Deco partner Daan Kromhout

Daan Kromhout is known for its extensive range of glass, pottery and deco items. Its recent move to new premises in Rijsenhout marks another milestone. We spoke to Roy Witmaar, E-commerce manager, in the atmospheric showroom about developments within the family business, its unique collection and future plans.

Daan Kromhout, a leading supplier of glass, pottery and deco items, recently took a big step with its move to new premises in Rijsenhout. We got the chance to take a look at this modern accommodation and got to talk to Roy Witmaar, E-commerce manager at Daan Kromhout. In the impressive showroom, he took us through the story of this wonderful family business.

Product range of Daan Kromhout

View the complete assortment of Daan Kromhout

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From Florist to Deco specialist

The history of Daan Kromhout

The origins of the company

Daan Kromhout sr. started his career as a sales representative in floristry items, where he got to know the industry inside out. When an opportunity arose in 1982, he decided to start his own company, focusing on floristry supplies, such as tools, binding material and packaging. Gradually, the product range was expanded to include pottery, and in recent years the company grew into a complete supplier of decorative products.

A real family business

From the start, Daan Kromhout was assisted by his wife and children, who together laid the foundation for a successful family business. It was pioneering, improvisational and hard work, but thanks to loyal customers and steady growth, the company continued to grow. Today, the third generation of Kromhout is active in the business.

The role of Daan Kromhout Junior

Grandson Daan Kromhout Jr. grew up within the company and went through all departments, from order picking to delivery and sales. Five years ago, he joined the management board, where he plays a major role in purchasing and product development in addition to managing staff. Under his leadership, the company started developing and importing products itself, including from Asia and several European countries.

This strategic expansion resulted in substantial growth: the workforce increased from 30 to 80 employees. This success eventually led to the move to more spacious and modern premises in Rijsenhout. The new location, close to Schiphol Airport and Royal FloraHolland Aalsmeer, offers even more opportunities for further growth and international trade.

Assortment

As Roy guides us through the showroom, we see a wide but clear range of deco items. The showroom consists of several rooms, each with a different theme. Among other things, we see beautiful glass vases, decorative basketwork and ambience items such as candles. But also floristry tools, packaging materials and side pieces. What strikes us most is the exclusivity of many products; unusual shapes, golden details or just colourful items. It is definitely not your average assortment, which we love! Roy says: ‘Our range consists of high-quality products, but at a reasonable price. That's how we make it accessible to everyone.'

The latest trends

We notice that Daan Kromhout's range is always according to the latest trends. How do they do that anyway? Roy explains: ‘Daan junior and his sister Kelly Kromhout determine the range together. They visit trade fairs and are constantly pioneering on the internet. They see a trend coming up and give it a personal twist. They have a good feel for it and sometimes just like to try things out. For example, they recently developed a whole line of Amsterdam houses in all kinds of colours and sizes. This has been a great success. But it also happens sometimes that something doesn't go so well. Also through these experiences, we learn what does or does not catch on.'

Logistics

With the move in 2023, they now have a much larger logistics space. Before this space was divided up, a logistics plan was made to divide it up as efficiently as possible. This took into account different product groups, weight of pallets and possibility of storing extra stock around busy holidays. They now use an advanced logistics system with dynamic pick locations, which has made working much more efficient.

One-stop-shop

As indicated, Daan Kromhout is a partner of Heemskerk Flowers. Through our webshop, you can also buy from their range. Pure convenience for you, as you can combine your purchase of flowers and/or plants with decorative items. You also have the option of buying small quantities.

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