Elka Pieterman stays on course thanks to an eye for niches

ERM, June 2025

Now that consumers are spending more selectively and the economy remains uncertain, Elka Pieterman stands out for its remarkable stability. Agility and timely niche identification have proven critical, says Sales Manager Bart Goudriaan. This is precisely where the wholesaler excels. Recently, they have sourced clever, distinctive products that help electronics retailers enrich their offerings and boost their revenue.

“Fortunately, we serve a client base that continues to perform well, which of course makes a huge difference,” Goudriaan explains, when asked about global uncertainty. “There are always external factors at play, depending on the economic cycle. Sometimes we benefit, sometimes we don’t. But the key is our ability as a company to respond and to change. We came through the COVID period effectively, and the recent years’ turmoil haven't thrown us off course.”

According to Goudriaan, Elka Pieterman’s strength also lies in smart inventory management. “We don’t engage in bulk buying. In fact, we prefer selling items even when we don’t yet have them in stock. It may sound counterintuitive, but our inventory is tightly aligned with our customers’ resale figures. This keeps costs under control and allows us to pivot quickly if demand shifts.”

During the pandemic, consumer behavior also shifted noticeably. “Some products are now sold far less through brick-and-mortar stores, while others have seen renewed interest. For instance, replacement brush heads for electric toothbrushes used to be a major product for us via retailers, but nowadays consumers buy them online or at drugstores. Major online players like Tandenborstel.com offer such a wide selection that physical stores can barely compete.”

New Products, New Opportunities

Market shifts like these are viewed as opportunities by Elka Pieterman. “We’re constantly searching for products that aren’t yet mainstream, items without a standard market presence. We prefer to bring them out under our own brand, Scanpart, so we can control quality and positioning. Yes, there’s a lot of junk made in China, but when you as a buyer specify exactly what you want, you can source excellent products. You’re already seeing this leap in quality with household appliances and electric cars from China.”

As a wholesaler of accessories, Elka Pieterman understandably depends on equipment trends. “At one point, many stores were full of air fryers. At first, there wasn’t much to sell beyond a cleaning kit. But about a year ago, we introduced baking paper in various shapes and sizes.”

Introducing such an accessory often requires persuasion. “Some retailers respond, ‘There’s no demand for that.’ But there was no demand for Senseos either—until Philips turned it into a smashing hit. The same goes for air fryers. And baking paper is a straightforward sell: cooking chicken in the air fryer generates grease and crumbs. Cleaning it is a chore. With baking paper, the appliance stays clean and you save time. That resonates with consumers.”

Goudriaan believes the key to successful accessory sales is timing. “The moment a customer buys the device is the perfect time to suggest useful extras—items that aren’t one-time buys, but which customers will return for during the device’s lifespan. That creates repeat purchases, which is incredibly valuable for retailers.”

Growth in Robot Vacuums and Induction Cooking

Another growth area Goudriaan identifies is robot vacuum cleaners. “Sales of these are rising rapidly. That makes selling accessories like brushes, rollers, and filters more attractive, since they need regular replacement. We now offer a matching set for every relevant model in our range.”

According to Goudriaan, manufacturers often focus primarily on the device itself. “Accessories are secondary to them—but we see the opportunity there. That also applies in the kitchen, particularly with induction cooktops, which are gaining popularity alongside the energy transition. We supply protective mats that prevent scratches or damage, and two years ago we started offering induction-compatible pans. Not every pan works on induction, and by selling a pan set alongside the cooktop, you make it easy for the customer—they can start cooking straight away.”

This also gives retailers a chance to differentiate themselves. “You demonstrate not only expertise but also provide an immediate solution. That strengthens customer trust in your advice.”

Reinforcing Trust in Retail

According to Goudriaan, COVID led consumers back to physical electronics stores. “Partly due to renewed appreciation for local shopping, and partly because certain products you simply want to see in person before buying.”

The challenge for retailers is to maintain differentiation—even with accessories. “Consumers can now shop everywhere, from budget stores to online platforms. There you find the cheapest cables and accessories that fit many devices—but quality is often lacking,” Goudriaan says.

He emphasizes differences in functionality and safety. “If you buy a €3 adapter at a discount shop, it usually lacks any protection. Our chargers, for example, include a built-in voltage limiter: when a phone is fully charged, the device stops charging. That extends battery life—and is safer.”

Goudriaan sees this as a retailer opportunity. “By choosing quality rather than racing to the lowest price, you add value. Also, we need to move past the idea that only branded products are good. Vacuum manufacturers claim their warranty’s only valid with their own bags—but that warranty is limited anyway, and after it expires our Scanpart bags work just as well at a much better price.”

He stresses that essential is the seller’s knowledge of their inventory—and thinking ahead for the customer. “At purchase, the customer thinks about now: a working device. But as a retailer, you can point out what they’ll need later: accessories, replacement parts, maintenance. That drives repeat visits and builds long-term relationships.”

Goudriaan finds it inspiring to see some retailers succeed at this. “Several Expert stores have opened recently. We’re glad to help with display planning so accessories can be showcased easily and included during the sales conversation. That’s retail at its best: service, advice, and smartly meeting customer needs.”

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