Serge Van Hoorde

After a recovery period, I founded a small company for my son-in-law, WESprojects bv. They are responsible for advanced sustainable techniques. Domotics-controlled energy solutions for individuals and SMEs. The goal was to set the direction and share knowledge for the first 3 years. Today, this is being phased out, and my son-in-law can continue on his own path after 1 good year, a bad year, and another good year in 2023 with a stable outlook. He has no ambition for significant growth, which, of course, doesn't align with my mentality. But the company has everything to establish its position.

Started as a freelance consultant for various SMEs in different sectors. Founded EMproductmarketing BV together with a partner, 50/50. I handled development and front office, while my partner managed the back office. Established a wholesale business in the Benelux for stoves/pellet stoves. Distribution of private labels to major distributors and own labels to retail. In 2018, I took over my partner's shares and focused solely on Belux. Launched a webshop and a physical stove and fireplace store. Expanded to outdoor kitchens and wood-fired outdoor fireplaces. Founded www.kachelsenhaarden.be. In 2020, sold the wholesale business to a colleague. Continued to expand the high-end private customer segment. Increased private sales revenue from €300,000 to €1.2 million in one year. Corona disrupted plans, resulting in an 80% revenue loss. Consciously chose not to inject additional capital into the company due to uncertainty about the return on investment. The company went into liquidation without harming customers.

Established a new branch for the wholesale division of Group Antonio Merloni, a manufacturer of 6 million household appliances annually. Previously supplied to Zanker in the Belux region. Zanker was acquired by Electrolux, causing the sales market to disappear. In collaboration with Frenk BV Netherlands, established a Belux branch from scratch. Nine years later, achieved a turnover of €8.7 million with 14 employees. Distribution of private labels and own labels at various market levels. In 2005, also took over commercial management in the Netherlands for retail distribution. The Benelux region together accounted for approximately €22 million in turnover. In terms of profitability, the Benelux was the best partner in Europe. Stable results with a well-balanced sales market and risk management. Unfortunately, the Italian manufacturer went bankrupt during the banking crisis. After numerous negotiations with Italian politicians who were supposed to revive the company, it had to close due to a lack of goods. All employees were placed with colleagues.