We were lucky to catch up with Gaby Kloekke recently and have shared our conversation below.
Gaby, looking forward to hearing all of your stories today. Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?
It’s been quite a ride! About 10 years ago, my partner and I decided to jump into the furniture business with no real clue what we were getting into. We took the plunge by bringing one Dutch brand, Eichholtz, to the U.S. That meant packing up from Europe and heading straight to Miami, where we were starting from scratch. We didn’t know the market or have any connections in the industry (yet).
We had to figure out everything—finding the right people to build our team, sorting out logistics, tackling warehousing, and building out a showroom and launching an e-commerce platform at the same time to showcase all the stunning furniture we were bringing in. Easier said than done.
It took a few years (and plenty of trial and error) to really understand how the furniture game works in the U.S. We hit our fair share of bumps, but the real turning point was finding the right people. Our team is the backbone of what helped us grow and keep pushing forward. Years of learning, adjusting, and a positive mindset have gotten us to where we are today.
We started with just one brand, and now we’ve scaled up to over 60+ European brands, spread across multiple e-commerce platforms, with a major showroom in the heart of the Miami Design District. It’s been a ride and we have a lot of ambition, so more brands and platforms will be launched in the next couple of years.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
We launched the OROA Group, focusing on reselling top European furniture brands. Our business spans multiple online platforms like OROA.COM, WOODFURNITURE.COM, and DUTCHFURNITURE.COM. We also have a massive 17,000 sqft showroom in the Miami Design District that exclusively showcases the Dutch brand Eichholtz.
Beyond our e-commerce and showroom, we’ve expanded into interior design, working on residential and commercial projects across the U.S. OROA Design has 20+ active projects currently.
Any thoughts, advice, or strategies you can share for fostering brand loyalty?
We’ve built a large database of clients over the years, and it’s not just end-consumers—many are trade clients as well. We keep them in the loop with daily newsletters (promise, we’re not clingy!) to share new designs and promotions. Some of our clients are tagged as VIPs, which means they get extra perks like better buying prices and enhanced services. Designers, on the other hand, get their own newsletter tailored specifically for them since they’re working on interior projects. We offer them additional support to help source exactly what they need.
Building relationships with our clients is key, and that focus has paid off with a high percentage of returning customers.
When it comes to our showroom/gallery we’re big on hosting events. Sometimes we go all out with large gatherings, and other times we keep it intimate with smaller, more personalized experiences. Clients really appreciate that special touch, whether it’s a unique service or an exclusive invite. We’re always active in our showroom/gallery, creating memorable moments and staying engaged with our community.
What’s been the best source of new clients for you?
Even though we’re deep in the digital era, I still believe there’s value in traditional marketing. Sure, we send out daily e-blasts, but we also stick to some “old school” methods like direct mail. If a client needs a catalog, fabric or wood samples, we’re happy to send those out the good old-fashioned way. ;)
I’m also fan of handwritten notes. Whether it’s thanking a customer for requesting a catalog or personally inviting them to visit the gallery, it adds a special touch. My team knows how important this is to me, so they’re equipped with everything they need to create that personal connection with our clients.
Contact Info:
- Website: www.oroa.com
- Instagram: https://www.instagram.com/oroa_furniture/
- Linkedin: https://www.linkedin.com/in/gaby-kloekke-0b9a0814/
- Other: www.woodfurniture.com www.oroatrade.com www.meubleluxe.fr www.dutchfurniture.com www.eichholtzmiami.com www.oroa.es www.italianfurniture.com
Image Credits
Eichholtz USA Ethnicraft USA Eichholtz Miami