SugarFactory is pleased to announce Sabine Fredriks as its new director, effective February 1, 2024. She succeeds Denise Schimmel, the visionary founder of SugarFactory (then known as SugarFactory Events), who transformed the former CSM sugar factory into the Netherlands' premier industrial event venue with an impressive track record of national and international events. Denise is confidently handing over SugarFactory to Sabine, who brings a wealth of experience and expertise with her passion and heart for events.
Event venue with a rich history
Over the past 11 years, Denise Schimmel has achieved an unprecedented feat in transforming the old factory into a dynamic event location for leading brands and companies. She shares her thoughts on this period: "For me, it was the ultimate challenge to create something unique from a raw, characteristic place with a rich history. We succeeded by allowing the factory to retain its rugged character while meeting the modern requirements for an event location. Now it's time for the next step."
New phase for SugarFactory
With the arrival of Sabine Fredriks, SugarFactory is entering a new phase. In addition to hosting events, SugarFactory's offering will be further expanded in the future. She emphasizes: "SugarFactory has endless possibilities. Denise has created a location where anything is possible, and I am happy to contribute to that." Sabine looks forward to working with existing and new partners to build on the success of SugarFactory, making the most of the opportunities offered by this beautiful location.
Growth through new initiatives
The potential of the location, the knowledge of the existing team, and Sabine's creative approach and ambitions form a promising combination that will ensure significant growth and diversification of the offering in the coming years. Denise is confident that SugarFactory has a bright future under Sabine's leadership. Of course, she will continue to follow 'her factory' with warm affection, especially now that the ambition has been expressed to organize its own events in the future. "A dream come true," says Sabine. "We have all the ingredients and plenty of ideas, so there's work to be done!"
De SugarFactory Denise's legacy is proudly passed on to Sabine Fredriks, who, with her new and creative vision, is ushering in a new era for this unique location.
About Sabine Fredriks
After completing her studies in business administration at Radboud University Nijmegen, Sabine held various positions and roles at ING in areas such as business management, communications, and events. In addition, she has long been committed to the sustainable growth of entrepreneurs in the Netherlands and has created concepts and events for various clients from her own company. Sabine has four children and lives in Harderwijk.
