Family business
Intratuin Zevenhuizen is a true family enterprise, with roots tracing back to 1972 when founder Aad Droogh started Forsythia Plant Centre from his home. In 1980, he joined forces with seven like-minded and slightly rebellious entrepreneurs to pool purchasing power and promote under the name Intratuin. The brand has since become a household name across the sector in the Netherlands and Germany. Today, the next generation - brothers Stephan and Jeroen, along with sister Suzanne - heads four locations: Zoetermeer, Pijnacker, Rhoon, and Zevenhuizen.
Each sibling brings unique expertise to the table: Jeroen focuses on operations and procurement, Stephan excels in strategy, marketing, and sales, while Suzanne oversees collections, store aesthetics, and creative styling. The Zevenhuizen branch recently underwent a major transformation, revamping its hospitality section ‘Dining in the Proeftuin’ into a welcoming concept with the flair of a trendy restaurant, in collaboration with Izabela Cwiklinska, owner of Studio Iska.
Sustainability
With generations rooted in farming, the Droogh family has developed a keen sense of pragmatism and a strong connection to nature, land, and animals. ‘My crib was practically on the till,’ Stephan reminisces, having grown up in the business. ‘The store is my home, and sustainability - treating resources with care - is in our DNA. These are our family values. Thinking ahead and focusing on the long term pays off in ways beyond financial gain. This philosophy is shared with the partners we work with. We choose the best, like Izabela for design and Satelliet for furniture. Trust in one another is key.’
‘We are gardeners’
‘Hospitality is becoming increasingly important, and our approach to it sets a benchmark within the Intratuin brand,’ Jeroen explains. ‘We want to stand out because people will travel from far and wide if the experience is extraordinary.’ Having won awards like ‘Best Show,’ ‘Most Creative Show,’ and the ‘Originality Award’ multiple times, the bar is always high. Stephan adds, ‘We continuously push the envelope, both in atmosphere and design. This is where the talent of Izabela and Suzanne truly shines—they make a great team, inspiring each other. We gave them carte blanche. Izabela has a wealth of knowledge, understands us deeply, and only needs half a word to get it right. That’s invaluable, as we are retail-oriented… we’re gardeners.’
‘Visitors are dazzled, often expressing their admiration. ‘That’s when you realise we’ve exceeded expectations.’
Going extreme
‘The brief? We wanted extreme,’ laughs Izabela. Starting with a blank canvas, they set out to create intimate spaces that appeal to diverse audiences. ‘Every corner was studied with the target group and experience in mind. Who will sit here? What will they want? What should it look like?’ This meticulous approach led to distinct zones, each with its own ambiance. Despite their differences, the spaces are unified through consistent use of colour, luxurious fabrics, and a neon feature guiding visitors between zones.
Stephan elaborates, ‘We spared no expense because that extra investment makes something truly remarkable. The layout is spacious, featuring premium seating where guests are welcome to linger all day if they wish. Our Proeftuin is accessible to all and has the vibe of a hip restaurant. Guests are amazed, often complimenting us. Sometimes, the demand has even led us to temporarily close the restaurant due to overwhelming crowds.’
The Finishing Touch
The hospitality section seamlessly bridges the gap between the restaurant and retail. Suzanne explains, ‘We wanted to add value to the garden centre and came up with the idea of incorporating birdcages. In my work, I’m always on the lookout for quirky, striking materials and designs that still align with our core identity. By integrating items from suppliers available in-store - like silk flowers from Silk-ka or decorative lighting and accessories from Light & Living - we create synergy between retail and hospitality. This extends to the tactile furnishings, with soft, plush fabrics used in chairs, sofas, and even the wallpaper. These layers enhance the experience, adding a finishing touch.’
People make the difference
‘Retail is evolving from product-driven to experience-driven,’ Stephan concludes. ‘Future-proof retail is about stores people visit for pleasure, with ever-changing seasonal offerings. Online shopping provides a fleeting thrill but lacks the enjoyment of in-person experience. A strong hospitality concept adds another dimension to that. This is a place people enjoy coming to, and our staff is the key to our success. Guests travelling specifically to visit us is a great compliment to our hospitality team. The menu offers variety without being overwhelming, and our team has the freedom to create their own dishes and recipes. That pride is something guests can taste!’
