Dustin Karelse of NOBEARS: “I See Myself as a Builder”

From Logos to Digital Strategy

Karelse initially focused on logo and graphic design, but soon expanded into web design and digital marketing. Today, he leads a company with over 120 employees, alongside the business partners he gathered along the way. “Entrepreneurship wasn’t my initial goal,” he explains. “I simply loved design, and one thing led to another.”

Early Steps into Entrepreneurship

Karelse’s fascination with brands and design started early. As a child, he collected stickers from popular surf brands, calling companies to ask if they could send him some. With his “overstock,” he started selling stickers on the schoolyard—his first entrepreneurial venture, without even realizing it.

Though he once dreamed of becoming a car designer, his path took a different turn when he discovered his passion for branding and entrepreneurship. “My love for the power of strong brands started young. What began as a hobby evolved into a serious business.”

Building from Passion

In 2003, Karelse decided to turn his creative talents into a business. “Starting my own company was a natural result of my love for design and technology. I began with branding, print design, and website development. My clients were launching startups, scaling through acquisitions, and building businesses that energized them. I was always creatively involved in their journeys—designing their visions or developing their digital presence. Their entrepreneurial steps inspired me, and I wanted to do the same. Over time, my focus shifted towards strategic growth through mergers and acquisitions.”

Scaling Up: From Startup to Business Group

Karelse’s ambition to grow and innovate paid off, especially after selling one of his startups in 2015, allowing him to acquire a large office space in Heusden. Though 800m² seemed too big for just 15 employees, it was an opportunity to think bigger.

“The size of the office forced us to grow—and we did,” he says proudly. A year later, in 2016, the first merger took place, and today, the company is eight times larger, with five locations.

“Once Something Runs Smoothly, I Look for the Next Challenge”

For Karelse, entrepreneurship is about constantly building and reinventing. “I see myself as a builder. Once something runs smoothly, I lose interest and start looking for the next challenge.”

“This is both my strength and weakness. Our real growth only took off after my first mergers, when Rob Smulders and Rens van Geel became my partners. They were not only experts in their fields but also strong in operations and structuring. Together, we became a powerful engine—I love starting something new, while they structure and scale it. Whenever I propose a new acquisition, they just smile and say, ‘Here we go again!’”

Always Learning

For Karelse, entrepreneurship is a continuous learning process. “You’re never done learning. We constantly adapt to change by learning from clients, colleagues, and our own mistakes.”

He doesn’t just see himself as a leader, but also as a student. “The entrepreneurs I work with are often my biggest inspiration. Their perseverance, creativity, and innovation teach me new ways to improve both my business and myself.”

Karelse acknowledges that mistakes are part of the journey. “Entrepreneurship involves risk, and sometimes things don’t go as planned. That’s not failure—it’s a learning experience. The key is knowing when to push forward and when to pivot.” This mindset helps him continuously evolve his role within the company.

“The skills that make you successful today might not be enough to win tomorrow. That’s why I focus on progress, growth, and acquiring new knowledge.”

From Creative Work to Strategic Acquisitions

What sets Karelse apart is his ability to reinvent himself. His focus has shifted from pure creativity to strategic acquisitions.

“Building a group of companies that strengthen each other has always been my dream. You start small, but with every step, you get closer to the bigger vision.”

Now leading a fast-growing business group, he believes the growth journey is far from over: “We will continue expanding. You should always be looking toward the next step.”

For Karelse, it’s not just about getting bigger—it’s about getting better. His focus is on integrating diverse expertise, especially with the rapid technological changes shaping the market.

“AI and digital transformation are disrupting our industry. We need to stay ahead and be ready for what’s next. That’s why we continuously bring in new expertise and companies to strengthen our group.”

Building for the Future

For Karelse, one thing is clear: growth and innovation will always be the priority.

“There is always a next step,” he says enthusiastically. “We want to become a business accelerator for growth companies, where branding matters and digital is key.”

With his eyes set on the future, Karelse remains committed to adapting to the evolving market and the trends of tomorrow.

“The world doesn’t stand still, and neither do we. We must always build what doesn’t yet exist and improve what can be better. I have no doubt that the future holds exciting new opportunities.”

With this forward-thinking mindset, he continues to shape NOBEARS, determined not just to be successful but to make a lasting impact—staying true to the passion that started it all: building a business with a strong brand. ????