Jan des Bouvrie

How to sell top design in Do It Yourself stores? Gamma is the mainstream DIY retail chain in Belgium and the Netherlands. To emphasise their offer in the decorative segment, Dutch interior designer Jan des Bouvrie developed an extensive product line, with which everybody can create their 'designer interior' in an easy way. However, this collection never had its own clear character and was hardly distinguishable from the private label. The proposition was made clear by creating a recognisable product range, shop-in-shop displays and an instore communication style with a high quality appeal. This way, the collection is now as inspiring and attractive as Jan des Bouvrie is as a person.