At the end of October, the moment finally arrived: De Roode Loper opened the doors to its third store — this time on the Cornelis Schuytstraat, in the heart of Amsterdam’s chic Oud-Zuid district. After Utrecht and The Hague, Amsterdam now has its own paradise for stair runners: a store bursting with color, texture, and inspiration: from timeless classics to bold, contemporary designs.

The opening was the perfect occasion to invite the interior design press for a closer look at this warm, family-run company. Who are the people behind De Roode Loper? How did it all begin? And above all: what makes a stair runner so special that it can truly become a statement piece in the home?

During the press event, several editors and chief editors from leading interior magazines — just like we once did — fell in love with the stair runner as a true style icon, with the craftsmanship behind it, and with the beautifully designed new store. While enjoying LIEN limoncello cocktails (the Stairway to Heaven, Red Runner or Soft Landing) and refined bites from Van Dam, guests immersed themselves in the inspiring story, the endless design possibilities, and the contagious passion of the De Roode Loper team.

The highlight of the day? Without a doubt, the live demonstration by De Roode Loper’s master upholsterer. With steady hands, he showed how a staircase is fitted with precision and artistry — no shortcuts, just pure craftsmanship.

And as the cherry on top, everyone went home with a unique bag made from a real stair runner: a fitting souvenir of an inspiring afternoon.

Would you also like to strengthen your interior brand, build brand preference, and engage your audience? Get in touch with us, we’d love to help you bring your story to life.

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