Bas Doosje, Rinsma Modeplein

For retailers looking for brands that truly set them apart, a strong partnership is crucial. Rinsma Modeplein found such a partner in Carlo Lanza, among others. What started with personal trust grew into a commercially successful partnership with proven results on the shop floor. Buyer Bas Doosje shares his experience and insights for other resellers who want to build lasting partnerships.

A strong retail base with a clear position

'Rinsma is an established name with a clear vision. Our 1,500 m² menswear department serves a broad audience in the north of the Netherlands, with loyal customers who even travel from far away. That says a lot about our regional role,' says Bas. 'Our range is deliberately positioned in the mid-to-upper segment. Quality and look have to be right. Based on that strategy, we look for suppliers who add value, not only in product but also in partnership.'

Trust as the foundation

The partnership with Carlo Lanza grew from personal contact. 'Carlo and I know each other from football and we both come from Heerenveen,' says Bas. That mutual trust proved a solid foundation. The two have now worked together for eight to nine years. Carlo Lanza started with men's socks, but quickly developed further and now also has a fine scarf collection. 'For us, the partnership was the deciding factor. If someone is good to me, I'm good to them. I call that goodwill.'

Personal contact makes the difference in B2B

In a market with many suppliers, Carlo Lanza clearly stands out according to Bas. 'Personal contact is decisive for me. And if there's an issue, it gets solved. Carlo tries to visit at least once a month and always replies the same day when I send him a message. That may sound simple, but in retail it's worth its weight in gold. Because of that, the partnership doesn't feel transactional for Rinsma, but like an extension of our own team. We build success together.'

Moving with trends and the shop floor

According to Bas, commercial success is also about flexibility. 'Carlo Lanza aligns his collections with seasonal colours and trends. He's really ahead in that. The socks fit perfectly with our fashion collections. The wool quality sells especially well, while younger customers are choosing Carlo's sports socks in large numbers. A strategic move was developing custom-made Rinsma socks. Having our name on them works extremely well. Our staff wear them themselves and sell them with conviction.'

Measurable results and ambassadorship

The partnership has a concrete impact. At Rinsma, Carlo Lanza replaced several other sock suppliers. 'That only happens when both the product and the partnership are right.' Bas actively shares his experience within a national network of retailers. 'I've definitely recommended Carlo. Quality, service and the ability to act quickly: that's what many business owners are looking for. And by now, a large part of my network works with Carlo Lanza too.'

Would you like to discover the Carlo Lanza collection yourself? View the range here.