Logical step in the growth of the home store
The decision to sponsor ‘Huis Gemaakt’ aligns with bol’s ambition to increase the visibility of its home store in Flanders and the Netherlands. “At bol, you’ll find the most beautiful home items for your house,” says Bram Vromans, Country Lead Belgium at bol. “We offer hundreds of thousands of home products and collaborate with over 8,000 sales partners in this category, including around 850 Belgian businesses. We aim to inspire our customers more and show them that they can rely on us for a complete home assortment. From furniture and decorations to lighting and rugs, we provide everything needed for a dream interior. ‘Huis Gemaakt’ revolves around furnishing and personalizing an entire home with different rooms, making it the perfect platform to convey this message.”

First sponsorship of a Belgian TV show
This is the first time bol has entered into such a large-scale partnership with a Flemish television program. “By participating in ‘Huis Gemaakt,’ bol takes the next step in its marketing strategy in Belgium,” says Fiona Vanderbroeck, Director of Consumer & Marketing at bol. “Our strategy is to be where our customers are. A quarter of our customers come from Flanders, making this market incredibly important for us. With ‘Huis Gemaakt,’ we see a perfect match to showcase our home assortment to consumers in a relevant way. We continuously explore valuable marketing initiatives, going beyond traditional radio and TV commercials. For example, we actively engage with current topics that matter to Flemish audiences on social media in our signature playful Bol style. Last year, we also sponsored the film ‘De Club van Sinterklaas,’ which had a Flemish premiere.”

Visibility in the program
As a sponsor, bol is visible in multiple ways throughout ‘Huis Gemaakt.’ Several episodes feature ordering moments where contestants browse the app or receive deliveries with bol-branded boxes. The contestants draw inspiration and furnish their rooms with decorations, lighting, and furniture such as chairs, side tables, sofas, and rugs from bol’s extensive assortment. This allows viewers at home to gather plenty of ideas for decorating their own spaces with products that can be ordered online, including via dedicated “Shop the Look” pages.