Victor Weng and Lab21 Introduce New Interior Director Concept

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Dutch flooring and interior specialist LAB21 has appointed Victor Weng as its new interior design director, marking a strategic shift toward a more comprehensive interior solutions approach while maintaining its core focus on flooring. The move comes as the company, founded in 2015 by Weng and his wife Michelle, continues its rapid expansion across the Netherlands and eyes international growth.

LAB21, which started as a natural stone shop in 2011 and transitioned to flooring in 2016, now operates 17 showrooms nationwide and has served over 80,000 customers. The company employs more than 150 flooring specialists and has seen its revenue multiply tenfold since 2016, according to internal company data. Weng, who previously held executive roles at Heineken and Philips, brings a background in business and digital transformation to his new role.

From Flooring to Full-Interior Solutions

Weng’s appointment reflects LAB21’s evolving business model. While flooring remains the company’s flagship product, it has expanded into raamdecoratie (window decor), wall panels, stair renovations, and underfloor heating. This diversification is driven by a need to stand out in a saturated market where price competition is fierce, Weng told Fambizz in February 2026.

“The flooring market is a red ocean—We find many competitors, and they all compete on price,” Weng said. “At the same time, customers still expect high service levels.” To maintain competitiveness, LAB21 has invested heavily in digitalization and automation, including the use of AI-driven support systems that allow agents to handle more complex customer inquiries efficiently.

We use artificial intelligence to extract information from our database, enabling AI agents to provide direct answers to difficult questions. This allows our support staff to assist more customers simultaneously, maintaining excellent service at relatively low costs.

Victor Weng, LAB21 Founder and Interior Design Director

Despite the push for digital efficiency, Weng emphasizes that certain aspects of the business—such as installing flooring or decorating windows—require hands-on expertise. “Even after laying 500 floors, you can still encounter surprises,” he noted. “One small mistake can lead to extensive and costly repairs.” LAB21’s approach is to position itself as a premium service provider, akin to a four-star hotel, catering to customers willing to pay for quality and reliability.

A Market Leader with Ambitious Plans

LAB21’s growth trajectory has been rapid. What began as a side project in 2007—inspired by Weng and his wife’s frustration with poor service and high costs in traditional flooring stores—has since grown into a national leader. The company now aims to expand its network of showrooms from 17 to 25, ensuring nationwide coverage. Future plans include further digitalization, IT investments, and a push into the European market.

Weng’s background aligns with this vision. After studying Business and Econometrics at Erasmus University Rotterdam, he worked for multinational corporations such as ABN AMRO, Heineken, and Philips before turning to entrepreneurship. His earlier ventures included a flooring specialty store, which later evolved into LAB21.

The company’s success has been fueled by a customer-centric approach, with a focus on post-purchase service and continuous process optimization. LAB21’s philosophy, as outlined on its careers website, is simple: “What worked yesterday can be improved today.” This mindset has driven the company’s expansion and innovation, positioning it as a standout player in the Dutch home improvement sector.

What’s Next for LAB21?

With Weng now overseeing the interior design direction, LAB21 is poised to deepen its offerings beyond flooring. The company’s immediate goals include opening new showrooms in Apeldoorn, Duiven, Alkmaar, Tilburg, and Maastricht. Longer-term ambitions involve scaling operations across Europe, leveraging its proven business model and digital infrastructure.

Weng’s appointment signals a strategic pivot toward a broader interior solutions provider, while maintaining the high standards of service and quality that have defined LAB21’s success. As the company continues to grow, its focus on innovation, customer satisfaction, and operational excellence remains central to its vision.

Sources: LAB21 Careers, Fambizz