Three worlds: Fresh, Healthy and Beautiful. That’s the new formula for the DA stores. DA store Fredriek in Nijverdal is the first to be designed according to this concept. Van Keulen Interieurbouw managed this pilot project for DA. Shop owner Jan van Benthem is more than enthusiastic about the metamorphosis.
“This new formula allows us to offer our customers a totally new shopping experience. The area is divided into three clearly recognisable zones or worlds. Fresh is the familiar DA range: shower gels, shampoos, deodorant etc. In the Healthy world, you’ll find health products, medication and bandages as well as raw foods, for example. Everything for your health. And Beautiful is obviously where you’ll find our beauty products.
The three worlds each have their own recognisable colours. The routing through the shop is spacious and the shelves have been rebuilt. The end result gives a calm, luxurious feel. We’ve noticed that customers are really enjoying this new design: they stay much longer in the shop. And that’s good for turnover.
We’ve been working with Van Keulen Interieurbouw for nearly 20 years. Again I was very satisfied with how they managed everything. They implemented the new formula perfectly. The interaction between us, the DA head office and Van Keulen was really easy. A new concept like this is created by the designer, but there are always last-minute modifications. And that’s exactly what Van Keulen Interieurbouw is so good at: custom work. They do things fast and well. For example, they designed a new cabinet for our collection of glasses Eyelove. The cabinet fits perfectly with the style of the new shop interior.
DA head office is also delighted with the results. They’ve even let our shop be included in Google Street View. A promotional film has been produced to present the three-worlds formula to all the other DA stores. And Van Keulen Interieurbouw has been commissioned to roll out the formula throughout the Netherlands.”