Now that consumers are spending more critically and the economy is uncertain, Elka Pieterman remains remarkably stable. Agility and the timely identification of niches are proving crucial, says sales manager NL Bart Goudriaan. This is precisely where the wholesaler excels. Recently, smart, distinctive products have been added to the assortment that enable electrical retailers to enrich their product range and boost their turnover.

 

‘Fortunately, we have a customer base that continues to perform well, which of course helps enormously,’ says Goudriaan when we ask him about the turmoil in the world. "There are always factors at play, depending on the economic climate. Sometimes things go our way, sometimes they don't. But the most important thing is that, as an organisati
on, we are able to respond flexible to changes. We have come through the coronavirus pandemic well, and the turmoil of recent years has not knocked us off course either."

 

According to Goudriaan, one of Elka Pieterman's strengths lies in its smart approach to stock management. ‘We don't buy in extensive bul. In factt our inventory management is closely aligned with our customers' resale figures. This allows us to keep control of costs and respond quickly when demand changes.’

 

During the coronavirus pandemic, shifts in consumer behaviour also became apparent. ‘Some products are now sold much less through physical shops, while others are experiencing an upturn. Take replacement brush heads for electric toothbrushes, for example. We used to sell a lot of these to retailers, but nowadays consumers are more likely to buy them online or from chemists. Large online players such as Tandenborstel.com offer a wide range of products that are difficult for physical shops to compete with.’

New offerings, new opportunities

Elka Pieterman sees precisely these market shifts as an opportunity. "We are constantly looking for products that are not yet mainstream, for which there is no standard offering yet. We prefer to market these under our own brand name, Scanpart, so that we have more control over quality and positioning. It is true that a lot of rubbish is produced in China, but if you explain exactly what you want as a buyer, you can also source excellent products from there. You can see this now with white goods and electric cars from China — they are really improving in quality." Having our own team in China is an added value that Elka Pieterman provides for its customers. 

As a wholesaler of accessories, Elka Pieterman is naturally dependent on trends in appliances. ‘At one point, we noticed that many shops were full of air fryers. Initially, there wasn't much to sell with them, except for a cleaning kit. But about a year ago, we started offering baking paper in all shapes and sizes.’ Perfectly fit for all the different Brands and sizes of air fryers in the market. 

 

Introducing a new accessory like this often requires some persuasion. "Shopkeepers sometimes respond with: “There's no demand for that.” But there was also no demand for Senseo coffee machines until Philips made them a resounding success. The same applies to air fryers. And the great thing about baking paper is that the selling point is immediately obvious. Cooking chicken in an air fryer produces a lot of grease and crumbs. Cleaning it is then a tedious job. With baking paper, the appliance stays clean and you save time. That appeals to consumers."

 

According to Goudriaan, the key to successful accessory sales lies in timing. ‘The moment you sell the device itself is the perfect opportunity to point out useful extras to the customer. Think of products that the customer doesn't buy just once, but will come back for throughout the device's lifetime. That creates repeat sales, which is very valuable for retailers.’

Growth in robot vacuum cleaners and induction cooking

Another growth area identified by Goudriaan is the rise of robot vacuum cleaners. ‘Sales figures for these are rising rapidly. This also makes it interesting to sell accessories such as brushes, rollers and filters, as these need to be replaced periodically. We now have a suitable set for every relevant model in our range.’

 

According to Goudriaan, manufacturers often focus primarily on the appliance itself. "Accessories are secondary to them, whereas we see opportunities in them. This also applies to the kitchen, particularly with induction hobs. These are becoming increasingly popular, especially in combination with the energy transition. We supply protective mats that prevent scratches and damage to the cooking surface. In addition, we started selling induction pans two years ago. After all, not every pan works on induction, and by selling a suitable pan set at the same time, you make it easy for the customer. They can then get started right away at home."

 

For retailers, this also offers an opportunity to distinguish themselves. ‘Not only do you demonstrate your expertise, but you also offer an immediate solution. This strengthens the customer's confidence in your advice.’

Confidence in Retail

According to Bart Goudriaan, the coronavirus pandemic has led consumers to return to physical electronics stores more often. ‘On the one hand, this is due to a renewed appreciation for local shopping, and on the other hand, because people simply prefer to see certain products in person before making a purchase.’

 

For retailers, the challenge lies in remaining distinctive — including with accessories. ‘Nowadays, consumers can shop anywhere, from budget stores to online platforms. There you can find the cheapest cables and accessories that fit an increasing number of devices. But the quality often leaves something to be desired,’ says Goudriaan.

 

He points out the difference in functionality and safety. ‘If you buy charger for a few pounds at a discount store, it usually doesn't have any safety features. Our chargers, for example, have a built-in voltage limiter: when a phone is fully charged, the device stops charging. This extends the battery life and is safer.’

 

According to Goudriaan, this presents an opportunity for retailers. "By not joining the race to the bottom in terms of price, but instead opting for quality, you can add value. At the same time, we need to move away from the idea that only branded products are good. Vacuum cleaner manufacturers claim that their warranty only applies when using their own dust bags. But that warranty period is usually limited, whereas you can continue to use our Scanpart dust bags afterwards. The quality is comparable, but the price for the consumer is much more favourable."

 

According to Goudriaan, it is essential that the salesperson knows what they have in stock — and thinks ahead for the customer. ‘At the moment of purchase, the customer is thinking about the present: a device that works. But as a salesperson, you can point out what they will need in the future: accessories, replacement parts, maintenance products. This encourages repeat visits and helps build a long-term customer relationship.’

 

Goudriaan finds it inspiring to see how some retailers excel in this area. ‘Several Expert stores have recently opened. We are happy to contribute ideas about the layout of the store, so that accessories can be easily displayed and you can take them with you immediately during the sales conversation. That's retail at its best: service, advice and responding smartly to needs.’

Source ERM september 2025