Group Daenens

For Nico Daenens, it was clear from the start: household help is a tough and underestimated profession that deserves more appreciation. During his studies in facilities management, he became convinced that people working in the cleaning sector deserve not only support but also recognition. “This work is socially important and deserves more respect,” says Nico. Therefore, the starting point was not only to build a company that functions efficiently, but also to create an organisation where co-workers are well supported and feel valued. 

This is also reflected in the organisation of Group Daenens. The company has a horizontal structure where the distance between managers and co-workers remains small. It deliberately avoids creating a hierarchical barrier, and focuses on personal guidance and open communication. This also keeps Nico himself involved in the day-to-day operations through regular meetings with co-workers during events and contact moments. 

One of the Group Daenens strengths is their inclusive approach. Research shows that a significant proportion of domestic workers in Belgium were not born here, and this diversity is something Nico is proud of. The organisation provides a workplace for people of over 50 different nationalities, and great attention is paid to bridging language and cultural differences. This includes the use of icons and innovative tools such as an app that enables instant translations. 

The inclusive approach goes beyond recruiting non-native speakers. Through coaching and mentoring, Group Daenens offers opportunities to people who are further from the labour market, regardless of their level of education or background. “We show respect for each co-worker and their unique qualities,” says Nico. This philosophy ensures that the barrier to employment is lowered.

Besides the service voucher sector, Group Daenens is also active in other sectors, such as HR solutions and technical outsourcing, through their company IQUU. In addition, Group Daenens offers training courses for both the household, construction, and healthcare sectors through their training centre. These training programmes are crucial to provide co-workers with the necessary skills, not only in the technical field, but also in safety and ergonomics. 

Social impact has always been an important part of the company’s vision. Group Daenens supports various social projects, such as YouthStart and Starterslabo, and has also recently become active in the world of sports by sponsoring football club KRC Harelbeke, with a particular focus on youth and disadvantaged groups. 

Sustainable business is high on the Bruges-based company’s agenda. This translates into a wide range of initiatives, from reducing environmental impact to creating better working conditions. For example, Group Daenens has invested heavily in electric vehicles, digital communications, and teleworking options to reduce its carbon footprint. In addition, co-workers and clients are encouraged to use ecological cleaning products, an initiative reinforced by the acquisition of La Belle Eco, a company that produces environmentally friendly cleaning products. 

Its local impact cannot be underestimated either. Many of the domestic workers work close to home, which reduces commuting and contributes to more sustainable mobility, which is an important factor in a company employing more than 17,000 people.

Although the service voucher industry has grown tremendously over the past two decades, there are also challenges. Margins for employers have fallen since 2009, while the price of a service voucher for consumers has remained unchanged. Nico Daenens therefore advocates revising the model so that it remains sustainable for all parties involved: workers, users, the government, and companies. Despite narrow margins, Group Daenens continues to invest in better working conditions and further professionalising the sector. 

Group Daenens is a company that manages to combine economic growth with a strong social mission. By focusing on inclusion, respect, and sustainability, the company is not only a key player in the service voucher industry, but also an inspiration for how a business can create social value. With a forward-looking policy, Group Daenens continues to strive for a better working environment for co-workers, more appreciation for household help, and a more sustainable service voucher model that is ready for the future.