The Dutch summer rarely announces itself loudly. It simply arrives. A warm evening. A familiar terrace. A chair that has been there for years.
Hartman has lived in those moments for generations. Not chasing trends, but shaping them in its own way. Not loud for the sake of attention, but confident in design. Something steady. Something that lasts.
In 2023, a different question emerged: How do you honour a heritage the whole country trusts, furniture everyone knows is almost indestructible and evolve into a contemporary Dutch icon, a brand that carries the same cultural weight and long‑term relevance as the nation’s most trusted household names?
With the launch of Le Soleil as a fully sustainable product line, Hartman didn’t just open a new chapter, it made a bold, future‑focused statement. This wasn’t simply a product introduction. It was a confident step forward, proving that the same quality the Netherlands trusts can now lead the way in sustainability.
We stepped in alongside the Hartman team and went back to the core: longevity. For decades, Hartman built furniture that outlasted seasons and trends. What if that same principle could shape the future?
That insight became a shift. From durability as a feature to longevity as a belief. We evolved “Daar geniet je langer van” from a promise into a platform. It became the foundation for a broader campaign concept: “Ook daarom geniet heel Nederland al jaren lang van Hartman.” A powerful narrative hook for real stories, from influencers, users, and families who give the brand its meaning. Not just a line about longevity, but a living proof of it.
We shaped the campaign together with Hartman’s marketing team, working side by side every step of the way. Strategy turned into shared ownership. The story became theirs to carry.
The result was a campaign that felt like a Dutch summer: honest, warm, effortless. Real gardens. Real light. Real life unfolding. Calm in tone. Confident in message.Radio spots. Influencer collaborations. New guidelines. A refreshed voice. Internal sessions to align the entire organisation behind one clear direction.
Every detail carried the same quiet conviction:Some things are made to pass. Others are made to last.Enjoy it longer.
Made in Holland
Designed and built in-house, by a team that knows true craftsmanship lives in the details no one sees.
Sustainable by design
Known for furniture that lasts a lifetime. Now made from fully recycled materials, closing the loop, one chair at a time.
A Dutch icon
For generations, part of Dutch families, gardens and summers and still going strong.
Our approach
“Ook daarom geniet heel Nederland al jarenlang van Hartman” became a cultural lens. If the whole country has enjoyed Hartman for decades, the proof already lives in real homes and real memories. Our role was to shape those stories into one coherent platform.
During a one-week campaign sprint at headquarters, we worked side by side with the Hartman team. Strategy, concept and content came together in real time. Fast decisions. Shared energy. Full ownership.
By the end of the week, the campaign wasn’t delivered, it was co-created. Rooted in heritage. Ready for the future.
A word by Stefanie Sijtsma Semmekrot, managing director of Hartman:
“Supa Dupa is a great strategic partner, bringing inspiration, ideas and advice that advance Hartman's strategy, offering practical guidance for tactical and operational implementation. Creative and innovative, their approach is closely aligned with the brand's vision, our organizational needs and available resources.”
Our impact
Strategic development
We reframed longevity from a product attribute into a brand philosophy. By connecting durability to sustainability, we gave Hartman a strategic narrative that aligns heritage with future relevance. The result: a clear positioning as a contemporary Dutch icon, grounded in trust and built for the long term.
Transition management
This was not just a campaign, but a shift. Through the on-site sprint and internal alignment sessions, the renewed direction became embedded in the organisation. Marketing, product and leadership moved in the same direction, turning strategy into shared ownership.
Design that moves
From concept to content, every touchpoint carried one consistent idea: pride in what lasts. Visual identity, tone of voice, radio, influencer stories, all designed to feel unmistakably Dutch, warm and confident. Not louder, but stronger. A campaign that doesn’t just communicate change, but makes people feel it.
