Stories
An interview with Mark and Sjoerd about 25 years of building together
25 Years of Global Accounts and a New Chapter with XBSG
An inspiring conversation with Mark van der Voorde & Sjoerd Starren
You know… sometimes you look back and realize you have been building something together for a lifetime. We never imagined it would unfold this way. It was not planned or carefully mapped out. But looking back, there is a clear line running through it all. Twenty-five years of working together, opening new countries, building companies, restructuring, rebuilding, earning trust and keeping it. And now, for the past six months, running our own company: XBSG. Full circle.
How it all started
We came from two completely different worlds. Mark arrived neatly dressed in a suit from KPMG. Sjoerd came from the customer side at Unisoft and started in 1999 as employee number seven on the helpdesk, simply answering the phone and solving problems. No first line, no second line. Just getting things done.
When we first met, there was an immediate connection. Not so much because of what we did, but because of who we are: down-to-earth, direct, allergic to hierarchy, and above all driven to make things better.
In the years that followed, we did little else besides building together. A joint venture in Saudi Arabia. International projects. IKEA implementations. Restructuring projects. It was all about improvisation, entrepreneurship, and pushing forward.
The start of Global Accounts: a world of culture and dynamics
Joining Global Accounts felt, for both of us, like stepping into a completely different world. A world where you are right at the heart of an organization. Where your software connects the flow of goods, the cash registers, the finances, the webshop, and even the relationship between Inter IKEA, the retailers, and us as a supplier.
We learned how essential our role is within our customers’ organizations. Through years of experience, we truly understand the processes, challenges, and dynamics of retailers. That allows us to support them every single day with solutions that genuinely work. The trust we have built, and the long-term partnerships that come from it, make us incredibly proud.
DNA: humble, approachable, and truly together
What has always made our company unique is its culture. Approachable. No hierarchy. No titles or egos. We are simply people, with a capital P, who have worked together for years. People who are not afraid to give each other feedback. Who actively support and strengthen one another.
Part of that comes from our Icelandic roots. A culture built on trust, familiarity, and a handshake that means something. That culture never disappeared, even when we became part of larger groups. We always tried to protect that family feeling. And honestly, with XBSG, it feels like we have fully regained it.
Corona: accelerating, reinventing ourselves, and flying less
Corona changed a lot. Remote collaboration was not new to us because of the international nature of our business. But managing a complete store opening in Mexico entirely remotely was something completely new. Suddenly, everything happened through Teams meetings and digital communication. And yet, it worked. That says a lot about our people: they continuously adapt and reinvent themselves.
Flying much less also brought more peace and balance. For us, for our families, and for the planet.
What makes our team unique
A large part of our team has been with us for 10, 15, even 20 years. Some people even returned after exploring opportunities elsewhere. That loyalty is special. At the same time, we continue searching for young talent — fresh energy to complement the experience of the existing team.
What connects us? Helping each other without ego. Stepping beyond our own responsibilities when something needs to get done. Nobody is too proud to take over someone else’s work. Most importantly: we truly want to do this together.
Our partnership: complementary without words
We know exactly what we can expect from each other. Mark is strong in finance, legal matters, and analytical thinking. Sjoerd focuses more on commerce, communication, and bringing people along in the journey. Where one of us can speak at length, the other keeps things short. Where one watches the details, the other focuses on the bigger picture.
And the best part is that we never get in each other’s way. No jealousy. No ego. No competition. We both know why this works: because we complement each other perfectly without needing to say it out loud.
Why XBSG? Why now?
When the opportunity came to acquire Global Accounts, there was no doubt. “If we do this, we do it together.”
It felt like the logical next step.Not because we thought we knew better. But because we wanted to protect the DNA of the company. Because we wanted to continue building what we had already been doing for 25 years. Because we finally wanted to be in control ourselves, without layers of approvals, endless bureaucracy, or unnecessary complexity.
It is exciting, yes. We feel more responsibility than ever before. Fifty families rely on us. We are not only responsible for maintaining the business, but also for helping it grow further.
At the same time, it has never felt better. We know exactly why we get up in the morning. We wake up earlier than before, not because we have to, but because we genuinely want to.
Looking ahead: the next five years
Nobody knows what the world will look like in five years. Technology moves faster than ever. AI is changing everything. Retail continues to evolve. But some things will always remain the same:
- physical stores will continue to exist
- human relationships will remain at the core
- efficiency will always matter
- and IKEA will remain our focus
At the same time, we are building XBSG on three strong pillars:
1. Keeping Global Accounts strong and continuing to develop it further.
2. Introducing Microsoft technology, also within Unisoft, and accelerating innovation.
3. Exploring retail opportunities beyond IKEA through trusted groups.
What it means personally
25 years of Global Accounts. Six months of XBSG.
It has truly been a journey that shaped us. As professionals, but even more as people. We learned how to take responsibility. How to build. How to fight for something. But above all, how to keep believing in what we do, together with our team.
And that is exactly what we still do every single day.
An inspiring conversation with Mark van der Voorde & Sjoerd Starren
You know… sometimes you look back and realize you have been building something together for a lifetime. We never imagined it would unfold this way. It was not planned or carefully mapped out. But looking back, there is a clear line running through it all. Twenty-five years of working together, opening new countries, building companies, restructuring, rebuilding, earning trust and keeping it. And now, for the past six months, running our own company: XBSG. Full circle.
How it all started
We came from two completely different worlds. Mark arrived neatly dressed in a suit from KPMG. Sjoerd came from the customer side at Unisoft and started in 1999 as employee number seven on the helpdesk, simply answering the phone and solving problems. No first line, no second line. Just getting things done.
When we first met, there was an immediate connection. Not so much because of what we did, but because of who we are: down-to-earth, direct, allergic to hierarchy, and above all driven to make things better.
In the years that followed, we did little else besides building together. A joint venture in Saudi Arabia. International projects. IKEA implementations. Restructuring projects. It was all about improvisation, entrepreneurship, and pushing forward.
The start of Global Accounts: a world of culture and dynamics
Joining Global Accounts felt, for both of us, like stepping into a completely different world. A world where you are right at the heart of an organization. Where your software connects the flow of goods, the cash registers, the finances, the webshop, and even the relationship between Inter IKEA, the retailers, and us as a supplier.
We learned how essential our role is within our customers’ organizations. Through years of experience, we truly understand the processes, challenges, and dynamics of retailers. That allows us to support them every single day with solutions that genuinely work. The trust we have built, and the long-term partnerships that come from it, make us incredibly proud.
DNA: humble, approachable, and truly together
What has always made our company unique is its culture. Approachable. No hierarchy. No titles or egos. We are simply people, with a capital P, who have worked together for years. People who are not afraid to give each other feedback. Who actively support and strengthen one another.
Part of that comes from our Icelandic roots. A culture built on trust, familiarity, and a handshake that means something. That culture never disappeared, even when we became part of larger groups. We always tried to protect that family feeling. And honestly, with XBSG, it feels like we have fully regained it.
Corona: accelerating, reinventing ourselves, and flying less
Corona changed a lot. Remote collaboration was not new to us because of the international nature of our business. But managing a complete store opening in Mexico entirely remotely was something completely new. Suddenly, everything happened through Teams meetings and digital communication. And yet, it worked. That says a lot about our people: they continuously adapt and reinvent themselves.
Flying much less also brought more peace and balance. For us, for our families, and for the planet.
What makes our team unique
A large part of our team has been with us for 10, 15, even 20 years. Some people even returned after exploring opportunities elsewhere. That loyalty is special. At the same time, we continue searching for young talent — fresh energy to complement the experience of the existing team.
What connects us? Helping each other without ego. Stepping beyond our own responsibilities when something needs to get done. Nobody is too proud to take over someone else’s work. Most importantly: we truly want to do this together.
Our partnership: complementary without words
We know exactly what we can expect from each other. Mark is strong in finance, legal matters, and analytical thinking. Sjoerd focuses more on commerce, communication, and bringing people along in the journey. Where one of us can speak at length, the other keeps things short. Where one watches the details, the other focuses on the bigger picture.
And the best part is that we never get in each other’s way. No jealousy. No ego. No competition. We both know why this works: because we complement each other perfectly without needing to say it out loud.
Why XBSG? Why now?
When the opportunity came to acquire Global Accounts, there was no doubt. “If we do this, we do it together.”
It felt like the logical next step.Not because we thought we knew better. But because we wanted to protect the DNA of the company. Because we wanted to continue building what we had already been doing for 25 years. Because we finally wanted to be in control ourselves, without layers of approvals, endless bureaucracy, or unnecessary complexity.
It is exciting, yes. We feel more responsibility than ever before. Fifty families rely on us. We are not only responsible for maintaining the business, but also for helping it grow further.
At the same time, it has never felt better. We know exactly why we get up in the morning. We wake up earlier than before, not because we have to, but because we genuinely want to.
Looking ahead: the next five years
Nobody knows what the world will look like in five years. Technology moves faster than ever. AI is changing everything. Retail continues to evolve. But some things will always remain the same:
- physical stores will continue to exist
- human relationships will remain at the core
- efficiency will always matter
- and IKEA will remain our focus
At the same time, we are building XBSG on three strong pillars:
1. Keeping Global Accounts strong and continuing to develop it further.
2. Introducing Microsoft technology, also within Unisoft, and accelerating innovation.
3. Exploring retail opportunities beyond IKEA through trusted groups.
What it means personally
25 years of Global Accounts. Six months of XBSG.
It has truly been a journey that shaped us. As professionals, but even more as people. We learned how to take responsibility. How to build. How to fight for something. But above all, how to keep believing in what we do, together with our team.
And that is exactly what we still do every single day.