A milestone worth celebrating
December 17, 2025: 50 years of The Bulldog. A special day, a milestone, and a feeling of pride. An idea that began modestly 50 years ago: the Living Room of Amsterdam, creating a place where people could come together and safely enjoy a joint. Henk was ambitious and determined to make it a success, but the idea was never born with the expectation that, 50 years later, it would grow into one of the most well‑known cannabis brands in the world. The Bulldog kept growing, even when that wasn’t the intention. Henk sparked a movement — the tolerance of cannabis — and continues to fight for full legalization.
Where it all began
It all started with the little building in the heart of Amsterdam’s city centre: Oudezijds Voorburgwal 90. The place that, to this day, remains the showpiece of our company. The place where it all began, and where the brand grew into what it is today.
Growth driven by instinct
The Bulldog kept growing and became increasingly well‑known, both in the Netherlands and abroad. From day one, Henk has run the business by instinct, and that growth inspired him to open more locations so more people could enjoy that same atmosphere. Henk is impulsive and always follows his heart. Developing our own smokers’ line? Adding a clothing line? Accessories? Creating an Energy Drink? Why not, he thought and that’s how a full collection of The Bulldog products came to life.
Why stop at coffeeshops? We expanded with cafés, a hotel, and even Brand Stores filled entirely with our own product line, ultimately creating a 24‑hour experience within our city of Amsterdam.
A global movement
Time flew by. A lot happened, the company grew, and we experienced many beautiful — and some less beautiful — moments. All of it shaped The Bulldog. Henk’s vision grew, just as his dreams did. After our first international locations in Vancouver and Ibiza, it was time to spread our wings. Tourists visited us from all over the world, so why not establish more locations in other countries?
We expanded with a beautiful (ski) hotel on Silver Star in Canada, a place where Henk felt at home. The location in the stunning centre of Rome followed, with a Grand Café. A lot is happening worldwide in the cannabis space; we opened two Social Clubs (the Spanish version of a coffeeshop) in Ibiza and in popular Barcelona. And even on the sunny island of Aruba, we opened a café.
The core remains the same
Some locations disappeared and new ones were added. A lot has changed in 50 years. But the core and the vision have always stayed the same: creating a place where people feel at home — the Living Room of Amsterdam.
But by now, Amsterdam has been replaced by the world. We are incredibly proud of how far we’ve come.
An anniversary to remember
How better to celebrate 50 years of memories than by creating new ones? At exactly midnight on December 17, 2025, Henk pressed the button and fireworks lit up the sky — right in front of the place where it all began: the entrance of our very first location.
Before that moment, we hosted a celebration for our long-serving family, the people who have been with us for more than 10 years. One of our locations filled with team members who have been part of our story for so long — from 10 years to even 50 years. In times like these, that is truly remarkable. Staff who have stayed loyal for so long, who have grown with the company, and who have experienced everything alongside us.
The big celebration
The following day was all about the grand celebration: for all our staff, our distributors from around the world, our suppliers, our partners, family, friends, and everyone who contributed to 50 years of The Bulldog.
In the beautiful Hollandsche Manege, a special venue where we celebrated our 40th anniversary ten years ago, the party kicked off. Wonderfully decorated, filled with the most dazzling people dressed in glitter‑and‑glamour outfits. With the theme ‘Studio 54’, sequins sparkled everywhere.
There was drinking, eating, dancing, singing, and pure enjoyment. A mix of amazing artists and DJs kept the energy high throughout the night.
Looking back and looking ahead
It was a special evening, just like the journey that led to it. Remembering 50 years of writing history, while also casting a glance toward the future. Where are we headed? And what do we still hope to achieve?
Much is already certain, but much we will discover along the way. It’s how the company has always been run: seizing the opportunities that appear on our path. Impulsive, yet incredibly valuable.
Grattitude
Thank you to everyone who made this journey possible.
We are truly excited for everything that lies ahead.
