When was En/Coulisse Agency founded?
En/Coulisse Agency was founded ten years ago by Jomy Mijnhart. The name is French and means ‘behind the scenes.’ “It refers to that specific moment just before a show begins: the lights go out, the music starts, and everything comes together. Not the applause, but the preparation. Not the stage, but everything that happens before it,” says Jomy.
That feeling remains at the core of the agency to this day. Jomy started En/Coulisse on her own and has been working together with Kiki Frijdal for the past four years. The brand portfolio consists of: Soft Rebels, Maison Hotel, Viveh, Pilgrim, Pavement Shoes, Xzota & Tapis Noir.
Why did you start?
Before founding En/Coulisse, Jomy built many years of experience in retail and wholesale. She worked in various roles, with her final position being brand director. She knows the industry from the inside out: from shop floor to strategy, from collections to commercial decision-making.
During a period of economic crisis, several reorganizations took place. Despite working hard and carrying significant responsibility, she — along with other executives — eventually found herself out of a job.
That moment became her turning point: “No one has to decide for me whether I get to go to work today,” she says. Instead of applying for another position, she chose to start her own agency. The beginning was small and pragmatic. With five pairs of jeans from Copenhagen under her arm, she drove to stores she already knew. With her first earnings, she rented her first showroom.
The first years: building, adjusting, staying sharp
In the early years, En/Coulisse worked with a limited number of brands, including a denim label. Jomy secured a Scandinavian brand that she collaborated with intensively for nearly five years. Around this core brand, she built a complementary portfolio with labels that strengthened each other in terms of aesthetic and target audience.
The focus was strongly on Scandinavian brands with multiple deliveries per year. This provided continuity for retailers but also required constant alignment. During this period, Jomy worked much like her clients: critically evaluating, making choices, and adjusting where necessary. Does this brand still fit? Does it align with today’s customer and the end consumer we envision together?
What do you look for when selecting brands?
En/Coulisse operates from a clear structure. Jomy sees her portfolio as a cohesive whole, not as separate elements. At its foundation are brands with regular deliveries and a strong commercial base: accessible, reliable, and sellable. At the same time, there must always be a story behind them.
Each brand must have a function within the store. Why should a retailer add this? What does it contribute to the overall picture? And how does it help the retailer tell their own story to the consumer?
Jomy also strategically considers origin, production, and positioning. Within the portfolio, competing brands are intentionally not placed alongside each other. What retailers see at En/Coulisse is not a collection of labels, but a concept that can coexist under one roof.
She works with two pillars in her selection:
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Brands that create experience, discovery, and a wow effect
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Foundational brands that provide stability, volume, and continuity
This balance has ensured a remarkably consistent portfolio over the years.
PREVIEW WOMEN: involved from the beginning
En/Coulisse has been involved with PREVIEW WOMEN since its first editions. Jomy quickly recognized what the organization aimed to create: less noise, more attention. At a time when trade fairs were becoming increasingly large and crowded, this concept immediately appealed to her.
“I immediately felt: this is right,” she says. “And when that feeling is there, I truly commit to it.”
What distinguishes PREVIEW from other buying moments?
According to Jomy, the difference lies in focus and equality. Exhibitors and visitors are both seen and heard. Because all presentations are on the same scale, each brand has an equal opportunity to stand out.
Additionally, visitors come with clear intent. They don’t come to wander around, but to discover brands, compare, and initiate collaborations. This makes PREVIEW structured and effective, without becoming impersonal.
Most memorable moments
For Jomy, a special moment is realizing how En/Coulisse has grown alongside PREVIEW. From being one of the first agencies on the floor to having a fixed place among experienced colleagues. That development doesn’t feel self-evident, but it does feel meaningful.
PREVIEW has also brought many new inquiries and collaborations. Because the contact is personal, retailers consciously choose long-term relationships here. What once started as an orientation visit at a stand ultimately led to opening a showroom at the same location.
Why a showroom at CAST?
The search for a new location had been ongoing for some time. Jomy knew she wanted to give her existing brands more space, without expanding the portfolio. The goal was clear: to grow in presentation, toward 150 to 200 square meters.
She viewed locations throughout the country, but nowhere felt quite right. At the same time, her lease in Amsterdam was ending and she did not want to commit to another long-term contract. During conversations at PREVIEW, the idea of a temporary solution at CAST emerged.
What started as a practical backup plan evolved into a broader vision. En/Coulisse has now moved into a beautiful permanent showroom, but at CAST it is also possible to rent plug & play showrooms of various sizes on a flexible basis — even per week or per month. From her own experience, Jomy knows how challenging long-term leases and pre-financing can be.
“After a few weeks during the buying season, we felt: this is right. The space breathes calm and focus, the brands truly come into their own, and our partners can build their collections here with attention and pleasure. Exactly as I had envisioned. A place that works — for them and for En/Coulisse — behind the scenes.”
What is it like to work from CAST?
In addition to strategy, the daily experience at CAST plays a big role. For Jomy, the joy lies in the small moments: arriving, personal contact, the feeling of being part of a community.
“It’s just so nice to walk in and hear, ‘Good morning Jomy, I have a package for you!’”
Practically speaking, the location also works well. Accessibility and parking options create a sense of ease. Having packages centrally received is a major advantage and provides clarity. It strengthens the feeling of shared entrepreneurship, without losing professionalism.
Are you, as a fashion agency, also interested in a temporary showroom at CAST? For more information, please contact info@cast.nl
Discover the latest collection from En/Coulisse @ CAST showroom 602
