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BALR. Protects its shops with Checkpoint Systems without compromising the brand experience.


BALR. Protects its shops with Checkpoint Systems without compromising the brand experience.


2 April 2019 – The international luxury lifestyle brand BALR., launched in 2013 by Demy de Zeeuw, Juul Manders and Ralph de Geus, has had its three shops in Amsterdam, Utrecht and Maasmechelen protected. The popular retailer chose to do this with Checkpoint Systems, the world leader in retail loss prevention. Convenience, ambience and brand experience were of primary importance for BALR.. 

 BALR. is known for its high-quality fashion, travel products and accessories for men and women. Based in the Netherlands, the brand has created a full range of high-quality items that provide inspiration for experiencing “the life of a BALR.”.  BALR.’s products are extremely popular with young people under-24, sporty young men and women over 35. Unfortunately, these branded products are also very much loved by shoplifters. For BALR., protection is therefore a vital part of its retail stores.

To attract shoppers, retailers like BALR. invest millions in their store concepts. Standard electronic article surveillance (EAS) antennae would be out of place here. That’s why BALR. chose Checkpoint. The leader in loss prevention offers the option of modifying its range of attennae, by creating a unique design with the assistance of its design team. The team designs protection antennae that are completely in line with the design of the store, using 3D printers. It also improves the shopping experience for the shopper and prevents theft.

BALR. has chosen the Checkpoint Classic Street design, customised with the BALR. logo for its store entrance. Hyperguard, a solution that works against professional shoplifters with ‘booster’ bags, is integrated into the antenna. For the protection of the products in its store, BALR. works with luxury hardtags by Checkpoint’s Alpha High Theft Solutions brand. It is not immediately noticeable in the stores, but they are very well protected against criminality, and that is exactly the point: it is blended into the store concept.

Aside from integrating the loss protection solutions, Checkpoint also provided additional services, such as training store personnel within the ‘train the trainer’ concept. During the training sessions focus was placed on preventing store crime, as well as how to attach a hardtag to a piece of clothing so that the consumer is not inconvenienced by it.

Pascal Brouwer, International Retail Director at BALR. says: “Despite a dramatically-changed retail market, traditional shopping is still the number one leisure activity! However, consumer expectations of it have certainly become much higher. That means that we have to reset crucial retail processes like loss prevention, no longer viewing them as an independent item, but as a part of the bigger picture.”

Franklin Val, Key Account Manager of Checkpoint Systems says: “We are continually working together with retailers like BALR. to develop loss prevention solutions that will improve their financial performance. We have 50 years experience in this area! But times change, and we are now noticing that retail processes are more and more integrated, and that it’s not only about protection anymore. It’s about the total shopping experience. That makes it different, but also really very enjoyable.”


About BALR.

BALR. is a Dutch luxury lifestyle brand that has been on streets internationally since 2013. BALR. makes the lifestyle of professional footballers accessible. Many top footballers are regularly spotted in clothing by the brand, and DJs like Hardwell and Tiësto travel across the world with products by BALR.. BALR. is sold online in more than 150 countries and has flagship stores in Amsterdam and Utrecht.

About Checkpoint Systems, Inc. (

Checkpoint Systems, a division of CCL Industries, is the only vertically-integrated RF/RFID-solution provider for the retail sector. Thanks to technology, consumer needs are rapidly changing these days. Checkpoint offers smart solutions that enable clarity and efficiency in the retail environment, always and everywhere. Thanks to a unique offering of software, hardware, tags and connected, Cloud-based solutions, Checkpoint optimises retail activities and collects realtime intuitive information from across the supply chain and in-store. The result? More profitability and an enriched customer experience. Checkpoint’s smart retail solutions build on 50 years’ expertise in radio frequency technology, innovative theft and loss protection systems, groundbreaking software, RFID hardware and extensive label solutions for identifying, protecting, and tracing items from source to the in-store rack.

Twitter: @CheckpointSys

Over CCL Industries

CCL Industries Inc., a world leader in specialised label and packing solutions for international companies, small businesses and consumers, employs over 19,000 people and has 150 facilities in 25 countries spread over six continents, with headquarters in Toronto (Canada) and Framingham (Massachusetts). For more information please visit

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About Checkpoint Systems

Checkpoint Systems, a division of CCL Industries, addresses two critical issues for its customers: Improving Profitability and Improving Consumer experience. With consumer demands accelerating at an extraordinary rate driven by technology, Checkpoint recognizes the challenges faced by its customers in the rapidly evolving retail market. We deliver intelligent solutions – bringing clarity and efficiency into the retail environment anytime, anywhere. Through a unique offering of software, hardware, labels, tags and connected cloud based solutions, Checkpoint optimizes operational efficiencies through analysis of real time data captured throughout the Supply Chain and in store then translating this to clear concise actions and tasks.

We provide end-to-end solutions enabling retailers to achieve accurate real-time inventory, accelerate the replenishment cycle, prevent out-of-stocks and reduce theft, thus improving merchandise availability and the shopper’s experience. Checkpoint’s solutions are built upon 48 years of radio frequency technology expertise, innovative high-theft and loss-prevention solutions, market-leading RFID hardware, RFID software, and comprehensive labeling capabilities, to brand, secure and track merchandise from source to shelf. Checkpoint’s customers benefit from increased sales and profits by implementing merchandise availability solutions, to ensure the right merchandise is available at the right place and time when consumers are ready to buy. Checkpoint operates in every major geographic market and employs 4,500 people worldwide.

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