STARTING AT THE BEGINNING: A PEDDLER AND HIS COFFEE BEANS
It begins in 1854. Christiaan R oetgering — yes, with a g — travels through the area around Enter with a basket on his back: filled with groceries, fabrics, notions and coffee beans. He buys his goods from the Twente spinning mills and home weavers and sells them door to door. The coffee bean does surprisingly well. So well that his nickname soon becomes De Boone (“The Bean”): a name that still resonates generations later whenever people talk about Roetgerink.

In 1867 he opens a permanen t shop next to his house. The café follows at the start of the twentieth century, because after church on Sunday, bills had to be paid and tha t went down better with a drink. Slowly the focus shifts, especially in the post-war years, toward readymade clothing. Suits are in demand, they need to be affordable and Roetgerink understands that better than anyone. So-called weaving flaws: minor imperfections that lower the price but barely affect the quality, give the shop a reputation that draws people to Enter from far and wide.

And then there’s the matter of the name. Because if you look closely, you’ll notice that the family name is Roetgering, but the shop is called Roetgerink — with a k. There’s a simple explanation: back in the days of handwritten registrations, a letter slipped in at the Chamber of Commerce, purely through a mishearing. The g became a k, and so an administr ative slip became a trademark. Typically Twente: you laugh about it and simply carry on.

Roetgerink Fashion and Shoes grew from a family business into Twente’s premier fashion destination, with over 8,000 m² of fashion and shoes. Now, 172 years later, the fourth generation of the same family is at the helm, and the fifth generation has recently joined the business. But despite all this growth, Twente’s hospitality, personal service, and free cup of coffee have always remained a constant.

DONDERS 1860: CRAFTSMANSHIP WITH A HISTORY OF ITS OWN
Just as Roetgerink has its roots in the peddler who travelled through Twente, Donders 1860 has its roots in the leather industry. The brand, long known under the name DNR, began as a manufacturer with a strong focus on leather jackets and sturdy outerwear. In 2021 the company made a deliberate choice to return to its historical identity and the name Donders 1860 , a nod to the brand’s rich heritage.

That origin is still felt in every product today. Even now that the range is no longer made exclusively of leather, with mixed materials, fabric jackets and suede looks, the signa ture is unmistakably present. There’s always a rugged edge t o it, a roughness that sets it apart from marketing brands. Geert, buyer at Roetgerink, sums it up concisely:

““What makes Donders so unique is that you always keep a bit of that leather look in there. Even in the fabric jackets you can see that tougher look coming through. And that really does something for the appearance.”

That’s no coincidence, but a conscious choice. Over the years, Donders 1860 has made the transition from a pure leather manufacturer to a specialized outerwear brand that has mastered the entire spectrum of materials, yet has never lost its character. And that character is exactly what Roetgerink is looking for.

A PRODUCT SPECIALIST IN A WORLD FULL OF MARKETING BRANDS
There are plenty of big marketing names that have a jacket in their collection. The established fashion giants all dabble a little in the jack et segment. A jacket here, a bomber there. But a genuine jacket department? That’s a different story. Geert puts it sharply: at marketing brands, the jacket is rarely the focus. At a product specialist like Donders 1860, it’s the core of its existence.

And that’s what makes the difference. Roetgerink doesn’t want jackets from suppliers who just throw them in as an a fterthought. Roetgerink wants a partner who knows everything about them: from fit and material to season and style. Someone who observes, thinks along with us, and adapts with us. And at Donders 1860, that knowledge runs deep within the organization.

That’s the kind of partnership Roetgerink values. Not a cold supplier-customer relationship, but a mutual understanding built up over years of experience. The Donders 1860 sales representative knows Roetgerink’s customer. He knows which fit works, which material lands, which colour is too bold for this target group, and which one is just edgy enough.

AUTUMN AND SPRING: THE JACKET AS A YEAR-ROUND CONCEPT
There’s a persistent misconception about jackets: that they’re a winter product. At Roetgerink,
they know better. Hundreds of jackets fly off the shelves in the spring and summer, too. Customers don’t change who they are when the sun shines— they just change their jackets.

And that’s exactly where Donders 1860 has grasped something important. Because the collection has long since ceased to focus solely on the cold months. The transitional jackets— lightweight, versatile, and perfect for in-between seasons—bridge the gap between heavy winter styles and summer outfits. These are jackets for the morning when it’s still chilly, for the patio as the evening cools down, and for the bike ride to work when the weather is unpredictable. In short: for real Dutch weather, all year round.

Then there are the suede-look jackets. Not made of real leather, but with a look that evokes the rich, warm texture of days gone by. They look luxurious, they feel premium, and they suit the man who appreciates quality without needing to explain his choice. During the summer months, they’re one of Donders’ strongest products at Roetgerink.

And then: the shorts. Geert is clear about it, with a smile:

“The Donders shorts have a wide range of sizes, fit perfectly, and are also suitable for men who are a bit larger. In short, they’re great shorts at a great price.”

In a market where shorts easily cost over a hundred euros, the Donders shorts are cleverly positioned: affordable, well-fitting, and distinctive thanks to their cut. That’s no coincidence. It’s the logic of a brand that knows its customers. The man who buys a good jacket also buys good pants for the summer, and he wants the same integrity in the product: solid, no-frills, at a fair price.

Over the years, the collaboration between Donders 1860 and Roetgerink has evolved from an autumn/winter affair into a concept that works year-round. Spring, summer, fall, winter: there’s always a Donders product that suits the moment and the customer.

THE CUSTOMER: DICK, ON THE ELECTRIC BIKE
Who is the man all this is meant for? Geert has described him in one o f the personas Roetgerink uses for its marketing strategy. Dick. A man who’s no longer the youngest, but certainly doesn’t feel old either. He has solar panels on his roof, not because he’s a passionate environmental activist, but simply because it’s sensible. He rides an electric bike. He comes to Enter because he finds everything in one place here, can park for free, and is well taken care of.

Dick doesn’t ask whether his jacket is sustainable. But he does appreciate it if it is. It’s not a reason to buy, but a bonus. And that says something about how Donders 1860 approaches sustainability: quietly improving, without big claims. The process is the story, not the marketing message.

Geert explains it well: if you communicate sustainability too loudly, you’re implicitly saying the rest of your range isn’t. And that’s a message that leaves your customer confused. It’s better to simply do it: in ma terial choices, in the production process, in the lifespan of the product. That’s what Roetgerink and Donders 1860 quie tly but consistently work on.

The Donders customer and (Dick) the Roetgerink customer are the same person. That’s the simplicity of this partnership. No artificial overlap, no forced match: just two fashion companies appealing to the same type o f person, in the same way.

1,000 SQUARE METRES OF FUTURE
The biggest change at Roetgerink is also the most tangible: the completely renovated store. 1,000 square meters of new construction, featuring fivemeter- high ceilings that create an unmistakable “wow” effect upon entering. Four shed roofs that let in indirect daylight: a deliberate nod to the textile factories that made this region great.

In addition to the renovated store and the shoe store, customers will find Brasserie R-1854 across the street, where they can enjoy a freshly prepared lunch, a full three-course dinner or simply a cup of coffee with a treat. Roetgerink is more than just a store: it’s a destination.

And at that location, the coat department will finally get the space it deserves. On the second floor, 240 square meters will be set up as a full-fledged men’s coat department. No longer scattered throughout the store, no longer in a less-than-ideal spot: a distinct space with a clear identity, designed around the brand experience and collection highlights. Donders 1860 plays a role in this. Plans for brand design, the experience surrounding the collection and joint communications are currently being developed. Geert has high expectations for this:

“I’ve talked about this with Klaas (a representative from Donders 1860) many times, but I really expect to see a huge improvement there. The displays were often still very traditional. Now we can organize our displays by theme and target audience. Those jackets have always been there, but the space was simply limited.”

With that extra space, everything changes. You don’t just sell a coat based on the product itself, you sell the story that goes with it. The material, the fit, the oc casion. And in a dedicated jacket section, with its own atmosphere and presentation, that story can finally be told to its fullest potential.

EXPERIENCE AS STRATEGY, SERVICE AS DIFFERENTIATOR
Roetgerink realized early on what many retailers are only now discovering: a store isn’t a warehouse: it’s an experience. Free parking, free coffee, a personal shopping service, a workshop, and its own taxi service (the Fashion & Food Cab). These aren’t just perks; they’re at the heart of the business proposition.

That model fits seamlessly with the way Donders 1860 positions its products. A Donders jacket isn’t a disposable item. It’s something you buy because it fits well, looks good, and lasts a long time. That calls for a retail environment where time is taken. Where a salesperson not only knows the product, but also the customer.

Geert talks about the strength of the Roetgerink team:

“Our salespeople really take their time with each customer. We also have staff members who are nearing retirement, which allows us to truly serve all types of customers. People come here for a wedding or to find an outfit for a party. We help them every step of the way.”

That personal touch is also exactly why online shopping can never completely replace a store like Roetgerink. Not because online shopping is bad — Roetgerink also has an online st ore — but because there are things a screen just can’t provide. The way a jacket fits when you try it on. The advice from someone who understands you and your style in three seconds. The cup of coffee that’s just part of the experience.

And for Donders 1860, that’s exactly the right setting. Jackets that are expertly presented by salespeople who know the story, to customers who take their time. That’s where a good product really shines.

VAN DE LEU MÖW’T HEM, NOW AND IN THE FUTURE
Roetgerink has a motto that has held true for generations: “Van de leu möw’t hem.” For those living outside Twente (The Netherlands), here’s the translation: “It all comes down to the people.”

Customer trust is everything. You don’t build that trust with advertisements—you build it with honesty, consistency, and quality, day after day, year after year, generation after generation.

Donders 1860 follows the same philosophy. No complicated positioning, no bombastic claims: just a good product, a fair price, and a partner who knows what they’re delivering. And if that doesn’t work? Then you talk it through. Then you make adjustments and work together to find a solution. That’s when you truly grow together.

Because that’s ultimately what makes this partnership so sustainable. Not the contracts or the margins, but the fact that both parties share the same values. Quality over quantity. Relationship over transaction. Long-term over short-term profit.

The proof is in the numbers: 16 per cent revenue growth in the most recent year. A new jacket division aiming for further growth in the jacket segment. And a partnership that, no matter how long it’s been going on, is still evolving.

“I think collaboration with suppliers is very important to us. When you collaborate — or, really, when you work together — you build the most sustainable and long-lasting relationships. And you also have to make money from it together. I think Donders fits in very well with that.”

Back to that display case in the shop window. Christiaan Roetgering went door to door selling coffee beans and fabrics, convinced that honesty and service were the keys to lasting success. 170 years later, his company has grown into Twente’s premier fashion district. Five generations of the family. More than 240 employees. A reputation that extends far beyond the region.

Donders 1860 has similar roots: in craftsmanship, in leather, in outerwear that lasts for generations. In a sales representative who knows what to wear. In a product that sells itself: in the f all, in the winter, but certainly also in the spring and summer.

Van de leu möw’t hem. And Donders 1860, too.