2020 started with plans, ambitions, and a clear growth path. But before long, the year turned into something no one could have predicted, both professionally or personally, globally and at Floer. What began as news of a virus on the other side of the world quickly evolved into a period of silence and uncertainty. The market seemed to grind to a halt. And just when everything appeared to be locked down, the unexpected happened: demand surged. For Floer, 2020 became a year of recognition, breakthroughs, and an acceleration that set everything in motion.
The calm before the storm
When the coronavirus pandemic reached the Netherlands in early 2020, the market initially stalled. Orders dried up, showrooms closed, and uncertainty arose over deliveries and stock. “At first, no one knew where this was headed,” Lennart later recalls. But the mood soon shifted. With people staying home more, living spaces suddenly took on new importance. Holidays were canceled, and renovation, and moving actually increased. “It was almost as if floors were being stockpiled,” Lennart said in an interview with Wonen360. “In the north, the outbreak remained relatively limited, while in the south infections rose. Interestingly, our floors sold best through dealers there.”
Growing under pressure
Rapid growth also brought its challenges. Purchasing and logistics were under pressure, and product availability wasn’t always guaranteed. Yet Floer kept growing. The team adapted quickly, worked long hours, and collaborated intensively to meet demand. “It was tough at times,” Lennart recalls. “But we did what was necessary to keep going.” It was an intense, yet pivotal period. Floer proved itself to be flexible, agile, and resilient.
A hit: Orca Untreated
Some trends take time to build. Others develop in a second. And then there is Orca Untreated. In a short time, this colour grew into one of the most desired floors of the moment. On Instagram, Floer was flooded tagged, dealers reported hardly receiving other questions, and stock ran out faster than expected. Extra containers followed to meet the demand. The light, natural oak tone fit perfectly with that year’s hotel-chic interior trends and was enthusiastically embraced by consumers. Orca Untreated became the frontrunner of the Whalebone collection and it played a key role in the further growth of the brand.
Recognition: the first FD Gazellen Award
Amidst this hectic period came a special moment: Floer received the FD Gazellen Award for the first time. The award honours companies that demonstrate rapid, healthy growth for three consecutive years. For Floer, this meant recognition for the enormous development since 2017, the year the company stepped into wholesale. With growth of more than 900% since that transition, Floer officially ranked among the fastest-growing companies in the Netherlands. It was a confirmation of what the team already felt: the vision works, the strategy is in place, and the brand is ready for the next phase.
Growth felt across every level
The continuous demand was felt throughout the entire company. The team expanded, the warehouse was running at full capacity, and dealers were seeing a constant flow of consumers specifically asking for Floer floors. 2020 was a year in which processes were professionalized at an accelerated pace, stock strategies were reassessed, and marketing and service were increasingly aligning with each other.
Floer celebrates 10 years
Every week, you can follow how Floer gradually developed into the brand you know today. Next week: 2021 – Further recognition, new awards and a fresh focus. Can’t wait? Explore Floer’s 10-year story.
