World's best houseware retailers

Opened just over a year ago, Oldenhof's Hilversum store has a 'disorderly but cosy' approach to housewares retailing, with demonstration areas, fresh flowers, a coffee bar and a children's corner.

Established in 1821, family housewares retailer Oldenhof opened a new outlet in Hilversum in May 2002, bringing its total number of stores to seven. In preparation for over two years, the 10,000 sq ft shop is the result of listening to its customers and a desire to set a new standard of excellence in housewares. The shop's architecture and ambience in themselves draw people, many of whom then become customers.

Everyone from the enthusiast to the professional cook is catered for, with products from a wide selection of major European and US brands. Cookware, bakeware, tabletop lines, accessories and kitchen electrics, including fridges and cookers, are stocked, along with seasonal and Christmas merchandise: almost 60% of total turnover is generated during the last three months of the year. There is also a comprehensive book section, Oldenhof having its own cookbook publishing company.
Staff follow up purchases by phone and email, and if customers are not satisfied they can return the item and get a refund.

Presentation is designed to be simple, functional and attractive - owner Barry Voorhorst describes it as "disorderly but cosy". Products are often grouped by colour, backed by large pictures and banners, and generous use is made of fresh flowers.

Eight cooking units and a cookery theatre provide the platform for demonstrations and the cookery school, with professional cooks always being available. Customers can learn about cooking, and try items before buying. This has become a popular meeting place for people who love to cook and dine. There is also a complete wall of coffee and espresso machines. The customer can try them all and then sit at the coffee bar enjoying the cup of coffee he has made himself.
Supplier videos are used, and there is a special video corner for children, complete with lemonade and popcorn, allowing parents to take all the time they need to shop.

The store holds two general staff meetings a week, where customer service issues are discussed and new items explained and demonstrated by suppliers. Outside agencies are employed to train in customer service and selling, and there is a weekly 'How to improve' staff conference.

Local advertising is done regularly, and weekly promotions are highlighted by direct mail and on the website. Gift wrapping is good advertising too: people like to be seen carrying purchases carrying the prestigious Oldenhof logo.
In addition, the business will provide any items in the shop to the makers of TV cooking programmes, including those for children. The service is free, but Oldenhof's name is promoted at the end of the programme - which generates plenty of extra traffic in the shop.

Oldenhof Top Dollar Tips

• There is a comprehensive book section, Oldenhof having its own cookbook publishing company
• Generous use is made of fresh flowers
• Eight cooking units and a cookery theatre are used for demonstrations and the cookery school
• There is a video corner for children, complete with lemonade and popcorn
• Products are provided free to the makers of TV cooking programmes in return for promotion of the Oldenhof name