The growing success of the high-end label from Nieuw-Vennep

The CORNELS label is a great success. The company - based in Nieuw-Vennep - is growing fast and continuing to expand. For this edition of Z&R trade magazine, it is therefore high time to talk to founder and director Cornelis Nieuwenhuis. 

Cornelis is immediately upbeat about the latest developments surrounding the strong growth of his young company. "Our distribution center recently moved, tripling its size to 1,200 m². Our current office and showroom are expanding indoors by no less than 400 m². And that is no luxury, because it gives more space for our team, which has grown from 4 to no less than 15 employees in the past 3 years."  

So, we can conclude that the dealer network has also grown?

Cornelis: "Although the label is growing, the number of dealers, on the other hand, has become smaller. But that has been a conscious choice on our part. By the way, we are still looking for new dealers in certain regions, but our selection has become much stricter. We want to work with passionate dealers who move with the times. I see it as an adjustment to our strategy: fewer dealers and a stricter selection. By the way, that adjustment is successful: it has already resulted in more growth."

So what does CORNELS offer in terms of dealer selection? 

"Our products are customized and so is our dealer support. Each individual dealer - each in his own field - sometimes needs additional support. Think, for example, of help in the area of marketing. But we also provide sales training and do project support. We are very versatile in that respect." 

How do dealers feel about Palmo also being a business of yours? 

"My first introduction to the awning business was with the founding of Palmo. At that time we only carried canopies for the hospitality industry. In the meantime, Palmo has grown to become the expert in hospitality exterior design and we supply a total terrace concept. Palmo carries out particularly large, complex catering projects. Think of entire hospitality squares, streets and boulevards. Projects of 400m² are no exception. This year we are even delivering a 1000m² project. This challenge consisted of installing 36 folding roofs!" Cornelis continues: "As such, Palmo is not a direct competitor to our dealers, who are particularly focused on private individuals. However, the dealer or trade that also serves the hospitality industry, we can provide extra good support and advice. They are happy with the (catering) expertise we have in house. In this way we strengthen each other. Moreover, Palmo, with several dealers, thinks involved in product developments, among other things."  

Tell us something about the introduction of the new line planned for this year? 

Must Be: "We are continuously working on improvements and innovations of our product range. Early this year, for example, we launched the NEXT GENERATION line: these are existing products that have been further developed. Our products already have high standards but ultimately everything - as far as we are concerned - can still be more beautiful, more advanced and we are always trying to improve the ease of installation. We are constantly working on these processes. In doing so, of course, we keep a sharp eye on the price-quality ratio. Everything has its value!"

"You hear, of course, in the industry that many brands say they have the best product. We say that too. But ... we really do have it! Just look at the best retractable slat roof in the Netherlands. Yes, that comes from us!"

The best retractable slat roof on the market, what do you base that on?

"I base this on a number of principles that are important before we bring a product to market. These include aspects such as storm resistance, snow load, waterproofing, ease of installation and delivery reliability. For example, this year we delivered the first 15 roofs of POLLUX NEXT GENERATION. Here we have greatly exceeded the expectations of our dealers," Cornelis concludes proudly. 

Would you like to see this exclusive product for yourself? 

Cornelis and his team welcome you to the showroom in Nieuw-Vennep and will be happy to visit with you one of the realized projects to show the product applied.