Background & Opportunity
Simon Maree’s transformation began with a business that had strong heritage but an increasingly weak fit between its public image and its ambitions. The company traces its history to 1923 and grew from a small woodworking business into a specialist in premium interior doors, exterior doors and sliding-door cabinetry. Its traditional strengths—craftsmanship, experience and brand familiarity—remained useful, but the old website no longer represented the company’s scale, offer or intended direction. After the 2021 handover to Sam Maree, the company and project partner Vollan identified the website as a strategic problem rather than merely a design issue. A complete upgrade reorganized the digital experience around advice, customization, measurement, installation and after-sales. That structure made the service promise easier to understand and connected the brand presentation to the way the company wanted to deliver projects. The digital change was accompanied by physical and operational development. As of 2026, Simon Maree publicly lists 5 showroom or display locations: Berkel en Rodenrijs, Cruquius, Almere, Tilburg and Baarn. External dealer information indicates that the Tilburg location began offering door display and sales from 2024. The company also states that it has its own woodworking business and installation team, allowing it to provide custom production, measurement and installation rather than treating the sale as a standalone product transaction. The offer includes steel doors, steel-look doors, aluminum doors, front doors and other premium customized solutions. This combination supports a higher-involvement purchase in which customers can see products, receive advice, specify a solution and arrange professional installation through the same organization. The evidence supports a successful repositioning in terms of visible scale, geographic access and delivery capability. Trustpilot shows 4.5/5 from 37 reviews, with 76% five-star, 13% four-star, 3% three-star, 0% two-star and 8% one-star reviews. However, the sample may not represent all customers. No public, verifiable figures show changes in revenue, order volume, profit, acquisition cost or conversion. The case therefore demonstrates a credible operating-model upgrade, not a proven financial return.
Original Problem / Model
The inherited model combined local craft expertise with an outdated digital presentation and limited public reach.
Turning Point
The strategic gap was between premium ambitions, business scale and how customers encountered the brand online.
Core Decision
The 2021 handover to Sam Maree created the context for a complete website and brand-experience upgrade.
Execution / Model / Acquisition Changes
The new model connects showrooms, premium products, custom measurement, in-house woodworking and professional installation.
Measurable Results
Five listed locations and a 4.5/5 Trustpilot rating from 37 reviews indicate visible reach and a positive, though limited, customer signal.
Lessons
The strongest conclusion is improved coverage and delivery capability; public evidence does not establish revenue or profit growth.