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Niek Koedam of NØLSON on the trade, the hustle & his helplines

Niek Koedam, founder of clothing brand NØLSON, does not sell shoes, but he always pulls on his entrepreneurial shoes. Koedam is characterized by his polite boldness, out-of-the-box thinking and passion for retail. NØLSON is characterized by clean design, good value for money and a Scandinavian vibe. Niek grew up in Bussum, founded his company in Amsterdam and can take on the whole world with his shirts. Who was his wheelbarrow?Text: Mical Joseph
Image: NØLSON

What was your very first side job?

"The longest I've worked for an employer in my life is about three hours. I was washing dishes at a restaurant in Laren, but in those few hours water was thrown over my brand new Lanvins. I had saved these shoes together by selling winter coats and shoes. In fact, at the age of fourteen I already had my own retail business. I remember hating to see my shoes get dirty. This example may sound superficial, but for me it symbolized that I wanted to do my own business thing and not work 'for a boss' anymore."

Your parents are both not entrepreneurs. Dad is a doctor and mom works in banking. So where did that entrepreneurial drive come from at a young age?

"As an adolescent, I already had a knack for seeing what the market wanted in terms of retail, and on top of that, I could make a nice penny with this fact... One and one is two, right?

Before I founded NØLSON, I had a number of ventures that kept me busy alongside my studies. I was manager of a friend who DJ'd: I took care of the planning of the gigs, that the gear was ready and that the parties were well arranged. I also had a catering company that facilitated a lot for student associations and did the catering for my own university's events."

How did you come across NØLSON and why?

"After I graduated from college at 22, the 'NØLSON ball' started rolling. I found it difficult during my studies to find a good quality shirt for a fair price. Of course, there were retailers with cheaper prices, but I noticed that the quality of these men's clothes often left something to be desired. In addition, I wanted to sell shirts that could be worn both formally and casually. So NØLSON had to be the brand where you don't pay top dollar, 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 area and started the business 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 still are) several mentors, advisors and investors throughout my career path. I sit down with the father of a good friend of mine on a monthly basis to get advice. He has been a major retail producer in the Netherlands. I also have a good friend who is in real estate and gives me advice on investments, as well as sparring a lot with my current investor. My parents are also very nice in terms of support. They are always behind me."

So it looks like you've gathered a pretty good club 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, always pull up my courage and take the initiative to have a cup of coffee with certain entrepreneurs."

What is your greatest passion in your profession?

"The business, 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 tipping point. During these two years I got even more behind the creative entrepreneurship of Janne and me. Like any entrepreneur, of course we had to shift gears. We could sit back and relax or go full steam ahead; we chose the second option.

NØLSON introduced a polo collection for home workers. The polo shirt is of course more comfortable, but is still presentable with, for example, a zoom meeting. In doing so, we also focused on same-day delivery and when we "reopened" the store we had the personal shopping experience. Corona was a great learning moment for me as an entrepreneur."

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

"Have faith in yourself, just do whatever you want and gather the right, trusted people around you!"

Have you been a wheelbarrow for anyone?

"Lately I have been approached more and more by others to give them entrepreneurial advice. I always point out that there is no particular path for entrepreneurs to success. Every story is different."