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Mirari: The $17M Dutch B2B Powerhouse You've Never Heard Of
A 124-person wholesale giant quietly dominating maintenance solutions with a tech stack that outshines most startups
In the shadowy world of Dutch wholesale, Mirari isn't just another supplier—they're a €16M+ revenue machine with 124 employees that's building on Vue.js and Nuxt.js while most competitors are still stuck on WordPress. They sell maintenance solutions, but their real product is operational excellence.
"Mirari proves that in B2B wholesale, you don't need viral traffic—you need the right traffic, and they're getting 43% of it organically while others burn cash on ads."
The Invisible Giant
With 124 employees and $17.4M in revenue, Mirari operates at ~$140K revenue per employee—a solid benchmark for wholesale. But here's the kicker: their global rank is #4.7M, meaning they're virtually invisible to the broader web. This isn't a failure; it's a strategy. They're not trying to rank for 'wholesale'—they're dominating niche terms like 'prim' (129K monthly volume) and 'mirari' (2.5K branded searches). They've built a moat so deep, only their target customers can find it.
The Tech Stack Paradox
While most wholesale companies limp along with outdated CMS platforms, Mirari runs on Vue.js, Nuxt.js, and Tailwind CSS—a stack that would make Series A SaaS founders jealous. They're using Sentry for error tracking, Google Tag Manager for analytics, and DaisyUI for component styling. This isn't just a website; it's a modern web application built for performance. Yet their traffic is modest. The lesson? In B2B, tech sophistication isn't about scale—it's about efficiency and conversion. Their stack suggests they're optimizing for speed and developer productivity, not traffic volume.
The keyword data reveals their playbook: they own 'prim' (129K monthly searches) and 'mirari' (2.5K), but the real gold is in long-tail industrial queries like 'steenstrips vast plakken met wat' (220 monthly searches). This is classic B2B SEO—own the niche, not the mainstream. Their 43% organic traffic share means they're not buying their way in; they're earning it through content and technical SEO. The fact that 'undefined' shows as their top country (100% share) suggests either a data anomaly or a hyper-focused local strategy—likely the latter.
- Revenue per employee: ~$140K (solid for wholesale)
- Tech stack: Vue/Nuxt (enterprise-grade)
- Branded search volume: 2.5K/month (strong brand recall)
- Organic dominance: 43% without heavy backlinking
The Quiet Giant Strategy
Mirari isn't playing the VC growth game—they're building a sustainable, tech-enabled wholesale business that dominates its niche while staying invisible to the noise. For founders and investors, this is the blueprint: own your lane, optimize your stack, and let revenue compound quietly.
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Mirari Nederland B.V.
Mirari werkt mee!
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About mirari.nu
Mirari werkt mee!
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Technology Stack
mirari.nu uses 11 technologies across their website including Google Fonts, Sentry, Google Tag Manager, Google Analytics, and more.
Fonts
Google Fonts
Error Tracking
Sentry
Analytics & Marketing
Google Tag Manager, Google Analytics
Web Standards
Open Graph
Build Tools
Webpack
UI Libraries
DaisyUI
Traffic & Audience
mirari.nu receives approximately 3.2K monthly visitors and ranks #4,791,526 globally. The website has a bounce rate of 48% with visitors viewing an average of 2.3 pages per visit. Users spend an average of 0:42 on the site.
The majority of mirari.nu's traffic comes from .
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