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PromZ Vak 4 · 2026 · English edition

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Sida 21 · Lieke Jans Stroomer wants Goodwill to be a reliable bridge between factory and trade

‘I don’t like being in the spotlight’

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separately. Roel and I regularly go away for a few days independently of each other. I enjoy strolling through a city, visiting museums and walking.”

Sport

What are your other hobbies?

“I enjoy sports. I played hockey for a long time. I have also been playing tennis for many years and I play competitively too. I am competitive; I am not there just to hit a few balls. It is fine to lose, but then I want to have worked for it. I also walk a lot with the dog or with a friend. I am not the type for large groups, and I also really enjoy being at home.”

If you had not ended up doing this, what would you have done?

“Of course, thoughts about that cross my mind from time to time. For example, I regularly browse art auctions and find it very interesting to research the provenance of a painting and then buy it. Or volunteering in a hospice, for example, also appeals to me because of the social involvement I feel.”

What do you like most about the industry?

“The diversity is fun. In the morning, you don’t know what you will end the day with. The people you work with are nice. I have good contact with our customers. We are experienced, reliable and small, and that means we respond and act quickly. Most people appreciate that. A promise is a promise. I think customer contact, especially with the pace at which technology is now developing, is of enormous added value. I believe that will always remain, and that is why trade fairs will continue to exist too.”

I det här numret

  1. Who says what11
  2. Supplier vs Intermediary12
  3. Lieke Jans Stroomer wants Goodwill to be a reliable bridge between factory and trade14
  4. BIGsmilegroep’s ambition is clear: to become the central platform for gifting, without taking over the reseller relationship23
  5. Martijn van Rooy: “We are not an alternative to the full-size bottle. We are a discovery and marketing channel.” Parfumado is now entering our market too28
  6. The secret of Prodir32
  7. Carryon sharpens product focus under new owners39
  8. The Polish power behind European production43
  9. The quality of Glasmark45
  10. Guapa Clean Up: conscious production, targeted personalization47
  11. NOEX: reliability for generations49
  12. Lanyard Pro: lime green guarantee51
  13. DOTHAT creates53
  14. Bage4U: quality, flexibility, and production close to the European customer55
  15. Asgard57
  16. Tea bags in every shape imaginable59
  17. Tomadex S.C. launches its own sportswear brand KEEZA: fan merchandise and professional teamwear from a single production environment61
  18. Zooksy custom socks63
  19. Essential factors for a successful embroidery design64
  20. The psychology behind price68
  21. Next Gen: Demi Oomen, Florisgifts73
  22. Column Rob Looye77
  23. PPP79
  24. The vision of newly appointed PPP chairman Pieter Bosscher81
  25. Top or Flop83
  26. What are the expectations for The Supplierdays85
  27. What do recent studies on the effects of marketing for sustainable products mean for the marketing of pro- motional clothing and workwear?91
  28. New ProductZ94
  29. NoteZ103