Bulsink grows into an international specialist in fast-track retail and hospitality construction

As a 97-year-old family-owned company, Bulsink is widely known as a general contractor, with much of its strength lying in the development and realization of retail and hospitality concepts. Well-known names include Rituals, Basic-Fit and Coolblue. Debbie Melis: “Together with these Dutch clients, we embarked on an expansion journey. We grow alongside our clients — across borders as well.” A remarkable, quite literally cross-border example is the work carried out in Lounge 1 at Schiphol Airport. This requires extra effort and exceptional teamwork. Debbie Melis, Commercial Director at Bulsink, Giel van Roosmalen, Retail Director at Bulsink, and Irene Wuring, Terminal Development at Royal Schiphol Group, discuss how projects at Schiphol — almost literally — take flight through intensive co-creation, mutual trust and a shared ambition. “When people truly want to achieve something together, anything is possible.”

Collaborating with international brands at Schiphol

For all projects Bulsink realizes at Schiphol, Rituals and HMSHost are the direct clients. Rituals commissions retail projects, while HMSHost is responsible for hospitality concepts such as the cocktail bar The Wanderer. Bulsink operates within strict procedures and legislation. The positive energy around the table is palpable. Debbie: “It is an enormous privilege to work at such a unique location. We have proven that we master this process down to the finest detail. Our team is diverse, customer-oriented and continuously developing — that gives me a lot of energy.” Giel adds: “With my background in retail and decorative construction, and now 17 years of experience with high-end concepts across Europe, I can say that what we do here is not only challenging, but also incredibly inspiring.”

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“We grow alongside our clients — across borders as well.”

- Debbie Melis, Commercial Director

Retail concepts & cocktail bar

“We are not just another contractor at Schiphol,” Debbie explains. “We specialize in the development of retail formulas and hospitality concepts. At an international hub like Schiphol, brand experience, hospitality, speed and safety come together in a unique way. We are therefore very proud of the new Rituals store and the new full-service cocktail bar concept The Wanderer in Lounge 1, built on behalf of HMSHost.”

High-performance environment

Building at Schiphol is nothing less than operating at top-sport level. This is especially true in Lounge 1, a Schengen area where passengers have already passed security. Giel: “Everything has to be faster, safer and smarter. Materials can only be brought in through specific time slots, every movement is monitored and space is limited. On top of that, the time pressure is immense.”

Irene confirms: “It is a high-security environment with strict laws and regulations. Even the use of a screwdriver is subject to requirements. For example, we must prevent objects from ending up on board aircraft. This demands discipline and compliance with countless rules from everyone involved.”

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“It requires flexibility, creativity and a great deal of adaptability from all parties involved.”

- Giel van Roosmalen, Retail Director

Strict requirements

Schiphol sets high standards for everyone working there, Debbie emphasizes. “In addition to a Schiphol pass for every employee to access secured areas, VCA certification is mandatory. Behind every step is a detailed process planning, while the passenger experience must always remain central.”

At the same time, the airport environment must remain as pleasant as possible for travelers. Lounge 1 is the area where Schengen passengers can shop and dine before departure. Keeping this space attractive during a construction phase is a considerable challenge for all parties involved. Giel: “It is truly different from building on a regular high street. It requires flexibility, creativity and strong adaptability from everyone involved.”

Proven track record

The collaboration is characterized by Bulsink’s strong commitment, reliability and solution-oriented mindset, says Irene. “You can tell in everything that Bulsink always thinks alongside the client, switches quickly and looks for solutions that genuinely work in practice. That combination of delivering on promises and proactively preventing issues makes all the difference in complex projects like these.”

Giel adds: “By being involved at an early stage, already during the sketch design phase, we can actively contribute to the buildability of the design. We don’t just look at construction itself, but also at materials, feasibility and the smartest way to organize the process. This allows us to move fast without compromising on quality.”

Going the extra mile through innovation

Bulsink deliberately invests in innovation and smart solutions, Debbie explains: “We always look for ways to make a difference. How do we take the client along? How do we translate design into feasible execution? That’s where we distinguish ourselves from other general contractors. For us, it truly starts at the front end: together with the client, we create a digital twin of the project. This allows us to virtually test all decisions, identify potential bottlenecks and immediately incorporate them into the working drawings.”
Another crucial success factor is project manager Wim Hanegraaf, according to Debbie. “He brings extensive knowledge, flexibility and clear communication, and knows how to deliver projects within the Schiphol environment. His precision and commitment inspire confidence.” Irene adds: “Those extra steps are clearly visible in the final result — down to every detail.”

Speed

Ultimately, especially in complex projects, success depends on decisive leadership and maintaining momentum. Speed is crucial in retail and hospitality. Debbie: “Speed directly impacts return on investment. The faster a store or hospitality concept opens, the sooner the client generates revenue. We fully unburden our clients, delivering projects on time and within budget.” This is where Bulsink proves its strength: delivering high-quality retail and hospitality projects, even at the most complex locations such as Schiphol, for clients like Rituals and HMSHost, within strict regulations and without compromising on quality or brand experience.

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