Kimberley Buurman
From Orderchamp’s very first Marketplace brand to a fully connected B2B setup, Wooden Amsterdam has grown alongside Orderchamp while moving away from manual wholesale ordering.
Wooden Amsterdam has been part of the Orderchamp story from the very beginning.
The Dutch design brand was the first brand to join the Orderchamp Marketplace, after founder Wieger Josemans put his trust in the team behind a platform that was still in its earliest stages.
“I already knew that you as a team and the owners of the company as a startup would not quit before they succeeded. So I believed in them from the first day.”
Years later, that relationship has grown far beyond the Marketplace. Wooden Amsterdam now uses the Orderchamp B2B Portal, Marketplace and Dropshipping Automation, supported by integrations with Shopify and Stockitup.
At the centre of that setup is the B2B Portal, giving Wooden Amsterdam a much more scalable way to manage wholesale while making it easier for retailers to browse and order its complete assortment.
When wholesale was completely manual
Before digitising its B2B operation, Wooden Amsterdam handled almost every part of wholesale manually.
Retailers would call or email the team with their orders. Products were picked from Wooden Amsterdam's own fulfilment centre and brought to PostNL — or even delivered personally when the retailer happened to be based in Amsterdam.
“The wholesale business in particular was very manual. Clients would email me or call me about what they would like to order, and I would fulfill the order with my team.”
As the brand and its assortment grew, that setup became increasingly difficult to scale. Presenting products through Excel sheets and processing orders through calls and emails also made buying unnecessarily complicated for retailers.
Giving retailers a better way to order
For Wieger, a strong B2B setup is ultimately about making life easier for the customer.
A broad assortment is difficult to communicate through spreadsheets. With the B2B Portal, Wooden Amsterdam can instead present its collection visually in one place and give retailers the freedom to browse and order whenever it suits them.
“For clients, it's better that their supplier has a good structure in terms of the possibility to order products.”
That shift has changed more than the ordering experience. It also means Wieger can spend less time processing individual orders and more time building the business.
Instead of sitting behind a desk dealing with paperwork, he can visit retailers, present the collection and focus on bringing in new customers — while the portal handles the ordering afterwards.
“The key is being out there and going there, and not being busy with A4 papers with orders — but just telling your story in the stores and letting them order via the order portal.”
For Wooden Amsterdam, the B2B Portal does not replace the personal side of wholesale - it supports it.
Growing with Orderchamp from day one
Wooden Amsterdam's relationship with Orderchamp is somewhat unique: Wieger never really went searching for a B2B platform.
He already knew the team behind Orderchamp and decided to join when the Marketplace was first being built — making Wooden Amsterdam the first brand on the platform.
Since then, Wieger has seen the product evolve alongside his own business.
“The biggest change that I've seen is actually the improvements within the Orderchamp team, in the product itself and the persistence to make the product better.”
That relationship also works both ways. When Wooden Amsterdam receives feedback from retailers about the ordering experience, Wieger shares it directly with the Orderchamp team.
For him, that continuous development has been one of the most important parts of working together.
One Orderchamp setup across multiple B2B channels
What started with the Marketplace has since developed into a broader wholesale setup.
Today, Wooden Amsterdam uses:
the B2B Portal for direct B2B ordering;
the Orderchamp Marketplace to reach and sell to new retailers;
Dropshipping Automation as an additional way for retailers to sync products directly to their webshop.
Their Orderchamp backoffice is also connected with Shopify and Stockitup, helping Wooden Amsterdam move further away from the highly manual operation it started with.
This is particularly important because wholesale has once again become the dominant side of the business.
When Wooden Amsterdam first launched, B2B accounted for around 70–80% of sales. That balance shifted towards B2C during COVID, but wholesale has since returned to roughly 70% of the business.
More time to focus on what sells
While Wooden Amsterdam's wholesale setup has become broader, its product strategy has become more focused.
The brand previously offered everything from wooden keychains to tables. Today, Wieger has found a much clearer product-market fit in premium kitchenware, particularly end-grain cutting boards made by skilled European woodworkers.
“We found that high-end kitchenware, especially end grain cutting boards, are doing very well.”
The current focus is largely on the Netherlands, where Wieger sees plenty of opportunity to bring the collection to more specialist cooking stores.
Wooden Amsterdam also has a permanent presence at the Beatrixgebouw in Utrecht, where retailers can discover the products in person before continuing their ordering through the B2B Portal.
From our first Marketplace brand to a connected wholesale business
Wooden Amsterdam's journey with Orderchamp shows how much wholesale can change over time.
What began with manual calls, emails and deliveries has evolved into a setup where retailers can order independently through a dedicated B2B portal, discover the brand through the Marketplace and sell its products through dropshipping.
And while Orderchamp has grown considerably since Wooden Amsterdam became the first brand to join the Marketplace, the principle Wieger believed in from the beginning remains the same: keep improving the technology so brands can spend less time processing orders and more time growing their business.
Thank you to Wieger and the Wooden Amsterdam team for believing in Orderchamp from day one — and for growing with us ever since!
