"The footwear market is challenging, but in fact, it always has been," says Bart Hooijer in the latest episode of Textilia Talks, recorded during Preview Men. He is down-to-earth, driven, and optimistic – exactly the qualities needed to stay afloat in a rapidly changing fashion world.
Bart lives in Lonneker, Twente, close to the family business in Oldenzaal. Together with his partner and two young children, he combines entrepreneurship with family life and European growth ambitions. "At home, it’s almost like running a second business," he says with a laugh. His partner also works in the company’s marketing department, which makes balancing work and private life a bit easier.
Strategy and Growth: Building In-House Brands
The Hooijer Footwear Group works with both distribution brands and its own in-house brands, including Lazamani, Toffel, and Janssen. “Lazamani is one of our key brands. We handle everything ourselves – from design to marketing.” This level of control allows for flexibility and innovation, especially now that traditional shoe stores are disappearing. “We see a lot of potential in boutiques, particularly in the Benelux. In Germany, we’re exploring new channels through textile retailers.”
The recently opened brand store in Utrecht is not meant to be a commercial pillar, but a place of learning: “We test which styles resonate with consumers there, so we can better advise our clients. The store doesn’t need to be profitable – knowledge is the goal.”
New Brands and Seasonal Balance
With the addition of Hunter, Hooijer is responding to an important need: a strong winter brand. “We’re summer-focused, but we also want to keep our warehouse and team running during the winter. Hunter is a great addition in that regard.” According to Bart, Keen is also making a notable move toward winter collections, which strengthens the brand’s positioning. A striking statement from Bart is the slogan the company is taking into 2025: “Service is the new gold.” This customer-focused mindset, he believes, is the key to future-proof entrepreneurship. “Anyone can sell shoes. But the difference lies in what you offer around them.”
Want to learn more about how a Twente-based family business is adapting to market changes, building brands with vision, and pursuing an international growth strategy? Listen to the full episode of Textilia Talks with Bart Hooijer now on Spotify or Apple Podcasts.
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Source: Textilia
