Two progressive companies, Boozed and Expovorm, join forces in a unique double interview in Publique.
What might initially seem like an unlikely combination—the creative-conceptual experience architects of Boozed and the exhibition stand specialists of the Twente-based family business Expovorm with their pragmatic, thoughtful approach—proves to be a strong match.
Kim de Ridder and Pauline Hilbrink not only share a passion for impactful and sustainable experiences but also a common vision for future-proof entrepreneurship. Their companies, Boozed and Expovorm, respectively, have been awarded the B Corp™ certification for sustainable business practices.
Delft-based Boozed excels in creating comprehensive concepts for corporate events. With a focus on atmosphere, emotion, and brand experience, the company takes care of every step, from design to styling. Expovorm, based in Almelo, specializes in designing and delivering custom exhibition stands, showrooms, and retail concepts, providing turnkey projects across Europe.
Though they specialize in different areas, they’ve found common ground through close collaboration. By sharing knowledge, ideas, and best practices, they not only create stronger concepts but also advance more sustainable business operations.
Their first meeting came about through a tip from supplier JMT Floorcoverings. Pauline recalls, “They said, ‘You should have coffee with Kim; she’s a perfect match for you.’” At that initial meeting, their shared values quickly became evident. Kim adds, “Even though our companies are very different, we think alike on many things.”
Building a Strong Bond
Kim: "I think both Pauline and I have a lot of courage. We dare to think differently. We also both have a company with a family culture. A significant societal shift is that, as an entrepreneur and employer, you not only build a healthy and sustainable business and earn money but also take good care of your staff."
"Nowadays, you can't rely on your neighbors, the church, or the community center. At least in the western part of the country, that social structure is no longer there. Your role as an employer is becoming increasingly important."
Pauline: "We want someone to stay with us as long as possible, and that requires effort from both sides."
"We don't work nine to five. Often, there are last-minute changes, or we work on weekends and holidays. We ask a lot of flexibility from our staff, so we also need to offer a lot in return. That makes my work more enjoyable, and it makes their work more enjoyable."
Kim: "We believe in using resources wisely and handling them responsibly. I notice that in our industry, it's not common, and there's so much waste. Many companies tend to create new banners for every event, while they have warehouses full of that stuff. That always fascinates me."
Pauline: "That's why we both wanted to become B Corp certified. The process turned out to be much more intense than we initially thought, so it helped to discuss it with each other."
Kim: "We now hope that by sharing our experiences, we can create a ripple effect in the industry. Because we still have a long way to go toward sustainability in the exhibition and events industry."
Making the Industry More Sustainable
Kim: "Sustainable work requires a different way of thinking. It starts with the first client conversation. You need to look broader than the initial request from the client."
"I always ask: 'Why are you doing this? How are you going to do it? Do you have plans beyond this trade show where we can reuse this material? At an event, a pop-up, or in your own building'—whatever! There's a lot to gain there."
"It also means critically looking at your planning so that you're not stressed a week before the trade show with late-delivered logos, working late into the night to finalize artwork, and constantly rushing to the printer with urgent tasks."
At just six years old, Pauline Hilbrink was already wandering among the colorful booths at a candy trade fair, fascinated by the designs her parents had created through their exhibition company, Expovorm International. That early spark grew into a lasting passion.
Today, she runs the family business alongside her brother-in-law, Gerwin Altena, where the two of them bring brands to life through a grounded, practical approach combined with creative design.
Pauline: "Everyone benefits from early planning. First of all, everyone gets stressed when it's too late. Secondly, it's certainly not sustainable or cheap to send a courier for one panel at the last minute. No one wants this, so it's up to us to create clarity from the first client conversation."
Kim: "In that regard, we’re a bit of an unusual exhibition stand builder because we lean more towards the advisory side."
"I always let clients first think about what their goal is at that trade show. What effect do they aim for? Do they need a coffee corner and three meeting rooms? If they don't achieve their goal with that, then we don't need to build it."
"Clients sometimes come in with a photo of the stand they had last year, saying they want exactly the same again. I advise them to go back to the previous stand builder and ask with what love and attention they can upgrade that stand to the present day. Don't call me!"
"This is where exhibition stand builders and designers play a key role. Clients can only spend their euro once, so the question isn't just how they can make the best impact but also how far you need to go to achieve that. Don't be afraid to approach it a bit smaller."
"That means you might not be able to build an 80,000-euro stand every time. But would you prefer one expensive stand or ten years of a very happy client for 20,000 to 30,000 euros each time? In the short term, it yields less, but in the long term, more."
Pauline: "Focusing on long-term relationships is also sustainable."
Kim: "Saying no is also part of it. I certainly refuse assignments if they don't fit our identity. For example, I won't design stands or activations for a brand promoting vapes."
Pauline: "We sometimes receive requests for 'build and burn.' They want to assemble a stand as cheaply as possible on-site and throw it away after the trade show. We won't do that. It's terrible to see that this still happens so much. Organizers should prohibit that."
‘We still have a long way to go in the exhibition and events industry regarding sustainability.’
Pauline: "And that’s possible. Recently, I was at a trade show in Italy where it was mandatory to have a modular system, and it was prohibited to sand and plaster in the hall."
"The problem is that regulations in Europe are very fragmented. It would be nice if there were the same laws and rules everywhere, even if only based on fire safety."
Kim: "And on the times you can build. There are trade shows where you have to empty the hall in one evening, which is exhausting for your people. I think the entire industry should look at that more critically. But it's quite a balancing act because, on the other hand, such a trade fair hall also needs to make money."
The Biggest Challenge in This Market
Kim: "Many challenges in exhibition stand construction come down to transport, and there's still no real solution for that. Try driving an electric trailer to Paris or Barcelona—it’s not easy!"
"Pauline and I do everything we can to calculate well, seize efficiency where possible, and possibly combine transporters, but ultimately, you just want a vehicle that drives as cleanly as possible. For that, the market needs to cooperate."
Is the market ready to make that shift?
Pauline:
“In the end, it only takes one company to make the switch and turn it into a success. Then the rest of the competition will follow. The more people ask for sustainable products, the more companies will start offering them — we’ve seen that ourselves.”
“We’ve been using the same vinyl tiles from Forbo for twenty years. You can clean and reuse them endlessly — they still look great. The only problem was: they’re brown. That used to be trendy, but no one wants a brown floor anymore. So after twenty years, we returned them. Forbo fully recycles them into granules to make new tiles. It’s such a fantastic company!”
Kim:
“In this line of work, you really need a long-term vision, and you have to look beyond your own industry. I often look at what’s happening in interior design, for example — they’re even using materials made from fungi. As a stand builder, you can cling to standard fabrics and printed materials, or you can let yourself be inspired by other industries and markets.”
What began thirty years ago as shaking cocktails on-site has since evolved into full-scale experience creation.
With boundless energy and a clear vision, Kim de Ridder has built Boozed into a powerhouse. From large trade fair pavilions to intimate booths, her company now brings over two thousand projects to life each year through styling, rentals, and custom solutions.
Does B Corp Help?
Kim: "The beauty of B Corp is that it gives you new ideas. Not only in terms of sustainability but also in terms of employment and the impact you have on society. You actually involve the entire chain because you encourage your suppliers to implement change or only collaborate with parties who want that."
Pauline: "It makes you think about things you never thought about. That's often very inspiring, but sometimes also frustrating."
"My parents started the company with 'common sense,' as they call it. And with 'noaberschap,' a Twente concept that means taking care of your neighbors. If someone asks for help, you help. That's a given here, and that's how the company has always been. It's embedded in our DNA—not on paper."
"Because we were already so sustainable, we expected our B Corp application to be a breeze—easy peasy. Of course, it wasn't."
‘We look at everything, and that's the difference. I hope our clients see that too.’
"We focus heavily on maximum reuse. I thought that would weigh heavily. But because I couldn't demonstrate with independent scientific research what the difference is between wood and system construction, all the points we could earn on that were lost. While everyone can figure that out themselves."
"Another example: we've always supported good causes, but we didn't get points for that because they were local causes without ANBI status. So, in addition, we now also support ANBI-designated causes."
Isn't That Extremely Frustrating?
Pauline: "The B Corp process is sometimes frustrating, but once you've achieved it, you've really accomplished something. Almost all of entrepreneurial Netherlands claims to be sustainable, even if it's just because they separate waste. As a result, you can no longer see the difference between a grey and a green event organization. B Corp helps with that because you don't achieve the certification just like that."
Advice for Companies Wanting to Become More Sustainable
Kim: "I think it's especially important for companies to think about what kind of employer they want to be. If you want to get certified, there are many ways to do that, for example, through industry associations. And there are various sustainability initiatives you can join. But I think such a label will ultimately be distinguishing."
"There are many multinationals that have to comply with certain laws and regulations, and it helps if your supplier is B Corp certified."
"We're already seeing that development. This year, we won our first pitch based on our B Corp status. Of course, the client was enthusiastic about the concept we presented, but we were more expensive than the competition. Yet, they chose us because of the label."
Pauline: "It not only helps in attracting clients but also in attracting talent. Recently, I spoke with two applicants who both asked, 'What do you do for sustainability, and how important is that to you?' Well, those questions were never asked in the twenty years before."
What Is a B Corporation®?
B Corps have a proven positive impact on people, society, and the environment. In addition to economic performance, social and ecological performance must be embedded in the company's DNA and daily operations.
The strength of B Corp lies in the collective, not the individual. Together, B Corp organizations can transform the economic system into a more inclusive, just, and regenerative global economy.
For a more detailed explanation of what B Corp entails, visit our B Corp page.
Succes & Full-Service
If there is a way to stand out, we’ll find it
We translate all your wishes and ideas into beautiful and successful stands. That is our strength. Curious of what we can do for you?
Expovorm
Expovorm ontwerp en creëert maatwerk (huur)stands waar ook ter wereld. Van idee en ontwerp tot uitvoering en evaluatie en alles daar tussen. Onze design afdeling is gespecialiseerd in hergebruik en recycling. Beter voor het milieu en vaak ook kostenbesparend. Een duurzamere wereld hoeft volgens ons geen duurdere wereld te zijn. Samen met onze klanten hergebruiken wij alle onderdelen van onze stands en als hergebruik in de standbouw niet meer mogelijk is dan zoeken wij naar een andere oplossing. Weggooien is zonde en vaak is er nog veel mogelijk.