Rivièra Maison, the internationally recognised interior design label, is successfully breaking new ground. Under the daily management of Sjors Teunissen, the brand has significantly increased its cityscape presence by becoming visible in smaller, specialised shops. Whether it is a florist (which also sells silk flowers) with a selection of accessories and small furniture on 50 m² or a large retailer like Eijerkamp and Home Center Wolvega, Rivièra Maison tries to draw attention to itself 'everywhere'. This strategy has led to a growing number of partnerships and advanced negotiations with fine individual home furnishing shops and garden centres. "Each time, we consider which concept and range fits well with the retailer in question," Sjors points out. "Once the concept is in place, we maintain close contact on possible improvements and expansions."
Founder Henk Teunissen with son Sjors and daughter Bess, with on their lap a mascot of the company doing well in sales statistics.
Rivièra Maison's focus on the wholesale channel is stronger than ever, including a new B2B platform that will go live early next year. This web portal, a mirror image of the consumer website but aimed at business customers, promises quick service through insight into orders, invoices and the collection. The platform will be continuously enriched with new functionalities, underlining Rivièra Maison's commitment to excellent customer service and retailer support, Sjors promises. "Good service has always been a high priority. We want to give our customers maximum attention, especially with our experienced sales team. We also look for that in potential partners, whom we see as an extension of our interior design brand."
The digital platform will of course also feature high-quality content (text and photos), which dealers can then use themselves for all kinds of expressions. And should a particular item be sold out through the portal due to popularity, a good alternative will automatically be offered via an assistance tool.
Product development
In terms of product development, Rivièra Maison continues to constantly innovate and surprise, but still sticks to its signature style; the RM DNA must always be present. The recently launched collection, mainly in the popular colour beige, is perfectly in line with the brand's 'New Classic' vision. This choice of light, natural tones - Rivièra Maison's signature - has been enthusiastically received by dealers and customers alike. "We experimented with black as a colour for a while, but that's not really our thing and we didn't adopt it," says Henk, who joined the conversation. "A celebrity in the home furnishing world recently characterised Rivièra Maison as 50 shades of beige and I think that's a nice characterisation."
Brand strategy
With 60-65 percent brand awareness in the Netherlands, Rivièra Maison enjoys a strong position in the market. "There is always someone who knows our brand. That does create certain expectations among potential dealers and end consumers. We are looking for strategic partners where our interior products will do well; after all, they provide added value and where the dealer can earn a good living," Sjors says.
Innovation is at the heart of the Amsterdam-based company's brand strategy. For instance, the familiar RM logo (the little house), previously prominent on all products, is being replaced by a slightly more modern version of that house. This change reflects the modern evolution of the brand and its adaptation to changing market preferences. "Sustainability is another key theme, with a focus on natural materials and sustainable products in the new collections," indicates creative Bess.
Challenges
"2024 has not been a fantastic year so far, but we are getting through it well," says Henk. "Partly thanks to our new sales director Sjaak Mourik and his team, we brought in dozens of new customers. If we look purely at the physical wholesale, turnover is the same as last year or we even end up with a small plus. However, if we look at the digital sales and revenue that we generate through consumers, we are still doing a bit less turnover, partly because we have closed shops," Henk explains.
Despite the challenges of 2024, Rivièra Maison looks at the future positively, thanks in part to the increase in new customers and an expected growth in the project market, including outside the Netherlands. Visibility in cities, regardless of shop size, remains a priority to strengthen the connection with consumers and maintain the warm feeling the brand is known for. "We are on the right track, have the right professionals around us which will allow us to show growth figures again."
Family business
As a family business, with Henk Teunissen gradually handing over the baton to his children Sjors (COO) and Bess (Head of Design), Rivièra Maison remains close to its roots. Bess brings fresh ideas to the creative design process, while Sjors focuses on the strategy and operational part of the business. Together, under the inspiring leadership of their father, they form a powerful team that will lead the company to new heights. "We have a clear division of roles, and are not in each other's way," says Sjors. "Henk is slightly less involved in the daily, operational part, but still has his sights on his baby Rivièra Maison, which he will never completely let go of. On the collection front, he is slowly passing the baton to Bess, who enjoys all the confidence of the Teunissen family. "Since six months I have also added the branch of furniture development, but that definitely needs transition time. We will continue to rely on Henk's know-how. But also on that of the field staff. They are the eyes and ears of what the interior market needs."
Ambition
With initiatives such as the launch of a new mascot (mainly for decoration: first a teddy bear that was completely sold out, to a rabbit that was released this season) and the ongoing development of their textile line ("more cushions and plaids sold than ever"), Rivièra Maison underlines its ambition to keep innovating and growing. The brand is determined to strengthen its position in both the Dutch and international markets, with a focus on quality, sustainability and a distinctive style that continues to appeal to customers.
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More information:
Rivièra Maison
Beiraweg 15
1047 HN Amsterdam
020 72 32 199
[email protected]
www.rivieramaison.com