Yes, you probably know that name! With the bankruptcy of Tell Sell, one of the most famous names in Dutch TV and retail history disappears. The brand stood for years as a symbol of a specific form of selling: the infomercial. What once started as an import concept from the United States, grew in the Netherlands into a recognizable - and profitable - part of the media landscape.
From American infomercial to Dutch living rooms
Tell Sell became active in the Netherlands in the early '90s, as a local translation of the American infomercial model. That model was relatively new at the time: long television broadcasts in which products were extensively demonstrated and sold directly to the viewer.
In the Netherlands, it caught on remarkably well. Channels filled off-peak hours with these programs, while Tell Sell organized distribution, marketing, and sales. Products such as fitness equipment, kitchen gadgets, and cleaning products were brought to attention via television, supported by a phone number to order directly.
Tell Sell thus grew into an 'iconic sales program maker' that had a fixed place on Dutch TV for years.
The role of Tell Sell
It is important to note that Tell Sell did not stand alone, but was part of a broader development: the rise of infomercials as a sales channel.
Where traditional advertising revolved around brand awareness, infomercials focused on direct sales. Tell Sell played a central role in the Netherlands by:
- bringing international formats and products to the Dutch market
- organizing logistics and call centers
- strategically purchasing airtime
In doing so, the company effectively functioned as a link between producer, media, and consumer.
In the '90s and early 2000s, television was also a dominant channel. Whoever had airtime had reach, and thus revenue. Tell Sell knew how to efficiently utilize that model with ads on existing channels and a whole own channel.
Growth, recognition, and cultural status
The success of Tell Sell was not only in sales figures but also in recognizability. The typical style with dubbed voices - they remained American commercials - exaggerated demonstrations, and repetitive scripts found their own niche in Dutch pop culture.
Virtually everyone knew the commercials, even if they never ordered anything. This gave the brand an exceptional position: commercially and culturally relevant. At its peak, Tell Sell generated millions in revenue and had a strong position within the home shopping industry.
First cracks: the internet changes the playing field
From the 2000s, the landscape changed rapidly. The rise of the internet and e-commerce had a direct impact on the model that Tell Sell relied on.
Consumers gained:
- access to price comparisons
- reviews and user experiences
- a broader and more transparent offer
As a result, television lost its role as an exclusive sales channel. The direct nature of infomercials - watching, calling, and buying immediately - was replaced by a fragmented customer journey.
Tell Sell tried to adapt with online sales and collaboration with platforms, but lost part of its distinctiveness in doing so.
Tell Sell bankrupt: the end of an era
In March 2026, Tell Sell Netherlands was declared bankrupt again, partly due to problems at the international parent company. Activities were halted, and orders could no longer be delivered.
For years, Tell Sell was the Dutch translation of a global phenomenon: infomercial sales via television. The company brought a new type of retail to the living room and played a key role in its popularization.
With the disappearance of Tell Sell, not only a brand disappears, but also a recognizable phase in the development of retail and advertising. The underlying model of direct sales through content still exists, but has shifted to digital platforms. Were the people of Tell Sell the influencers of the pre-social media era?
