About us
Bull’s Darts: Our Legacy
Bull’s is a Dutch darts brand, based in the Westland region of the Netherlands. The company was founded in 1979 by Mr. Adriaan (Dick) Boel as an importer of darts products. In late 1984, the company transitioned to producing its own darts under the name Bull’s Darts.
Since its founding, the Dutch company has been closely associated with top Dutch darts players such as Bert Vlaardingerbroek, Roland Scholten, Raymond van Barneveld, Co Stompé, and Dirk van Duijvenbode.
BACKGROUND
Dick Boel began importing darts products in 1979. Microface Darts B.V. was an importer of several brands, including Durro, Dunlop, Stag, and the oldest English darts brand, Unicorn.
Initial sales were primarily through the hospitality industry, but growth was slow. To establish darts trading in the Netherlands, the first retail location was rented on Edisonstraat in The Hague. This store was managed by Dick’s younger brother, Bert Boel. The first House of Darts in The Hague was a reality.
A second store followed in The Hague, called The Corner, where early team member André Kok took the lead. Later came House of Darts Amsterdam, run by Henk de Leliaan, and House of Special Sports Utrecht, led by Martin Boerlijst.
Dick and his brother Joop quickly realized that relying solely on distribution was limiting the company’s growth. In 1984, the brand “Bull’s Darts” was launched – a nod to the family name Boel and a wink to the bullseye at the center of the dartboard. The logo, featuring a bull with the name “Bull’s Darts” underneath, originated at this time.
With financial support from brother Jan Boel, who had built his fortune in the IT sector, the wholesale activities were separated from retail operations. In 1989, the company moved into new premises at Industriestraat 34 in Naaldwijk. Microface Darts B.V. grew steadily, thanks to a strong focus on reliability, long-term relationships, product innovation, a customer-centric approach, the promotion of the sport, and deep market knowledge.
In 1989, due to rapid growth and international expansion, Embassy Sporthandel GmbH was founded in Germany. Joop Boel served as co-director and shareholder of this German entity until 1995.
After the sale of shares in Embassy Sporthandel GmbH, Embassy Sport Holland (formerly Microface) and Embassy Sport Germany continued independently. The two companies remained partners until 2010.
In 2002, Dick Boel handed over the company to his daughter Sandy Boel and Xander Zwinkels. After many years with the office and warehouse located in Naaldwijk, the decision was made in 2021 to relocate to a larger facility in ’s-Gravenzande. Manuela Boel, André Kok and export manager Jeroen van Veen have also been actively involved in the company for many years. Today, Bull’s Darts has grown to 27 employees, and its products are sold in over 40 countries worldwide.
Tradition Meets Innovation
Based in the Netherlands, Bull’s is a leading name in the world of darts, merging old traditions with new innovations. We’ve been crafting top-quality darts gear for years and have set industry standards.
Our name, Bull’s, represents the ultimate goal in darts: the perfect bullseye. This high standard is reflected in all our products, from darts to dartboards and accessories. Everything we make is based on detailed research, ongoing development, and a strong focus on quality.
Growing with the Game
We don’t just make products; we evolve. We pay close attention to feedback from darts players around the world, whether they’re professionals in big tournaments or casual players. This helps us continuously improve and grow.
Rooted in the Netherlands
Our Dutch roots are key to our brand. The meticulous craftsmanship for which the Netherlands is known is evident in the balance of our darts, the durability of our boards, and the functionality of our accessories. Even as we expand globally, we remain true to our origins.
A Family Beyond Business
We’re more than just a company; we’re a big, diverse family. We sponsor events, support emerging talent, and connect with darts communities worldwide. Every interaction enriches our story and strengthens our place in the world of darts.
Join the Legacy
Choosing Bull’s isn’t just about getting great gear. It’s about joining a brand that respects the history and quality of the game and believes in the power of bringing people together.
Come join us and be part of a legacy where tradition and innovation meet, and every throw really matters.