Investment in the most beautiful hammock shop in Europe

A unique opportunity to invest in a proven concept with a vision for the future.

Pioneer in hammocks since 1982

In 1982, we were the first in Europe to start selling hammocks, initially as a sideline in our shop on Hartenstraat – one of Amsterdam’s famous Nine Streets. Demand quickly grew, and in 1992, we opened the first specialized hammock shop outside South America, right in the heart of the Amsterdam Flower Market. With 150m² of hammocks, chairs, and loungers, we were literally and figuratively on the map.

Our store became a true phenomenon. Both Dutch newspapers and international media outlets like the New York Times and Architectura wrote about us. The hammock’s popularity exploded, and we were the catalyst behind that movement in Europe.

International success & growing competition

The market grew rapidly. Our biggest deal – 17,000 hammocks for Walmart in Austin, Texas – was a major highlight. But with success came a downside: more and more companies jumped into selling hammocks, prioritizing quantity over quality. Cheap imitations from China flooded the market. Even in our store, Chinese traders with cameras were lying on the floor, copying our concept.

At the same time, sales increasingly shifted to online platforms, with price becoming more important than craftsmanship, materials, comfort, or design. This erased the distinction between quality and mass production.

New phase on Bonaire: rediscovering quality

In 2017, we sold our shop at the Flower Market. In 2019, we seized the opportunity to open a new store in a prime location on the main street of Kralendijk, Bonaire. Our vision: customers should be able to see, feel, and experience hammocks. You only truly recognize quality in a physical store.

The store on Bonaire, which we opened in mid-December 2019, was an instant success. That is, until COVID-19 broke out in January 2020 and the island went into lockdown in March 2020. We had brought our inventory to Bonaire, a new collection was on the horizon, but everything ground to a halt. When the war in Ukraine broke out in 2022 and FedEx terminated our favorable shipping agreements to the US, we decided not to renew our lease. Ironically, we did find a new shipping solution a month later, but the retail space was already taken.

What we do now

We no longer have a physical store, but our knowledge, passion, and international networks are stronger than ever. We work with top weavers in Colombia and producers in Brazil, Mexico, Europe, and Asia. All our products are designed and developed based on decades of experience, using only high-quality materials.

We don’t compromise on quality. This is especially crucial for hammock stands – and that’s where the market falls short. Most wooden stands split easily. That’s why our stands are made of pressed bamboo, aluminum, or stainless steel. Our designer stand for loungers and hanging chairs – developed in collaboration with Chinese partners – is currently the best product on the market: spacious, strong, innovative, and without a single complaint since its launch.

Innovation & design: proven experience

We have a history of design development. In 1996, we launched a design competition for the best hammock stand, in collaboration with Galerij KIS in Amsterdam. Students from the Design Academy Eindhoven participated. Marianne Meinema won with the polished stainless steel Zig Zag frame – screwless, seamless, and adjustable in two positions. A true example of innovative design.

The future: a new store in the Netherlands

We’re ready for the next step. Our plan: to open the most beautiful hammock shop in the Caribbean – in Aruba, Curaçao, or Amsterdam. Not just any shop, but a place where quality and experience are paramount. Where people can experience the peace, comfort, and beauty of a truly good hammock. A shop that focuses on the higher end and positions itself as an expert in the use of hammocks, hanging chairs, and loungers – not only outdoors, but especially indoors as well. A segment that is still completely untapped. Aruba and Curaçao are currently on hold due to the tense situation in the region. We are now focusing on a new super store in the Netherlands.

We have the designs, products, suppliers, professionals, and experience. What we’re looking for is one or more investors who want to work with us to realize this unique store.

What we offer

• A proven concept with an international name and fame.
• Exclusive, quality products that cannot be found anywhere else.
• Production partners in Colombia, China, Brazil and Europe, among others.
• Sell and ship to USA & Canada directly from the Netherlands – so no need to take it with you.
• Full support in design, production, marketing and sales.
• A unique shopping experience in a vibrant tourist market.

Investment & Opportunities

The required investment depends on the location, size, and layout of the store. We are open to discussions and are happy to help you plan your launch, design, and operations.

We are looking for one or more investors who would like to implement these plans with us.

Make sure the hammock is not too high so that you can easily get into it, but bear in mind that a new hammock will stretch, so make sure it is high enough so that you are not sitting too low when you get into it. Our new hammocks will sink about 50cm after you sit in a new unused hammock, so hang it at least 50cm higher than where it will eventually hang. The hammock should hang in a nice arc. Not too steep if you want to lie in it, but if you also want to use it to sit with your back to the suspension point, it should hang in a stronger arc at a 90 degree angle to the wall. We find it useful to extend the hammock on at least one side with a piece of hempex or polyester rope, so that you can play with it when adjusting the height. Small children should have the hammock in a lower position, but don’t forget to raise the hammock again when a more adult sits in it, otherwise that person could end up with a thud on the ground. We use the sheet bend for easy height adjustment.

Stand with your back to the hammock and pull the hammock against one leg with one hand and pull the hammock up behind you with the other hand, so that it is spread out properly. Then sit in it. Do NOT walk backwards, because then the hammock will swing when you step into it. You can then lie down in the hammock. In width if it is wide enough or otherwise diagonally. If you lie in it straight from suspension point to suspension point, the hammock will close. If it is hanging at a good angle, so that you lie a little more upright, you can get in like that, but then hold the hammock open a little with your elbows or spread it open with your arms. You also do this if the hammock hangs steeper and you can sit in it. Hammock instructions .

The Popularity of the Hammock: A Journey That Began at the Amsterdam Flower Market

The hammock, a symbol of relaxation and comfort, has its origins in the unique culture of South America. However, its popularity outside this region is largely due to our special store at the Amsterdam Flower Market. Since opening in 1991, we have played an important role in introducing these special products to a wider audience with a strong focus on quality craftsmanship and modern designs.

Due to the very international audience at the Amsterdam Flower Market, the popularity of our hammocks quickly spread across the globe. This iconic market attracts visitors from all corners of the world, each looking for an authentic experience and unique products. We shared stories about the artisans who craft our hammocks with care and craftsmanship, and emphasized the importance of quality and sustainability. Customers discovered not only the beauty of our hammocks, but also the rich traditions behind them.

By offering a diverse range of styles and designs, we have made the hammock accessible to everyone. From colorful, handwoven pieces to modern designs that seamlessly fit into contemporary interiors, there is something for everyone. This has contributed to the growing popularity of hammocks in the Netherlands and beyond.

Our dedication to quality craftsmanship and innovation has allowed us to collaborate with top manufacturers in South America, resulting in unique products that are designed to last for years. This collaboration underscores our philosophy that craftsmanship and modern design go hand in hand.

Recently we also introduced our unique hammock and lounger stands, which combine functionality and style. Made from high-quality, durable materials, these stands offer a perfect solution for anyone who wants to enjoy the comfort of a hammock or lounger, wherever they are. Thanks to our efforts at the Amsterdam Flower Market, the hammock has become not only a product, but also a lifestyle that conveys relaxation and fun. We are proud of what we have achieved and look forward to continuing this trend, so that even more people can enjoy the comfort of a hammock. Unfortunately, we had to close our store in 2018 due to pressure from mass tourism. All our products are now for sale on our websites and we hope to open a new store in Amsterdam or the surrounding area. In the meantime, we are expanding our activities in the Caribbean and USA. The love for the hammock remains and also the will to break new ground and introduce the hammock, hanging chair and hammock lounger into the interior

In the dynamic world of retail, customization is essential for success. After years of experience in selling hammocks and related products, we have made an important strategic decision that will allow us to better respond to the needs of our customers, especially when it comes to our high-end products. By housing these products on a separate website, we hope to not only increase visibility, but also reach the target group more effectively.

The Reason Behind the Divorce

The decision to place our high-end products on a separate website stems from the remarkable shifts we have seen in consumer buying behavior. In our traditional stores, the higher-end items sold well, especially in locations like Bonaire, where tourists and locals value quality and uniqueness. However, our webshops did not experience the same love for these luxury products. Instead, lower-priced options performed better.

By isolating our high-end products on a specialized website, we can have a more targeted marketing policy. A separate website allows us to create the right message and branding that is tailored to consumers who are looking for quality and exclusivity. We want to offer a unique shopping experience, where customers feel valued and special, something that is difficult to achieve in a more general webshop that focuses on a wide range of products.

Active Promotion via Google

Another important pillar of our future strategy will be the active promotion of our high-end products on platforms such as Google. By using search engine optimization (SEO) and targeted advertising, we can reach potential customers who are specifically looking for premium hammocks and accessories. This gives us the opportunity to rise far above the price comparisons that many consumers make today.

With targeted advertising, we can paint a clearer picture of the unique qualities of our high-end products. This includes not only the materials used, but also the craftsmanship and attention to detail that goes into each product. We want customers to understand that these products are an investment in quality and durability, and that they will enrich their lifestyle.

Customer Relationship and Exclusivity

A separate website for our high-end products also gives us the opportunity to build stronger relationships with customers. Customers interested in this segment often look for a sense of exclusivity. By offering them a unique experience and personal attention, we can create a sense of loyalty. This is possible by offering exclusive offers, special events and a stronger focus on customer service.

Conclusion

With this strategic shift, we are confident that we can communicate and sell the value of our high-end products in a more targeted and effective way. By targeting the right customer segments and leveraging modern marketing techniques such as targeted Google ads, we aim to not only drive sales but also enhance brand experience. We are excited to embark on this new path and are excited about the possibilities ahead. The future looks bright, and we are determined to make a lasting impact in the world of premium products.

Since 1992 we have been building a unique partnership with the best hammock makers in Brazil. In the early years of our adventure we were pioneers who discovered the beauty and functionality of hammocks and brought them to Europe. Being one of the first to get involved in the hammock trade allowed us to expand our network and select the best producers who met our strict quality standards.

Quality and Consistency

One of the most important elements in our work was the consistent quality of the products. From the beginning we had a website where we offered our hammocks. For us it was crucial to deliver the quality that we also promised in our online presentation. This was not an easy task, because at that time there were only a few manufacturers who could ensure consistent quality and execution.

Fortunately, we quickly found a reliable producer who could meet our expectations. After more than 30 years of working together, we are still proud of our partnership. Thanks to this strong partnership, we can offer elegantly designed macramé hammocks that stand the test of time.

https://maranon.nl/dunes-hangmat-xl-desert-macrame/ The Brazilian Hammock: A Unique Product

Brazil is often considered the country with the largest production of hammocks in the world. The diversity in quality, size, design and finish is enormous. This variety is of great importance to us, because it allows us to offer a range that meets all kinds of customer requirements. We influence the production to ensure that all products meet European requirements, especially in terms of quality and stated load capacity.

In the early years, the demands on products were high and there was good government control. You could trust that the products you bought met the set standards. However, a lot has changed in the past two decades. Control has decreased and the open nature of the internet has led to anyone being able to make claims about products, regardless of whether they are true or not. The focus has shifted to sales figures and competition, with quality and honest information sometimes fading into the background.

However, we stick to our original principles. We want to guarantee high quality and provide honest product descriptions. For us, it is a passion to bring these beautiful and practical products to the attention.

An Influential Start

The adventure with the sale of hammocks started out of love for the product. It was not just a business decision; it was important to introduce the hammock as a beautiful item to the general public. This led to a number of exciting reviews in major newspapers, in which our hammocks often filled an entire page. This attention made it possible to reach an international audience, with attention from foreign newspapers, magazines and even radio and television channels

One of the most memorable moments was a hilarious interview with a well-known South Korean journalist. We sat together in a hammock while she was making a program for South Korean television. This type of interaction not only showed the versatility of hammocks, but also the cultural impact they can have.

Our hammocks have also been picked up by prestigious publications such as The New York Times, which raved about our collection in their Home Design Fall 2003 Appendix. We have also received articles and mentions in magazines such as Dove, Architectural Digest and Cosmopolitan Italia, all testifying to the high value of our products.

Cultural Significance of the Hammock

The hammock not only has a commercial value, but also a deeper cultural meaning, especially in the indigenous communities of the Amazon and other parts of South America. For these communities, the hammock is an integral part of social life. It is used to sit, lie down, make love and sleep. These hammocks are often made of natural fibers that are found in nature, such as palm or bromeliad fibers. This emphasizes the connection with nature and the tradition of the indigenous peoples. These hammocks are like nets, but without knots. And they can be found in many qualities, with the highlight being the hammocks of the Moriche palm made by the Warau tribe in the Orinoco Delta. The threads of these undergo a mysterious process and become like elastic. They spring along. However, it is now very difficult to find a good Amazonian hammock. They have now been adapted to the taste or rather the ignorance of tourists

The technique used by the indigenous peoples of the Amazon region can be found in Mexican hammocks. They are all woven from cotton threads in the same way. There must have been an exchange in the past between the Amazon region and the coastal regions in Mexico. The production of these hammocks takes place mainly in Yucatan. The exchange probably took place via sea.

The standard Brazilian hammocks are all cotton cloth and the indigenous peoples now buy them when they have access to inhabited areas. Making a good traditional hammock is a time-consuming job

In terms of hammocks in the middle and higher segment, we are now focusing on Brazilian hammocks with a macramé finish. For us, these are the most comfortable and elegant Brazilian hammocks

For over thirty years, we have been active in the world of retail, with a particular focus on the sale of hammocks and related products. During this period, we have adapted our offer to the needs of our customers, but we have also observed important changes in the way people make their purchases, both in our physical stores and through our online platforms. This story is not only a reflection of our experiences, but also of the underlying trends that influence consumer purchasing behavior.

A Shift in Sales Strategies

In the early years of our business, the focus was mainly on selling high-quality hammocks and accessories. These luxury items were in great demand in our physical stores. Customers were willing to invest in quality, especially since most of them appreciated the material and aesthetic value of our products. This resulted in a positive experience for both the buyer and the seller. The interaction in the store, where people could feel, see and experience the products, reinforced this appreciation.

However, as technology advanced and online shopping became more accessible, the dynamics began to shift. Within the last fifteen years, we have seen a significant change in the types of products that were successful in our stores compared to our online stores. In our physical stores, expensive, high-end products remained popular, while our online stores did not show the same interest in these luxury items. Instead, cheaper, lower-quality products inexplicably became popular in our online environment.

The Role of Location and Audience

A good example of this shift was our last store in Bonaire. This island attracts a highly educated type of tourist, often looking for unique experiences and high-quality products. Our high-end hammocks got the attention and appreciation they deserved there, and we noticed that the quality of our products had a strong appeal to the locals and tourists who are familiar with our brand. This made the sales of high-end products in Bonaire positive.

On the other hand, the busy shopping streets, which attract more price-conscious consumers, presented a completely different reality. In such commercial areas, where competition is intense and consumers often focus on making price comparisons, we see that the focus is much more on the price than on the quality of the product. This experience has been observed not only in Bonaire, but also in other tourist areas. This emphasizes the impact of demographic factors and the setting in which products are sold.

The Experience at the Amsterdam Flower Market

From 2014 onwards, we noticed a clear shift in buying behaviour in our store at the Amsterdam Flower Market. This popular tourist attraction was becoming increasingly crowded due to the influx of mass tourism, but while our store space was full of visitors, we saw a worrying decline in sales. This phenomenon was difficult for us to understand, especially considering that the store was always busy. This paradox made us think about the behaviour of the modern consumer.

During this period of mass tourism, we noticed that visitors were mainly interested in the cheapest options and that they tended to compare products online while they were in our store. This had a direct negative impact on our sales figures. Customers were more focused on finding the best deals than on investing in products that would enrich their lives with quality and sustainability. The value of the experience, which used to be a crucial part of the buying process, seemed to fade into the background.

The Impact of Technology on Purchasing Behavior

The rise of e-commerce has fundamentally changed the retail landscape. Customers can now compare products, read reviews, and view prices in just a few clicks. Despite the benefits of online shopping — such as convenience and simplicity — it has also led to a society where price is often more important than quality and experience. The pressure on prices combined with the incredible amount of information available often leads to a situation where consumers are focused solely on getting the best deal, rather than making a purchase that actually offers them something.