De Binnenhuisadviseurs and EK Living have entered into a strategic partnership. Through this collaboration, both parties strengthen their position in the home textiles and home living market, while explicitly keeping the entrepreneurship of independent home retailers at the core.
De Binnenhuisadviseurs is a nationwide collective of 29 specialised home retailers, focused on larger, ambitious entrepreneurs in the home living sector. In 2025, the collective introduced a renewed digital platform, providing each affiliated store with its own professional website, strong online visibility and targeted marketing campaigns. This approach has delivered tangible results: an average turnover growth of 17 percent in 2025 across all product categories.
With EK Living as a partner, this growth formula is further strengthened. Both organisations believe in a model by and for entrepreneurs: no franchise, no rigid framework, but maximum support where it matters most. Entrepreneurs remain fully in control of their own store, brand and identity, while benefiting from economies of scale, expertise and proven marketing strategies.
Through this partnership, EK Living further strengthens its home textiles activities. In recent years, the organisation has strongly focused on its so-called Local Hero strategy, positioning independent entrepreneurs as the leading brand in their local markets. Within this framework, EK Living supports retailers with digital marketing, websites and personalised campaigns. This approach was recognised in December with two Dutch Search Awards, for Best Personalisation Campaign and Best Local Campaign.
EK Living is proud to welcome De Binnenhuisadviseurs into the organisation. The collaboration contributes to strengthening the joint position of both parties in the home textiles market.
De Binnenhuisadviseurs will continue to operate independently as a retail concept, with a primary focus on larger home furnishing stores. In addition, EK Living supports its existing affiliated home textile entrepreneurs with private label collections, in cooperation with A-brands in the fields of flooring, window decoration and sun protection. To date, more than 90 entrepreneurs in the Netherlands are affiliated.
The strength of the collaboration lies in the combination of freedom and scale. Each store remains unique, but never stands alone. Together, De Binnenhuisadviseurs and EK Living are building a future-proof concept in which entrepreneurship, profitability and local visibility take centre stage.
