A business about people

A kitchen is much more than just a place to cook and to prepare the family dinner. Today,a kitchen is an important part of the flat or house, integrated into the overall interiorconcept. The trend towards open kitchens underlines the ‘living’ character of theplace. It enables the cook to participate in the discussions or talks going on whilepreparing the food. No wonder that people lay much more emphasis on the design oftheir kitchen than they used to. Today, a kitchen has to unite design and functionality.The choice of the colour and the placing of the different elements is as important as thequality of the electronic equipment. DMG Keukens, Meubelen & Sanitair, based in Waalwijk,in the Netherlands, is the country’smarket leader in kitchens. Drawing on such asolidmarket position, the company has started to further flex its muscles and to expandinto other fields, into the sanitary and furniture market.

Big in kitchens

Still, the kitchen sector forms themainstay of the dynamic business. Altogether, DMG operates over 200outlets nationwide, covering all marketsegments, from the entry segmentthrough to the upper end.DMG primarily sells its own label. In2007, the kitchen expert launched anew brand, the Barletti Collection.Now, the dynamic enterprise is busydeveloping the new brand, and at establishing35 shops all across thecountry. Recently, the constructionof the first three shops began. “TheBarletti Collection exclusively includeskitchens targeting the upperend of the market,” explains thecompany founder and owner,President and Director, CEO BenMandemakers.

DMG is well-known for its unparalleledprogramme of quality kitchens,encompassing all styles and pricecategories, from entry level kitchensto premier-class kitchens, made bytop manufacturers such as Barletti,SieMatic or Poggenpohl, to name buta few. “We pride ourselves on beingable to offer the best kitchens availablein the market, all with our DMGquality guarantee,” says Mr. Mandemakers.“We try to live up to our excellentreputation with every singlekitchen or piece of furniture wedeliver.”

Quality bathroom design

The sanitary sector is a second pillarof the business. Similar to itskitchen programme, the company isable to offer a wide range of differentstyles and price ranges. Profoundknow-how about the market, astrong commitment to top qualityand innovative design have resultedin long-term cooperations with market-leading brands such as Dornbracht,Villeroy & Boch, Sphinx andGrohe. DMG also has its own label‘Ben Sanitair & Tegels’. “We are ableto offer the right bathroom for everyone,”states the director. “Our inhouselabel Ben Sanitair & Tegels includestop quality products whichare around 20%cheaper than productsfrom the top brands.”One stop shop for furnitureBesides its leading position in thekitchen and sanitarymarket, DMG isa leader in the Dutch furniture industry.The dynamic enterprise runs60 furniture shops in the Netherlands,selling its own brands Quadroand Montel as well as leading labelssuch as Artemide, de Sede, Leolux,Natuzzi, Haryink, Linteloo, Designon Stock, Bert Plantagie, Jori or Label.DMG’s own brands are also soldvia external partners.

Customer satisfaction and quality

“At DMG, customer satisfaction andquality come first,” saysMr.Mandemakers.“All our products meet atop quality standard. Our productprogrammes are wide and are regularlycomplemented with productsmeeting new trends and technologicaldevelopments. Whether in thekitchen, sanitary or furniture market,we always set off developing aconcept together with our clientsand try to inspire them with newideas and suggestions. Customersatisfaction is the thread of all ouractivities. I try to exemplify this philosophythrough my own behaviour.I see myself as a kind of culturalguardian at DMG, trying to pass onmy philosophy tomy executives andthrough to every single employee ofour company.”

An entrepreneur by heart

“People are central to everything Ido and I try to provide a motivatingworking atmosphere for everyone,”he continuous. “Our new buildinghas a fitness studio, a nursery and awell-priced restaurant and on Fridayafternoon our in-house pub opens. It’s our people who make ussuccessful. Therefore, I want themto feel well with us and to identifywith our values and traditions.”Ben Mandemakers is an entrepreneurby heart. He started his ownbusiness in 1987 in Kaatsheuvelwith a small shop located in a barn.From the very beginning, he focusedon the sale of kitchens. “Infact, I made my hobby my profession,”says Mr. Mandemakers.Soon, the business prospered andhe was able to acquire several competitors.In 2001, DMG entered thesanitary market and two years laterthe dynamic enterprise started sellingfurniture. In 2007, DMG tookover Piet Klerkx with all brands ofthe chain. This was an important strategic move, paving the way forfurther growth. In order to extend itscapacities, the companymoved intoits current facilities at the end of lastyear, a brand-new building. Today,DMG has 5,000 people on the payrollEurope-wide, of which 4,000 areactive in the Netherlands. Evenagainst the background of the crisis,the company was able to achieverevenue of around one billion EURlast year, still enjoying significantgrowth rates. Almost 30% of theturnover comes from export activitieswith Germany, Belgium and theCzech Republic being key exportmarkets. Quite recently, the companymade its first foray into the Polishmarket. Every year, DMG exhibits atthe Huishoudbeurs in Amsterdam and at several other consumer fairs.Considering Mr. Mandemakers people-oriented business approach it isno wonder that DMG is able to drawon excellent word-of-mouth advertising.Between 75 and 80% of allcustomers come on the basis of recommendationsfrom happy clients.

Continuous development and evolution

Besides customer satisfaction continuousdevelopment and evolutionare cornerstones of the company’sphilosophy.DMG’s mission is clear: To be and toremain the best in kitchens, bathroomsand furniture and to offerkitchens, bathrooms and furniture ina wide range of attractive styles andprice ranges. To fulfil its mission, innovation,quality and service will alwayshave priority. “We aim to retainour leading position in the market,”says Mr. Mandemakers. “DMGstands for creativity, constant highquality and customer satisfaction.Our excellent processes translate