“I am proud of our entire team — that we managed to turn it around and make something of it.”
Nicole is the owner of Square Bodyfashion in Beek. The store is a true family business. Since 1940, the shop has been passed down from generation to generation. Last year, they were set to celebrate their eightieth anniversary. Just as preparations for the festive activities were in full swing, the store suddenly had to close its doors. For Nicole and all employees, this came as a huge shock.
Filling the webshop
As positive as Nicole and her team usually are, in March they found it hard to see a way forward.
**“At the start of the COVID period, we were still allowed to stay open. I noticed that the staff were quite anxious — what if you get sick? I live above the store with my family and young children. So we just sat in the store ourselves. It meant teaching schoolwork and selling lingerie, swimwear, and nightwear at the same time. In the afternoon, there was often some extra help from a colleague.
Through Euretco Fashion, we have a webshop, but it wasn’t properly filled yet.”**
One colleague worked tirelessly to fully stock the webshop. By using the webshop, creating homemade videos on social media, and offering personal attention in the store, they managed to partially recover the enormous loss in revenue.
“We were able to bring turnover from –75% up to –1%. I am proud of our entire team — that we managed to turn it around and make something of it.”
Service-oriented team
According to Nicole, the women’s team at Square Bodyfashion is extremely service-oriented — a great quality that is difficult to fully express in these times.
“In a bodyfashion store, every customer has their own story. One asks for advice, another has gone through something difficult, or someone is buying a gift for a family member. We are really looking forward to welcoming our customers back into the store. We miss the contact with people. That said, we’re doing fairly well through social media channels. Customers appreciate the personal contact in this way,” Nicole explains.
From fashion show to photoshoot
Normally, the store organizes its annual fashion show in September. Together with fellow entrepreneurs, friends, nieces, and nephews walk through the village to showcase the latest items. Due to COVID, last year’s fashion show could not take place. To still create something special, Nicole and a colleague gathered all their children for a photoshoot at a local B&B.
“We created truly beautiful photos that we could later use on social media and in our newsletter. We received many positive reactions to this,” Nicole says.
A collection for the whole family
Square Bodyfashion is a family business that originally started as a textile store. Over time, the assortment has evolved. Nicole explains:
**“In the past, we also sold children’s furniture, clothing, and tea towels and bath towels. Now our collection consists of swimwear, nightwear, and underwear for the entire family — from baby onesies to bodysuits and corsetry. From a grandmother or mother visiting with a (grand)daughter for her first bra, to grandparents buying fun pajamas, underwear sets, or bikinis and swim trunks for all their grandchildren. Something a little different than an Easter egg at Easter.
Our collection is feminine and sporty, sometimes with a touch of lace — but not too much gold and glitter.”**
About Square Bodyfashion
Square Bodyfashion is located on the Market Square in Beek and offers collections for women, men, and kids. Brands sold include: Marie Jo, PrimaDonna, Mey, Charlie Choe, Pastunette, Ten Cate, Claesen’s, Chantelle, Skiny, Pink Label, Björn Borg, HOM, Cyell, Beachlife, Protest, Sunflair, Sunmarin, Anita, Sloggi, Sanetta, Kunert, and Oroblu.
