Our colleague Thierry Coeman visits the Dutch Province of Limburg at the crossroads of Belgium, the Netherlands, and Germany, where the Romans were among the first to see the potential of Neder-Germania. Fertile rolling hills and lush forests once drew settlers who built villas and trade routes here. Today, the scenic landscapes remain a magnet for hikers and cyclists. Above all, it is celebrated for a modern retail icon: Interchalet in Horst.
Nearly half a century ago, along the A73 motorway, a modest woodworking business set out on an ambitious path. Now, Interchalet has grown into a premier Home Park shopping destination, attracting more than 450,000 loyal visitors annually, www.homepark-interchalet.nl.
What’s the secret to Interchalet’s enduring success?
A philosophy of Listening and Learning
For Bas van Rens, Operations Director, Interchalet’s success comes down to a simple principle: focus daily on what customers expect and use your five senses by walking through the store all day long.
“Fridays are sacred to me. I set them aside for reflection and brainstorming with our founder and owner Jan Clabbers, his son, and trusted partners”, Bas explains. Amongst those collaborators are Paul van Rebergen, Managing Director of Einhell Benelux, one of a selected group of suppliers shaping Interchalet’s profound convictions and retail beliefs. The atmosphere is relaxed and the discussions are enriched with vision, insight and plenty of interaction.” As the conversation unfolds, Bas comes alive, revealing himself as a born retailer with decades of experience. Bas van Rens joined Interchalet in 2018, bringing deep experience from the garden sector. At the time, Jan Clabbers was seeking a like-minded leader to prepare the family business for the future. The pair’s shared passion for retail and meticulous attention to detail, forged an instant connection that sparked spontaneous chemistry.
“As a matter of fact, we know and understand what drives customers and how to respond to their needs. The magic lies in listening, observing, and learning, I walk an average of 30,000 steps a day, interacting with customers and staff. That insight is tremendous precious to me”, says Bas. His approach echoes the great Irish retailer Feargal Quinn‘s classic ‘Crowning the Customer’, a retail bible and another DIY treasure.
“To stay relevant as an independent retailer we must make Interchalet the preferred destination store for any customer involved in a DIY and Home Improvement project. Our company chart reflects that philosophy; our mission is rooted in three guiding pillars: Hospitality, Inspiration and Convenience. These principles shape everything we do daily”, Bas emphasises.
A Shopping Experience Designed to Delight
Interchalet’s floor plan is a strategic retail masterpiece. Its buying-room concept replaces static showrooms, that invite exploration and buying behaviour.
“40% of our total retail floor (30,000 m²) is leased to strategic partners, strengthening the Interchalet retail promise of ‘Everything for in and around the home”, Bas explains. Notable tenants include: Timmermans Tuinmeubelen (garden furniture), Budget Home XXL (home furnishings), Superkeukens (kitchens), Baderie (Bathrooms), and Aanhuis.nl (Flooring, doors and windows), along with a vast selection of furniture and accessories. Collectively, their sales are growing year on year. Each partner operates independently as a business unit, but under the Interchalet banner.
The store`s shop-in-shop model adds variety and depth, which enriches the shopping experience. Einhell Professional instore launch achieved record sales within three months, thanks to smart category management and a tiered pricing strategy (Good-Better-Best). “It’s truly a win-win-win partnership. Few suppliers manage this level of collaboration with an independent retailer like us”, Bas notes.
Service as a Catalyst For Growth
Interchalet’s strength lies not only in its massive product range (360,000 SKU’s), but also in an extended service approach. Expert-staffed help desks provide personalised and specialised advice and guidance, while a network of skilled contractors delivers professional home installations for everything from lighting, faucets to outdoor living spaces. The Interchalet “Do-It-Together” philosophy empowers customers to create and realise their dream homes with confidence and professional support. Today, home installations represent almost 20% of store turnover. A fully equipped sawing plant adds another layer of convenience, offering tailored solutions for every wood project.
Navigating transformation with innovation and technology The well-known ‘ Wheel of Retailing’ spins faster than ever, and Limburg is no exception. The post-COVID era has transformed the DIY and Home Improvement industry: Digital integration, the blending of online and offline channels, technological innovation, labour challenges, rising costs, and geopolitical uncertainty.
Interchalet is embracing these changes head-on.
“We’re not digging in our heels, we believe physical stores fulfill a psychological necessity. Customers travel far not just to shop but to escape daily routines and enjoy a unique retail experience”, Bas concludes.
Interchalet’s treasure rests on striking a balance between large assortments and product range, atmosphere, service, and hospitality. Brasserie Intermezzo, a café at the heart of the store, captures this spirit; 40% of the customers conclude their trip there, making it a core part of the Interchalet DNA and brand.
A Vision for the Future
Interchalet’s commitment to its stakeholders ensures it remains a leader in DIY and Home Improvement retail. In Horst, customer centricity and selective supplier partnerships are a winning formula. The future holds even more opportunities.
- Expansion: an additional 2,500 m² area of retail space is ready for development.
- Collaboration: opportunities abound for creative suppliers through shop-in-shop concepts, in areas like smart home technology, storage, assistance devices for older people (ageing population), to sports and leisure
- Renovation: modernisation projects are already planned for sections of the building
- Retail dynamics: the second-floor hosts dynamic start-ups in marketing, advertising and design, injecting fresh energy into the Interchalet business.
April 2026 marks Interchalet’s 50th anniversary, a milestone set to be celebrated in style.
More than a retail destination, Interchalet is a retail case study in visionary entrepreneurship. It has transformed Horst into a beacon of inspiration for enthusiastic diy’ers and the broader Home Improvement industry.
Technical Information:
- Retail Banner: Home Park Interchalet
- Location: Horst, Netherlands – Witveldweg 100
- Owner: Jan Clabbers Family
- Operations Director: Bas van Rens
- Retail Space: 40,000 m² (incl. 1,500 m² garden section and a huge parking site)
- Product Range: 360,000 SKU’s
- Employees: 200 FTE
- Member of IBW (Construction Materials Purchasing Group, 5 Dutch members)
