55 Concept

Vintage & Design

If you dare to dream, follow your heart; one of the many ways to start a business. That’s how 55concept.com, a company in vintage and designer furniture, started out. From his tastefully furnished showroom in Wilp, Wouter Kroezen talks about 55concept.com, his network, the designers and his constant search for new items.

A solid business plan, market research and planning has gotten 55concept.com off to a flying start. With years of experience within the Ikea concern and an excellent eye and feel for what customers want, Wouter set up 55concept.com in late 2016. Wouter: ‘Switching from a multinational to a one-man business is quite a change. Still, thorough preparations have led to prominent advertising on various websites.’

Scandinavian and Dutch design

With Wouter’s in-depth design expertise, flexibility and constant drive to find new pieces, he can meet customer needs. His showroom is restyled every week to include new items, a conscious move that allows buyers to make an appointment to come in and try out the furniture.

Surprised by export

Vintage and designer furniture are hot items. Perhaps this stems from the fact that the economy is on the rise again. The Dutch market is relatively small, and 55concept.com sees most of its revenue growth through furniture sales to customers abroad. Within six months after its establishment, the business exports over 75% of its sales to consumers in large European cities.

And that involves a logistics process that brings a whole new range of challenges with it. Wouter laughs: ‘I had this vision of me personally delivering the furniture in the Netherlands, developing personal customer contacts and seeing smiling faces. Six months later, trucks come to the office instead to load and deliver the furniture to customers throughout Europe or to drop it off for transport by air freight.’