is highly detail-oriented and she doesn't leave any stone unturned."
• "Martine is very commercial."
• "Martine is definitely an expert, extremely creative in providing smart solutions and making complex issues easy, in terms of both strategy and details."

The Legal 500 EMEA 2023 - EU & Competition Law - Ranked

Led by Annemieke van der Beek, senior associate Martijn van Bemmel and Martine de Koning, Kennedy Van der Laan assists clients with compliance, regulator investigations and enforcement proceedings. Handling EU and competition law, including sanctions, trade controls and financial regulation, as well as abuse of dominance, follow-on litigation and merger control, the firm stands out for its sector-specific experience in manufacturing, fashion, retail and hospitality, with an additional focus on banking and finance particularly in relation to the payment services market.

Testimonials

• "I especially have contact with Martine de Koning. Her quality is to interpret the law and see what the effects may be on the business side. And even though her agenda must be busy, she always makes time to have a call or meeting. She has been very helpful and informative."
• "Jelle Blom is a young practitioner, yet is very capable and knowledgeable in the field of distribution and competition matters. I also very much like to work with Martine de Koning, be it with respect to distribution or franchising."
• "Martine de Koning is the best in the Netherlands as regards combining distribution, franchise and competition law! A true expert and creative thinker. Jelle Blom excels too, especially in distribution matters, in particular in an international context."

The Legal 500 EMEA 2023 - Retail – Tier 1

Kennedy Van der Laan is a leader in franchising and distribution matters for a range of clients that include luxury, fashion and sports brands as well as innovative consumer goods manufactures and well-known retail chains. Head of the commercial and international trade practice, and an integral member of the EU competition law team Martine De Koning handles customs, trade and import issues as well as matters concerning digital transformations, online distributions and big data. Senior associate Jelle Blom handles international franchise and distribution and agency cases for global clients. Senior associate Isabel van Tuyll van Serooskerken is a disputes resolution practitioner with knowledge of the retail-related consumer, contract and e-commerce and geo-blocking laws.

Leading individuals

Martine de Koning

Testimonials

• "Martine de Koning is a pleasure to work with and a talented lawyer with a keen eye. She is able to jump into an issue quickly and provide excellent advice that affects the strategy. She is practical and eminently responsive. You can trust her to get the job done."
• "The team is very flexible, dedicated and efficient. Martine, Isabel & Jelle guarantee in depth but at the same time practical and straightforward advice with fast turnaround times."
• "Martine de Koning is the best in the Netherlands as regards retail – and combining retail with competition law! Jelle Blom excels too, especially in distribution and retail issues."

Chambers Global 2023 - Franchising - Global Market Leaders - Ranked

Netherlands based Martine de Koning has a dedicated franchising practice that sees her assist high-profile brands in cross-border franchising matters. She is adept at advising on matters across the EU.

Strengths

• "Martine is without a doubt the most skilled lawyer in the Dutch market."
• "Martine is very knowledgeable and a very rounded, commercial lawyer."

Who's Who Legal 2023 - Thought Leaders Global Elite - Franchise

Martine de Koning is ranked by WWL as a Global Elite Thought Leader on Franchise.

WWL says: Martine de Koning enjoys a stellar reputation in the market, where she garners widespread praise as "exceptionally knowledgeable" and "easy to work with" on franchising and distribution matters across a range of sectors, from fashion to sports.

The Legal 500 EMEA 2022 - Retail – Tier 1

Kennedy Van der Laan has a ‘highly-skilled team capable of coordinating multijurisdictional matters for clients’. It has ‘excellent knowledge of the broader EU and Dutch regulatory framework for consumers and competition, in particular the regulatory framework relevant for product compliance, sustainability, advertising and greenwashing in commercial practices’. Practice head Martine de Koning is a leading authority on international franchising, distribution and agency, and her ‘knowledge about competition law is phenomenal’. Also recommended in her team is senior associate Jelle Blom, whose strengths include franchise and agency, commercial contracts, distribution, procurement, sourcing and EU competition law.

Testimonials:

‘I have worked with Martine de Koning who is an excellent lawyer. She has high-level and demonstrable expertise and she has excellent writing/drafting skills. Martine is personable and easily gains the trust of the people that she works with.’

The Legal 500 EMEA 2022 - EU and Competition Law – ranked

Annemieke van der Beek, Martijn van Bemmel and Martine de Koning co-head the EU and competition team at Kennedy Van der Laan, which has a leading position in the Dutch banking and finance sector, and is also active in the public transport and hospitality sectors. Van der Beek is particularly noted for her competition expertise in the payment services market. As part of an ongoing trend, the practice continues to see an increase in follow-on damages actions. In addition, it has seen a growth in mass claims following recent changes in the law. Elsewhere, the group provides compliance advice and represents clients in regulatory investigations, among other matters. In an ongoing mandate, van Bemmel and others are acting for Union Cyclist Internationale (UCI) and Cyclistes Professionnels Associés (CPA) in a dispute with Cycling Service over a new platform for managing prize money.

The Legal 500 EMEA 2022 - Commercial litigation – ranked

Kennedy Van der Laan acts for both domestic and international clients on complex cross-border disputes, and has recently seen an uptick in collective actions instructions. Christoph Jeloschek co-heads the team and has considerable experience in cross-border litigation, particularly in the it sector. Martine de Koning also co-heads the team and is recommended for commercial disputes. 

Chambers Global 2022 - Franchising - Global Market Leaders - Ranked

Based in the Netherlands, Martine de Koning draws praise for her "broad knowledge of distribution and franchising arrangements." She offers particular proficiency in EU law, frequently assisting clients with multi-jurisdictional franchising transactions across the continent.

Chambers Europe 2022 - EU and Competition Law - Ranked

Martine de Koning maintains a clientele of fashion retailers and luxury brands, advising them on distribution agreements.

Who's Who Legal 2022 - Thought Leaders Global Elite - Franchise

Martine de Koning is ranked by WWL as a Global Elite Thought Leader on Franchise.

WWL says: Martine de Koning draws praise as a “knowledgeable and practical lawyer who services household names, especially from a competition law perspective.”

The Legal 500 EMEA 2021 - Retail - Tier 1

Kennedy Van der Laan focuses on commercial contracting for large international blue-chip clients, as well as smaller domestic companies. International franchising, distribution and commercial agency and commissionaire contracts are all key pillars of the practice, alongside commercial litigation and arbitration. The team is a popular choice for clients from the hospitality, technology, life sciences and fashion sectors. Martine de Koning heads the commercial and international trade group and is recommended for EU competition law and cross-border disputes before civil courts and EU and Dutch competition authorities.

Leading individuals

Martine de Koning

Testimonials

‘The team is very dedicated and focused on their clients’ interests and their assistance is always business oriented’.

‘Martine de Koning is a real expert in the retail field’.

‘Market leaders within IP and franchising’.
 

The Legal 500 EMEA 2021 - EU and Competition - Ranked

Kennedy Van der Laan has ‘a lot of practical experience’ in the banking and financial services, manufacturing and retail sectors. The group is led by Annemieke van der Beek, who has been notably active in the payment services industry; she recently worked with Martijn van Bemmel advising a variety of Dutch banks on a matter relating to the pooling of ATM machines. Martine de Koning is also recognised for handling the competition elements of franchising, distribution and agency issues.

The Legal 500 EMEA 2021 - Dispute Resolution Commercial Litigation - Ranked

The well-resourced team at Kennedy Van der Laan has 'excellent knowledge of and connections to various industries, a hands-on approach, good to work with especially in international cases.' Christoph Jeloschek and Martine de Koning lead a team of five partners and 21 associates, acting for well-known multinationals, including matters before the Supreme Court. Partner Bart de Ruijter moved to CMS.

Testimonial: ‘Martine de Koning is extremely knowledgeable and experienced in advising about selective distribution networks. She knows everything there is to know about civil law as well as the competition law aspects of contracting as a retailer. Apart from this, she is very approachable and nice to work with. Martine is my go-to person for any question about selective distribution or vertical agreements in general.’

Chambers Europe 2021 - EU and Competition Law - Ranked

Martine de Koning maintains a clientele of fashion retailers, luxury brands and telecoms operators. She is particularly well known among sources for her advice on distribution agreements.

Who's Who Legal 2021 - Thought Leaders Global Elite - Franchise

Martine de Koning is ranked by WWL as a Global Elite Thought Leader on Franchise.

WWL says: Martine de Koning is described by sources as “an excellent lawyer, who knows a great deal about distribution-related competition law aspects”

Read the full recommendation at Who' s Who Legal.

Chambers Global 2021 Franchising - Global Market Leaders

Martine de Koning advises the Dutch subsidiaries of globally-recognised brands on their international expansion, particularly across Europe. She also handles various franchise-related disputes, as well as providing distribution law advice. Sources praise the Utrecht-based lawyer for her "high technical level, client orientation and pragmatism."

Who’s Who Legal: Franchise 2020

WWL says: Martine de Koning is described by sources as “an excellent lawyer, who knows a great deal about distribution-related competition law aspects”.

The Legal 500 EMEA 2020 - Industry Focus: Retail - Tier 1

The Kennedy Van der Laan practice fields 'one of the leading teams in the Netherlands'. Martine de Koning heads up the group and, alongside her EU competition expertise, she is considered 'one of the best franchise lawyers'. Associate partner Bart-Adriaan de Ruijter handles a range of transactions, contentious matters and Brexit-related issues for retail clients, while senior associate Jelle Blom focuses on commercial and international trade matters. Acting for household-name clients, the team handles domestic and cross-border matters including joint ventures, distribution and licence agreements, competition and anti-trust work, and real estate mandates alongside the related litigation and arbitration proceedings.

Leading individuals

Martine de Koning

Testimonials
‘Martine de Koning is one of the best franchise lawyers worldwide. She combines civil and consumer law, competition law and trade mark law in a unique and excellent way.’

‘We have worked closely with Martine de Koning, Jelle Blom and Renske Sinke. Between them they share excellent knowledge of the legal issues that are relevant when working in retail and they know how to “translate” this knowledge to make it work on a practical level.’

The Legal 500 EMEA 2020 - EU & Competition

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'.

The Legal 500 EMEA 2020 - Dispute Resolution: Commercial Litigation

A notable list of clients turn to the team at Kennedy Van der Laan for assistance with commercial litigation. Work handled by the firm spans contract disputes, interim relief proceedings, and pre-trial actions. A team led by Martine de Koning is representing a global sports brand in cross-border litigation regarding online sales restrictions in its selective distribution policy. Also recommended are joint practice heads Christoph Jeloschek and Bart-Adriaan de Ruijter; the latter specialises particularly in matters concerning D&O liability.

Chambers Global 2020 - Franchising - Global Wide

"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 - EU and Competition Law

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.

Who's Who Legal - Thought Leaders Global Elite 2020 - Franchise

WWL says:
'' Martine de Koning is a “very active” franchise lawyer with “exceptional legal knowledge”. She has extensive experience of structuring complex matters including joint ventures.''

Read the full recommendation at Who' s Who Legal.

Who’s Who Legal – Hospitality - 2020

"Martine de Koning is held in high esteem for her impressive counsel to clients in the hospitality sector, and her in-depth insights in the European competition legal framework."

Who’s Who Legal – Thought Leaders Global Elite 2019 - Franchise

Legal Who’s Who previous stated: "The 'outstanding' Martine de Koning is an exceptionally knowledgeable authority on strategic competition law relating to franchising. She represents domestic franchisors in their international expansion plans and also assists foreign clients with establishing a presence in Europe, the Middle East and Africa."

Who’s Who Legal – Thought Leaders Global Elite 2019 - Franchise

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 2019 - EU and Competition

Kennedy Van der Laan 's team 'works efficiently and is focused on the bigger picture'. It has notable strength handling competition matters in the banking and finance, retail and healthcare sectors. Martine de Koning, who is 'very dynamic', and senior associate Martijn van Bemmel are names to note.

The Legal 500 EMEA 2019 - Industry focus: Retail

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'. Martijn van Bemmel and Jelle Blom are 'outstanding' while Martine de Koning is viewed as 'a top lawyer who perfectly knows 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. It also advised Panda Sporthallen Exploitatie in a Court of Appeal case in which it claimed compensation for the early termination of a fitness club franchise format. Counsel Bart-Adriaan de Ruijter and senior associate Isabel van Tuyll van Serooskerken are other team members of note.

Who's Who Legal 2018

“Martine de Koning 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."

The Legal 500 EMEA 2018 - EU and Competition - Ranked

"Martine de Koning is a name to note."

The Legal 500 EMEA 2017 - Retail - Ranked

"Commercial and competition specialist Martine de Koning leads Kennedy Van der Laan’s practice; she is particularly strong in cross-border franchising, distribution, procurement and commercial contracts. Recent work includes representing Albert Heijn in proceedings against Pollemans regarding the latter’s desired implementation of an age-verification system. The department advised Nike Europe on various contentious and non-contentious matters."

Who's Who Legal 2017 - Franchise

"Kennedy Van der Laan is home to the "outstanding" Martine de Koning, an exceptionally knowledgeable authority on strategic competition law relating to franchising. She represents domestic franchisers in their international expansion plans and also assists foreign clients in establishing a presence in Europe, the Middle East and Africa.

Who's Who Legal 2015 - Franchise

"At Kennedy Van der Laan, Martine de Koning ranks highly in the Netherlands. She is described as "a very professional hands-on lawyer with shrewd understanding of franchise agreements", according to peers."

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."