Jaap and Roel grew up as farmers' sons on their parents' Frisian dairy farm. This background of freedom, independence and hard work has stimulated the brothers to do business (together). With 8 years of experience in the kitchen industry, Jaap brought a load of knowledge to the table. And Roel, with a more technical background, had the enormous drive to do business.

In the Netherlands, kitchens were offered as very expensive and then sold on the basis of extreme customer discounts. In Germany, people were more honest and transparent. A beautiful kitchen could be delivered directly for a decent price. That appealed to the brothers, and that thought formed the basis of their business. With the I-KOOK brand, Jaap and Roel opened their first kitchen store in 2001.

They saw opportunities in the kitchen market with a more accessible customer approach, on a smaller scale and much less massive than the well-known chains at the time. They decided to jump into this gap and thus brought the shared teenage dream to life. With dedication, hard work, and perseverance, they have gained significant experience, which has led to successful results.

In 2020, the Oostra brothers are launching the KeukenCoach formula. They have started with a KeukenCoach Concept Store at the Johan Cruijff Boulevard in Amsterdam. A completely new concept, aimed at the customer who knows well what he has in mind and focused on A-brands.

KitchenCoach brings the top level of service to the mid-market kitchen market!