RTL Ventures invests in growth of home furnishings store Flinders

Flinders has found, in RTL Ventures, a new investor to give its growth ambitions an extra boost. RTL’s investment arm is investing €3 million in exchange for a minority interest. Flinders has been growing strongly for years. The company plans to focus on optimising its marketing and customising its offering and logistics.

“The home furnishings sector is still highly fragmented. In the higher-end segment, in particular, there is no national brand that can reach and serve consumers via all channels. Current designer home furnishings stores mainly have a regional focus and online powerhouses like Bol.com, Wehkamp and Fonq don’t specialise in the luxury segment. Our aim is to become the specialist in the designer segment of the home furnishings sector and thus the market leader in the Netherlands, Belgium and Germany”, says Geert-Jan Smits, CEO and founder of Flinders. In the years ahead Flinders will expand considerably in terms of range, personnel, marketing and logistics. The company wants to expand its name recognition via television advertising and print media, and by publishing its own magazine.

Vincent Pieterson, Investment Director RTL: “There are enormous opportunities for home furnishings stores capable of using all channels to inspire and advise home furnishings consumers. With the fragmented offering it is only a question of time before a market leader emerges online in this segment. Flinders has all the qualities for claiming that position, specifically thanks to the multi-channel approach and entrepreneurs at the helm with a proven track record in e-commerce.”

Visitors to the Flinders platforms can admire the work of renowned designers such as Charles & Ray Eames, Arne Jacobsen, Jasper Morrison, Marcel Wanders and Scholten & Baijings. The biggest designer labels from Europe, such as HAY, Vitra, Artemide, FLOS, Muuto and Moooi can also be found online and prominently represented at their flagship store in Zaandam. Says Smits: “Buyers are increasingly starting their search for designer goods online. We’re aiming to optimise the user experience on Flinders.nl. We embrace techniques such as customisation, 3D and augmented reality to better serve consumers and businesses in their search for designer furniture. With RTL’s investment and our synergy with RTL brands in home furnishings and lifestyle we can bring our ambitions to life.”

Visit the Flinders website