This is the year in which Floer has went through perhaps its biggest transformation. After two years of learning and building, 2017 marked the moment in which Floer evolved from a webshop into a wholesaler. Instead of keeping on negotiating over the lowest prices, the focus shifted on creating a brand with distinctive collections, experience, and a strong, recognisable identity.
From webshop to brand
Floer made a bold move by ending direct sales to customers and started focusing entirely on partnerships with carefully chosen dealers. From that point on, Floer floors became accessible solely through a select dealer network. This has proven to be very important strategic choice in the grand scheme of things, and it reflected the company’s vision entirely: quality over quantity.
“It was a bit nerve-racking to let go of direct sales,” Lennart recalls, “but we saw huge potential in strengthening the brand’s long-term strategy. Floer’s real strength lies in creating an experience and offering unique products, which is something we can develop far better with our dealer network”. The dealer policy was introduced in true Floer fashion: “each dealer handpicked and assigned an exclusive sales area around the store, ensuring that they don’t have to compete with nearby retailers,” Matthijs explains. Remarkably, this policy has remained unchanged for 10 years, and it continues to be one of Floer’s defining features.
A new home with 300 m² of space
To take the next big step, Floer needed more room to grow. Due to the company’s new image, the small office the brothers were temporarily allowed to use was no longer a fit. So, Floer moved to Koldingweg in Groningen, in a building with a 300 m² warehouse and a separate office space. From there, the first large deliveries were handled, marking the moment Floer started operating as a true wholesaler.
That same year, Lennart took on the role of account manager, spending countless of days on the road visiting potential sales partners across the country with a car full of Floer samples. “I’d walk into shops with just a folder of product samples, without a name in the market yet,” Lennart says. “Sometimes, I’d leave empty-handed, but every now and then, it actually worked. That is how the first Floer dealers came to be”.
Collaborating with influencers
The launch of Country House Laminate in 2016 was a complete success. Both dealers and customers loved the wide planks, marking Floer’s first true breakthrough. And since these floors are exclusively sold through Floer, the brand immediately became unique in the market. Custom-made oak parquet floors also began reaching shops and showrooms across the country.
Even before it became a trend in the flooring industry, Lennart and Matthijs were prioritising online visibility and customer experience. Engaging content, a consistent visual style, and influencer collaborations brought the brand to life on platforms like Facebook, Instagram, and Pinterest. Floer had become more than just a wholesaler. It was a flooring brand with its own vision, marketing strategy, and unique, high-quality collections.
Floer celebrates 10 years
Every week, you can follow how Floer gradually developed into the brand you know today. Next week: 2018: Rolling out the Marketing Strategy. Can’t wait? Explore Floer’s 10-year story.
