“We don’t do trends. We do bestsellers.”
How do you turn a product into a bestseller? Housevitamin knows all about it. With a mix of boldness, fun, and a keen ear for the consumer, this brand creates collections that instantly uplift any interior. Founder Mischa van Raam shares her vision and highlights the brand-new stand in Aalsmeer.
Housevitamin started with a simple idea: stylish living should be accessible to everyone. “We found everything too expensive and serious,” says Mischa. “With Housevitamin, we bring ‘vitamins’ into the home: styling items that make you happy and are affordable.”
The collection is always evolving. Think 40% basics (calm and mix & match-friendly), 40% playful (shapes and colors with a twist), and 20% bold (the eye-catchers you can’t ignore).
The brand is growing, but the team has deliberately remained small and close-knit. “Without them, there’s no Housevitamin.”
Housevitamin knows better than anyone what works on the shop floor. “A product only becomes a bestseller if the consumer wants it,” says Mischa. And that’s where things often go wrong. Retailers often buy based on their own taste. But what you like doesn’t necessarily sell.
Housevitamin’s collection is entirely consumer-focused. They know exactly what the customer wants and what makes them happy. They always aim to create those bestsellers that everyone (both store and consumer) needs. In playful colors and also in calm and neutral tones. They keep their ears and eyes open and, for example, attend various consumer fairs. This allows them to gauge what consumers like and ensure they continue to respond to that.
“We ensure that the collections match the consumer’s needs. It’s then up to the retailer to pick up on this and respond accordingly,” says Mischa
Seven years ago, Housevitamin started with items featuring the word ‘Fuck’: cards, sculptures, vases. They received criticism but stayed true to their style. And guess what: members were fans!
For them, ‘Fuck’ stands for creative freedom. And that vibe is contagious. People love it – and that’s exactly the point. Mischa says: “My son once asked why I keep using it. ‘Because it feels like: I’m doing my own thing,’ I said. And he got it immediately.”
“Dare! We do it too.” Being a bit rebellious is allowed. Mix calm basics with a hefty dose of quirkiness. Give your eye-catchers the spotlight and don’t let them drown in the crowd. Add a striking quote. Make a statement. That’s how your presentation sticks.
Styling is everything, according to Mischa. “Don’t place our items randomly in your store; they’ll lose their impact.” Her advice? Create a Housevitamin corner. Give basics a calm setting and let playful items pop with color or quotes. It’s all about experience. “We think like a brand, and you can see that in the sales.”
“Everything! Our stand is bursting with combinations,” says Mischa. From calm beige basics to bright neon pops – there’s something for every member. And everything is easy to mix. Scan the space, discover your favorites, and bring along some boldness. Because that’s where Housevitamin excels.
“Absolutely! It’s an honor to be at TICA: so much inspiration and brands in one location, that’s truly unique. We’re happy to be part of it,” says Mischa. “And what makes it extra special are the TICA members who are super loyal. They post about Housevitamin and proudly show that they sell our products. That energy is contagious.”
“We’re fans of TICA and the members. Together, you achieve more,” says Mischa.
