magazines & SIM
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HELPS PEOPLE DISCOVER
THEIR OWN STYLE
HOME DECO
HELPS PEOPLE DISCOVER
THEIR OWN STYLE
In the context of the digital transition of DPG Media’s home decor publications, the introduction of our own curated homeware shop was one of the key novelties in 2024. From now on, not only can online visitors be inspired, but they can also directly order a piece of furniture or interior object with a single click. Moreover, the various titles now operate under the umbrella brand vtwonen.
Andrea Hollebeek
(55), EDITOR-IN-CHIEF OF VTWONEN AND STIJLVOL WONEN
Annelies Boonstra
(49), MARKETPLACE DIRECTOR
“A seamless connection between inspiration and purchase, that’s the power of the digital transition,” says editor-in-chief Andrea Hollebeek, who, together with marketplace director Annelies Boonstra, is responsible for DPG Media’s home decor publications. “The continued development of digital channels presents new opportunities to advertisers, with the new online homeware shop playing a leading role.”
Every day, the vtwonen team is working on the all-important question from readers: which living style suits me? More than 90% of people struggle to define their own style. Therefore, the platform pays close attention to showcasing different living styles, colour palettes and materials. And then there’s the question: where can I buy it??
Annelies: “With the homeware shop, we help home lovers bring the inspiration into their own homes. If you see a beautiful vase in our TV programme Weer verliefd op je huis, for example, you can purchase it directly from the vtwonen shop. In recent years, we partnered with online retailer fonQ for our shop, but the new boutique was set up independently by the vtwonen-team and fully reflects our DNA. Our platform is all about quality, careful selection and a personal touch. Every brand and product is carefully vetted by our selection committee.”
ONE UMBRELLA TITLE,
ONE UNIFIED EDITORIAL TEAM
The vtwonen brand is now sixty years old, has a brand awareness of 83% and reaches six million readers monthly in print and online. Bringing together the various home decor titles under this flag is, therefore, a strategic move. Wonen Landelijke Stijl is now called vtwonen Landelijk and the titles Eigen Huis & Interieur and Stijlvol Wonen are continuing together under the name Stijlvol Wonen, a high-end design magazine.
Day-to-day operations have also been reformed. The Dutch and Belgian editorial teams were unified, for example, and permanent and freelance editors work not only cross-publication but also cross-channel. Andrea explains: “One day you make a home feature for vtwonen, the next day you write a piece for Stijlvol Wonen. The same goes for the channels: print, online, newsletters and social media. It’s all about synergy. Taken together, our social channels reach one and a half million interested people, the website draws one and a half million visitors every month, and our TV programme Weer verliefd op je huis continues to be wildly popular. Each channel has its own function, but together they tell one story. That’s how we cover all bases.”
But although the digital branch is growing strongly, print remains important. In fact, Andrea sees that magazines are being appreciated anew: “Print was out of style for a while, but now physical magazines are offering people a moment of peace and quiet in an increasingly digital world. It’s that moment on the couch, with a cup of coffee, where you can be inspired without feeling the pressure that comes with the online world.”
THE VTWONEN COMMUNITY
The mission of vtwonen goes beyond simply inspiring readers and potential buyers. “We want to provide a safe haven,” says Andrea. “I find that in these troubled times, people need a refuge, a place to retreat to in the safety of their own home. This is reflected by the interest in soft materials, warm colours and comfortable interiors.”
In addition, Andrea and Annelies are working on a vtwonen community, where fans can meet and exchange ideas. Although the vtwonen&designbeurs trade show is no longer viable, pop-up events or other in-person experiences revolving around vtwonen are being considered.
The brand wants to keep reinventing itself and respond to trends without losing its core values. “As long as people are interested in homes and interior design, vtwonen will play a role. We’re not just a brand, but the trendsetter and guide for everyone who wants to make their house a home.”
