The first six months of 2024 have flown by, making it the perfect time to pause and reflect on the recent period. With this in mind, we sit down with Stephan Van Kruisselberge, CEO of Dutch light and decor brand Light & Living, to discuss the company's journey and achievements so far this year. After all, there is plenty to discuss; with the launch of thousands of new products on the one hand and container prices that have increased with thousands of euros on the other.
Like any interior design company, Light & Living can't ignore the evolving industry landscape. "Consumers have become much pickier about where to spend their income," Stephan begins, as we sit in the recently renovated showroom. "This is why we need to step up our game, both as a company and as an industry. We need to entice people more than ever." For the new season, significant investments have been made in new stock, including thousands of new products. Light & Living is revitalising the upcoming season with new small furniture pieces, lots of new lighting options, and sparkling home accessories.
Stephan Van Kruisselberge, CEO of Light & Living.
Light & Living: new and affordable
'Keep innovating' is the mantra. Even in tougher times. "Our industry lives on 'new' but also currently on 'affordable'. That's why you have to keep making beautiful and surprising products, at competitive prices. Innovation and seduction are the key words." To meet these two principles, we have not increased our prices at the beginning of this year. "And even as container rates have risen massively, we have only made a very minimal correction on products."
After rain comes sunshine
Despite the fact that retailers, and therefore suppliers, are struggling at times, Stephan remains optimistic. Being an enthusiastic sailor, he knows that after rain comes sunshine. "As an industry, we will simply have to make do with a bit less margin. The huge increases in container rates are very annoying, but we will have to deal with it. As long as there are houses to be furnished, we have business. And that is still the case."
Changing role of wholesaler
Light & Living is committed to going the extra mile not just for consumers, but also for retailers. The rapidly increasing number of shop-in-shops, which are popping up like mushrooms, is a testament to this effort. There are now 70 shop-in-shops across the Netherlands, Germany, Belgium, and France, varying in size from 30 m² to 350 m².
"The role of wholesalers is changing," Stephan explains. "We always have to add value. But don't forget that this value is always changing. It used to consist of merely contacting the manufacturer, shipping products and keeping stock. Today, this is not nearly enough. We translate trends into commerce. We think about and support the customer from start to finish. We have a team that creates photographic material for retailers full-time. The old-fashioned 'pushing boxes' has long since ceased."
PSG tactics don't work
Stephan does not seem overly concerned about the increasing number of manufacturers coming to Europe. However, it frustrates many wholesalers that the presence of manufacturers from countries like China and India has grown significantly at major international trade fairs. "If you can't add enough value, it could be a problem. That is not the case for us," Stephan says. He compares it to the football team Paris Saint-Germain (PSG). "For years, millions of euros have been spent on new players. This is how they were supposed to win the Champions League. To date, it has never worked out. You need chemistry, within your team and with your clients. That applies not only to a football team, but also to an organisation."
Representing cheerful industry
Despite the fact that 'the cost of doing business' has become higher, Stephan praises the interior design industry. He believes there is a bright future for Light & Living, although the Noordwijk-based wholesaler cannot do it entirely on its own. "As an industry, we need to have a vision for the future. We need to focus on the customer and employee of the future. After all, the interior industry is a wonderful sector, in which there is a lot to do. Let's keep radiating that as a collective."
More information:
Light & Living
's-Gravendijckseweg 8
2201 CZ Noordwijk
+31 (0) 10 668 0131
sales@light-living.com
www.light-living.com