Canadian Retailer - Spring 2015 - 25
an innOVatiOn in eating
BY ROBERT PRICE
A clean and modern look invites grocers into the aisles.
it's the rush at Bilder & De Clercq, one of the most
popular grocery stores in Amsterdam. Customers
move through the grocer's neatly curated aisles, past
the tables of fresh produce and the shelves of sauces,
vinegars, oils and wines. The store's style is hip, with
symmetry in the carefully organized displays and in
cool, neutral colours that provide a background for the
artful photography at the food stations.
Bilder & De Clercq is a different kind of grocery
store than most Canadians will encounter on their
way home from work. The store has fourteen recipes
on display, and rather than selling the ingredients by
volume, the store sells ingredients according to the
portion required by the store's recipe. If the recipe only
asks for one clove of garlic, you can buy a single clove.
It's a do-it-yourself-but-we-make-it-easy style of grocery store that is garnering notice around the world.
a different grocery
Rogier Leopold and Diederik van Gelder, the
founders of Bilder & De Clercq, opened their first
store on Valentine's Day, 2013. The store is named
after Bilderstraat and De Clercqstraat, the cross
streets of the intersection in downtown Amsterdam
where the first store opened. A second store, also in
Amsterdam, opened shortly after. Leopold and van
Gelder remain the only two people on the back-end
of the business, although they have a healthy staff on
the front-end, including two chefs who develop the
store's recipes each week.
Leopold says the idea for the store grew out of what
the two partners saw as a need in Amsterdam-tastes
and eating habits in Amsterdam were changing as
people worked longer hours. "They were eating badly,"
says Leopold, and so they developed the grocery store
SprinG 2015 | canadian retailer