In 1919, Fetim started importing timber. Over a hundred years later, it is a leading trading company in building materials and home furnishings. It embarked on a strategic transformation in 2020, spearheaded by digitalisation (especially in e-commerce and online marketing), product innovation and professionalisation (especially in data). Despite the pandemic, the company is on track to exceed its originally set ambitions.
At the Fetim of today and tomorrow, customer satisfaction and thus the customer journey are key. The supplier’s customers range from specialist shops to contractors and DIY chains and other retailers in the Benelux market and Germany. The online sales channel is becoming increasingly important. Fetim also exports its product range to European customers where it is sustainably profitable to do so. This diversity of route-to-markets and customer groups was deliberately chosen to reduce dependence on a speciic channel.
Fetim consists of several Business Units, each with its own vision and focus. Among others, Fetim is an expert in the product groups flooring (with brands such as Flexxfloors and Solidfloor),window decoration (with the brands Intensions and Liedeco), wall decoration and storage (known from Pekodom and Duraline), (technical) sanitary ware (with, among others, Haceka) and a wide range of building materials.
The overall range strategy is based on two principles: surprise the market with relevant innovations and offer good value for money. To make this possible, Fetim purchases goods in a sustainable and responsible manner, both in Europe and abroad. Fetim also produces part of the range itself. This backward integration in the chain is essential to drive high-quality product innovation.