Three partners.
One shared passion
for detail.
The story of ByYou doesn't begin in an office or a boardroom. It begins on a terrace, somewhere under a southern sun, more than ten years ago.
"It began with a bottle of wine, a long evening, and the realisation that the most beautiful things happen when people cross paths by chance."
Stef and Joost met each other on holiday. What began as a chance conversation grew into a friendship, and eventually a business partnership. Koen — Stef's best friend since secondary school — later joined with his level-headed approach to operations and his love of good beer.
What binds us isn't coincidence, but a shared conviction: private label shouldn't be reserved for big brands with deep pockets. A family business, a restaurant concept, an up-and-coming entrepreneur — everyone deserves access to the look and quality otherwise only available to the biggest players.
Three backgrounds, three personalities, one mission: to take the work off your hands and make your brand shine on the bottle.
The people behind ByYou.
Strategy · Vision & wine network
Stef van Lierop
An event manager turned entrepreneur.
Stef is the one who brought ByYou to life. As founder of LIERNO, he spent years building a European network of wine houses — from family-run chateaux in Bordeaux to artisan bodegas in Rioja. When he noticed entrepreneurs and hospitality businesses increasingly asking for the same level of private label he delivered to larger clients, he decided it was time for a more accessible sister brand. That became ByYou.
Operations & Beer
Koen van der Heijden
Stef's best friend since secondary school. Works in operational planning at a major logistics company.
Koen brings structure and reliability. In his day job he keeps enormous logistics chains running smoothly — a level-headed approach he applies within ByYou too. He's also right at home in the world of beer, from speciality breweries to artisan pilsners. He's the one who makes sure that when we promise a house beer, it arrives exactly on time, in the right quantity and in top quality.
Commerce · Wine & Spanish network
Joost Bruurmijn
Studying business administration and currently on a study exchange abroad. Fluent in Spanish.
Joost and Stef met on holiday ten years ago — a chance encounter that grew into a friendship and eventually a business partnership. Through his studies abroad and fluent Spanish, Joost is our bridge to the Spanish wine houses. He's young, ambitious and keen to broaden his knowledge of beer into wine — a development he lives out every day at ByYou.
May we show you a
first design?
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