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credit: heidemarie kriz // dwp
credit: heidemarie kriz // dwp

The power of natural simplicity and quality @Dille & Kamille Düsseldorf, Germany

Exactly 50 years ago, the first Dille & Kamille store opened in a shipyard cellar on the Oudegracht in Utrecht, the Netherlands. There are now 47 stores in Belgium, Germany, and the Netherlands.

Retail Column by Heidemarie Kriz, Point of Sale Doctor and Retail Architect (KRIZH, POSitive Affairs)

Enjoy the moment every day and focus on the essentials

In 1974, company founder Freek Kamerling had a clear vision for his family business. From the very first store, he spoke out clearly against the use of plastic in favor of natural materials such as glass, wood, and ceramics. He advocated craftsmanship and quality products as a counter-trend to the then-emerging throwaway society. To this day, quality products made from natural materials with a long lifespan continue to impress—these are often used across generations due to their timelessness.

Decisive not only when it comes to partnerships but also when it comes to suppliers and sustainability

Free access to classical music is promoted at music festivals such as Wonderfeel or the Zeister Musiktage. Apart from live events, we also like to listen to our own public Dille & Kamille Spotify playlists at home. Natural simplicity is lived through the small moments of happiness in everyday life. Music creates a good atmosphere in the company and provides peace of mind and moments of reflection. The partnership with 50I50 Wood gives people far from the job market the opportunity to gain experience in working life. Parts of the furniture for the stores are produced in these workshops, as well as signs, boxes, and kitchen utensils. A DIY spice rack was also created as a joint project. As the workshops are often located in cities with stores, the project participants like to come by and see the pieces of furniture they have made – often with their families and friends. For overseas transportation, Dille & Kamille has a partnership with Goodschipping, which helps to reduce CO2 emissions from shipping with the help of sustainable organic fuel. Sustainability is also practiced at the company’s distribution center: it operates without gas, has a heat pump, underfloor heating, and 6,400 solar panels on the roof.

“we are family” – the advantage of this membership program

Friends of the community program will, of course, receive the news first. They can marvel at the new collections in advance, take part in prize draws, or use exclusive evenings for shopping. However, the 365-day right of return is exceptional!

Credits all photos: Heidemarie Kriz

Store design

The visual appearance of Dille & Kamille at Flinger Strasse 28 in the heart of Düsseldorf is bright and friendly throughout. The primary materials used are wood, metal, glass, and ceramics. The furniture comes from 50I50 Wood, which uses FSC or PEFC-certified wood. Another positive feature is the guidance system, in the form of suspended signs that navigate visitors through the store in front of the walls, all painted white. As elsewhere, this store is located in an old, beautiful, sustainably renovated building using materials that have as little impact on the environment as possible. Energy-saving LED lighting puts the goods in the right light.

My tip: Provide inspiration and build a community. In the case of Dille & Kamille, this is achieved in various ways: offline through events such as evening shopping or music events and online via a great website that offers many benefits and conveys a “community-feeling” with all available options. There are excellent sources of inspiration for the kitchen, the garden – and the entire home. Craft enthusiasts will also find what they are looking for in the DIY section, and creative recipe ideas for cooking and baking are also available for all occasions – such as the current Easter brunch! Giving customers added value and making their lives easier through a clear product range selection, helping them buy good, timeless products with a history. 

Shop contact:
Dille & Kamille
Flinger Straße 28 40213 Düsseldorf

About Heidemarie Kriz

In this monthly retail column, retail architect Heidemarie Kriz shares with us her Retail Shop Tip and lets us know her thoughts and expertise regarding her experiences visiting some of the latest and most innovative shops. Heidemarie Kriz has been an architect and shop designer for more than 25 years. For decades, she has held senior positions with major brands across Europe, but she has also worked as a freelance concept designer, an architect, and a consultant specialising in shops, furniture design, customer and purchasing behavior, and visual merchandising. Kriz and her team of experts specialise in retail concepts, analysis, and holistic advice in the retail sector. In addition, she also writes retail-specific topics in the editorial team of ACROSS Magazine.



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