'We chose to furnish on budget and lifestyle!'

Starting from four core values in the showroom ... no, in the store!

They have 26 stores throughout the Netherlands, the company has been in business since 1937 and they don't employ salespeople but purchase consultants. We are visiting the kitchen specialty store Bruynzeel Keukens in Amsterdam Villa ArenA, next to the soccer stadium. Mamefia van Schie, commercial manager retail and formula coordinator Suzanne Jungschläger are there for a tour. But of course we also have a good conversation, for example about the essence of a good formula, because that's what Bruynzeel Keukens is all about. "Basically it comes down to conveying the same 'welcome home' feeling in all our stores," says Suzanne.

In 2018, the old formula was said goodbye and the new, tightened formula was rolled out. And that, of course, had an "effect" on the look and feel of the showroom. And right there, the first correction is already taking place. Mamefia: "We don't talk about showrooms, but about stores. We go for a different, more personal approach than other kitchen stores. That was also the reason why we developed a new formula in 2018: we believe in our own distinctive approach."

"When you enter the store, you immediately see a lot of kitchens. We think it's important to show kitchens that suit different lifestyles, spaces and budgets. By taking this into account while putting together the collection for our stores, we offer inspiration to as many people as possible," says Suzanne. "In addition, we go by four key core values: functional, genuine, affordable and inspiration. We also want to be at the forefront of sustainability. All that added together makes our story true." 

The pair explains that an average of four kitchens are replaced per year in each store. "More often is not necessary. But still, we want to regularly show some novelties from our own Dutch factory, so that customers also know that we are busy with the trends." Suzanne goes on to say that the reception in the store is especially important. "That is of course at the entrance, where we offer a warm welcome. From there the customer is helped further. We see the customer as a guest."

Transparent price

Interestingly, several places in the store are labeled "Without negotiating the right price right away. "With us, you get the most transparent price imaginable," Mamefia explains. "The prices for every part, yes, even the drawers, are broken down and specified in the quote that the customer gets to take home at a design meeting. So, negotiating is not necessary with us. And customers know that. In fact, they come to us precisely because they know they don't have to 'play the game.'"

When asked about the next step in the store's development, Mamefia says there will be more sustainable materials. "And, we are also working on digitalization. There are already digital screens everywhere in our stores, showing customers what the options are for each kitchen. We are also proud of our 3D design studios: once the customer has put together a kitchen with the purchasing advisor, it is then displayed in a larger format. The customer then has the feeling that he is actually standing in his kitchen. This is how we literally bring kitchen wishes to life!"

Are any improvements needed? Suzanne: "To be perfectly honest, I miss our handy pantry here in Amsterdam." By the way, the two are VERY unanimous about the grade they give their store (no, not a showroom!). It will be an 8.5. "We think this is a fair rating. Because ... very sometimes we see our competitors step in here, because they want to see how we've set it up. And you know... a few months later we see some of our look and feel in their store. In short, we are doing quite well!"