Go Grow Dutch was founded a year ago as a partner for international companies in the home & interior industry looking to expand their export sales by tapping into opportunities in the Dutch or Benelux market.
With years of experience in the home and interior industry, Jack Kleppe knows what it takes for international brands to break into new markets. After a successful career as Head of Sales Benelux & France at Actona Group, he launched Go Grow Dutch, a consulting firm dedicated to helping foreign home and interior companies grow their export sales in the Dutch and Benelux markets.
'I wanted to build something at the intersection of what I love doing, what I'm good at, what creates real value for clients, and what brings something new to the table.'
© Go Grow DutchFounder Jack Kleppe of Go Grow Dutch.
From industry leader to independent advisor
After stepping away from his corporate role, Kleppe took the time to reflect on his next chapter. 'I asked myself four key questions: What do I truly want to do in the coming years? What am I good at? What creates value for clients? And what actually adds something new, rather than just more of the same?' he explains.
The result was Go Grow Dutch, a consulting business focused on sales and business development for international manufacturers and wholesalers in the home and interior space who see untapped potential in the Dutch and Benelux markets.
A market full of untapped potential
'I've worked with foreign companies for many years,' says Kleppe. 'And I was often surprised by how many great manufacturers and wholesalers exist across Europe and beyond, successful in their own countries, but hardly present in the Netherlands or the Benelux region.'
'There's so much business potential here, in a market of 30 million affluent consumers. If you're a solid player with the right approach, there's room for you.' What holds many companies back? 'It's usually a lack of knowledge about the local market,' he says. 'Which retailers matter? What's their positioning? How do they prefer to work with suppliers? And who do you need to talk to if you want to pitch and start doing business?'
That's exactly where Go Grow Dutch steps in, offering local expertise, structured market entry strategies, and hands-on business development support.
Strategy before sales
According to Kleppe, successful market entry is never a quick win. 'We always emphasise patience. First you sow, then you water, and only then comes the harvest. Especially in this industry, the sales cycle can be long, particularly with large retailers.'
Go Grow Dutch works with brands that already have a scalable business, professional organization, and potential product-market fit, and helps them build a go-to-market strategy based on realistic timelines, proper segmentation, and in-depth market insights.
Communication
When helping foreign brands localise for the Dutch and Benelux markets, communication is often the first area to assess.
'International companies often already have a polished, global style that works well here,' says Kleppe. 'But companies that are more regionally focused, for example, Southern or Eastern European, sometimes need support to adjust their messaging and visuals to better match local expectations.'
As for the product itself, he sees aesthetic differences not as a barrier, but an opportunity. 'Unique product design is often what adds value here. It brings something new. The only caveat is that very niche aesthetics may be harder to scale, though they may still work well in specific segments.'
Go Grow Dutch typically starts by working with the existing product range, identifying which parts are most suitable for local success. 'Developing a Benelux-specific assortment is something we consider only at a later stage.'
The Rise of Agency Matchmaking
One of the biggest challenges brands face is setting up a sales structure in a new market. 'Many companies still rely on agents, but finding the right one, someone available, experienced, and aligned with your goals, is far from easy.'
To address this gap, Go Grow Dutch recently launched an agency matchmaking service, helping brands connect with suitable sales agents in the region.
Pitfalls to Avoid in International Growth
Kleppe doesn't talk about "mistakes," but he does see plenty of room for improvement among international brands.
'Many companies have a few clients in the Benelux, but they've never developed the market in a structured way. They lack a local strategy, insight into key players, and understanding of service expectations. That's where we come in. If you want to grow seriously and sustainably, you need a proper go-to-market strategy and local knowledge on your side.'
Advice for Brands Looking to Expand
When asked for the best advice he's received as an entrepreneur, Kleppe offers two key lessons: 'First, stay close to who you are. Do what you're good at and what gives you energy. Second, and just as important, have patience. Building a business takes time. The same goes for building a new export market.'
And his message to European home & interior brands looking to expand? 'If you're planning to enter a new market or significantly grow your presence, make sure your strategy is solid, and consider partnering with someone local. It can save you time, energy, and frustration, and greatly improve your chances of success.'
More information:
Go Grow Dutch
jack.kleppe@gogrowdutch.com
www.gogrowdutch.com