International bed specialist Swiss Sense recently completed a €100 million growth financing, designed to both accelerate its European expansion and strengthen its digitalisation. In this context, Dimitri Broeren took over as Regional Director Benelux in early 2025. His first months show how entrepreneurship, culture and onboarding contribute to rapid integration and immediate impact.
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The bed industry has traditionally been characterised by long purchase journeys, with consumers undertaking extensive orientation. According to Broeren, that customer journey increasingly starts online. Swiss Sense is therefore strongly committed to omnichannel, seamlessly connecting inspiration, advice and purchase. The new financing provides room to further develop both digital channels and physical shops, a combination that is essential in an advice and experience-intensive sector.
Swiss Sense's matrix organisation is proving to be an engine for speed and flexibility. While the staff organisation works on long-term innovations, the region can respond quickly to local customer needs while benefiting from central economies of scale.
Culture and talent are a key success factor, according to Broeren. The mix of ambition, professionalism and Brabant conviviality creates an open working environment and promotes cooperation. To retain talent, succession planning and offering perspective is crucial, especially in a sector where good retail and digital management is scarce.
His fast start is partly attributed to an external onboarding programme through Sedna Executive Search, which provided him with structure, coaching and space for reflection in the first few months.
Source: Retail Trends
