Niek Koedam from NØLSON on trade, hustle and his support network

Niek Koedam, founder of clothing brand NØLSON, does not sell shoes, but always puts on the brave entrepreneurial shoes. Characteristic of Koedam is his polite brutality, 'out of the box' thinking and passion for retail. Characteristic of NØLSON is the clean design, the good price-quality ratio and the Scandinavian vibe. Niek grew up in Bussum, founded his company in Amsterdam and can travel the world with his shirts. Who was his wheelbarrow?Text: Mical Joseph
Image: NØLSON

What was your very first part-time job?

“The longest I have worked for an employer in my life is about three hours. I was washing dishes in a restaurant in Laren, but in those few hours water was thrown over my brand new Lanvins. I had saved up these shoes by selling winter coats and shoes. At the age of fourteen I already had my own retail business. I remember hating my shoes getting dirty. This example may sound superficial, but for me it symbolized that I wanted to do my own business thing and no longer wanted to work 'for a boss'.”

Neither of your parents are entrepreneurs. Fathers is a doctor and mothers works in banking. Where did that entrepreneurial urge come from at a young age?

“As a teenager I already had a talent for seeing what the market wanted in the retail field and I could also earn a nice amount of money with this fact... One and one is two, right?

Before I founded NØLSON, I had a number of businesses that kept me busy alongside my studies. I was the manager of a friend who DJ'd: I took care of the planning of the gigs, that the equipment was ready and that the parties were well organized. I also had a catering company that provided many facilities for student associations and catered for events at my own university.”

How did you come to NØLSON and why?

“After I graduated at the age of 22, the 'NØLSON ball' started rolling. During my studies I found it difficult to find a good quality shirt for a fair price. There were of course retailers with a cheaper price, but I noticed that the quality of these men's clothing often showed. I also wanted to sell shirts that could be worn both formally and casually. NØLSON therefore had to become the brand where you do not pay the top price, but still experience premium quality and look sophisticated.

I flew to China where I found my production partner of the same age. Once back in the Netherlands, I built my website, organized the opening event in the Amsterdam Pijp and started the company from my student room. After a while I opened an office on the Singel at a shared workplace, then moved to another location in Amsterdam and also opened the current flagship store. I run the company together with Janne ten Barge, the pre-director.”

Who was your wheelbarrow?

“There have been (and continue to be) several mentors, advisors and investors throughout my career path. I sit down with the father of a good friend of mine every month to get advice. He has been a major retail producer in the Netherlands. In addition, I have a good acquaintance who is in real estate and who gives me advice about investments and I spar a lot with my current investor. My parents are also very nice in terms of support. They always have my back.”

So it looks like you've gathered a pretty good group of 'wheelbarrows' around you...

“The advantage of my environment is that I grew up in an area where many entrepreneurs live. I don't mince my words, I always take the plunge and take the initiative to have a cup of coffee with certain entrepreneurs.”

What is your greatest passion in your profession?

“The trade, the hustle and building a brand. I love selling a good product and making people happy.”

What has been the biggest learning moment in your career?

“The entire corona period has been a turning point. During these two years I have become even more aware of Janne and I's creative entrepreneurship. Like every entrepreneur, we also had to switch gears. We could just sit back and relax or get to work; we chose the second option.

NØLSON introduced a polo collection for home workers. The polo is of course more comfortable, but is still representative, for example, in a zoom meeting. We also focused on that same-day delivery and upon 'reopening' the store we had the personal shopping experience. Corona was a great learning moment for me as an entrepreneur.”

What advice would you give to your 18 year old self?

“Have confidence in yourself, just do everything you want and gather the right, trusted people around you!”

Have you been a wheelbarrow for someone?

“Lately I have been increasingly approached by others to give them entrepreneurial advice. I always say that there is no one path for entrepreneurs to success. Every story is different.”