Speaking with | Yvonne van der Putten

‘Typical TICA for me is the dynamism that is visible everywhere: from the shop floor to the lightning-fast expansion of new branches!’

Let’s introduce!

A few years ago, Yvonne van der Putten (37) started her own clothing line. She produced, under the name Studio YV, minimalist and Scandinavian clothes and sold them to shops in Amsterdam, Utrecht and Nijmegen. She was able to combine her creativity and commercial knowledge perfectly, but due to the uncertain market, she eventually chose to quit. She applied at TICA; the place where she can put her knowledge and experience to use as an interior and fashion enthusiast.

Where can TICA members know you from?

Three years ago, I started at the Concept Store as Assistant Store Manager/Visual Merchandiser. With my years of experience as Region Visual Merchandiser (America Today, IKEA and Massimo Dutti) and Manager, this was a great combination. Great news; since August I have been Operational Manager!

What do you like best about your job?

The diversity! My days are so varied. One minute I’m thinking up the styling of a stand, the next I’m talking to a new exhibitor and the next I’m analysing the KPIs/styling results. Incidentally, I also have a fun and diverse team. Together, we make sure the Concept Store looks great and that the TICA members leave the shop with a good feeling (and full shopping trolleys).

Aan het woord | Yvonne van der Putten - Aan het woord | Yvonne van der Putten

What has stuck with you the most since working at TICA?

The TICA parties! They are always talked about for a long time and have a positive effect on the team and mutual cooperation. I also find the events that we organise for TICA members and exhibitors really added value; there is a lot of activity and the reactions afterwards are always positive.

A lot has changed at Concept Store in recent years, right?

A lot has changed in the past three years. Think about the look and feel of the shop, the new stands and various squares such as the beauty square.
The Concept Store is really a testing ground of upcoming brands and new exhibitors. As I have a creative background, I know what it is like to have to put your brand on the map. In my current position, I liked the idea of giving creative talent a stage. This has become the ‘TICA Talent’ campaign. Every six months, we offer a start-up a stage in the Concept Store to showcase the brand to the general public. With successful sales results, they can then get a permanent stand with us. This immediately gives a diverse and surprising range of the very latest start-ups on the floor.

It’s almost Christmas! What is your most beautiful memory?

A full Christmas table with my stepsisters and brother, mother and stepfather together. Moments like these are precious! Unfortunately, due to circumstances, it remains to be seen whether we will be complete this Christmas. That does make it an instant milestone.

View all Christmas decorations

In summer, TICA already becomes a ‘winter wonderland’, are TICA members really going Christmas shopping already?

While we are still wearing t-shirts, Christmas trees are indeed already being decorated. TICA members who have been purchasing from us for a long time will recognise this. The German market in particular shops for Christmas items early on and TICA is of course happy to take advantage of this. Some Dutch retailers – especially when the sun is shining – have to get used to the idea, but the cosy atmosphere soon makes them change their minds and buy festive items early.

Yvonne’s favourite brands

TICA Trends & Trade_Exposant_It's OOAK — It’s OOAK

TICA Trends & Trade_Exposant_Morgan Moon 2 — Morgan Moon

TICA_Exposant_MUSA Intimates — MUSA Intimates

What kind of Christmas presents are commonly purchased by retailers?

We see that sales of festive accessories, jewellery and clothing are always on the rise during this period. These are naturally in high demand from the consumer market. In addition, ‘gadgets’ such as laundry and perfume items, tiles with speech, bath products and Christmas socks are always a success prior to the holidays. To inspire TICA-Members, we transform our styling points into inspirational eye-catchers every week.

TICA Concept Store

Which TICA brands do you recommend for great Christmas eyecathers?

For make-up lovers, I can recommend Charly Baron and Boozyshop. For those looking for authentic accessories, The OOak’s ‘one of a kind’ ties are great fun and dog lovers should take a look at The Dog Musthaves. At Morgan Moon, TICA members can find delicious women’s and men’s perfumes made from beeswax and our new TICA talent MUSA, featuring sustainable intimate wear, is also a great gift for Christmas, by the way. In short; come along!

What is ‘Typical TICA’ for you?

TICA is a dynamic company. This is reflected on the shop floor, the constant change in the range and even in the pace at which we launch new branches. I hope to be part of this dynamism for a long time to come.