MyPup Brand Guidelines: The Amsterdam Pick Up Point Locker Service Founded in 2014

An Amsterdam company from 2014.

MyPup is a Dutch company, based in Amsterdam. Its name is short for “My Pick Up Point,” the phrase it uses alongside the brand, and it presents itself as a full-service parcel delivery business built around lockers placed inside buildings. It spells its name with a capital M and a capital P, and its website sits at my-pup.com, with a hyphen; the site warns users that MyPup communicates only through its own domains.

The company says it was founded in 2014 by Luke van der Wardt, Martijn van Schaveren and Dennis van den Berg. The public record kept by the Global Legal Entity Identifier Foundation for MyPup B.V. agrees on place and year: it gives Amsterdam as the legal address and a creation date in March 2014, and lists the company as active. MyPup says it now works from a head office in Amsterdam with a team of 25.

Its own timeline tells the early story with few dates. The first customers, it says, included the airline KLM and the WTC Amsterdam business centre. It then opened its first Pick Up Points outside Amsterdam, expanded to The Hague, Utrecht and Eindhoven, moved twice to larger offices in the city and opened its own hub in Utrecht. Along the way it says it made its software available to customers who wanted to handle their own parcel flows, extended its service to six days a week and was recognised with a BREEAM innovation credit. Its website now marks the company’s tenth anniversary.

One driver, one locker wall.

MyPup’s model differs from a public locker network. By its own description, parcels for a building are delivered by every courier company to a MyPup hub in the city, sorted there, and taken in a single trip to the MyPup lockers inside the building, so that one MyPup driver arrives instead of several couriers. Residents and staff then collect their parcels when it suits them. The service covers receiving, returning and sending parcels, and the company describes the locker installation in each building as a custom-made Pick Up Point.

Its partners describe the same system to their own users. DUWO, a Dutch provider of student housing, tells tenants that after activating an account they receive a unique MyPup code and delivery address to enter when shopping online; deliveries go to MyPup’s central hub and reach the Pick Up Point in the building the same day, and the locker opens with an SMS code or the MyPup app at any hour. WTC Amsterdam lists a MyPup unmanned Pick-Up Point for sending and receiving regular, registered and express mail and parcels.

The lockers have set limits. MyPup says its largest compartment measures 70 by 60 by 40 centimetres, enough for a large moving box, that parcels up to 23 kilograms can be delivered, and that heavier ones can be collected from its distribution centre. If a parcel is too big for any locker, it says, the MyPup courier calls the recipient and hands it over in person at the Pick Up Point. Its website groups its markets as housing projects, offices, student housing and neighbourhoods, where it says it started MyPup Public, public Pick Up Points, together with the municipality of Utrecht. It also says it has partnered with DUWO to handle parcels for more than 6,000 students, and that it added new city vehicles to its fleet, including the Qarry.

One product has left the core service. MyPup says it opened up the software it uses so that organisations can run their internal logistics without MyPup’s full service, and sells it as a cloud-based product under a separate name, Parzelo, with its own website.

Lockers in public.

Parcel locker companies are seen first as street furniture. Their machines stand in banks outside supermarkets, petrol stations, railway stations and shopping centres, finished in the operator’s colours — often yellow, red or grey. The first InPost Paczkomat, for example, was set up in Kraków in 2009, according to Polish Wikipedia, and the company reported some 62,000 machines across its group at the end of 2025.

Up close, the brand is an interface. A touchscreen, a keypad, a QR code or a code sent by text message opens one door among dozens, and some operators, InPost among them, let customers open a compartment from a phone app instead. Some machines hide the storage altogether: a robotic locker keeps parcels on shelves inside and hands each one out through a single window, as the robot Cleveron installed at a Walmart store in Arkansas in 2016 did, according to the Estonian broadcaster ERR.

Not every locker is public. Makers also sell systems for apartment-building lobbies, offices, university campuses and shops, where the machine may carry the landlord’s or retailer’s name rather than the maker’s. In those places the locker company’s brand often lives in software, signage and the small print on the cabinet, while the delivery vans and couriers that fill the lockers carry the carrier’s livery.

Beyond the street, these companies present themselves at logistics fairs and postal-industry events, in trade press and in investor material, where lockers are shown as hardware, software and service together. This guide sets out what can be checked about each brand — who founded it, who owns it and where its machines are designed and made — and marks clearly what rests only on the company’s own word.

From Amsterdam to London, Berlin and Dublin.

MyPup has grown beyond the Netherlands. It says it operates in large and smaller Dutch cities and internationally in London, Berlin, Munich and Dublin, and its timeline adds an expansion to Denmark. In London, it says, its first customers were followed by a cooperation with Mango Logistics; at home, it says it works with Werkse, a social workplace, on parcel bundling and delivery in the region of The Hague and Rotterdam. The company also says it is a certified B Corp, and its timeline lists regular volunteering, including work for a food bank, and collection campaigns for food banks run through its Pick Up Points. It says it runs a customer-satisfaction survey every year and organises user panels.

The company has also had to manage a security incident in public. On its website MyPup has published notices, updated in March 2026, about a data leak in July 2025; it says the leaked information concerned nearly 60,000 users, that affected users and customers were informed, and that the incident was reported to the relevant authorities. It also warns users to be wary of unexpected messages claiming to come from MyPup.

For a design guide, MyPup shows how a locker company can brand a service rather than a machine: the “Pick Up Point” in each building, the single trusted driver and the code that opens the door. Compare SwipBox, another European locker company, and InPost. For this guide we use a teal, a warm cream and a coral with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep MyPup’s identity on hand — save it to a board in the Made Good inspiration library.