in building your


NewArmstrong is a company specialised in design, engineering and projectmanagement for retail and leisure. We are experienced in handling the challenges which arise in environments where the experience of the customer is strongly related to the result or turnover. We understand branding and brandmanagement and are trained to fit a brand is different spaces and buildings. From initial design phase to construction drawings and from permits to cost management: we’ve got specialist working for you.

Our clients include several of the largest retailers in the Netherlands. For an overview of clients and projects, see here.


We are based in Heemstede, a village in the Greater Amsterdam Area. Amsterdam and Schiphol are a 20 minute drive. Our office is in a very charming monument: The Bulb. The building is named after it’s former use as warehouse for Flower bulbs. It will be no surprise this is in the middle of the famous Dutch flower fields.

In 2019 we have redesigned part of the building together with the Landlord to provide additional space for our growing office.


We have a team of over 40 designers, engineers, modelers and projectmanagers with approximately a 50/50 men/women division.

Our company is lead by three owners and directors:

  • Hugo Jurcka, Managing Director
  • Karel de Graaff, Operational Director
  • Justus Slaakweg, Director of Business Development


in building your



NewArmstrong: a team of designers, engineers and project managers skilled in translating your brand into retail environments. We believe in strong ideas, skilled engineering and detailed programming and planning. We go ‘above and beyond’ and explore fearlessly.

With a track record of over 25 years and a production of more than 80 stores per year we understand what is important for you in the development and roll out of a formula.

We know retail is all about unexpected ideas, exploring new horizons, specialized engineering and project management to enable smooth execution with one final destination in mind: to make sure you can provide the best customer experience.

NewArmstrong B.V. Leidsevaartweg 1, 2106NA Heemstede +31 88 007 2600 info(at)
KvK Amsterdam NewArmstrong B.V. : 66153026 NewArmstrong Turn Key B.V. : 67463177
NewArmstrong B.V.

Tax-number NL856417683B01

IBAN NL28 RABO 0310 3847 10

NewArmstrong Turn Key B.V.

Tax-number NL857006460B01

IBAN NL06 RABO 0314 7660 14

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“Seen from the moon, we are all the same size”

Multatuli .