Since 2012, Netherland’s Balthazar Kookwinkel has been sharing the joy of cooking and dining through great products, human connection and a unique personal touch.
Balthazar Kookwinkel was one of five retailers around the world named as a IHA Global Innovation Awards (gia) Global Honoree for Retail Excellence at The Inspired Home Show in Chicago in March. The gia program is sponsored and organized by The Inspired Home Show and the International Housewares Association (IHA).
Irma Thierig, Balthazar Kookwinkel owner and founder, explains that she and her family always had a dream of opening a store based upon the joy of cooking.
“We all have a shared passion for cooking, beautiful objects and the spirit of la dolce vita,” she says. “And as a family with roots in advertising, marketing, design and hospitality, we had the perfect mix of creativity and experience needed to bring that dream to life.”
From the moment people cross the threshold of Balthazar, they’re met with vibrant colors and beautiful products, all immaculately presented in aisles that are easy to navigate.
“Mediterranean influences and the changing seasons play a significant role in our store’s atmosphere,” Irma says. “The sections within the store are clearly defined, and we update the themed tables on a weekly basis to keep the element of surprise alive. This constant change inspires our customers.”
With its product choices, Balthazar embraces a broader definition of cooking. “It’s not just about preparing a meal, it’s about everything that surrounds it and goes into it – the presentation, atmosphere, enjoyment and relaxation,” Irma says. “This is why we offer a curated selection of cooking supplies, tableware, gifts and seasonal items, all reflecting our unique sense of style.”
Irma says she doesn’t need to imagine what new visitors to Balthazar are thinking, because usually their first reaction is ‘Wow!’
The gia expert jurors were all in agreement, praising Balthazar Kookwinkel for its unique and highly engaging concept. They commented that the store is “based upon the strong vision of its owner, where every little detail has been thought through, so you can feel the vision in the storytelling throughout the store.”
“Being recognized as a gia Global Honoree has had such a positive impact on our company,” Irma says. “It’s not only a great honor, but it also brings significant positive publicity. More people are visiting the shop, because they have read about our award and want to see the store for themselves.”
Going the Extra Mile for Customers
With seven dedicated staff who treat customers like old friends and family, there’s a homey feeling permeating every aspect of Balthazar.
“We’re a diverse group, and each of us brings something different to the business,” Irma says. “I embody Balthazar, and everything I do for the store doesn’t really feel like work. When I’m at our shop, it feels like home, and I probably spend more time there than at home!”
Further adding to the sense of home, Irma’s daughter Julia joined the team in 2020. With a degree in hospitality management, she brought more strengths to the table. “Julia has been instrumental in the day-to-day running of the store, and she drives the digital side of the business, helping grow our online presence. Thanks to these efforts, social media and our website have become an essential part of what we do,” Irma says.
Irma always ensures that all staff members have their own niche and really embrace it. “We’re all passionate about cooking and baking, but for instance, one staff member is more of an expert in baking and the other knows more about the tableware. Julia and I do most of the ordering of products, but each employee is also committed to stock keeping and ordering products within their specific brand or product group. My motto is: teamwork makes the dream work.”
Irma and her staff actively believe that going the extra mile doesn’t lie in grand gestures, but rather in everyday actions. “This comes naturally to all of us,” she says. “We know our customers’ names, not after the 100th time they’ve visited, but perhaps after just one visit. Remembering their name or what they bought makes them feel seen and special.”
“We’re always thinking alongside the customer: ‘What do they need? What are they looking for? What problem do they encounter in their kitchen?’ Our customers feel our genuine interest and are therefore more inclined to make a purchase,” Irma explains. “However, shopping is not just about purchasing something, but rather a valuable moment of contact. It’s an opportunity to create a positive experience.”
Beyond the Bricks and Mortar
Balthazar’s approach to engaging with customers online was another key distinction that contributed to its gia win. “Just as we do in the store, we don’t just focus on selling products; we prioritize inspiring people,” Irma says. “For instance, every Sunday, we share a free recipe that’s created, tested and photographed in-house, showcasing products available in our store.”
Balthazar’s social media channels have strong engagement, and the team posts daily.
“We stay true to ourselves online, and the result is a unique feed that truly captures the Balthazar atmosphere,” Irma says. “Our main goal isn’t chasing likes or follower counts – it’s about telling the story of Balthazar. We do this by showcasing our products in real, inspiring settings that highlight both their purpose and styling potential. All posts, stories and reels are created in-house, allowing us to maintain a consistent look and feel across all channels.”
When sourcing new products and ideas on work trips, Irma and the team take their followers along for the ride, sharing hidden gems from trade fairs and adding favorite places to eat and shop in cities such as Paris and Chicago. “Our community really values these behind-the-scenes moments, and we love that they feel like they’re there with us on the journey. It helps to foster personal connections with customers, making them feel truly involved,” she says.
Emotive Retailing, and Staying True to Yourself
“If there’s one thing we learned during the pandemic, it’s that shopping isn’t something people plan. It’s impulsive and emotionally driven,” Irma says. “You can order anything you want online at any time, but people still want to see, touch and feel items. They want to walk into a store and be inspired by what they see, have a chat with the people working there and immerse themselves in the atmosphere. That’s what shopping is truly about.”
As any business owner will attest, running a company is a constant learning curve. “Luckily, retail is a field where many people come together – suppliers, representatives, customers – and if you listen carefully, there’s something you can learn from everyone,” Irma says.
“Listening to customers is of course very important; knowing what they want. Suppliers and representatives can teach you how to do business and what to sell. But most importantly, listen to yourself. Focus on what you like and what you want to do and be unique. See what is happening out there and adapt, while still staying true to yourself.”
To learn more about Balthazar Kookwinkel, visit balthazarkookwinkel.nl.
Sponsored and organized by The Inspired Home Show and the International Housewares Association (IHA), IHA Global Innovation Awards (gia) is the world’s leading awards program honoring overall excellence, business innovation and creative merchandising in home goods retailing. For more information about the gia retail program, the co-sponsors or participating in 2025-2026, contact Piritta Törrö at [email protected]. Additional information on gia is also available online at TheInspiredHomeShow.com/Awards/gia-Retailing.
For more information about The Inspired Home Show and to pre-register for the 2026 Show, taking place in Chicago on 10-12 March 2026, visit TheInspiredHomeShow.com.