Kruidvat (AS Watson) entrusts Belgium to Dutch COO

Kruidvat will have a new CEO in Belgium early next year. Katinka Ruikes succeeds Bert Verhoef as Managing Director on 1 January and will combine that role with her current responsibilities for the Dutch retail organization.

Background in HR

Ruikes has been with parent company AS Watson Health & Beauty Benelux since 2009. She started in human resources and Learning & Development and subsequently held various senior HR positions. In 2019, she made the transition to the commercial organization as Chief Sales & Operations Officer of Kruidvat Netherlands. She will continue to combine that role with her new responsibilities for Belgium.

AS Watson is thus opting for closer operational collaboration between the two countries. “Kruidvat in Belgium has a strong foundation and a clear growth ambition,” says Ruikes. “I want to continue building on the solid foundation that has been laid in recent years. In doing so, we aim to further strengthen the collaboration between Belgium and the Netherlands and realize our growth ambition in Belgium.”

Verhoef joins Rossmann

After more than 27 years at AS Watson, Bert Verhoef is handing over a large portion of his operational duties. He will, however, remain affiliated with the group as Director of the Rossmann Central Europe joint venture and as a member of the advisory board of Dirk Rossmann GmbH. Verhoef has led Kruidvat Belgium since 2018.

Verhoef began in 1999 as Chief Financial Officer of the Groenwoudt Group and subsequently held positions including Buying Director for General Merchandise, Managing Director of Trekpleister, and Director of the Location Portfolio. He has also served on Rossmann’s advisory board since 2007.