About Rooth

Rooth is an independent and committed investment partner that has been built on our experience in running a family-owned business and the core values essential to its success. We support our portfolio companies on a strategic and financial level whilst at all times considering the unique identity of the business and its long-term outlook.

Who we are

An independent investment partner

Rooth was founded in 2015 by brothers Henrik and Laurens Beelen, following the sale of the family-owned business founded by their parents. Driven by their shared experience and passion for entrepreneurship, they set out to invest in family-owned businesses and their owners they could relate to. The name “Rooth” was chosen as a reference to a place where the family spent a lot of their time and from where the first investments were made.

As a family-owned business, we invest our own capital and make independent decisions on how to structure our partnerships. We are driven by the same values that many family-owned businesses share: responsible growth, genuine commitment, honest collaboration and a drive for excellence. In doing so, we aim to safeguard trust and legacy.

Our approach

Our experience

The sale of our family business

The summer of 2013 marked an important moment for us: the sale of our family business Hotraco Group. After nearly 40 years in business, our parents were ready for a new chapter in life and they wanted to secure the continuity of what they had built. Being the next generation, we were not yet ready to lead an international organisation with over 200 employees. Therefore, we began searching for a new owner who was well-funded but also aligned with the company’s vision, its culture and its people.

Ultimately, this resulted in the sale of the company to a combination of an external investor, an experienced incoming CEO and the existing management team. The transition of ownership went smoothly, bringing peace of mind to both for our family and the company.

This experience showed us that, in order to sell a company successfully, it is paramount to bring stability and strategic thinking to the table. More than anything, it strengthened our ambition to continue our professional lives as entrepreneurs. With Rooth, we have turned that ambition into reality by investing in family-owned businesses and entrepreneurs who are looking to secure the future of the businesses they have built, just like we once did.