Interview (Part 1) about 20 years of BOMA Netherlands: from P.O. Box to knowledge partner

Twenty years ago, BOMA dipped its toes in the Dutch market. Starting out with a PO box and an acquisition in Biddinghuizen, it grew into a national organisation with a solid position as a knowledge partner in the professional cleaning market. In two interviews, Gert Bresseleers (CEO BOMA Group) and Guus Nieuwlaat (Country Director BOMA Netherlands) cast an eye back on the company's development in the Netherlands. How did it start? What made the difference in a market not exactly waiting for a Belgian newcomer? What lessons and experiences paid off? And what were their ambitions?

BOMA is originally a Belgian family business that grew into a supplier and manufacturer of

professional cleaning and hygiene solutions in the Benelux. The company is part of the PFS Group, an international group focused on professional cleaning and hygiene concepts. This was the foundation of BOMA's further growth in Europe, with Benelux as its strong home market.

Gert Bresseleers: "I started out at BOMA some 23 years ago. By then, I had built up experience in the Netherlands and was at a crossroads. Do I keep working in the Netherlands or go back to Belgium? I choose Belgium, as a consultant in the steel world. But that was a world of commodities. I sold steel, and so did everyone else. What difference did it make? I was looking for a company where I could really make an impact."

He found that at BOMA. "At BOMA, I immediately felt that we could make a difference with service, knowledge and making it easier for the customer. And even when I was just taken on, the idea was clear. We wanted to grow from Belgium into the Netherlands.

We started modestly with a Netherlands PO box and attempted to do business based in Belgium. It soon dawned on us that we needed an acquisition if we wanted to grow at all."

That first step came in 2006 with the acquisition of Harderclean in Biddinghuizen. "Harderclean was a service-oriented wholesaler of cleaning products and materials," says Gert. "The proprietor, Geerling Kok, was a true entrepreneur. We clicked right away. He believed service was really important, wanted to make it easier for customers and worked a lot with cleaning companies. This perfectly matched BOMA's forte."

The location was also great. "We were based in Antwerp and Harderclean in Biddinghuizen. In Antwerp, we could serve customers below Moerdijk and in Biddinghuizen, we could serve customers above Moerdijk. That's how we built national coverage together."

Gert continued: "Harderclean actually supplied everything needed for cleaning. Products, materials and, to a lesser extent, even equipment. Everything you needed for professional cleaning."

BOMA's slogan back then was: Everything for cleaning. "We've now upgraded this to... Everything for cleaning and hygiene."

Guus Nieuwlaat switched up his job at a cleaning services company to join BOMA Netherlands in 2010 and became its second account manager. He recalls that the early years did not come naturally. "In the beginning, we had to fight against two prejudices. The first was that we were those "crazy Belgians" in the Dutch market. That was literally said to us once. The second was our private label assortment."

Many wholesalers mostly sold A-brands, but BOMA's own brand was already a strong contender. "We had to convince customers that a BOMA sponge or BOMA cloth is just as good as a well-known brand. Not known, not wanted."

The vision of collaboration was also different from what many customers were expecting. Gert: "We came to the Netherlands with the idea that we wanted to be more than a logistics partner. Rather, above all, a knowledge partner. We wanted to help customers consider the assortment, processes and innovations."

According to Gert, this best suits the dynamics of the cleaning industry. "The cleaning market is a market where you have to earn trust. You don't build that up in a year, but over many years."

"When I started in 2010, our ordering system DosDob was just being converted from an offline system to DosDob Online," said Guus. "That really became the icebreaker for us to get in with customers. We used this tool to convince customers and prospects that partnering with BOMA helps you gain insight, monitor your budget and simplifies everything from logistics all the way to the work cabinet."

He recalls visiting cleaning services company Effektief in Groningen. "Gert had arranged an appointment, and we drove to Groningen together early in the morning. We were given an hour to show what we could do. By the time we were done, the conversation had lasted three hours. Management was convinced and had no more questions. They still found the transition really stressful, but following the script, we took them by the hand and guided them through the process.

Making it easy for them became an important part of our approach. "We create a clear roadmap and include customers throughout everything in their transition. This builds confidence."

References proved crucial here. Gert: "If one customer has a great experience, it helps tremendously in the market. Then more will follow soon."

Moreover, BOMA consciously invested in a regional presence. "We have acquired several local wholesalers to be closer to customers. You may aspire to be a national player, but that only works in this market when you also have a local presence."

"I am absolutely proud of what we have built," Gert said. "We have a great team and a stable customer base. That is a strong foundation for the future."

For Guus, BOMA's strength also lies in its culture. "I've been given huge opportunities. Opportunities to make mistakes and learn from them. That helped me develop and eventually get this job."

Although the organisation has grown significantly, he says the company still feels like a family organisation. "My job interview with Geerling Kok was literally at a kitchen table. Today, it still feels like we are sitting at such a table."

In part 2 of this interview, Gert Bresseleers and Guus Nieuwlaat talk about how the company continues to grow. It covers new customer segments, such as healthcare and leisure, the strategy "Let's rethink cleaning", digital innovations, such as BiP - "BOMA in the Pocket" and the introduction of BO, the AI assistant, during Interclean Amsterdam.