"People get greedy when they visit us"

The ETC Design Center Europe in Culemborg has become a source of inspiration for professionals in the hospitality furnishing industry. How did a furniture exhibition hall turn into a leading platform for the interior and hospitality sector in 15 years? Hotelvak spoke to the three creators of the centre's success, Len de Koster, Linda de Koster and Ditte Kolijn. A conversation about passion, vision and perseverance.

Len de Koster, the driving force behind ETC, recalls the beginning of this adventure in 2007: "My father-in-law pointed me to this property as an investment opportunity. I come from a fashion background and love beautiful fabrics. At the time, however, this was only a small part of the centre." The property in Culemborg had been a furniture showroom for many years then. "Companies were keen to set up a bench in a location in the middle of the country. However, any vision and direction was lacking. Initially I decided that at least a refurbishment was necessary, but slowly I got a vision of what kind of centre this could become."

The acquisition of ETC was the beginning of a process, with the building undergoing a transformation and the range of offerings changing dramatically. Ditte Kolijn was recruited to take over the day-to-day management. "We needed to revitalise ETC and improve its image. We wanted to become an attractive venue for everyone in the interior design industry, including stylists and the contract market." According to De Koster, revamping ETC was no easy task. "We had to say goodbye to companies that no longer fit within the concept we envisaged. That was an exciting choice commercially, but we had a long-term vision for the centre. Fortunately, we were able to convince many existing tenants of our plan and they are still with us. Keijser&Co is a good example. Furniture from that brand can be found in many hotels."

That the centre no longer wanted to focus solely on retailers was controversial at the time. "We saw 15 years ago that this broadening was necessary," De Koster stresses. "We wanted to welcome every interior design professional, so also the contract market and hospitality industry." Linda de Koster-Voerman, Creative Director at ETC Design Center and wife of Len, played an essential role in creating the new look, for example through the regularly changing decor of the new restaurant. Other general areas were also given a new interpretation. For instance, the entrance area became a real inspiration space. "In the beginning, exhibitors were reluctant to make their products available. Now, however, they are queuing up! These collaborations have helped make the centre a diverse and inspiring environment."

More and more new brands found their way to the centre in Culemborg from 2008 onwards. However, there is not room for every company, says Len de Koster. "We do not want to fill square metres, but offer a complete range of interior products for the middle and high segment. As a result, it regularly happens that we sell no. Then it may be a brand that is very nice, but that does not fit here after all. Sometimes this has to do with price level. However, I also watch out for diversity." The ETC team works with great passion and commitment to continuously improve the centre. "We are never done," Kolijn says. "We are still expanding and are always monitoring our concept. We have complete control over this, although of course our exhibitors have a voice. They are our ambassadors. It is very important to us that they are satisfied."

Interior professionals focusing on the hospitality market can discover many interesting interior and exterior brands at the centre. Not only furniture, fabrics, wallpaper, lighting, accessories and art, but also, for example, Geberit's toilets. Len de Koster: "This brand clearly focuses on hotels, as do the brands of agency Sventex. Other examples are Metropole by Baan furniture and Arte wallpaper. Thanks to these brands, more interesting exhibitors came to us organically. Think of the beds by Nilson Beds."

Every product has a story, and sometimes a special one comes along. Len de Koster: "A special lamp from the Quasar brand filled almost an entire booth space for months. It was a huge fixture, which had been used as a set piece in the film Knives Out. The lamp was eventually sold by auction and now hangs glittering in a hotel in Berlin."

ETC's offering is attractive to all kinds of different hotels. "We see chains coming here, but also boutique hotels. They can see a huge diversity of products in one location here. Not two or three days a year, but all year round. Here houses brands that sell wall coverings for 900 euros per square metre, for example for a luxury lobby or restaurant. We also have exhibitors offering mid-range furniture. These can take a beating are therefore especially suitable for hotel rooms." Art is also important for the centre. This component is in the hands of Linda de Koster. "The right art adds to the experience. That is why we enter into partnerships with a variety of artists. For instance, Grace Spiegel's art is currently on display at the centre. She has created pieces that exactly match the atmosphere of our restaurant. Changes are always visible at the spring and autumn fair, so a visit to ETC is interesting and innovative every time. We sometimes hear that people get 'greedy' when they visit us and that is a mega compliment!"