My name is Diana and I am the owner of Stoop Furniture in The Hague. In 2005, I started real estate training. I truly thought this was what I wanted. However, along the way, I discovered that I was more interested in interior design than in buildings. This led me to make a decision, and at the end of 2007, I rented a property on Denneweg and literally filled it with beautiful furniture and home accessories. Stoop Furniture was born!
We notice that Stoop Furniture’s customers appreciate beautiful, stylish interiors. The age range of our customers varies greatly; some are in their mid-twenties and have just bought their first home, while others are in their late sixties and are giving their current home a makeover. Customers can also come to us for interior design advice. We’re located in a prime location in The Hague, in the city center and close to the Palace. This means we also get many tourists visiting – which is wonderful!
The majority of our assortment belongs to the mid to high-end segment. The furniture we sell includes brands such as Keijser & Co, Duran Lighting & Interiors, and other premium brands. Additionally, I’ve been purchasing from TICA – for over seventeen years now! – many home accessories such as coffee table books, vases, candlesticks from brands like Diga Colmore, Asian Mix, Pole to Pole, Gert Snel, and Light & Living.
We do take seasons into account. Candles and candlesticks sell better in winter, and in summer we have more ‘light’ accessories such as vases. We also consider this in our color palette. Stoop Furniture is primarily a furniture and home accessories store, so we don’t really have a ‘holiday collection’ for occasions like Easter. However, during the Christmas period, we undoubtedly add some unique Christmas ornaments to our assortment. At TICA during this period, you can really have a great time; the entire building is transformed into a winter wonderland. TICA really excels at this.
Yes, absolutely! I closely monitor what sells well and what doesn’t. Sometimes an item might perform much better than I expected. It’s often a matter of trial and error. Additionally, I always try to stay informed about what’s happening in the interior design field. This is quite manageable through my suppliers, my visits to TICA, and the (online) magazines and platforms I read. This stimulates thinking and brings new ideas.
The opportunity to see, feel, and match all items in person. I really appreciate that. With so many exhibitors there, you gain lots of inspiration and can create your own unique collection. Additionally, it’s convenient that you don’t have to buy in large quantities at TICA. This flexibility is ideal for retailers.
At TICA, you find so many different items, I really take my time there. I browse for hours to carefully select what fits my store. It pays off because mixing TICA purchases with my own collection creates something unique. For example, I combined the old rose color theme with tall vases and beige cushions from TICA – which was a great success. And what was a hit this summer? The wicker baskets and shell necklaces, with or without beads. Timeless, atmospheric, and fitting in almost any interior.
