Together with Kirsten Stans and Jos van Straten, we attended the Cultural Retail Network Day for the second time. Organized by Ellen Groenveld, this year’s event was held at Lanzfeld in Nootdorp. Alongside 18 other suppliers active in the cultural sector and serving museum shops, we showcased a selection of our 100% recycled cotton textile products. After a well-attended and inspiring day, we can draw three conclusions: there is significant interest in our products, upcycling offers new opportunities, and collaboration within the sector makes it easier and more affordable for small and medium-sized museums to purchase sustainably and circularly for their shops.
Collaborative Purchasing Lowers Costs
Throughout the day, Kirsten engaged with many shop managers and other stakeholders at the booth. “Since we also participated in last year’s Cultural Retail Network Day, most attendees were already familiar with our textile products and our distinctive production methods. However, you can see and hear that the transition to sustainability hasn’t fully taken hold yet. Smaller museums, in particular, struggle with order volumes. For example, with an order of just 50 tote bags, it’s difficult to keep the purchase price competitive.
The idea of collaborating within the sector, including with larger museums like the Rijksmuseum, that already places significant orders, was well received. Smaller museums could opt for the same bag and simply customize the print. We definitely see an opportunity here to pursue this collaboratively.”
Upcycling
Kirsten also observed another trend: “There’s growing interest in upcycling products. For example, Craftscurator Irene Vermeulen, the keynote speaker of the day, showcased inspiring examples of discarded items being transformed into new forms. Think of outdated tote bags from a past exhibition that are no longer of value. Museums often face leftover stock that has lost its relevance. These can be repurposed into items like pencil cases, giving them new value.
In these cases, we upcycle post-consumer cotton products, which is very exciting. During several conversations, I sensed a lot of enthusiasm for this approach. People are genuinely positive and open, making it easy to connect, and they even bring their own ideas to the table. I left this day with a strong sense of networking and collaboration.”
From Tote bag to ECO icon
Jos, together with Charlotte Kösters from the Van Gogh Museum, hosted three sold-out roundtable sessions titled From Tote Bag to Eco Icon on “how to develop tote bags and merchandise that museum visitors will adore because they are sustainable, trendy, and visually stunning.” Jos also noted the growing interest in 100% recycled cotton: “Every museum shop offers a bag in their collection that could be made entirely sustainably from recycled cotton. Museums are particularly drawn to this alternative due to their societal role. Since we already work with major retail clients as well as museums like the Rijksmuseum, the Van Gogh Museum, and the Wereldmuseum, quality is never a concern. The various examples we showcased for the Van Gogh Museum inspired participants and sparked new ideas.
To keep prices attractive, scale is key. The idea of collaborating within the cultural sector to enable lower order volumes using standard models was positively received. For larger orders, we can also accommodate specific customization requests during product development.
The Cultural Retail Network Day provided us with valuable new contacts and generated significant goodwill, encouraging museums to make the shift toward sustainability and circularity and to become ECO icons themselves.”
Lots of interest in our textile products made of
100% recycled cotton at CRN Day.
Good interaction during the roundtable sessions
‘From tote bag to ECO icon’ together with
Charlotte Kösters of the Van Gogh Museum.
