In an industry traditionally dominated by men, EXPND brings a fresh perspective. For International Women’s Day, we highlight a female-led team in the commercial real estate sector.
At EXPND, everything revolves around retail real estate and expansion, approached with a fresh and thoughtful strategy. This success stems not only from years of experience but also from the unique collaboration between two women who are passionate about their profession. Eva and Kaatje, the founders of EXPND, explain how they help retailers with strategic expansion and optimizing their store networks.
In their first year, EXPND has already attracted impressive clients, including Inditex, Gamma, JBC, and Starbucks. “We are proud of what we’ve built in such a short time,” says Kaatje. “And we are ambitious to continue growing.”
Avenue at the core of EXPND
Eva and Kaatje met at Avenue’s Padelimmo event in 2023 and quickly discovered that their expertise perfectly complemented each other. “We’ve worked in the same industry for a long time, but with different focuses,” says Eva. Kaatje specializes in fashion, high street, and shopping centers, while Eva’s experience lies in food retail, peripheral retail, and retail parks. “By combining our strengths, we cover the entire retail real estate sector.”
The founding of EXPND was the result of a shared vision: retailers always need expansion and optimization but often don’t require a full-time expansion manager. “We offer an external yet integrated solution,” says Kaatje. “We determine where a retailer should establish itself, assist with negotiations, and guide the entire process from strategy to contract finalization.” EXPND works closely with brokers. “We find properties for our clients, not clients for properties,” Eva explains. “We develop the strategy and then search for the best locations, often collaborating with partners like Avenue, who have properties in their portfolio.” This client-focused model sets EXPND apart from traditional real estate players.
Being a woman in a male-dominated Industry
Although the real estate sector is often male-dominated, Eva and Kaatje do not see being women as a disadvantage.
“Expertise is far more important than gender.”
- Eva
A strategic edge
However, they do recognize that some traditionally feminine qualities can be an advantage. “Empathy plays a significant role in negotiations,” says Kaatje. “We might have a better sense of how to unblock a situation and determine the best strategy—not through manipulation, but by accurately assessing what’s happening.” Eva adds, “I always prioritize a win-win situation. I see that as more of a feminine trait.”
Over the past fifteen years, the sector has undergone significant changes regarding gender equality. “In the past, we were often the only woman at a table of ten men,” Eva recalls. “Now, at networking events, we’re seeing a much more balanced 50/50 split. That’s great progress.”
“Some think women have it easier in negotiations, but that’s absolutely not the case,” says Kaatje. “You have to prove your knowledge and skills just as much. The difference may be that we assess and approach situations differently, without letting ego get in the way.” (She winks)
A future oriented female duo
Kaatje and Eva demonstrate that a female approach in retail real estate is a valuable asset. Their success proves that expertise and strategic insight matter more than gender. “We want to continue helping retailers make the best choices,” they conclude. “Our focus is on growth and optimization, and we will keep doing that with the same passion.”