From carpentry training to dentistry
Wilfred began his career in a place far removed from the world he now operates in. After studying construction, he ended up at Corim Dental Products via a circuitous route. "I ended up in the warehouse and loved it. Creating structure, improving processes, connecting with customers—that's where my strengths lay."
What started as a practical role blossomed into a career full of opportunities. When the previous owner announced he wanted to slow down, Wilfred seized the opportunity. "I thought: could I see if I could take over the company?"
Four years later the time had come: together with his partner Marjan, he took over Corim Dental.
The power of service
Where many companies focus on price, Corim Dental consciously chooses service and commitment.
We want customers to be able to call, text, or email us and know: it's being taken care of. No tape on the line, just real contact. And if something goes wrong, we'll fix it. Period.
With our own delivery service and a team that works with every dental practice, service isn't a marketing term for Wilfred, but a promise. "We take the worry out of our clients' hands, so they can focus on their profession."
From working 80 hours to learning to let go
Entrepreneurship brought Wilfred not only growth, but also boundaries. "In the beginning, I worked eighty, sometimes a hundred hours a week. Everything fell on my plate: sales, purchasing, marketing. Until I realized I was starting to leave things behind."
The turning point came when he was forced to scale down due to long-term COVID. "That was confronting, but also instructive. I had to delegate. And I discovered that the company actually became stronger when I let go."
Today, Wilfred leads a team of twenty people and actively works on leadership and structure. With support from Kenneth Smit, he is gradually bringing more calm and clarity to the organization.
Leadership with courage and honesty
Wilfred calls himself “tough on the content, soft on the person”.
"I'm direct, I say what I think, but always with a sense of responsibility. You have to dare to be honest—with others and with yourself."
His employees appreciate that openness, although he's had to learn that not everyone embraces change at the same pace. "I was sometimes three steps ahead of the rest of the organization. I learned from that. Growth needs to be shared, but also measured."
A message to young people
If he could give young people any advice, it would be this:
Make choices that suit you, not because someone else is doing them. And if you want to achieve something, you have to do it yourself. Opportunities will come, but you have to seize them.
Wilfred would like to contribute to better guidance for young people in their career choices. "We ask twelve-year-olds to know what they want to be when they grow up. That's too early. We need to teach them to discover what they're good at."
Future plans
His outlook is ambitious but down-to-earth. "We want to continue to grow, but in a healthy way. My dream is to become a full-service company that can supply everything for dental practices—from consumables to equipment. And to do so with the same personal touch that made us great."
Visit the Corim Dental website: https://www.corimdental.nl/
