What counts as a business name?
In the Netherlands a "handelsnaam" is simply the name under which you run your business. You register it at the KVK. The Trade Name Act ("Handelsnaamwet") protects it, but mainly against confusingly similar names used by competitors in the same field and region.
The basic rules
- Your name must stay free of misleading claims (for example, calling yourself a "BV (besloten vennootschap, the Dutch private limited company)" when you are a sole trader).
- It must stay clear of confusing similarity to an existing business in the same sector and area.
- It must stay clear of anyone else's registered trademark.
Step 1: Check the KVK register
Search the KVK trade register to see whether your desired name, or something very close, is already in use. This is free and a smart first move.
Step 2: Check trademarks
A trade name and a trademark ("merk") are different things. Someone may hold a registered trademark even while zero businesses use the exact name yet. Check the Benelux trademark register (BOIP) to avoid an expensive collision.
Step 3: Secure the domain and socials
Before you commit, check that a sensible domain name (ideally a .nl) and matching social media handles are available. A great name minus an available web address causes endless friction.
Step 4: Consider protecting it
Registering your name as a trademark with BOIP gives you far stronger protection than a trade name alone, across the whole Benelux. For a serious brand, this is worth the modest cost.
Where this leads
Further along the same line: Choosing the Right SBI Code for Your Dutch Business, Running a Business as a Student in the Netherlands and Validating Your Business Idea Before You Start.