Sonja Feitsma

Head of Retail Rijksmuseum Amsterdam, The Netherlands As Head of Retail at the Rijksmuseum Amsterdam, Sonja heads the Retail team and is responsible for strategic planning of the Rijksmuseum product assortment,purchasing and logistics, the different Rijksmuseum distribution channels, retail, wholesale eresponsible for partnerships and sales licenses.
Sonja has worked in the museum sector since 2010, first as Purchasing and Merchandising Manager at the Van Gogh Museum and then as New Business Manager. In 2018 Sonja joined the Rijksmuseum.
Prior to joining the museum sector, Sonja worked for 15 years in the textile industry in similar positions.
Her areas of expertise are merchandising, brand management, purchasing, sourcing, product and project management, and new business development The Rijksmuseum in Amsterdam is one of the most famous museums in the world.
It houses Dutch masterpieces such as Vermeer’s Milkmaid, Van Gogh’s Self-Portrait, Jan Steen’s Merry Family, and Rembrandt’s Night Watch.
We tell 800 years of Dutch history from the 1200s to the present day.
With more than 8,000 objects and ever-changing exhibits.