The Niemeyer factory, a towering landmark in Groningen, is poised for a dramatic transformation. For over two centuries, the factory hummed with the production of tobacco, a cornerstone of the city’s history. However, in 2022, the harsh reality of a declining market forced its closure, marking the end of an era for British American Tobacco (BAT) and the iconic “Samson shag” tobacco brand.
The closure stemmed from a collapsing market for cigarettes and rolling tobacco. Faced with shrinking demand, BAT sought cheaper production locations in Hungary and Germany, leaving the future of the Groningen factory uncertain.
From humble beginnings to royal recognition
The Niemeyer factory’s story stretches back to 1819, when Meindert Niemeyer first began producing tobacco for the “Wapen van Rotterdam” brand. Under the leadership of his son Theodorus, the company expanded significantly, becoming a major player in the Dutch tobacco industry. The factory even temporarily switched production to tea and coffee during the Second World War, demonstrating its adaptability.
On its 150th anniversary, the factory received the prestigious “Royal” designation, a testament to its long-standing success. However, by the late 20th century, the company merged with Rothmans cigarette business, which was later acquired by British American Tobacco. This marked a shift towards a globalized market but ultimately couldn’t save the Groningen factory from the changing landscape of tobacco consumption.
Rising from the ashes
While the closure of the Niemeyer factory was a significant blow to Groningen’s history and workforce, it has also opened doors for a new and exciting chapter. With the recent approval of a development framework, the iconic landmark is set to be transformed into a hub for business, culture, and digital innovation. The plan, spearheaded by real estate developer MWPO and Campus Groningen in collaboration with the municipality, envisions a space that seamlessly blends incubators for startups, commercial businesses, knowledge institutions, and cultural attractions, all united by a digital theme.
By embracing innovation and collaboration, Groningen is ensuring that this historic landmark continues to be a source of pride and a center of activity for generations to come.
Image: (Niemeyer oud) J.H. (Sjors) Visscher, Groninger Archieven via Gemeente.groningen.nl
