.nl in the spotlight: boccale.nl

"We made our first sales before there was even a logo on the website."

There are now six million registered .nl domain names, many of which are used for webshops. Almost anything, it seems, can now be bought on line and delivered next day. But there are still some market segments where things aren't quite so easy. That's why Koen Zwaan set up boccale.nl, a webshop that sells sports trophies, medals and awards. In the eighteen months since, boccale.nl has become the biggest online player in the sector. Koen explains the background to his venture and the story behind its .nl domain name.

Where did you get the idea for the site? Why sports trophies?

Koen Zwaan with a sport bowl in his hand
Koen Zwaan registered boccale.nl.

"In 2018, I needed a couple of trophies myself. So I went along to the local trophy shop in Schagen and ordered some cups for collection five days later. I was amazed that shops operating like that still existed in the digital era. Coming from an online marketing and e-commerce background, I immediately saw an opportunity. I ran the idea past the owner of the shop, but he wasn't interested, because he was planning to retire soon anyway. So I decided to go for it myself, and started selling trophies, medals and other sporting awards online."

What distinguishes your business from others in the same sector?

"Our aim with boccale.nl is to shake up the market. So, for example, we deliver all orders of more than 75 euros for free, and we offer next day delivery on orders placed before noon. Such things are commonplace in other sectors, but not the trophy sector."

How did you come up with the name boccale.nl?

"I felt that the name really had to be distinctive as well. So, while most proprietors and webshops go for names that include words like 'sports trophies', we opted for 'boccale'. It's an Italian word that roughly translates as 'cup'. We're looking to establish a brand, and a strong brand needs a memorable name. We've noticed that more and more customers are starting to use our Italian version of the word instead of its Dutch equivalent 'bokaal'. So 'boccale' is becoming a concept in its own right. Which is exactly what we wanted."

How soon was it clear that the webshop was taking off?

"We started with a range of medals and cups for four sports. Now the webshop offers trophies and awards for more than thirty sports. Our customers are a mix of businesses and sports clubs. We supply everything from swimming trophies to awards used by professional football clubs, including FC Twente."

What about the future?

"We started off with the ambition of energising the market and becoming the biggest player in the Netherlands. And we managed both of those things inside eighteen months. Although the coronavirus crisis has quietened things down, we haven't been idle. We've spent the last few months developing a German sister site, boccale.de. We're looking to build that up alongside boccale.nl in the period ahead."

What advice would you give to someone hoping to start an online business?

"A lot of people seem to spend ages preparing and designing their logos, promotional copy and websites. We built our site in a month and made our first sales before there was even a logo on the website. So my advice is just go for it! You can never really predict how customers will behave, so there's no substitute for getting your site out there and seeing how people respond."