AS Watson Group is pleased to announce the appointment of Katinka Ruikes as Managing Director of Kruidvat Belgium, effective 1 January 2027, alongside her current role as Chief Sales & Operations Officer of Kruidvat Netherlands.
Katinka joined AS Watson in 2009, starting her career in Human Resources and Learning & Development. After holding several senior HR leadership positions, she transitioned into the business in 2019 as Chief Sales & Operations Officer of Kruidvat Netherlands. Since then, she has made a significant contribution to strengthening Team Kruidvat’s culture, enhancing the Kruidvat retail proposition, and driving innovations that support a future-focused, customer-centric organisation.
Announcing the appointment, Ed van de Weerd, CEO of Health & Beauty Continental Europe, said, “Katinka has consistently demonstrated outstanding leadership and a unique ability to bring people, strategy and operations together. Her commercial mindset, deep understanding of our business and passion for developing high-performing teams have contributed significantly to Kruidvat’s success. By combining the leadership of Kruidvat Belgium with her current role in the Netherlands, Katinka will be well positioned to further strengthen collaboration across the Benelux business and support the continued development and growth of our business.”
AS Watson would like to express its sincere appreciation to Bert Verhoef, who will step down as Managing Director of Kruidvat Belgium after more than 27 years of dedicated service to pursue personal interests. Bert will continue to support the business as Director of the Rossmann Central Europe and as a member of the Advisory Board of Rossmann, ensuring that AS Watson continues to benefit from his considerable experience and expertise.
Katinka joined AS Watson in 2009, starting her career in Human Resources and Learning & Development. After holding several senior HR leadership positions, she transitioned into the business in 2019 as Chief Sales & Operations Officer of Kruidvat Netherlands. Since then, she has made a significant contribution to strengthening Team Kruidvat’s culture, enhancing the Kruidvat retail proposition, and driving innovations that support a future-focused, customer-centric organisation.
Announcing the appointment, Ed van de Weerd, CEO of Health & Beauty Continental Europe, said, “Katinka has consistently demonstrated outstanding leadership and a unique ability to bring people, strategy and operations together. Her commercial mindset, deep understanding of our business and passion for developing high-performing teams have contributed significantly to Kruidvat’s success. By combining the leadership of Kruidvat Belgium with her current role in the Netherlands, Katinka will be well positioned to further strengthen collaboration across the Benelux business and support the continued development and growth of our business.”
AS Watson would like to express its sincere appreciation to Bert Verhoef, who will step down as Managing Director of Kruidvat Belgium after more than 27 years of dedicated service to pursue personal interests. Bert will continue to support the business as Director of the Rossmann Central Europe and as a member of the Advisory Board of Rossmann, ensuring that AS Watson continues to benefit from his considerable experience and expertise.