From gastronomy to retail entrepreneur with two stores and a successful online shop: Rixt Heegsma is a real power woman. At just 28 years old, she is running her own retail empire, which she built at the age of 22. With almost 40,000 followers on Instagram, Rixt is not only the driving force behind her businesses, but also an inspiring personality online.
How did your adventure in retail begin?
“After my teacher training, I worked part-time in the catering industry, but my actual goal was always to do something with fashion. That’s why I applied to a clothing store. There I was not only allowed to work in sales, but was quickly invited to shopping fairs such as Modefabriek and actively helped with store design. Although I initially had no experience in the fashion industry, I immediately noticed how excited I was by this environment. When I later resumed my studies, I finally realized that my true passion lay in fashion. During my internship I learned that a business in Lemmer, Netherlands was up for grabs. Everything was organized within just two weeks – and suddenly my dream of owning my own store began to take shape. I knew exactly what I wanted: the brands, the concept – I already had everything in my head.”
Fast forward: Today you run two stores and an online shop. What is your role here?
“Six months ago I opened my second store in Zwolle, the capital of the Dutch province of Overijssel. At the beginning I was in the store myself six days a week, but now I focus mainly on marketing and general management. I still personally oversee Saturdays and personal shopping appointments, while I manage the rest of the company from our office and warehouse location. What once started almost like ‘playing shop’ has now developed into a professional and successfully run company.”
Was Knit-ted part of your business from the beginning?
“Yes, I already knew Knit-ted from my previous job. I thought the brand was beautiful and put it on my list of brands that I really wanted to sell in my own store. It’s a label that I wear a lot myself and that really suits me.”
What do you think makes Knit-ted unique?
“I admire how authentic Knit-ted remains as a brand. Many labels make wild leaps as they grow, but Knit-ted stays true to itself. At the same time, the label knows how to renew itself at exactly the right moment. It doesn’t hold on to bestsellers for too long, but subtly adapts them to stay relevant and contemporary. It’s exactly this balance that makes Knit-ted so strong.”
How does the brand fit into your business?
“Knit-ted fits our concept perfectly: high quality, innovative but wearable. What I also think is great is that the brand appeals to a broad target group. The double-sided wool jacket from this winter collection is a good example. My younger sister, my mother and my 79-year-old grandmother bought them. It’s stylish and timeless.”
Are customers loyal to Knit-ted?
“Absolutely. The quality of the pieces is simply exceptionally good, and customers appreciate that. I often hear that they still wear their Knit-ted sweaters even after years. This trust in quality ensures that customers keep coming back.”
Which items do you consider to be real Knit-ted must-haves?
“There are actually too many to list! The items can be easily combined with other brands, making them ideal for putting together versatile outfits. However, if I had to choose, the Lederhosen would definitely be our customers’ favorites.”
What do you like about working with Knit-ted?
“Knit-ted is a brand that actively thinks about resales and always maintains short communication channels. I particularly appreciate that the collaboration has always remained personal despite the growth. That was the case years ago and it is still the same today.”
In the ‘Knitwork Stories’ series, Knit-ted talks to the boutiques where the brand is sold about developments, challenges and more. Curious about Knit-ted? Take a look at their website.