Kitchen worktop as the starting point of the kitchen

Museum-worthy natural stone increasingly embraced

First the kitchen cabinet, then choose the countertop. A thorn in the side for DSE Natural Stone managing director Dayyaan Hasnain. He took over the helm from his father in 2021 with only one goal. To put the beautiful natural stone countertops as the main staple in the kitchen rather than as a by-product adapted from the kitchen furniture. With the arrival of his inspiration center in Leerdam, Hasnain is taking the first step toward that goal.

He is full of passion and the entrepreneurial spirit oozes from him. This is evident from the first second when we speak to the entrepreneur. His love for natural stone is even greater than his passion for entrepreneurship. With a special market mind, he explains to us exactly what DSE Natural Stone can do for the kitchen industry. "We do a number of things differently than the industry is used to. For starters, a good portion of our range is available exclusively. In addition, natural stone deserves more attention and a different position during the buying process. When I took over my father's company in 2021, I knew that the company needed a transformation. For example, this is the reason for starting the inspiration center in Leerdam. Previously we worked with 'samples', but these often did not say enough about the beauty of the whole natural stone worktop."

Truly picturesque natural stone

In Leerdam, retailers and customers of retailers visit DSE Natuursteen by appointment for a tour of the products. Hasnain: "Our presentation is different from what the industry is used to. It is a spacious presentation of premium natural stone products in a space of no less than 1100 square meters. It is all clearer than most other presentations. We try to bring out the aforementioned prominence in the inspiration center. Natural stone is insanely beautiful, a natural product over millions of years old. They are paintings in themselves!"

Visitor flips kitchen plan

Visitors who have visited the inspiration center since last April immediately see what Hasnain means. Consequently, there is an insanely good response to the show exhibits. Hasnain: "People respond incredibly positively. There are even colleagues who are told that they are lucky to work for such a beautiful company."

Those who walk through the inspiration center can feast their eyes and really get to know what natural stone has to offer. Everything there shows the specialism of DSE Natuursteen. Hasnain notices that the kitchen worktop immediately takes on a different value and charge for visitors. "A man visited to choose a countertop to go with the cabinets he had selected. In the end, he decided to tear up his current kitchen plan and start over, but with the countertop as a starting point."

Potential and attention to natural stone

The industry needs ambassadors to offer a different image to some products. Dayyaan Hasnain is a worthy influencer when it comes to natural stone countertops. "When I decided to join the family business, I fell in love with natural stone immensely. These products don't deserve to be tucked away in a dusty corner." That the arrival of the inspiration center has done so much for the business shows the potential that natural stone has when given the right attention. DSE Natural Stone's refreshing outlook will certainly contribute to this.