HEEM: How Two Friends Turned an Idea into a Full-Fledged Retail Operation with Tilroy

From Beautiful Tables to Their Own Home Furnishings Store

Marleen and Nath met through their children, became neighbors and friends, and soon shared the same dream. “We loved hosting friends, setting the tables beautifully, and had an eye for all those details,” they explain. “On one warm summer evening, we said to each other, ‘This is what we’d like to do for the rest of our lives.’” What began as an idea eventually became a real leap forward: the opening of HEEM.

The store deliberately sets itself apart from a traditional furniture store. “For us, it was very important that people feel at home here, that it’s a pleasant experience.” HEEM didn’t start with furniture, but with home decor, gadgets, and fun gifts. When it became clear that this alone wasn’t enough, furniture was gradually added, with a clear preference for Belgian brands and entrepreneurs. “That’s how we started with sofas, tables, and chairs, and it grew into a complete living space.”

As a result, shopping at HEEM is different from shopping at a typical furniture store, and their customers are their biggest ambassadors. For larger pieces, Marleen and Nath often draw up a floor plan, configure a fully custom sofa, and send a detailed proposal with various fabric and price options. They deliberately keep this advice in their own style, but once the customer makes a decision, the order, the advance invoice, and follow-up are handled through Tilroy.

A single inventory, including the supplier’s

HEEM maintains a single inventory both online and offline, which provides a clear overview of what’s in the store and what’s available online. But the real strength lies in what isn’t physically on the shelf. For products that are easy to reorder, they utilize their suppliers’ inventory with a customized delivery promise. “We list those on the webshop with a delivery time of two to four weeks. That way, they’re always available for order.”

This gives HEEM the freedom to showcase a wide selection without taking on major inventory risks, and to make informed choices about what to stock and what not to. “We do this with a number of brands, but we also remain cautious. We only list online what we can effectively track.” The result is a selection that feels more extensive than the store’s physical size would suggest, while everything remains under control within a single system.

Reporting and Accounting: From Days to a Single Click

HEEM made the biggest leap in its financial data and administration. The difference from the old system is huge. “Reporting used to be a hassle. You had to submit a request, which went to the Netherlands, and then it took days or weeks to get a response.” Today, it’s just a matter of a few clicks. “Now you click a button, manage your inventory, and place an order with a supplier. It all goes much more smoothly.”

It makes a world of difference, especially when it comes to accounting. The monthly cash journals, which used to have to be sorted out manually, day by day, now flow smoothly. But what stands out most to Marleen and Nath is in the details—and it’s accurate down to the cent. “Our bookkeeper is very, very happy,” they laugh. “The list of gift cards is accurate down to the cent.” No more manual corrections, no more receipts that need to be recounted: the reports balance immediately. “Everything related to accounting is just great. That’s a huge time saver.” Inventory has also become simpler: whereas they used to have to take the count on the exact day, they can now do it retrospectively to reflect the correct situation. “In Tilroy, you can say on July 5: I want the inventory as it was on June 30. Those are things you can’t do without anymore.”

The same goes for invoicing, which used to be done entirely by hand. “We used to create invoices manually. Now it’s all handled through the point-of-sale system: an advance invoice, a batch invoice—just a tap of a button and it’s sent off.”

A conscious choice, and a Belgian partner

It’s no coincidence that HEEM is so satisfied today. Before they started working with Tilroy, they used an older, rigid system that was only usable at the register and offered virtually no reporting capabilities. That experience taught them exactly what they really needed. “For us, a good point-of-sale and inventory management system was more important than starting with an online store and hoping the POS would work too.” That insight shaped their search.

They conducted thorough research and presented their questionnaire to several providers, including Shopify and Lightspeed. “With Shopify, the online store was good, but the point-of-sale system was too much of a hassle. Lightspeed couldn’t always provide proper answers to our questions.” With Tilroy, it was different. “We got clear, straightforward answers to all our questions, and the people working with it were genuinely enthusiastic. And every day, we still say how glad we are that we made that choice.”

In addition to the system itself, two factors carry extra weight for HEEM: the service and the fact that Tilroy is a Belgian partner. “If we have a problem, we just call or send an email. For a small business owner who has to do everything themselves, that’s very important.” And proximity matters. “The fact that you’re based in Belgium and that we can speak in our own language is definitely a big plus.” Their advice to other retailers who are still on the fence goes beyond a mere recommendation. It’s about knowing what you need and choosing a partner who thinks along with you, is accessible, and understands your reality. The fact that they convey that message so naturally speaks volumes.

“We’ve actually become ambassadors for Tilroy. The point-of-sale system is fantastic; online and offline operations work together seamlessly, and if there’s ever an issue, we can get help in our own language. For a small business owner who does everything themselves, that’s exactly what makes the difference.”

Marleen Bijnens & Nath Slangen — founders of HEEM

Ready for the Years Ahead

HEEM remains true to its own scale and signature style. Adding more stores or hiring more staff is deliberately not part of the plan. “We’ve noticed that we’re the ones making the difference.” Where they do want to focus more is online. “More online sales—that’s what we’d like to see.” With a contract that’s just been extended for nine years, the direction is clear: HEEM and Tilroy will continue to build together.

HEEM’s story shows that omnichannel isn’t about scale, but about cohesion. One product, one price, one inventory, and one customer—whether they walk in the door or check out online. For two female entrepreneurs who do everything themselves, that’s not a luxury but a breath of fresh air: time freed up for advice, the shopping experience, and the people behind every purchase.