"Thinking Like a Manufacturer": A look inside Staad's Frisian production facility. A glimpse inside Staad's "factory" in Harlingen. Discover how this family business is taking the next step towards OEM manufacturing and surprising the industry with its own electric machines.
Interview by BouwmachinesNL published on BouwmachinesNL 16-02-2026.
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Far away, almost hidden, in the far north, in an area reminiscent of the heyday of shipbuilding, stands a remarkable factory site belonging to a Dutch earthmoving machinery manufacturer. We're in Harlingen, visiting Staad.
Staad has now relocated its production facility here in Friesland. The old facility is brand new inside, the result of an inevitable major renovation. New excavators are neatly lined up, and pairs are working on converting the machines to electric mode. This is a core activity for Staad, which has grown enormously in recent years. Originally at its home base in Veghel, it has been located in Harlingen since 2025.
A step or development that is being closely watched by the industry. Much-discussed, and certainly not unnoticed. Reactions range from incomprehension to pride. They hear about it in Veghel sometimes, of course, but they don't really do much with it. There's no hidden agenda. Instead, there's a certain perspective on how the construction machinery world is developing and what role the company can, or perhaps should, play in it. More a mix of entrepreneurial spirit, a drive for innovation, decisiveness, trust, and a healthy dose of self-belief. And it's certainly paying dividends for the company.
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The last two major developments that will be the talk of the town in 2025 came as separate announcements, but are closely related: the opening of its own production facility in Harlingen and the move to OEM, with an excavator under its own STAAD brand.
In Veghel, the company had been struggling for some time to find the space it needed to meet its ambitions. The old shipyard in Harlingen offered an excellent solution for the production of all of Staad's electrical equipment. An added bonus: in Friesland, they also found the right staff, which is hard to come by due to the intense competition in the Eindhoven Brainport region.
Staad has been a family business for 100 years and will remain so. This origin is also reflected in Harlingen. This naturally has to do with staff and how you interact with each other, but also how you view yourself and the market. Harlingen is the consequence and an essential part of this. Because what some see as a big, risky, and perhaps strange step is actually a very logical one for Staad.
"It's precisely a matter of listening carefully to what's happening in the market and what your own customers are telling you," explains Commercial Director Frans van Asseldonk. He himself made the switch from Tobroco-Giant to Staad in the autumn of 2025. His motivation: "It's not just words here; the focus and goal are crystal clear. Ambitious, yes. But precisely because the direction we're heading is so clear, there's also a high level of confidence." Playing second fiddle doesn't seem like an option. "It's not just the ambition, but also the high standards we set for ourselves. What's great is that we're truly thinking as a manufacturer and no longer just as a supplier." No compromises, no awkward corners, and no castles in the air.
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Not even if you're talking about the other bold step taken in 2025: the compact Staad 17W. Not a conversion, but its own brand. Created in response to market demand and developed entirely in-house. This also gratefully leveraged all the technical innovation expertise that makes the greater Eindhoven region so strong.
The prototype was on display at the TKD, and the first units will be assembled in Harlingen. Exciting times indeed. Where orange Develons are currently being converted from Stage V to electric, the company's own machines will soon be stationed (as early as this year). Initially, they'll be working together, but eventually, this location will be used primarily for the STAAD-branded earthmoving machinery. "One step at a time, but that's the plan."
"Flight forward" isn't the label that should be applied here. It's a necessity to continue growing, staying relevant, and preserving the family DNA. "Develon, and perhaps other major brands, aren't fully committed to the development and introduction of electric machines. The market is simply too small for them. That actually presents us with an opportunity; as a Dutch company, we're much more agile in serving our markets. We can calculate things differently than the major manufacturers." For Staad, this mainly concerns the Netherlands and Scandinavia. Relatively small markets where they already have a strong presence and enormous demand. This is also the reason why Develon and Staad aren't separating. However, there is a clear new dealer structure for the brand in the Netherlands.
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This division also gives Staad the space to properly focus on its various divisions: R&D and innovation in Veghel and the production of Staad's electric excavators in Harlingen. They haven't yet publicly announced any figures or new models. "100!?" Van Asseldonk's eyes sparkle, revealing a little, but not revealing much: "There's truly a lot of potential here and in the market. Of course, we're working on it and have ideas. But for now, this factory and our first model are important."
A remarkable and bold move by a Brabant family in Harlingen, Friesland. A move by a somewhat headstrong family. One that dares to stand out and chart its own course. With conviction. The field next to the hall is empty and a bit overgrown, but already owned. Ready for the next phases.
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