Nice to meet you!

Hi, my name is Laurens Doesborgh and I am the owner of lookINsight. Thanks for taking the time to discover our website and learn a bit of what we do.

Let me give you a bit of background information about me and our company, so you know ‘who you’re dealing with’ 🙂

Since the 1st of june 2021, I have set out and took the plunge: starting a new business. A business to be described as young, yet experienced. Since the age of 12 I have been around garden centres, working at what is now one of Netherlands biggest centres. Throughout my Industrial Design course which I followed at the Eindhoven University of Technology, I’ve worked there during all of my weekends, public holidays and later on fulltime, in order to complete a 4.000m² extension project.

After graduating with both my Bachelor’s and Master’s degree, I never could have guessed that somehow I would remain ‘connected’ to the garden centre industry. But through the work I did for the extension project, I came across Kees de Haan, owner of De Haan Group who, in short terms, took me in and that is where I have spent the last 12 years 🙂

At De Haan Group I have been responsible for developing concepts, account management and took on the role as commercial director for the past 6 years. So to put it in simple terms: I do know what I am talking about when it comes to garden centres!

The before mentioned work experience and network I’ve been able to built up during my career gave me many interesting moments; moments of creativity during the design process, moments of (positive) tension when finalising a deal, and moments of joy during the opening ceremonies of the projects we, as a team, had been working on.

During the last few years I have helped a lot of garden centre owners and chains develop their garden centres into profitable stores. In many cases, the owner’s background is in nurseries, flower boutiques or they’ve simply ‘grown into the business’. This background has created working habits and routines, which in many cases are not focused on what should matter most: the customer.

In order to get a project going, I believe in the power of data. So much information on sales, customers, turnover, margins, KPI’s is available but they are not used enough. The impact of a good sales and financial analysis, connected to the plans and square meters available are an essential part of a good design. Ánd, on top of that, we still need that entrepreneurial touch to make it one-of-a-kind!

Just send me a short message through one of the options on this website in order to get in touch and let us find out if we can give your garden centre a new look-and-feel by discovering the INsights of the market!