Vivimex stands for Life At Best.

We see our customers as family , so every customer gets the best floor for the best price and with the best service, that’s LAB21.

The idea arose about 12 years ago, Michelle and Victor had just returned after a long expat career for Heineken and Philips. A beautiful floor had to be found for their new house in Leiden. An expensive laminate floor was suggested by a flooring store on a residential boulevard. The seller was passive and disinterested. The logger did not show up because he was “too busy” with another job. Overpriced, unreliable and a bad experience in service. There is another way, we said at LAB21. We had no retail experience or experience with floors at the time. That is why we built up our own system step by step.

In the past 5 years, LAB21 has become the fastest-growing company in the home furnishings sector with 14 showrooms, making it an important player in the flooring market in the Netherlands. LAB21 has now helped more than 80,000 customers with a beautiful floor and more than 150 installation specialists work on LAB21 assignments every day. These are experts in their field, and have extensive experience with the floors offered by LAB21. In general, we work with these layers for a long time and we know what we can do with each other.
We had no retail experience and no experience with floors.
We built our own system step by step.


Expert advice:
We continuously work on professionalization through the LAB21 academy. The staff follows a 4-week training course to become a sales advisor. This training does not only focus on the floors themselves, but also on all associated material, the subfloors, the leveling and the processes surrounding it. There are various test moments that the advisors must pass before they start working in the store. Every advisor also receives a refresher course every 6 to 12 months. You can count on up-to-date, expert advice.
Good value for money:
We are a specialist with hardware store prices. LAB21 always buys directly and on a large scale from the source. As a result, we make the value chain shorter and simpler, making the prices more interesting for our customers. Unlike a hardware store, we are a specialist in floors. The knowledge of our buyer (also director) in the supply chain is of a different level than that of a young buyer at an international hardware store chain who only stays in that position for two years because of his career development. Due to short lines we keep the quality high and the prices low.

Our customers are our Family. Specialist in Service. Hardware store Prices.

Short lines allow us to keep quality high and prices low.


From our inception in 2009 until now, we have grown enormously. With currently thirteen showrooms in the Netherlands, there is always a showroom near you. Curious about the history of LAB21? Take a look at our timeline below.

  • 2009
    The idea for a serious flooring store arose,
  • 2011
    LAB21 was set up as a natural stone store.
  • 2016
    The first flooring store was set up in Amersfoort. At the end of the same year, the Oostzaan and Delft branches were converted from a natural stone store to a flooring store.
  • 2017
    The showrooms in Eindhoven and Leeuwarden are being realized.
  • 2018
    No fewer than four showrooms were opened: Zwolle, Breda, Den Bosch and Groningen.
  • 2019
    The showroom in Capelle was opened, this is showroom number ten. This year was also dominated by the development of processes, strengthening the head office, standardizing the store layout and developing the LAB21 Academy.
  • 2020
    The showroom in Utrecht was realized. In addition, the new WMS system is being implemented and our own E-learning for the showrooms and head office is ready/
  • 2021
    This year we opened new showrooms in Amsterdam, Leiden and Enschede! In addition, the year is dominated by developing and optimizing the customer experience, processes, strengthening the head office and further standardizing our store design.
  • 2022
    In 2022, LAB21 wants to further expand the concept of floors to a “total living concept”. The brands StairTech (for staircase renovation) and 10to10 (for window decoration) are launched. In addition, LAB21 would like to open a number of new branches in the cities: Apeldoorn, Duiven and Alkmaar.

Future plan

LAB21 is ambitious. We see that our formula works well and that the number of customers is growing strongly. Year in, year out. The aim is to have national coverage of 20 to 25 showrooms. LAB21 wants to open showrooms in Haarlem, Tilburg, Hengelo and Maastricht, among others. We continue to refine our processes and want to expand our business to other countries within the European Union. The ultimate goal is Life At Best for as many customers as possible!

“At LAB21 your assignment is in good and reliable hands ,
come by and we would like to get to know you better.”