Translink Corporate Finance acted as the advisor to the shareholders of Hooft & Petiet on the sale to ReShare Living Group

Translink Corporate Finance™ Benelux acted as the advisor to the shareholders of Hooft & Petiet, specialists in furnishing and renting temporary living spaces on the sale to ReShare Living Group.

Strengthening circular design and temporary housing solutions

Hooft & Petiet and KeyPro, two pioneers in temporary design, are joining forces starting with the ReShare Living Group. This strategic partnership marks a new phase in the professionalisation of circular, scalable design: fewer words, more impact. With shared systems, shared values, and a growing demand for measurable sustainability, this step has come at just the right time.

Comments from KeyPro

Willem Straat, Founder & Co-owner of KeyPro, says, “For us, this is a logical next step. We’ve been developing an alternative to buying and throwing away for years, to reduce that enormous mountain of waste. Not just for now, but especially for the future. By working together, we can achieve this on a larger scale, growing with the urgency: from throwaway to circular.

The collaboration enables us to respond even faster, more broadly, and more intelligently to the growing demand for circular solutions within temporary home furnishings and thus aligns seamlessly with the national target of 50% circular procurement by 2030.”

Prepared for 2030: circular will become the norm

The National Circular Economy Plan encourages government bodies, housing associations, and institutions to achieve at least 50% circular procurement by 2030. For many organisations, this means a fundamental overhaul of their processes, supplier selection, and reporting.

KeyPro and Hooft & Petiet are taking the lead in this transition. The reuse and repair of existing furniture are becoming the standard, while security of supply and comfort remain guaranteed. At the same time, data-driven circularity is increasingly becoming a requirement – an area in which KeyPro already has the tools and experience in-house.

Accelerating the transition together

The joining of forces within ReShare Living Group means more than just capacity or increased scale. It’s a step towards the future of furnishing: modular, temporary, affordable, and above all: circular. Both KeyPro and Hooft & Petiet have years of experience supplying complete furnishings for short-stay accommodations, shelters, temporary and transitional housing, expats, and real estate transitions. This collaboration creates a platform poised for further growth in the Netherlands and beyond, with a greater focus on reuse, repair, and long-term use of furniture.

Bas Anneveldt, co-owner of KeyPro, adds, “What makes this step special is that we’re not only expanding our capacity but also further professionalising our way of working. By combining processes and systems, we’re creating a solid foundation for truly scaling up circular living while maintaining a personal touch”.