Platform about design and technology in the kitchen, home, and bathroom industry
Insights and opportunities that move the kitchen industry forward
On January 30, 2025, the editorial board of Keukenbouw met for the first time at Hotel Van der Valk Dordrecht. This meeting, organized by Louwers Media Group, was chaired by Susan Peek, editor-in-chief of Keukenbouw. The goal? To gain insight into the information needs of the kitchen industry and explore how Keukenbouw can further strengthen its role as a platform.
Editorial board participants are leading players in the kitchen industry:
From Keukenbouw itself, Folkert van der Werf (Project Manager Keukenbouw), Maarten Zegstroo (Editor Keukenbouw) attended this editorial board. This meeting was chaired by Susan Peek, editor-in-chief of Keukenbouw.
The meeting confirmed that Kitchen Construction is a valuable platform that provides a solid basis for knowledge sharing and industry information, but that there are opportunities to make the content even more relevant and interactive. Deeper insights, current developments and a stronger dialogue within the sector were mentioned as areas of focus.
Martin Jansen: "Kitchen construction is a good foundation, but we can do more to involve professionals and get them to think actively."
Corné Snoep adds: "We must not only inform, but also start a movement within the kitchen industry. It would be nice if the trade magazine can be a driver of change."
Susan Peek: "This editorial board not only gives us a clear picture of what is going on, but also how we as a platform can bridge the gap between all parties in the industry."
Not only did current issues emerge, but the future of the industry was also considered. The industry faces several challenges that will continue in the coming years.
One of the striking insights was that the market is at a tipping point: the industry is evolving rapidly, not only in terms of innovative materials and smart technologies, but also in the way professionals relate to the market. In addition, the kitchen industry is becoming increasingly complex due to the combination of design, technology and sustainability. This requires a new way of working, in which knowledge and cooperation are central.
1. The professionalization of the industry
A recurring theme was the need for professionalization. The market shows disinterest and a lack of product knowledge, several participants noted.
Corné Snoep: "We see little effort being made to keep knowledge up to date. Customers are increasingly orienting themselves online and are often better informed than salespeople. At the same time, they have no awareness of prices and technical details. That is a worrying trend."
Andrej Banušic adds: "If manufacturers and suppliers play a greater role in conveying product knowledge, we can raise the level of the entire industry."
2. The kitchen as the centerpiece of the home
The role of the kitchen has changed: from a purely functional space to the heart of the home. This brings challenges, such as the use of more fragile materials and more complex integrations of technology. Kitchen construction can respond by informing smart material choices and innovative applications.
Martin Jansen: "People are increasingly choosing designer kitchens with delicate materials, but are not always aware of their impact on use and maintenance. That's an important issue that we need to pay more attention to."
3. The importance of knowledge sharing and collaboration
Another bottleneck is the lack of mutual cooperation. A kitchen is an interplay of different disciplines: cabinets, appliances, countertops, installation. Yet there is little consultation before a product is put on the market. This leads to mistakes and frustrations. The solution? More mutual communication and knowledge sharing. Kitchen Construction can play a role in this by publishing editorials and blogs that encourage awareness and collaboration.
Ben van Elk: "First time right is so important. Retailers with their own mechanics make fewer mistakes. Why? Because they have the knowledge in-house. That's something the industry can learn from."
Attendees agreed that the kitchen industry would benefit from a platform that encourages knowledge sharing. How can we make knowledge and expertise more widely available? This is something Keukenbouw will consider in future editions.
Sander van 't Hoen: "There is so much knowledge in the market, but it is hardly shared. We need to cooperate more and learn from each other."
Ben van Elk points out that the countertop industry already collaborates quite well among itself. "Jetstone, Arte and Kemie are companies that are willing to share knowledge and already do so regularly."
4. Young talent and experienced professionals
The kitchen industry is dominated by experienced professionals with in-depth knowledge, editorial board members observe. Some consider themselves "old hands" in the trade, but at the same time they note that this generation is not always open to change.
The younger generation looks at work differently and is willing to innovate, provided the work environment is attractive.
Corné Snoep sees a challenge here: "The older generation is loyal to the profession, but not always willing to change. While young people are looking for innovation. How do we bring these worlds together?"
Ben van Elk cited the DB Group as an example of an organization that is handling this transition well. "They make no concessions on quality and, above all, they know how to establish a very strong corporate culture. These are lessons that can inspire the entire industry."
Susan Peek sees opportunities for Kitchen Construction to close the gap between young and old, for example by sharing best practices and supporting companies in employer branding. "The key to success lies in collaboration and creating a work environment that values both experience and innovation."
The editorial board raised valuable ideas. Not everything can be taken up immediately, but there are certainly opportunities to make Keukenbouw's content even more relevant.
Looking at the current neutral content and knowledge articles, the editorial board appreciated the existing sections such as The Pen, Visiting At, Vision2030 and Food for Thought, but saw opportunities for expansion.
We explore how to:
It also looks at ways to reach young talent and interest them in the kitchen industry.
New media and online growth
In order to better reach younger generations, Keukenbouw plans to focus more heavily on digital content:
Members indicated opportunities for Keukenbouw to raise its profile even higher at trade shows and events. Fairs mentioned include Küchenmeile (Germany) and Masterly in Milan (Italy). It was also suggested that an own Keukenbouw Award be created, rewarding innovation and craftsmanship.
The editorial board will return annually because these insights are of great value to the future of the industry. Consideration is also being given to expanding the group to include young entrepreneurs and other disciplines currently missing.
Susan Peek: " It is incredibly valuable to engage directly with the market. We take the editorial board's input seriously and will look at how to turn the most valuable insights into inspiring content. This is an ongoing process in which we continue to actively engage the industry."
The first editorial board of Keukenbouw was felt to be a valuable and inspiring session. The Keukenbouw platform will remain committed to supporting the kitchen industry with relevant content, trends and depth. Thanks to the contributions of the editorial board members, we can take the quality of our coverage to a higher level and provide a platform where professionals find inspiration, innovation and expertise.
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