Over Industrial Tyres Amsterdam

Part of a family business that has been active in tires since 1952.

In 1952, Bertus Willems starts his own tire company called Willemsbandentechniek in Amsterdam on the central wholesale market. The company starts small, but due to economic growth in the Netherlands and Europe after the Second World War, the company quickly grows.

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In 1960, Bertus' two sons Johan and Leo came to work in the company after their studies. They eventually took over the company together in 1962. Together the brothers Willemsbandentechniek grew into a major household name in the tire trade in Amsterdam and the Netherlands.

Johan is also one of the co-founders of the Profile Tire Center franchise formula, which later became a household name in the Benelux. In 1989, the name Willems tire technology changed to Profile Tire center Willems. At that time, the branches mainly sell truck and passenger car tires. OTR and industrial tires are mainly sold regionally at that time.

Johan's son Marcel also started working in the company and at the end of the 1990s Marcel started to trade increasingly internationally in OTR and industrial tires, the main international sales market being Russia.

Marcel took over the company in 2000, at which time the company became the largest tire branch in the Benelux, this is the branch where the head office is located to this day.

The trade in OTR, crane and industrial tires increased significantly at the beginning of 2000 and international sales were mainly made to the Middle East, where contacts were mainly made in the Emirates, Saudi Arabia, Bahrain and Qatar. Sales are also increasing nationally because special service vehicles are being designed for installation on location throughout the Netherlands.

In 2007 it was decided to set up a separate company specifically for OTR, crane and industrial tires with a view to internationalization. The name of this company is Industrial Tires Amsterdam.

The company continues to grow and agreements are made with Fuller Brothers to become the importer of Tirelife and PSF plus throughout Europe and central Asia. These products contribute to our vision of continuity, safety and cost per operating hour. In the meantime, contacts were also made in all parts of the world, from Brazil and Suriname to Ukraine, Kazakhstan and Saudi Arabia, the United Arab Emirates and Iraq. For both the tires and the additives.

In 2022, Marcel's son, Jim Willems, the fourth Willems generation, will work at Industrial Tires Amsterdam. At that time, Industrial Tires Amsterdam was active worldwide in the trade of OTR, crane and industrial tires and additives. And it ships products all over the world. And at the same time, Industrial Tires Amsterdam is also active in the Netherlands with trade and service, so whether you are around the corner or in Kazakhstan, we ensure your continuity.


All our staff are VCA certified and specially trained to install earth-moving and industrial tires.

Earth mover Professional from Michelin
Michelin Label Partner
CSR+ label

Vision and mission


Cost per operating hour

At Industrial Tires Amsterdam we aim for continuity, safety and the best cost price per operating hour. We know that the tires are used in environments where continuity and safety have the number 1 priority, and it must also be financially attractive to invest in the right tire. That is why we believe in the right tire for the right application, guaranteeing maximum continuity, safety and cost per operating hour. To achieve this, we use our many years of national and international experience in the field of tire use for various applications.



In some cases we also recommend using Tirelife, PSF-Plus or Trojan Tires with your tires to maximize your continuity, safety and best cost price per operating hour.


Internationally active since

“Tire Life from Industrial Tires is highly recommended for all transport and crane companies.”

Arjan Plomp - C&P Kraanverhuur BV

Please contact us

Isarweg 2, 1043AK Amsterdam

+31 20 506 2249


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