“Because of the lockdown, we started working in a completely different way.”
Esther is the owner of KeeZ & Co, a baby and children’s clothing store in Emmen. Since 2003, she had been working as a franchisee of Villa Happ, but after the third bankruptcy no restart followed. For Esther, this turned out to be a positive development, as it gave her the freedom to start a new concept. This marked the beginning of KeeZ & Co.
In 2010, KeeZ & Co first opened its doors under this new and bold name. Although the ten-year anniversary was meant to be celebrated in a big way in 2020, postponement certainly does not mean cancellation.
“That celebration will happen when it’s allowed again — definitely!” Esther says with a laugh.
Working differently because of COVID
The unusual COVID year also forced this entrepreneur to switch gears quickly. Esther explains:
**“Because of the lockdown, we started working in a completely different way. The sales conversation now takes place via phone calls, WhatsApp, social media, and video calls instead of customers simply coming into the store. This switch takes a bit more energy, but you also get used to it quite quickly.
Because we personally deliver orders within a 20-kilometer radius around Emmen, we now arrive at the doors of many customers who used to come to us. So many happy parents and children jumping with joy because the surprise bag was delivered — that’s really wonderful.”**
The Surprise Bag
In addition to online sales and customer contact via social media, Esther introduced the sale of a “Surprise Bag” on January 18:
“My sister saw this idea at a women’s clothing store, and I wanted to try it too. After all, we still had the winter collection and needed to make room for summer clothing. As a customer, you could buy a surprise bag blindly, filled with clothing worth €200, now for €50. Of course, in your child’s size. The only rule was that it couldn’t be returned — you really had to dare a little. If you didn’t like it, €50 is still a lot of money. We were flooded with responses.”
**“The day after launching the surprise bag, we immediately had to implement a time-out. We received so many messages through direct messages and social media — we had never experienced anything like it! We needed time to organize and respond to everything.
One fun reaction came from Borger. We delivered a surprise bag to the neighbors because the customers themselves weren’t home. The neighbors loved the contents so much that they immediately bought a surprise bag themselves! From a margin and cost perspective, the surprise bag isn’t attractive, of course, but the enormous attention and interest are invaluable for our store. And it also gives our team a positive boost.”**
Looking ahead
Still, Esther hopes things will return to normal soon:
“You have to be extremely creative to stay afloat and operate cost-effectively. We’re located in a place with very high rent, and the way we’re working now could just as easily be done from a much cheaper location. We’re really looking forward to the coziness and the hustle and bustle in the store again. Hopefully, spring will bring good weather, a positive atmosphere, and people back into the shops.”
About KeeZ & Co
KeeZ & Co is an inspiring, spacious, and customer-friendly children’s store. You’ll find the nicest baby and children’s clothing brands up to youth size 176. With brands such as Levi’s, Carlijn Q, Malelions, Memphis, Frankie & Liberty, Koko Noko, JUBEL, LOOXS, LOOXS Little, NAME IT, Feetje, Noppies, Retour Jeans, Vingino, and Z8, the store offers a wide assortment.
There is a cozy play and chill area for children, and for all parents, aunts, grandparents, and babysitters, there’s always something to drink ready.
