Brands

In conversation with Jomy Mijnhart of En/Coulisse Agency

10 February 2026

Since January, En/Coulisse has been located in a new showroom at CAST. Ten years ago, Jomy Mijnhart founded En/Coulisse Agency. In this interview, she shares the story behind its founding, the agency’s growth, and the decision to open a showroom at CAST.

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 down, the music starts, and everything comes together. Not the applause, but the preparation. Not the stage, but everything leading up to it,” Jomy explains.

That feeling remains at the core of the agency to this day. Jomy started En/Coulisse on her own and has been working alongside Kiki Frijdal for the past four years. The brand portfolio includes Soft Rebels, Maison Hotel, Viveh, Pilgrim, Pavement Shoes, Xzota, and Tapis Noir.

Why did you start En/Coulisse?

Before founding En/Coulisse, Jomy built extensive experience in both retail and wholesale. She held various roles, culminating in her position as Brand Director. She understands the industry from the inside out: from shop floor to strategy, from collections to commercial decision-making.

During a period of economic downturn, several reorganizations took place. Despite her hard work and responsibilities, she—along with other senior leaders—ultimately lost her position.

That moment became a turning point: “No one needs to decide for me whether I can come to work today or not,” she says. Instead of applying for a new role, she chose to start her own agency. The beginning was small and pragmatic. With five pairs of jeans from Copenhagen, she visited stores she already knew. With her first earnings, she rented her first showroom.

The early years: building, adjusting, and staying sharp

In its early years, En/Coulisse worked with a limited number of brands, including a denim label. Jomy secured a Scandinavian brand partnership that lasted nearly five years. Around this key brand, she built a complementary portfolio of labels that strengthened each other in both aesthetic and target audience.

The focus was largely on Scandinavian brands with multiple deliveries per year. This provided continuity for retailers but also required constant alignment. During this time, Jomy worked much like her clients: critically evaluating, making decisions, and adjusting when needed. 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 with a clear structure. Jomy views her brand portfolio as a cohesive whole rather than a collection of individual labels. At its foundation are brands with regular deliveries and a strong commercial base: accessible, reliable, and sellable—yet always with a story behind them.

Each brand must serve a purpose within a store. Why should a retailer add it? What does it contribute to the overall concept? And how does it help retailers tell their own story to the consumer?

Jomy also takes a strategic approach to origin, production, and positioning. Competing brands are deliberately avoided within the portfolio. What retailers see at En/Coulisse is not just a selection of labels, but a concept that works together under one roof.

She applies two key pillars in her selection:

Brands that create experience, discovery, and a “wow” effect
Core brands that provide stability, volume, and continuity

This balance has ensured a remarkably consistent portfolio over the years.

PREVIEW WOMEN: involved from the start

En/Coulisse has been involved with PREVIEW WOMEN since its early editions. Jomy quickly recognized the organization’s vision: less noise, more focus. At a time when trade shows were becoming increasingly large and crowded, this concept immediately resonated with her.
“I immediately felt: this is right,” she says. “And when I have that feeling, I fully commit.”

What sets PREVIEW apart 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, every brand has an equal opportunity to stand out.

Visitors also come with clear intent. They’re not there to wander, but to discover brands, compare, and build partnerships. This makes PREVIEW both efficient and approachable.

Most memorable moments

A meaningful moment for Jomy is realizing how En/Coulisse has grown alongside PREVIEW—from one of the first agencies on the floor to a permanent presence among experienced peers. This growth feels both significant and earned.

PREVIEW has also led to many new requests and collaborations. Because the contact is personal, retailers often choose to build long-term relationships. What once started as an introduction at a stand has, in some cases, 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 wanted to create more space for her existing brands without expanding the portfolio. The goal was clear: to grow in presentation, aiming for 150 to 200 square meters.

She explored locations across the country, but none felt right. Meanwhile, her lease in Amsterdam was ending, and she was hesitant 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 now occupies a beautiful permanent showroom, while CAST also offers flexible plug-and-play showrooms of various sizes—available even on a weekly or monthly basis. From her own experience, Jomy understands how challenging long-term leases and upfront investments can be.

“After a few weeks in 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 enjoyment. Exactly as I envisioned. A place that works—for them and for En/Coulisse, behind the scenes.”

What is it like to work from CAST?

Beyond strategy, the daily experience at CAST plays an important role. For Jomy, the joy lies in the small moments: arriving, personal interactions, and the sense of community. “It’s just so nice to walk in and hear: ‘Good morning Jomy, I’ve got a package for you!’”

Practically, the location is also highly convenient. Accessibility and parking provide ease of mind, while centralized package handling adds efficiency and clarity. It strengthens the feeling of doing business together, without compromising professionalism.