The new RetailRookies are well known

The ten RetailRookies from 2022-2023 have been announced. This is the ninth time that RetailTrends is giving young, promising retail concepts a stage.

This year’s nominated concepts are:


For years you have been able to walk the shopping street for glasses and hearing aids, so why not for dentures? The dentition was born out of this idea, which is to grow into a franchise chain. Founder Germen Versteeg is thinking of about 25 stores in the Netherlands and will then cross the border.

Food for the skin

Food for Skin is a skin care brand that is one hundred percent natural and largely made up of vegetables, some of which are circular. “We offer an alternative to the more chemical and traditional skin care brands. We show that things can be done differently, “says creator Angela Ursem.

Karma Kebab

You’re at a festival with friends, and you’ve had fourteen beers. What do you want to eat? Shawarma. That was the reason when Pascal Labrie was asked that Lowlands should develop a sustainable night snack. This is how Karma Shawarma was created, which was later renamed Karma Kebab: vegetable shawarma, made from celeriac. “We do not cater to vegans or vegetarians.”

Lexx contacts

Lexx Contacts is a new lens brand in the Netherlands that sells soft daily contact lenses online in subscription form. With extremely thin lenses and a sustainable ambition, the start-up of Wouter van Voorst tot Voorst wants to make a difference. For example, the lenses come in packaging that contains eighty percent less plastic than the average on the market, and the boxes are made of CO2-neutral produced cardboard.

Mother’s meals

No sense or time to cook, but still a fresh meal on your plate. This is what startup Mama’s Meals focuses on. The three ‘papas’, as founders Rick Hageman, Serdar Tolenaar and Henk Brussard call themselves, started their business based on their own needs. The ready meals are now sold in hundreds of supermarkets in the Netherlands and Belgium.

Nix & Nix

The range of non-alcoholic beverages is getting wider and better. But the road to this offer is still unclear to the consumer, so Wim Boekema and Frederike de Groot. With their non-alcoholic liquor store formula, they want to be the bridge between the best selection of non-alcoholic beverages and the consumer looking for a tasty alternative.


Jody Klaassen, Ananda van Doorn and Vincent van Leeuwen would like to show that there are already enough beautiful products to decorate the house with. They want to manage waste streams more consciously and attribute used goods more joy than new products. They hope to achieve this with their online platform by removing barriers such as transport, findability and quality offers and by providing insight into what CO2 is saved by buying used.

sea ​​bass

From electronics to sustainable clothing. This is the step taken by Barry van Ruiven, former director of MediaMarkt, by launching his own children’s clothing brand Seabass. The first branded store in Rotterdam opened last year. Cities such as Utrecht, Amsterdam and Haarlem should follow suit, and the brand also has expansion plans for Belgium and Germany.

The cat Tommie

D2c brands that focus on cats, there are not that many in Europe yet. Reason enough for cat owner Jesse Close to start such a brand himself. At Tommie the Cat, customers receive a monthly box of cat food, cat litter and biodegradable cat litter bags. By not collaborating with wholesalers and retailers, but only selling online to consumers, the brand believes that it can compete well in the market from a price point of view.


Anyone who thought that department stores belong to the past is wrong. At least according to Marjan Haselhoff. With Tomo, she will establish the first circular department store chain in fashion and lifestyle. First in the Netherlands, then also abroad.

All concepts are extensively interviewed in the September issue of RetailTrends. RetailRookies also receives on September 8 during the event RetailTrends Live the chance to pitch their concept in the DeLaMar Theater. A professional jury, led by main sponsor ABN Amro, then decides with the public who can call themselves the RetailRookie of the Year for a year.

Previous generations of RetailRookies have included Leapp, Charlie Temple, Crisp and Pieter Pot. BikeFlip, a subscription service for children’s bicycles, was named RetailRookie of the Year last year.

In addition to pitches from RetailRookies, on September 8, RetailTrends Live will feature speakers such as Roland Kahn (Coolinvestments), Erik-Jan Mares (Zeeman), John van der Ent (Spar) and Linda Keijzer (Xenos). Do you want to be there live in the Amsterdam DeLaMar Theater or watch digitally, see here for tickets

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