First Dutch Victoria’s Secret Model Opens The New NYC Boska Cheesewares Experience

Grand Opening Party dedicated to Holland, Beauty and Dutch Heritage.

NEW YORK CITY, September 22, 2017 – The new Manhattan office of Boska Holland Cheesewares was officially openend yesterday afternoon by former supermodel Frederique van der Wal from Frederique’s Choice, an e-commerce flower business. Martijn Bos, Boska’s fourth generation owner, is proud to introduce his ‘tools for cheese’ to New York’s Flatiron District. Both Frederique and Martijn’s products represent two typical Dutch mainstays; flowers and cheese. “We both bring a little Holland to the Big Apple, that’s worth a celebration”, shared Bos.

And celebrate, they did. Last night, Boska Holland hosted its grand opening party for the all-new Boska USA showroom in Manhattan. Partygoers included the enthusiastic Boska team, industry folks, friends, and cheese lovers, for a celebration which was dedicated to Holland's beauty and Dutch heritage and entrepreneurship.

Martijn Bos is honored to have partnered up with close friend Frederique van der Wal, who joined him for the evening, at what was described by a guest as a 'glorious occasion'. As a successful model and business woman, throughout her career Frederique has made headlines as being the first Dutch Victoria Secret model and is presently the proud owner of the blooming flower company Frederique’s Choice in NYC. It is clear that both Frederique and Martijn are passsionate about their Dutch heritage, beauty, design and NYC.

120 years cheese tools
‘We are incredibly excited about our Boska Cheese Experience in the lively and attractive setting of the Flatiron district. I am beyond thrilled to stand here in the middle of a food, cheese, party loving crowd. For me this is a dream coming true: What my great grandfather started in 1896 in a tiny Dutch Village right next to the city of Gouda, really took flight!’ Martijn likes to joke that he was literally born into cheese & cheesewares. ‘My great grandfather, Willem Bos, made his first cheese tools for all the local cheese farmers more than a 120 years ago in my home town. And today, our products are sold to cheese lovers in 90 countries throughout the world!

Big ambitions
‘The dream of having an office and showroom filled with beautifully designed products in the heart of New York City came true today. I feel as excited as when we won 6 Red Dot Design Awards with our Cheesewares. What makes this day even more special is that my father, Joop Bos, who built up the consumer business in the Netherlands is here to join the US party.’, says a proud Martijn, standing next to his parents. ‘I have grown up in the world of cheese. It is now my ambition to grow further, from cheesewares to chocowares, to… oh well, it can go anywhere.’

About Boska Holland Cheesewares
Boska Holland is a traditional and innovative family-run business that has had a passion for cheese since 1896. It all started in Bodegraven, a small village near Gouda, where Willem Bos invented his first ‘cheese tools’ for local cheese farmers. Today, Martijn Bos, fourth generation owner and great grandson of Willem, continues to oversee all product design, development, and production to ensure that all of Boska’s products meet the highest standards of quality, design and function. With teams in the Netherlands, France, Germany, China, and the USA, the Boska family continuously seeks inspiration for new products from around the globe. As new products are developed Boska continues to be embraced by cheese-lovers everywhere. The goal always remains the same: to create an environment where people can enjoy cheese together in their own special way, anywhere at any time.

About Frederique van der Wal
Frederique was 18 when she moved to the United States to pursue a career in modeling. Once stateside she landed the covers of Vogue, Cosmopolitan, and Harper’s Bazaar and prestigious campaigns like Victoria’s Secret, Revlon, Guess Jeans just to mention a few. She also ventured into licensing deals and created her own fragrance , lingerie and bathing suit line. Later on she worked as an aspiring actress and television exec: she appeared alongside Will Smith in “Wild Wild West” and produced and hosted a Discovery Channel special about the flower industry called “The Invisible Journey”, among other projects for A&E and FOX. Recognizing her rising star, the Dutch government named a flower after her in 2005. Filming the documentary inspired van der Wal to make a mark on the industry. The idea for Frederique’s Choice took root. In 2008, Frederique’s Choice launched in her native Holland, now they deliver in Europe in about 9 countries and in the U.S. since fall 2015. In 2016 she produced and hosted a tv show, HomeGrown Makeover on the A&E network. For now, Frederique’s Choice continues to expand its brand partnerships with related companies in the lifestyle industry to introduce its flowers to as many customers as possible.

Boska wins 6 Red Dot Awards for Product Design

May 2016 – Nowadays, design is everywhere. At home as well, we can’t imagine a world without it. Even the most functional tools for in the kitchen are being transformed into iconic art pieces. Product designers are no longer the executors of a practical idea, more and more they’re becoming true artists. Take Frank Bleeker, designer at Boska: six of his designs were crowned with the Red Dot Award for Product Design – the ‘Oscars’ among design prizes. 

“In my work as Product Designer at Boska, I transform creative or traditional concepts by bringing them to the modern day and using modern trends. But as opposed to art-focused colleagues, I work on making a complete picture. The designs have to make sense in terms of functionality, commerciality, and design. An art piece doesn’t have to have a practical use, but everyday tools do. My designs have to be functional and look good at the same time. That’s a really great challenge.” As a well-deserved crown on all of Bleeker’s work, he has acquired 4 Red Dot Awards for Product Design and two ‘Honourable Mentions’ for the Boska brand. 

Design and user-friendliness 
Design is vaak iets abstracts. Volgens Boska, specialist in kaasbeleving, hoeft dit niet. Als het aan de producent van Cheesewares® ligt, moet design terug in alledaagse gebruiksvoorwerpen, zoals kaastools. Esthetiek en functionaliteit gaan hand in hand in de nieuwste producten van Boska.

Design is often something quite abstract. According to Boska, specialist in the cheese experience, that doesn’t have to be so. If it’s up to the Cheesewares® producer, design has to be put back into everyday tools, such as cheese tools. Aesthetics and functionality go hand in hand in Boska’s newest products. 

Product Designer Bleeker: “Why only focus on user-friendliness? The eye wants something to look at too. So we tried to transform recognizable shapes, such as a fondue pan or raclette, into unique and design-worthy forms. We do this by, for example, looking into the materials. That’s how this year we came out with a copper fondue set with a concrete base. It’s a combination of a retro product with a robust, modern look. The total package doesn’t deviate from the traditional cheese fondue concept, but it looks so much better.” 

Red Dot winners
Boska’s award winning products are the Party Fondue Mr. Big, the Candle Light Fondue Twinkle, the Partyclette XL, and the Fondue Set Copper. The Raclette Quattro Concrete and the Cheese Slicer Monaco+ received the honorable mentions. “All of these Cheesewares® have a clear Boska signature look,” says Bleeker. They’re robust and functional with a nostalgic wink.” 

About the Red Dot Award
The Red Dot Award is divided into three different disciplines: the Red Dot Award for Product Design, the Red Dot Award for Communication Design, and the Red Dot Award for Design Concept. The first is a recognized quality seal for aesthetic forms and functional design. It is awarded annually by an expert jury of independent designers, professors, and journalists. This year, 41 jury members evaluated a record-breaking 5,214 products from 57 countries. The award ceremony of the Red Dot Award for Product Design 2016 will take place on July 4th, 2016 during the traditional Red Dot Gala in Essen. Together with the other prize winners, Boska’s products will be displayed for one year in the Red Dot Design Museum, which is visited by 150,000 people annually from all over the world. 

About Boska
Boska is an innovative, authentic family-owned company that has had a heart for cheese since 1896, and therefore constantly searches for new Cheesewares®. Over the course of four generations, the company evolved from blacksmith, ironware retailer, and hardware manufacturer to the current company with 75 employees and 5 branches, including two in China and the USA. Boska cheese accessories are available in 90 countries. For more information:


For more information, contact Cindy van Turnhout from Boska Holland: 0624626291 



“In mijn werk als productdesigner bij Boska maak ik een doorvertaling van creatieve of traditionele concepten naar de moderne tijd en trends. In tegenstelling tot kunstzinnige collega’s maak ik een compleet plaatje. Functioneel, commercieel en op het gebied van design moeten de ontwerpen kloppen. Een kunstwerk hoeft niet praktisch bruikbaar te zijn, maar voor een gebruiksvoorwerp geldt dat wel. Mijn ontwerpen moeten functioneel zijn en er ook nog eens goed uitzien. Dat is een hele fijne uitdaging.” Welverdiende kroon op het werk van Bleeker vormen de 4 Red Dot Awards voor Product Design en twee ‘Honourable Mentions’ die het merk Boska in de wacht sleepte met zijn ontwerpen