What is the secret to a solid market position in the kitchen industry after 10 years?

After the anniversary celebration again grow steadily step-by-step

On Feb. 17, they celebrated it with all employees: the 10th anniversary of Duoform. From laser gaming in the warehouse to a tasty dinner and a party with cheerful music. As it should be with an anniversary!

And there is every reason to: in 10 years, Duovorm - led by founders Ferniand Vos and Niels Ettema - has grown to become a solid player in the market and certainly in the kitchen industry. The target group definition is clear: from the professional kitchen builder who stands for quality to the homeowner remodeling his house or the handyman with a boat. "Of course we think about where we want to be in 10 years - on our 20th anniversary -" Ferniand says. "The answer is simple: we want to serve even more niches."

It remains a wonderful entrepreneurial story. More than 10 years ago, they taught engineering and woodworking at the VMBO. In the evenings, they engaged in that other passion: furniture making. And that's where they discovered a "gap in the market. It was too often too difficult to find the right furniture fittings. "Moreover, it was not always possible to order small quantities," says the pair. "That's exactly where we saw the opportunity to build something. Then we started an online store ourselves! And so we started online sales."

Ferniand and Niels say that in the early days of Duovorm, things went well right away. "Still, we were careful not to grow too fast. We did it step by step. So we didn't take too big risks either. Yes, of course we had the plan to make a bigger company out of it but that is only possible if you can continue to control the processes well. You shouldn't want to be driven crazy by the delusion of the day. We remained - we are also just down-to-earth Northerners - with both feet on the ground."

"But of course we did continue to tap into ever new product groups," Ferniand continues. "Furniture, kitchen, interior, door and garden hardware ... we now have it all in our range. In this period, we will also focus more on smart solutions for small spaces. Just think of the growth of tiny houses in the Netherlands, but also of people who want to get their caravan or camper ready for the summer. Each time we make the move to serve a niche in the market. And where will we be in 10 years? Then we will be even more of a niche specialist. We will be even more the online player for everyone working in the kitchen and furniture industry."