Entrepreneurship in Sluis.

Freddy Bogaard grew up in a family of entrepreneurs and built a thriving business and a number of properties in the heart of Sluis. In this interview, he shares how good maintenance, cooperation, and realistic rental prices determine not only his success, but also the appeal of the entire town.

Where real estate and entrepreneurship reinforce each other

From a young age, Freddy had the drive to work for himself. In a family full of entrepreneurs, he knew he wanted to follow the same path. What started as his own electrical engineering company grew into a successful lighting store, electrical projects, and a number of well-maintained properties in the heart of Sluis. He sees up close what makes Sluis attractive to entrepreneurs and investors, and why good property management is indispensable for a lively center.

From electrical engineering to lighting and real estate

Freddy started as an electrician in 1991, but he always knew his passion lay in lighting. “When I went out in the old days, I thought discos and lighting were great. I had to do something with that.” In 1994, he opened a lighting store in Sluis together with his wife Marion. While she ran the store, Freddy did the technical work, often with a single mechanic at his side. His approach was always the same: short lines, responding directly to questions, and doing what you promise. After years of growth, Freddy faced some personal challenges. It became a moment to pause and look anew at the future. He decided to reorganize his work and make room for new initiatives. During that period, he took his first steps in real estate. He started with the building that housed his own store and discovered how interesting it is to renovate a property, maintain it, and make it attractive for new entrepreneurs.

Maintenance: the city's calling card

Freddy’s real estate story began with the building of his first lighting store, of which he converted the upper dwelling into an apartment. Later, several projects followed: a completely newly built property after a fire, the transformation of a building on a side street into a double garage with living space, and multiple homes and a studio in Ghent. “Hard work pays off. If you want to create something, you have to put a lot of energy into it, but you also get a lot back.”

For Freddy, real estate is not a passive investment, but an active way to improve the streetscape and give new entrepreneurs opportunities. Good maintenance plays a key role: investing in paintwork, good lighting, facade cleaning, and even details like a clean sidewalk. “A property that stays neat and is well maintained strengthens the surroundings. If you keep your property neat, the neighbors benefit too.” That is why Freddy ensures his properties always look good, keeps the rent affordable to prevent turnover, and thus maintains the balance between return and a lively, attractive center.

Cooperation and community spirit

Organizations such as the Sluis Merchants' Association and the Sluis Property Owners' Association are crucial according to him: “By working together, the flywheel keeps turning. They are there not only when things go well, but certainly also when things go less well.” During the coronavirus period, these networks proved invaluable. MVS acted as a discussion partner for the municipality on important decisions about opening, safety, and enforcement. Entrepreneurs also know how to find each other quickly: via app groups, messages are shared when something is going on, from calamities to practical tips. “That gives and strengthens the feeling of togetherness.”

Sluis as a business location

Freddy is enthusiastic about the facilities in Sluis. The town is easily accessible by car, bike, and on foot. There are plenty of parking spaces around the center, and the sidewalks are wide and accessible, including for people with reduced mobility. In addition, Sluis is neat and well-maintained, which contributes to the experience for visitors and entrepreneurs alike. He also sees the diverse range of shops as a strength: it changes over the years, but remains attractive to a wide audience. “Diversity in offerings is the strength of Sluis,” says Freddy. He also finds it inspiring to see how some entrepreneurs “go for it”: investing in their business, renovating properties, and thus contributing to the appearance of the center. The appeal of Sluis makes it interesting for both local entrepreneurs and outside investors. “Sometimes you have to be patient. But when an opportunity comes along, you also have to dare to take it.”

Future plans

After years of entrepreneurship, Freddy is thinking about the next phase. He is in the process of winding down his activities, but remains active for the time being. His personal approach has always been unique: customers could always call him when something was wrong, and he was immediately ready to help. “I have always kept my eye on the ball.” He is open to someone who wants to continue this way of working. “Do you know someone who would also like to do this? Throw an idea out there, who knows what’s possible.”

Freddy’s entrepreneurial vision lives on in his family. All three of his children have adopted the entrepreneurial mindset, and none of them wants to leave Sluis. “You could say that entrepreneurship is in the genes.”

Advice to new entrepreneurs

Freddy concludes with practical but essential advice: “Make sure your property looks good, that the door is open at the time you promise, and that everything is tidy. You must honor what is posted on the door regarding opening hours.” According to him, one customer just before closing time can make the difference between an average and a top day.

Also doing business in Sluis?Take a look at: VVS - Sluis Property Owners' Association