Brandboxx

Visitors to Brandboxx Almere quickly imagine themselves in another season. In spring, the suppliers show clothing for the autumn, and vice versa. The large atrium where visitors are received gives an immediate feeling of fashion and colour. Retailers stroll around like shoppers in a mall, and suppliers display their products in showrooms. The most successful suppliers are those who, with their products and sales skills, can persuade retailers to include something in their collection. A big change with respect to the retailers is that most now buy a large number of pieces several times a year, and have them delivered. In the past, they came to fashion centres to replenish their stock, and took the pieces with them directly to their store (cash and carry).

Brandboxx Almere is one of an international network of trade centres all over Europe with a focus on fashion and sport. There are there now eight, including centres in Prague, Hannover and Salzburg. There will eventually be 15. Because most brands target international customers and increasingly think internationally, they all have a European development director, whereas in former days each country had to its own director to approach the market independently. And brands therefore look to those international trade centres with the appropriate image for their alpha brands.

Arnoud van Raak is director business-to-business Europe of TCN, the developer of the Brandboxx trademarks. His job means he is abroad for three to five days of the week. In his experience, the Netherlands is perceived as highly distinctive in the Far East. “There are Dutch architects behind buildings in Shanghai and Hong Kong,” he says. “They are global performances. I think we are sometimes too modest.” So why does he think other countries choose to work with the Dutch? “We speak other languages,” he says. “As a small country, we have got used to quickly understanding others. We are open to listening to the client and finding solutions to their needs. That quality is particularly important in the Far East.”

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