De Binnenhuisadviseurs and EK Living have entered into a strategic partnership. The partnership will strengthen both parties’ position in the home textiles and home furnishings sector, with the entrepreneurship of independent home furnishings stores remaining explicitly central.

De Binnenhuisadviseurs is a national collective of 29 specialized home furnishings stores that focuses on larger, ambitious entrepreneurs in the home furnishings sector. In 2025, the collective introduced a revamped digital platform, giving each affiliated store its own professional website, strong online visibility, and targeted marketing campaigns. This approach translates directly into results: an average sales growth of 17 percent in 2025, spread across all product groups.

With EK Living as a partner, this growth formula is further strengthened. Both organizations believe in a model by and for entrepreneurs: no franchise, no straitjacket, but maximum support where it counts. Entrepreneurs remain fully owners of their own store, brand, and image, while benefiting from economies of scale, expertise, and proven marketing strategies.

The collaboration strengthens EK Living’s home textiles activities. In recent years, the organization has focused strongly on the so-called Local Hero strategy, in which independent entrepreneurs are positioned as the most important brand in their region. In this context, EK Living supports retailers with digital marketing, websites, and more.