The winners in the twelve categories of the second edition of the ‘Leukste Winkel van Nederland’ (The Most Beautiful Shop in the Netherlands) competition, organized by the Dutch industry association InRetail, have been chosen. The votes were not only counted, but also analyzed. This should answer the question of what makes a business the ‘best’. The jury spent a day visiting the nominated branches, i.e. the top ten in their respective category. The report was presented during the awards ceremony earlier this month by InRetail spokesperson Joyce Verdijk.
Personal, atmospheric and competent without sales pressure
According to Verdijk, good business begins with sincere personal attention. “The first greeting is very important,” she said. “Even if you are busy with other customers, you can still physically show that you notice someone.” The report shows that consumers value personal contact more than speed or efficiency. Taking the time to wrap a gift perfectly doesn’t have to be a problem. It can also be a superpower.
The next thing a store can score points with is a warm atmosphere. Verdijk emphasized that a lot of feedback was not about the products, but about the feeling in the store. “Do I feel welcome or maybe even at home?” In their opinion, this feeling is mainly determined by the behavior of the sales staff. “You can have the most beautiful facility, but if the sellers don’t act accordingly, it’s for nothing.”
A third factor is expertise without sales pressure. Consumers say they value advice that helps and informs them, without there being any direct expectation associated with it.
The visible passion of the owners or the team is also clearly evident in the results. “You notice when the owners themselves are there,” says Verdijk. “The enthusiasm is palpable and has an impact on the entire business.”
Small extras were often explicitly mentioned in the reasons for voting. These include, for example, a handwritten thank you card at the checkout or a personal touch when packaging according to the customer’s wishes. “It’s small things like this that are enormously appreciated,” said Verdijk.
Finally, the connection to the neighborhood and the community also plays a role. According to the report, stores that are visibly part of their surroundings build stronger bonds with customers. Both Mens & Kinders, the national winner in 2026, and Toff by Kim, the winner in the fashion category, are evidence of how this translates into loyalty.
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