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Daen’s, Utrecht

All-in-one: Fashion, Coffee, Wine, Food and Sleeping. A unique concept that perfectly fits in the new shopping these days.

Daen’s is a place in the centre of Utrecht, where you can meet, where you can shop, drink coffee and wine, where you can eat, and where can even stay overnight. Since 2004, Daen’s is located in a former fire station. On the facade of the elegant building there is still standing with big letters ‘brandweer’ (Dutch for fire station).

The Store

Willem van Oostrum (51), owner of Daen’s, told that from the start of his first part-time job it was clear that he would start his own shop. After studying design at the Art Academy, he did not hesitate and started working in a mens wear shop, immediately.

After ten years in retail he was ready, and so Daen’s for Men was created. Five years later he added – after great interest – Daen’s for Women.

Nowadays, a store with fashion including some Dutch designers, Scandinavian labels, interior design books, jewellery, bags, shoes and personal care products.



Daen’s Café

Adjacent to the store Daen’s Café is situated, which is open from 7 in the morning for breakfasts. But also a great place to catch up with a fresh piece of cake and coffee, a delicious sandwich or a glass of wine with a cheese plate!

“An absolute favourite next to your drinks is the mini cheese fondue with a glass of chilled Pinot Noir!”

Willem van Oostrum, Owner

Worth mentioning is that at Daen’s they make everything themselves, no factory pre-packaging is used, and they work with organic products. An absolute favourite next to your drinks is the mini cheese fondue with a glass of chilled Pinot Noir!

Daen’s terrace is located on a sunny square in the city of Utrecht. You’ll see a proud Willem when the sun is shining a little, and people even line up for a place on the terrace.



“We prepare everything ourselves, there is no factory pre-packaging used and work with organic products”

Willem van Oostrum, Owner
Daen’s Hotel

They name ‘Daen’s Hotel’ is a bit of a joke. The ‘hotel’ actually consists of only one room, also known as ‘Room One’; an unused space that has been reconstructed and totally decorated in style of the store. Guests check in via the store and will be shown the room by one of Daen’s team members.

The room is mainly booked business people from all over the world, or by people visiting Utrecht for a weekend. Are you planning an Utrecht trip? Consider booking at Daen’s!

Willem emphasized us that he could only achieve all of this, thanks to the great team he found. Together they ensure the success of the concept!

Inspiration from the streets

Willem get his inspiration from interior magazines or from visiting other countries during buying season. However, his greatest inspiration comes from other shops, cafes, restaurants he comes across while walking around.



Daen’s x Marie-Stella-Maris

Recently, Daen’s has included a broad range of Marie-Stella-Maris products in his assortment. The mineral water is served in the café and can be found in the hotel room. In the lavatory you can wash your hands with Marie-Stella-Maris soap and in the store you can buy the body and skin care products.

“The Facial Oil, Poivre Noir Fraiche, is definitely the number one.”
Willem van Oostrum, Owner

Willem motivates shortly and powerful why he has chosen for Marie-Stella-Maris: ‘Dutch, social contribution, fine and natural, and beautifully styled’. Especially the Dutch origin and the social contribution addresses him.

“That it’s a Dutch brand with an additional social value is what addresses me.”

Willem van Oostrum, Owner




Short Minrebroederstraat 13-17, Utrecht
+31 (0) 30-2313823

Opening hours

Monday 13:00 - 17:00
Tuesday 10:00 - 18:00
Wednesday 10:00 - 19:00
Thursday 10:00 - 19:00
Friday 10:00 - 19:00
Saturday 10:00 - 18:00
Sunday 12:00 - 17:00