Sjoerd has been in the business for twenty years. After running a franchise store for ten years, he decided to change direction. “There was no clear vision within the formula,” he says. “It was mostly focused on numbers and margins. I believed things could be done differently: with more attention to the customer and the overall experience. So, I decided to follow my own path.”

That path led to Reuring, a stylish fashion store for men and women with a Scandinavian touch. The store has now been around for ten years, a milestone Sjoerd will soon celebrate with a renovation. “It’s time for a fresh look. More openness, more space. The brands will largely stay the same, but the store will have new energy.”

What sets Reuring apart is its warm and personal atmosphere. Customers are welcomed with coffee, receive personal attention, and are pleasantly surprised by lifestyle products such as jewelry, perfume, and home accessories. “I’d never get rid of that espresso machine,” Sjoerd says with a smile. “Maybe it’s my Brabant roots, but for us, everything starts with a cup of coffee. That moment of contact is worth gold.”

His team plays a key role in that, too. “I don’t call them staff, but colleagues. They’ve been with me for years and are just as invested in the store as I am. They help with buying, give input on the renovation—it’s their store too.”

Sjoerd firmly believes in the power of offline retail. “That belief was reinforced during the pandemic. We’ve consciously chosen not to have a webshop. For us, it’s all about connection, atmosphere, and experience. A store should feel like a place you want to be—not just to buy clothes, but to be inspired.”

Reuring carries between 15 and 20 brands, with recent favorite 5 Units standing out. “Their trousers and blazers are top sellers. They offer a wide range of fits, which makes it easier to help customers find exactly what they need.”

Finally, Sjoerd shares a clear tip for fellow retailers: “Focus on personal relationships—with your customers, your colleagues, and your suppliers. That’s the foundation of success. Alone you go fast, but together you go further.”

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Source: Textilia