Outform Unveils New Amsterdam Office

OUTFORM News & Events

Retail innovation agency Outform is bolstering its EMEA footprint with a new office in Amsterdam, led by Ton Kooijman.

Kooijman takes on the role of managing director at Outform B.V., with a remit to drive European growth and give clients across Benelux (Netherlands, Belgium, Luxembourg) and DACH (Germany, Austria, Switzerland) access to Outform’s global network.

The Amsterdam office will comprise a team with expertise in strategic leadership and project management, and full access to the creative, design, technology and manufacturing functions across the global Outform network.

Kooijman brings with him deep retail experience from both a brand owner and retailer perspective. He held CEO and managing director positions during a twelve-year stint at in-store retail manufacturers Alrec. Prior to this, his CV includes the likes of ceramic manufacturer Villeroy & Boch and Monarch Nederland, a reseller off high tech heating solutions.

His appointment is complemented by the promotion of Outform EMEA’s operations director Keith Fleet, who now moves to a new global role as VP, Global Operations.

Simon Hathaway, Group Managing Director EMEA at Outform, said; ‘We’ve built a global infrastructure at Outform that enables us to scale quickly through our micro-enterprise model. We can bring the best strategic and creative talent in the world to the challenges our clients face in retail today, supported by our technology hubs in Tel-Aviv and Shenzhen, not to mention the cost benefits of a global manufacturing ecosystem, which includes both our own facilities and an extensive supply chain of partners. Our new Dutch office enables us to bring all those capabilities seamlessly to our European clients.

‘Whatever challenges Brexit may bring going forward, having a steady and experienced hand like Ton on board in Amsterdam gives Outform an edge in our ongoing expansion plans in Europe.’

Ton Kooijman, managing director at Outform B.V., added: ‘Outform is challenging traditional approaches to retail and introducing innovation that truly transforms the in-store experience. Outform’s ‘dare to innovate’ proposition is just what retail needs right now – it is the future of retail, and I’m excited to be part of it.’

Ariel Haroush, global CEO at Outform, said: “With so many of the world’s most innovative companies having hubs in Amsterdam, opening an office there was the obvious next step to service our growing client base. And in Ton, we’ve found someone who shares our spirit of ‘dare to innovate’.”

Outform BV will be based at HJE Wenckebachweg 100, 1114 AD Amsterdam and is open for business from December 1st 2020.

For more information, contact:

[email protected]



  • Introducing the Digital Mannequin

  • Victoria's Secret PodDrop Experience