Interview: Every year BALR. comes with a new Black Friday approach

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The Dutch luxury sports brand BALR. will also take part in the Black Friday e-craze. The brand that was founded in 2013 by football players Demy de Zeuw, Eljero Elia, and Gregory van der Wiel already has experience with creating deals for this event, but makes sure that they’re a little different every year. Curious about BALR.’s sneak peaks for Black Friday 2017? We spoke to Thomas van Mastbergen, Head of Digital Marketing at BALR.


How big of an event is Black Friday in The Netherlands? What impact has the event had on your business in previous years?

BALR. has big expectations for Black Friday 2017 since we as a brand stopped giving discounts, expect for on Black Friday and Cyber Monday on which we will offer a unique proposition to our customers. We responded to Black Friday and Cyber Monday 2015 by creating package deals with attractive discounts. The following year we took a bigger step by offering a 25% discount on all of our products, which led to a 50% uplift in sales. We think that Black Friday will play a bigger role this year within The Netherlands, which will also increase competition. That’s why we think that it’s even more important to be different than the rest every year, so that even on Black Friday customers can feel connected with the brand.


What plans do you have for Black Friday 2017?

This year BALR. will come out much bigger in terms of communication and proposition. We are even releasing a limited edition t-shirt so that our regular customers can add a new product to their collection. As far as the proposition is concerned, we will offer a 25% discount on the entire product range, excluding a few items. In addition, this discount will also be applied to the ‘special offers’ category in order for a selection of products to be priced even sharper. Lastly, BALR. has paid a lot of attention to content to complete the campaign image.

Which products do you expect to be the biggest sellers?

The new and classic hoodies are currently incredibly popular and we expect that they will remain so throughout the event!

Will you also be participating in Cyber Monday?

Of course, the discount will start on Black Friday and will keep going until Cyber Monday, including Cyber Weekend as well. 

What are your predictions for Black Friday/the Cyber weekend in The Netherlands?

We think that more and more Dutch consumers will wait until this weekend to make their Sinterklaas and Christmas purchases. The amount of retailers that will participate in Black Friday and Cyber Monday will also see an increase compared to last year. For BALR. this is the main reason why it’s an important weekend to run a campaign. We expect that this will certainly cause an uplift in sales!