Interview with Jeroen Beerens, Managing Director Beerens Group

Just challenge us. We optimise your interior formula and show that it generates profit for you. This is the daring promise that the Beerens Group makes. The Netherlands shopfitter has perfected scalable interiors for shops, hotels, offices and ships and is keen to prove that it works.

‘De winst is enorm als je eerst goed nadenkt over de basis. Dit is dé essentie van onze schaalbare interieurconcepten’, zegt Jeroen Beerens. Hij is directeur van de Beerens Group. Het familiebedrijf met vestiging in Rijen richt de winkels in van grote Nederlandse retailers zoals Kruidvat, Karwei, Zeeman, Ici Paris XL en Telecombinatie.

The profit is enormous
if you first think carefully about
about the basis'.

Beerens also works for chains in Belgium, France and Germany like Telenet, Juntoo, X2O, Bike Republic and Rossmann. And retail is not the only market in which the Beerens Group demonstrates the many advantages of scalability, says Jeroen Beerens: 'Scalable interior concepts also deliver tangible profit in the fitting of offices and hotels as well as ship and yacht interiors. Clients in all sectors are surprised by the savings in time and money and other scale advantages that we achieve for them.'


But how exactly does it work? What does 'scalability' mean? Beerens explains: 'We are a trading company and a production company. For over 50 years, we have been delivering retail shelving and interior components to our clients. We purchase standard components and also produce our high-quality BMS shelving system in China. The wooden components are produced by us in our highly automated factories in the Netherlands. 'Scalability' means that we standardise our client's interior formula wherever possible. We translate the components of the formula into standardised shelving, furniture, systems, materials and dimensions. This enables us to purchase, produce and assemble the interior elements more efficiently and manage the rollout to several areas or locations much more quickly and cheaply. Retaining your own feel and individual wishes.'

Not normal

The Beerens Group has almost turned scalability into an art form. And with 130 employees, they have all the disciplines in house to provide clients with a total service, says Beerens: 'We have our own engineers, draftsmen, technicians, logistics and all the services required to totally support the development and rollout of your formula. We also retain an extensive client-specific stock, so that we can immediately fit a shop or new location when time is of the essence.'

We buy standard parts and also
produce our own high-quality
BMS setting systems'.

According to the director, the company goes very far in its services: 'An average Karwei DIY store is 4,000 m2. Is it normal that we always have two DIY stores in stock in our warehouse? Is it normal that, two days after a client calls for a new location, we arrive with a trailer full of material and seven technicians? We think so. But looking at it from a different perspective, you realise that it's not. But we've been doing this for 50 years with great pleasure. Based on love for the profession and the client. But perhaps also because, despite our success, we are still a family firm.'


Fifty years go, Jeroen's father started as a sole trader, selling and installing shelving and trollies to supermarkets. Now the Beerens Group is a full-service trading and production company with an international portfolio and allure to match. Impressive growth, but this also means more global competition. Beerens: 'Yes, it's often about euros and minutes. So, we are obviously keen to prove that our unique scalable approach delivers concrete advantages. At the same time, I notice even our biggest clients also find other things important. 

Not for nothing are we keen to prove
that our unique scalable approach
delivers concrete benefits'

The quality of our product, of course. And the quality of our relationship. Can we change course fast if necessary? Can we respond flexibly to individual wishes of locations and franchisees? Do we create problems in our service if we unfortunately need to replace a broken glass plate? Can a client always rely on us to roll out the entire project to perfection? And do we continuously discuss ideas with the client to further improve even optimal scalability? It all comes down to trust, I think. And at the Beerens Group, we find that just as important as time and money.'

First the basis, then the profit

The Beerens Group specialises in shop formulas. In recent years, however, its scalable approach has also been conquering the market of offices, hotels and even ships and yachts. Beerens: 'Obviously, scalability through standardisation works well with repeatable units like hotel rooms and office areas. But we also fit less frequent areas in such locations like conference rooms, meeting rooms and pantries. Again, we benefit from our scalable approach, because all those areas are fitted from the same basis with the same systems, materials and dimensions. We discuss everything with the client beforehand. And the same principle applies to the interiors of inland barges and luxury yachts. First consider how you can achieve scale advantages through standardisation. Then purchase, produce and assemble efficiently. First the basis, then the profit. It really works.'

Any client who believes in our scalable approach is welcome. Challenge us!

Challenge us

Jeroen Beerens wants to expand the successes in the maritime sector and the market of offices and hospitality. He also has ambitions in retail: 'We want to grow in France and particularly Germany, because our BMS shelving system is perfectly suited there. In the Netherlands and Belgium, we have some interesting store chains in mind where we are keen to prove our approach. But any client who believes in our scalable approach is welcome. Just challenge us. Show us your basic interior according to your current design or formula. We optimise it, making it perfectly scalable, and calculate what profit you can expect with a rollout to 10, 100, 1000 units or more.'