Woman Behind the Brand: Annemiek Strackk
If you do something you truly believe in and can do it with your great love, then in every way there is a beautiful match. Annemiek Melis is the driving force behind Strackk, the company that makes custom floating wall shelves. With beautiful lighting as well.
Annemiek, you joined your husband's company and became a co-owner. What was the moment when you thought: we are going to build this together?
From the beginning, I helped out in the background, but it took a while to fully step in. I had no background in interior design and doubted the need: ‘Why would someone buy a shelf that is more expensive than an IKEA Lack shelf?’
In 2014, Joep secured a spot at the largest interior fair in Europe, Salone del Mobile in Milan. Among the seasoned designers, we stood out as sales and marketing people. Our booth, sleek and simple with a styrofoam logo and polished product video, gave the impression that we were an established Scandinavian brand. Visitors were enthusiastic: where could they buy the shelves? What was our website? We didn't have one yet... but of course, we didn't say that. Instead, we asked for their business cards and went into hyper mode in the hotel room at night: calling, arranging, and building. Two weeks later, we had a website and hung our shelves in locations like Grand & Johnson, Schramm Keukenlab, and at several Bulthaup stores.
The confirmation came with a WBSO subsidy for innovative Dutch products. Then I knew: Joep had really designed something special. Yet, I still didn't feel where my own added value lay. I was in my place at Specsavers, where I managed large budgets as head of marketing, had a team, and worked with advertising and media agencies. What could I actually do more than strategic thinking, project and stakeholder management, and making PowerPoints for the board? Strackk had no budget, no agencies – just Joep, me, and a good product.
The real click came during a world trip with our family in 2019/2020. Away from the agenda, deadlines, and societal systems, space was created. I had signed up as a freelance SEO copywriter beforehand. While traveling, I created my own website, and out of curiosity, I also took a good look at Strackk's. Nothing was right on the back end for Google. So I dove in. It worked: more visitors, more orders, more happy customers. That gave me confidence.
I was still doing Strackk on the side, working four days a week in marketing jobs at different companies. I never had enough time to actually realize everything I wanted to do for Strackk. A year ago, I said: fuck it. Only with full focus could Strackk really grow. It was exciting: being completely dependent on one company with our family of five. That's a risk you take together. But those who don't dare... Meanwhile, we are growing both domestically and internationally and have opened our own office and showroom in Amsterdam.
Before that, you did something completely different, I assume. What was that?
After my studies in Communication Sciences, I ended up in the world of corporate games through connections. For The Game Company, I organized team-building games in Amsterdam for large companies – fun, but after a year, I missed the mental challenge. Then I started working as a marketing account manager at the publisher of Denksport. There, we launched Tazuku-Sudoku among others and I sat at the table with Bruna, AH, and Jumbo to give puzzle magazines a better place on the shelf.
After a few years, a friend tipped me for a position at Specsavers. The case ‘How to conquer Amsterdam?’ immediately attracted me. I eventually stayed there for eleven years, in various marketing roles. I learned a lot and worked with a team of smart, fun people. I quit my job when we went on a world trip as a family – a decision that ultimately changed everything.
What makes Strackk unique in the market and how do you continue to innovate?
Our shelves literally float on the wall thanks to a clever, invisible mounting system. Made from recycled aluminum and with a load capacity of up to 250 kg per meter (!), it is a product that is not only beautiful but also technically brilliant. Strackk can be ordered completely custom: exact lengths down to the centimeter, various depths, more than 125 colors, and finishes in matte or satin. And further customizable with extras like lighting, rounded corners, or grooves for hanging wine glasses. And Joep is bursting with ideas – from accessories to entirely new products.
One of the questions I always ask in this section is whether you manage to keep work and private life separate. It's generally a tough job for most working women, but especially when you work with your husband. Do you find it pleasant that work and private life are a fluid wave, or is it sometimes also a bit difficult?
Keeping work and private life separate doesn't really work, no. But I usually don't mind. We discuss work at any moment of the day, and that actually provides space and flexibility. We often tried to ‘schedule’ work meetings so that we wouldn't talk about Strackk at home... but those never happened because we had already discussed it earlier or had other things to do. The tricky part is sometimes stopping. We both have many ideas; there is always something to discuss or improve, and customers call at all times. I do make sure that by doing fun things with friends, reading books, watching movies, and exercising, I occasionally completely switch off from Strackk.
My husband and I also work a lot together, and sometimes – in the bedroom for example, haha – I really don't want to talk about work. Then I lie awake all night worrying. Recognizable?
Haha, definitely! Sometimes it's not even my husband, but my own head that starts up at night. Suddenly, I lie there coming up with all sorts of ideas and want to crawl right behind my laptop. It's so nice and quiet at night.
What does an average workday look like for you?
Around 7 o'clock, I wake up. I arrange breakfast and school lunches for the kids (as far as they still want that). If I have time, I make a smoothie with carrot, ginger, and orange – à la my favorite at Joe & The Juice. Then I chat with Joep: about the world, the kids, and what’s going on with Strackk. Meanwhile, I scan my emails and to-dos and decide whether to go exercise or head straight to the office.
And what do you usually wear? I find perfume and clothing an important extension of yourself that can contribute to what you want to achieve. Do you share that opinion? And if so, I am of course very curious about your signature perfume and style.
I feel best when my clothes fit well and look good. My style is just like Strackk: straightforward and basic. No ruffles, puff sleeves, or busy prints – black, white, dark blue, jeans, and occasionally a bright color like yellow or cobalt. My favorite brand is Filippa K. Although I must admit: the nicest outfits are often those Joep picks out for me. He really has an eye for style, better than I do. Scent is a thing for me. I don't like toilet sprays, deodorant, or baby wipes. I'd rather smell life itself, haha. I don't use deodorant and perfume occasionally. I love Miss Dior and Chance by Chanel.
What did you study?
Communication Sciences at the UvA, later supplemented with commercial marketing courses like NIMA, masterclasses in Retail Marketing and Online Marketing. And thus hours of online self-study via Google Academy and Udemy.
Did you have a profession like this in mind as a little girl, or did you want to become something completely different?
I loved drawing, crafting, and organizing. I thought about art school but doubted whether I was creative enough for that. I mainly wanted to study in Amsterdam, so it became Communication Sciences at the UvA. In hindsight, I think I learned the most outside of my studies: hospitality, student association, organizing the Intreeweek. Closing deals with restaurants, planning movie nights, setting up a mini-festival – it was a great time.
What makes Strackk so unique that you decided to become a co-owner?
I have actually already answered this question above.
What business lesson have you learned and would like to share?
Just do it. Even if you're not sure how it will turn out. Doubting and sitting still is a waste – along the way, you learn and adjust anyway. Do what you enjoy, but don't forget that you also have to practice, make mistakes, and persevere. Set priorities and focus on what and who are truly important. Go for it and dare to take risks in good consultation with your loved ones. What is the worst that can happen? On a scale from 0 to 10 – and 10 is death – it usually turns out to be just fine. So: “just do it, it doesn't have to be perfect – as long as you try!”
Finally; where can we find you?
We are primarily an online company to keep the business process as (cost)efficient as possible. On strackk.com you can easily customize your own wall shelf. Or order aluminum color samples to coordinate at home with the rest of your interior.
Inspiration from @strackkwallshelves can be found at Instagram, Pinterest and YouTube
Would you rather see the shelves in real life? Make an appointment at our Strackk Design Office, Czaar Peterstraat 247, Amsterdam. Call 085-3036191 or email info@strackk.com.
Portrait photos: photographer Erik Smit
