- Homepage for the Wine Industry

New CEO and Label Manager Wijnvoordeel Appointed at e-Luscious

Posted on March 18, 2019

e-Luscious, owner of the web shops,, and, has appointed Bart Kuppens (Unilever) as the new CEO effective May 1st 2019. Current interim CEO Gert van de Weerdhof will transfer all of his duties to Bart Kuppens and will join the Supervisory Board of e-Luscious. Earlier, Spike Huisman (Albert Heijn) has been appointed as the new label manager of Wijnvoordeel.

With these reinforcements from multinationals Unilever and Albert Heijn, e-Luscious is adding both international experience as well as product knowledge to further expand its position as a leading e-commerce retailer. Underpinning these reinforcements was the experience with achieving international business growth, e-commerce and above all a passion for the product. With the aim of accelerating growth in the Netherlands and Belgium home-markets, as well as further expansion internationally.

About Bart Kuppens

Recently worked at Unilever, where he was responsible for the introduction of the fast-growing Dollar Shave Club in Europe at Unilever.

Bart Kuppens about his transfer: “Sometimes something comes your way that you simply want to say yes to. Great to turn my passion for wine into my profession. Within Procter & Gamble and Unilever I have gained a lot of international business experience and have led organizations. More recently, at Dollar Shave Club, I further specialized into e-commerce retail pure play in a start-up environment. "

“The ultimate end-responsibility at e-Luscious for the further growth of online sales of wine and coffee is attractive. All market trends support the shift to online sales and we are just at the beginning. Consumers want more convenience and a more personal experience. With our knowledge, data-driven approach and our wide range, we can offer this like no other. And thanks to our (cost) efficient way of working also for a very attractive price.

Our ambition is to grow to € 150 million in online revenue. By listening carefully and responding increasingly better to what current and new customers want. Ever more personal. Increasingly efficient. Testing, measuring and learning. Data driven. Starting from the leading position in the Benelux and with strong international growth ambitions. The connection with the relevant people within e-Luscious and Gilde Equity Management feels good. The entrepreneurial nature, together with the great growth ambitions and the ability to translate into action decisively, is really appealing to me”.

Gert van de Weerdhof is pleased with the succession. “With Bart's appointment, we bring two worlds together, wine and e-commerce. That is a special combination. "Founder and former CEO René Tulner has brought the company to this phase and now there is a need for different experience for the next phase."

Founder René Tulner is also very happy with the arrival of Bart. “I started Wijnvoordeel in 1999 from my passion for wine. In Bart I also see a boundless love for wine and coffee. In combination with his vast experience with leading multinationals, he is the perfect CEO to accelerate the ambitious growth of e-Luscious even further. "

About Spike Huisman

Spike Huisman has been responsible for the wine category at C1000, Jumbo and most recently Albert Heijn in the last 8 years. Within e-Luscious, Spike will be responsible for Wijnvoordeel.

Spike about his switch: “After more than 8 years of Wine leaderhip at major retailers, I decided to make the move to the growth channel of the future: e-commerce. Not only do I strongly believe in the future potential and growth of wine sales within this channel, Wijnvoordeel is also market leader in this and the ambitions in cooperation with investor Gilde Equity Management are high to further expand this position. It is a great opportunity for me to share my experiences with the wine retail and at the same time to delve further into e-commerce. "

Region: Europe
Job Function: President/Owner/GM, Vineyard Management/Viticulture, CEO and Label Manager

Copyright© 1994-2021 by Wine Communications Group. All Rights Reserved. Copyright protection extends to all written material, graphics, backgrounds and layouts. None of this material may be reproduced for any reason without written permission of the Publisher. Wine Business Insider, Wine Business Monthly, Grower & Cellar News and Wine Market News are all trademarks of Wine Communications Group and will be protected to the fullest extent of the law.