Rob Peetoom Factory | Rochelle Peetoom
Factory Outlet Center | SugarCity | Halfweg
Rob Peetoom Academy
Warm colours, special outside light
The warm heart of the organisation’, is how Rochelle Peetoom – CEO and daughter of the internationally renowned hairstylist Rob Peetoom – describes the Rob Peetoom Factory in SugarCity, ‘It’s all about creation and content here. It is a makers’ community’. The Rob Peetoom Factory houses the Academy, where stylists are trained every day. It is also the place where our own magazine is produced, where we have our own photo studio and where we will soon have a Learning Salon, a place for the practical part of the course.
We have a preference for buildings with a story, character and charm. In New York City, for example, we are located in an old soft drinks factory in Williamsburg, a trendy neighbourhood of Brooklyn. Like Luigi Prins of Cobraspen, my father is originally from Haarlem. Those men have a similar energy; they love what they do. Luigi phoned Rob about a great location he had found which Rob just had to see. My father immediately fell in love with SugarCity and the building’
‘The size also gave us the opportunity to merge parts of the company, to create more synergy. Unlike our salons – which are generally very minimalist and austere and can therefore intimidate people a little – the Rob Peetoom Factory is warm. We really have a clubhouse feeling here. The furnishings are colourful, the lighting is superb and the accessibility, with a railway station just across the road, is great. Ideal for our models, students and international guests’
‘I really like the fact that Cobraspen, just like Rob Peetoom, is a family business. It brings a different dynamic. A kind of understanding that only exists within entrepreneurial families. I also like the fact that if I have any questions, I can quickly send an SMS. The short lines of communication work great.’