about ARRIËn van den Berg

Amsterdam, 1971

"A commercial, creative and dynamic entrepreneur who achieves success through efficient and goal oriented work. By his ambition, flair and clear communication, he knows how to commit both the team and customers and motivate them to achieve the set objective."


Arriën started his professional career as an Account Manager at Hekla Hilversum B.V., distributor of luxury decorated napkins and table accessories of the Ideal Home Range brand. In this role he first came into contact with retail in the Netherlands. During his visits to shopkeepers such as florists, gift shops and garden centers, he discovered his qualities as a true salesman. After a number of years he continued his career with the French interior brand SIA where he became responsible for the Dutch market.

From a showroom in Zeist, he set up a fully-fledged organization for SIA in a few years, where professionals in the interior industry purchased their high-quality collections of home accessories and furniture for resale to the end consumer. At that time he introduced the so-called House Shows where customer loyalty was achieved through personal attention and service. The first SIA brand shop-in-shops in the interior and gift industry became visible to the consumer.

Over time, the entrepreneurial blood really started to itch and Arriën decided to collaborate with the Danish interior label Villa Collection. In a short time, he and his team realized the rollout of the brand to retailers in the Benelux and France. Unfortunately, the 2008 crisis in 2011 ended this wonderful company prematurely.

Due to the many visits to retailers in France, he saw the limited purchasing possibilities that the French retailers had to deal with and the idea arose to introduce a successful Dutch concept “Cash & Carry” in France. Together with a  Dutch company Trends & Trade, he conducted a feasibility study to realize a branch in France. After analyzing the market of demand and supply it appeared that this initiative was premature for both the market side and the supply side.

However, the Trends & Trade management decided to make an offer to Arriën as having final commercial responsibility in the company with the assignment to initiate a change process to turn the current Cash & Carry into a lifestyle purchasing center where the retailer not only comes to find the right items for the right price but also for experience and inspiration that increases customer satisfaction.

During that period Arriën discovered his qualities as a "Connector". Connecting internally;  management, teams and organizations. Connecting externally customers; retailers, wholesalers and producers.

Arriën is currently committed to helping companies further develop the challenges they face with the experience he gained in recent years. In addition, Arriën regularly drives a truck, a way for him to relax. At the same time, these rides give him the opportunity to think about his customers' issues undisturbed.  An ideal combination!

"het bruist"

In the time as International Sales Director at PW Markets,  Arriën was allowed to write several columns for the journal Trendline.

"schonzeit"

In the time as International Sales Director at PW Markets,  Arriën was allowed to write several columns for the journal Trendline.

Let 's start with 'why?'

In the time as International Sales Director at PW Markets,  Arriën was allowed to write several columns for the journal Trendline.