Diverzo has been a well-known name in Den Helder for two decades. Originally founded by Kim’s mother, Kim took over the business 13 years ago. “My mother owned multiple businesses and ran Diverzo with her best friend. When he suddenly passed away, it became more of an obligation for her,” Kim explains. Having worked in the store from day one, she developed a strong passion for fashion. “My husband wanted to leave the nightlife industry, and I knew—this is what I want to do.”
Diverzo stands out with a well-curated brand selection and a dedicated team. “We offer a mix of brands that all perform well,” says Kim. “For men, Cavallaro is a favorite, while Summum and Marc Aurel are top choices for women.” The launch of their webshop in 2023 has expanded their customer base, with social media playing a crucial role. “For the past six years, I’ve been making unfiltered videos showcasing outfits. People appreciate that authenticity.”
Combining Intuition with Data
Kim blends data with intuition when making purchasing decisions. “I set budgets, but I don’t follow them rigidly. Just because an item sells well one season doesn’t mean it will again. I have to feel it.” Despite her strong social media focus, she remains actively involved in the store. “I need to stay connected with my customers.”
A Unique Fusion of Fashion and Hospitality
Diverzo offers more than just fashion—it also houses a café run by Kim’s husband. “It started as a lunch café, but we’ve now shifted towards drinks and private events. The two businesses complement each other—people come for a drink and end up browsing the store.”
The Power of Visibility
Kim has a clear message for aspiring entrepreneurs: “Dare to put yourself out there. Be active on social media and be your own billboard. When I go grocery shopping or to the hairdresser, I wear the latest collection. You are always your brand.”
Finally, Kim highlights the importance of balance. “Put your phone down now and then, and take time for yourself. I meditate and practice yoga to stay grounded amid the chaos of running a business. That’s how you sustain it.”
With her mix of passion, strategy, and authenticity, Kim Laan demonstrates how to thrive as an entrepreneur in an ever-changing fashion industry.
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Source: Textilia
