Inside look at Stoop Furniture

Can you tell us something about yourself and your business?

My name is Diana and I am the owner of Stoop Furniture in The Hague. In 2005, I started a brokerage course. I really thought this was what I wanted. But, gradually it turned out that I was more into interiors than bricks and mortar. So I made a decision and at the end of 2007 I rented a building on the Denneweg and literally filled it with beautiful furniture and home accessories. Stoop Furniture was born!

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What kind of clients come to you?

We find that Stoop Furniture’s customers love beautiful, stylish interiors. The age of our customers varies enormously; some are in their mid-twenties and have just bought their first home, others are in their late sixties and are giving their current home a makeover. Incidentally, customers can also come to us for interior advice. We are in a prime location in The Hague, right in the city centre and close to the Palace. That means we also get a lot of tourist traffic. Great fun!

Can you describe Stoop Furniture’s shop range?

Most of the range belongs to the middle or high segment. The furniture we sell includes Keijser & Co, Duran Lighting & Interiors and other fine brands. I also buy from TICA – for over seventeen years! – many home accessories such as table books, vases, candelabras by brands such as Diga Colmore, Asian Mix, Pole to Pole, Gert Snel and Light & Living.

How do you differentiate yourself from other interior and lifestyle shops?

I don’t find that at all difficult. After all, everyone has his or her own style and preference and therefore looks at certain items differently. Every colleague at Stoop Furniture loves interiors and lifestyle. That’s why we keep ourselves busy with interior trends, living styles and new lifestyle brands. We make sure that our range is always in line with our customer’s needs, with the seasons and with the market, but always with our own ‘Stoop style’. This makes us authentic.

View the lifestyle trend here

What do you pay attention to when selecting your shop range?

I really select the items with care. From my suppliers and from TICA. Every item has to be special, have the right price-quality ratio and match the rest of the range. I pay attention to quality, price and appearance. It’s all about the art of mixing. I also choose the products carefully in terms of price. I call this “Ripe and Green” interchangeably. I deliberately do not choose only expensive items, as that is not nice for the customer’s wallet either. When providing interior advice, we take the client’s budget into account. Big or small budget; Stoop Furniture likes to think along with you. After all, that’s our business!

Do we see party or seasonal items in Stoop Furniture?

We do take the seasons into account. After all, candles and candelabras sell better in winter and in summer we have more ‘airy’ accessories such as vases. We also take this into account in the colour palette. Stoop Furniture is, of course, a furniture and home accessories shop and so we don’t really have a ‘festive’ collection for Easter, for example. But, with the Christmas period we will undoubtedly add some unique baubles to our range again. By the way, you can really have fun at TICA during the period; the whole building is in winter atmosphere then. TICA really capitalises on that!

Do you regularly respond to the changing needs of your customers?

Yes, definitely! I keep a sharp eye on what sells well and what doesn’t. Sometimes an article may do much better than I expected. It is often a matter of trial and error. In addition, I always try to keep up to date with what is going on in the interior design field. Of course, I manage this quite well through the suppliers I buy from, my visits to TICA, the (online) magazines and platforms I read. This makes you think and gives you new ideas.

What is the main reason you source from TICA?

The opportunity to see, feel and match all the items in real life. I really like that. Of course, there are so many exhibitors there, which gives you a lot of inspiration and allows you to put together your own unique collection. It’s also nice that you don’t have to buy in large numbers at TICA. That flexibility is ideal for retailers.

The shop range of Stoop Furniture

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TICA Trends & Trade - Binnenkijken bij Stoop Furniture 1

What does a shopping day at TICA look like?

At TICA you find so many different items, I really take my time. As a result of my careful selection process, I can sometimes be found there for hours.

Mixing collection with TICA purchases?

Sure! That’s what makes our range unique. For example, I combined the colour theme old pink with tall vases and beige cushions from TICA.

A successful buying decision at TICA?

What sold well in the summer were the wicker baskets (with and without beads) and the shell necklaces. Very nice products for (almost) any interior.

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Inside look at Stoop Furniture

Get inspired by Stoop Furniture

What kind of clients come to you?

Can you describe Stoop Furniture’s shop range?

Do you regularly respond to the changing needs of your customers?

What is the main reason you source from TICA?

The shop range of Stoop Furniture

Not yet a TICA member?

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