How it all started
More than thirty years ago, Arjen Tielen took his first steps in the footwear industry. Like many others, he started on the shop floor — from shelf stacker to store manager. However, his ambition reached further.
An opportunity in the internal sales department at Van Lier led him to move into the field sales team at Rohde. He later made a move into children’s footwear. After seven years in that segment, he returned to Rohde in a permanent position.
Ten years ago marked another milestone: together with his wife Jacqueline, Arjen started their own agency. With visible enthusiasm, they now represent Rohde and Fischer in the Netherlands.
A familiar home at CAST
For Arjen, it feels as though he has “always” been in the showroom at CAST. Eighteen years ago, Rohde was already located on the ground floor next to the atrium. Even now, as an independent agent, he has been able to keep that same spot.
Together with Jacqueline, he intends to stay there as long as possible: “It truly feels like our place.”
A highlight: Building a business together
One of the most valuable moments for Arjen was signing the documents for their own company. “It gave us both the challenge and the confidence to become independent entrepreneurs.”
Customer loyalty also means a great deal to him. Rohde has experienced a turbulent history, including two bankruptcies due to mismanagement — fortunately with limited impact in the Netherlands. “That’s exactly why we are so grateful. Thanks to the support of our customers, we are still here today.”
What makes Rohde different?
Ten years ago, Rohde came under Italian ownership. Since then, the brand has followed a crystal-clear strategy. CEO Renato made a bold decision:
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Winter: exclusively slippers
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Summer: exclusively sandals
Instead of a small seasonal range, Rohde now offers more than 450 models across summer and winter. From young to old, from comfort-driven to fashionable — always with Rohde’s signature quality. This strong focus clearly distinguishes the brand in the marketplace.
Development in collaboration with the market
Rohde works with a fixed team of designers but actively involves key export markets in new developments. Arjen and Jacqueline play an important role in this process, traveling several times a year to meet with the design teams and provide feedback.
The result is a carefully balanced collection:
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60–65% recognizable core styles, refreshed with new colors and variations
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30–35% innovative additions each season, responding quickly to market demand with new lasts and colors
The new Autumn/Winter Roller collection
The latest collection revolves entirely around indoor comfort. Think soft materials, warm beige tones, and a modern look without becoming old-fashioned.
Arjen proudly presents a slipper that perfectly represents Rohde: available in fifteen colors and equipped with the unique Rohde sole featuring removable, ultra-soft footbeds. “Hardly anyone else has this sole,” he explains.
This model has already been a bestseller in the slipper category for two years. Rohde continues to innovate — in soles, materials, and design. While Arjen used to see slippers mainly as practical footwear fifteen years ago, he now has an entire collection at home.
“Not just because they look good, but because they’re incredibly comfortable — and who wouldn’t want that?” His advice? “Stop by and try them yourself. They’ll genuinely make you happy.”
Discover the new collection of Rohde @ CAST showroom 052
