HET VAKBLAD VOOR BRANDED MERCHANDISE EN WORKWEAR www.promzvak.nl Published bimonthly - August/September issue 4 vak Special: Ceramics Tastemakers and the challenge of engaging multiple generations
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7 2025 - number 4 - promzvak.nl vak C O M M E N T B Y PETER VAN GESTEL (PETER.VANGESTEL@HETPORTAAL.COM) You can feel how hard it is not to get swept up in the negative sentiment in the market. I struggle with it too. And of course, the geopolitical situation doesn’t help. Every morning, I open my phone with dread to see what that Oompa Loompa across the ocean has come up with this time. But now I say: this ends here. Let’s turn things around. What that idiot has managed to do, is make us in Europe start believing in ourselves again. For the first time in a long while, we’re united. Let’s channel that into our industry. “Made in Europe” is more than ever a unique selling point for our end customers. Not just to spite Trump, but also out of sustainability concerns. I’ve visited many countries recently to explore our manufacturing industry — and I can tell you: it’s inspiring. Let’s start by appreciating the amazing products we make within Europe. And let’s not just look to the West — let’s also look East. Of course, we can’t ignore China in many areas (think tech). But take those fast fashion giants like Shein. A huge amount of capital flows their way, while we’re left with the junk and waste. Just cleaning up that mess — something we’re legally obligated to do — costs more than the product itself. Let it be our goal to once again buy quality European goods and stay far away from all that Temu and Shein crap coming out of China. I’ve said it before: despite everything, I still expect the market to grow. And that has everything to do with breakthroughs in digital technologies and the ability to order in low quantities. This will drive growth at the lower end of the market. But it does mean your business processes need to be as efficient as possible. After all, an order of 50 units takes the same effort as one of 5,000. But that’s something we excel at. Just look at the improvisation and resilience we showed during the pandemic. In addition, I see a new, related industry emerging — one that focuses on repairing and repurposing products from our market into something new. Think of companies like Remake Society and Circulr. This allows us to close the loop for an important part and give products a new life. A fantastic way to add value and make a positive contribution to the environment. So (important reminder to myself, too): no more complaining — roll up your sleeves and get to work!
XXXX 8 T +49 (0)201 890 414 0 | E info@misterbags.de | W www.misterbags.de THINK GREEN. CARRY COTTON. www.oeko-tex.com 23.HIN.15865 Hohenstein HTTI C O N T E N T vak C O L O P H O N Who says what in this issue? <11> Supplier vs. intermediary <12> Ceramics special <15> How BIC is claiming its place in branded merchandise <26> The BIGsmilegroep launches a new gift concept for every gifting moment <31> Tastemakers: “We don’t approach the market from products, but from inspiration for Christmas gift sellers.” <36> The core values of Tricorp <44> The ambitions of Malfini <51> FastEditor shakes up the online world with its logo tool <57> Regional products are gaining popularity in the promo market <63> Top or flop <69> Leave a lasting impression with the right scent <70> Welcome to Pineut: where gifts are more than things, and production is about people — not just profit <75> Next Gen <79> PPP column by Cynthia de Groot <83> The Supplierdays <85> The success of the underseater <89> New ProductZ <90> NoteZ <99> PromZ Vak Het Portaal Media B.V. Veerdijk 40-H, 1531 MS Wormer The Netherlands Tel: +31 (0)75-6475747, e-mail: traffic@hetportaal.com Chief editor: Peter van Gestel Veerdijk 40-H, 1531 MS Wormer Mob: +31 (0)6-33637794 E-mail: peter.vangestel@hetportaal.com Editors: Lisette Erdtsieck, Judith Munster, Wally Cartigny, Cynthia de Groot, Marjolein Straatman, Ed van Eunen, Allard Frederiks. Management:: John M. Swaab Tel: +31 (0)75-6475747 Mob: +31 (0)6-54994998 E-mail: john.swaab@hetportaal.com Advert acquisition: Ferry Aaftink Tel: +31 (0)75-6475747 Mob: +31 (0)6-12643168 E-mail: ferry.aaftink@hetportaal.com Bettina Nettelbeck Mob: +49 (0)173-1933919 E-mail: bettina.nettelbeck@hetportaal.com Katharina Bütow Mob: +31 (0)6 25392460 E-mail: katharina.buetow@hetportaal.com Simone Keijzers Mob: +31 (0)6-18255325 E-mail: simone.keijzers@-hetportaal.com Production/traffic: Monique Zijlstra Tel: +31 (0)75-6475747 E-mail: traffic@hetportaal.com Design: Finnmedia.nl and mylenemedia.nl Cover design: Snars Images: Raoul Limpens, Rohan Hoeksma, Creative Owl Media, iStockphoto Print: Real Concepts B.V., Velp Subscriptions: PromZ Vak is free of charge for individuals who can demonstrate that they work as or for suppliers and distributors of business gifts and promotional products and services in the Netherlands and Belgium. ©Nothing from this publication may be reproduced and/or made public in any way without prior permission from the publisher. Our magazines are printed on FSCcertified paper. Please pass them on to colleagues or, once read, recycle them properly. 15 89 26 51 75
11 2025 - number 4 - promzvak.nl WHO SAYS WHAT Our Sky bottle – on stock in NEW COLOURS Check the collection at www.pfconcept.com “INNOVATION AND CREATIVITY IN PACKAGING ARE CRUCIAL PARTS OF OUR CONCEPTS. ESPECIALLY WITH NEW LAWS AND REGULATIONS ON THE HORIZON. THAT’S A TRICKY BALANCE FOR THE FOOD GIFTING INDUSTRY: WHAT’S RESPONSIBLE, AND WHAT’S POSSIBLE WHEN IT COMES TO SHELF LIFE?” (ANDRÉ VERHOEFF, TASTEMAKERS, P. 37) “THE TRADITIONAL CHRISTMAS HAMPER IS STILL HIGHLY APPRECIATED — AND EVEN SEEMS TO BE MAKING A COMEBACK.” (Michel Stavenuiter, BIGsmilegroep, p. 33) “IF YOU ASK YOURSELF WITH EVERYTHING YOU DO: CAN THIS BE CLEANER, FASTER, SMARTER — THEN CHANGE HAPPENS NATURALLY. MAYBE NOT TOMORROW. BUT IN FIVE YEARS, YOU'LL BE IN A COMPLETELY DIFFERENT PLACE.” (Jan Chovanec, Malfini, p. 53) “Together with the sheltered employment organization ‘Stroomopwaarts’, Pineut provides jobs here to about 70 people with a protected indication. No one left on the sidelines. ‘These aren’t easy pathways,’ says Marlies. ‘But when you see what it means for someone to feel structure and pride... that is priceless.’” (Marlies van Iterson, Pineut, p. 77) “THERE USED TO BE BEAUTIFUL CERAMIC FACTORIES IN ENGLAND. GONE. AND MANY HAVE DISAPPEARED IN THE NETHERLANDS TOO. IN THE PAST, PEOPLE WOULD SAVE UP FOR A DINNER SET. NOW THEY BUY A NEW ONE EVERY YEAR AT ACTION.” (Hans Voorjans, WMOK, p. 25) “CUSTOMERS SEEK CERTAINTY. WHEN YOU CHOOSE A BRAND LIKE BIC, YOU KNOW EXACTLY WHAT YOU’RE GETTING: QUALITY, RELIABILITY, SUSTAINABILITY.” (Marc Rugi, BIC, p. 26)
13 2025 - number 4 - promzvak.nl BY ALLARD FREDRIKS 12 9 Intermediary and supplier. Five identical questions. Asked to a supplier and an intermediary, neither of whom knows in advance who the other is. How do they each look at the industry from their own perspective? In this episode: Jurgen Spalburg (Maxim Ceramics) and Bas Scholtes (Van Slobbe). Which trend or development do you believe is unavoidable for the industry? “In my view, personalization is unavoidable. And I don’t just mean putting a name on a mug, but real, thoughtful custom designs that tap into emotion, brand identity, and experience. Businesses and consumers want something unique — something that truly fits them. At the same time, sustainability is becoming increasingly important. No one still wants a throwaway item that ends up in the bin after a single event. There’s a clear shift toward high-quality, reusable products with impact and a story. In our industry, you need to be not only creative but also mindful in your production — that’s the future.” What are your business expectations for the rest of the year? “My business expectations for the rest of the year are ambitious but realistic. We continue to see growing demand for personalized products like printed mugs in the B2B market. I anticipate further growth, especially as companies become more creative with corporate gifts and brand activation. We’re also focusing on expanding our product range and optimizing our production and delivery processes. I believe 2025 will be the year we not only scale up in volume but also enhance the brand experience around our products. In short: grow, innovate, and make sure no one has to drink from a boring, blank mug again.” Which aspect of your work brings you the most satisfaction? “As a specialist in printed mugs, I work with passion and dedication to create unique, custom-made products. What drives me is the creative process of working with the client — from a blank idea to a tangible end product — designing a mug that perfectly aligns with their vision, brand, or message. It’s incredibly satisfying to see how a simple everyday item becomes a powerful communication tool that brings recognition and satisfaction to both the client as the company it is meant for. My goal is always to deliver more than just a mug — it has to be a product with meaning.” Which brand you can’t do without? “Apple. Without Apple, I feel like a mug without a handle — it works, but it’s just not comfortable. Everything I do — from brainstorming new designs to managing Maxim Ceramics — happens via my MacBook, iPad, or iPhone. Even when I’m sitting in the office with a cup of tea (of course in a mug printed by us), Apple is part of it. Honestly, it’s my most loyal colleague: always charged, never grumpy, and sleek in design.” What could someone wake you up for in the middle of the night? “Tiramisu. No question. If you wake me up in the middle of the night with a fresh tiramisu — preferably made using a traditional Italian family recipe — I wouldn’t even be mad. I’m a huge fan of Italy: the food, the culture, the design... everything there breathes style and attention to detail. That also inspires me in my work. So, if it’s not tiramisu, you could wake me for a brilliant mug design idea — preferably with a touch of Italian flair. But honestly? Both at once would be best.” “No one wants another disposable product that ends up in the trash after just one trade show.” Jurgen Spalburg Maxim Ceramics “The combination of creativity and supply chain is our strength ” Bas Scholtes Van Slobbe Which trend or development do you think is unavoidable for the industry? “Without a doubt: digitization and sustainability. Customers don’t just want to know what they’re ordering, but also how and where it’s made — including its impact on people, the environment, and privacy. That’s why we offer both open and closed brand portals that meet the strictest security standards, including ISO 27001. We fully integrate those portals with our clients’ systems, such as AFAS, ProQuro, Proactis, and Single Sign-On. This allows them to order easily and securely within their own environment, with maximum control and user convenience.” What are your business expectations for the second half of the year? “I’m looking ahead with confidence. We want to expand the team, and we’ve literally made space for that last year: our office has been completely renovated, with additional workspaces created. Besides that, we’re also seeing a strong increase in demand for brand portals, including internationally. For a client like ASM International, we not only coordinate the distribution of luxury gifts, textiles, and merch, but we also contribute ideas around budget structure, sustainability, and reporting. That’s where our strength lies: creative solutions at the front end, tightly organized at the back. Thanks to our team in Shenzhen, China, we’re able to move quickly and even surprise clients with custom-made options — even on short notice.” Which aspect of your work gives you the most satisfaction? “When I see the whole team running smoothly, that makes me a happy person. I recently looked at our Kiyoh reviews, and I honestly felt proud. Customers are enthusiastic and even mention individual colleagues by name — that says a lot. What I also love are the custom-made projects. Big or small – it’s fantastic to see an item show up in public, in a commercial, or at a stadium. Then you know: this had an impact.” Which brand you can’t do without? “To be honest, I’m not that brand loyal. Of course, I love quality and good service, but whether it’s brand A or brand B — as long as it works, that’s what matters in the end.” What could someone wake you up for in the middle of the night? “Haha, I’ll keep my first thought to myself. But seriously: plenty of things. A spontaneous trip, a good restaurant with great people – I’m all about good vibes. And if I can help someone out, I’ll jump out of bed in a heartbeat.”
TEKST: 15 2025 - number 4 - promzvak.nl 9 14 MADE IN EUROPE | SUSTAINABLE | 100% CUSTOM | MOQ 1 PC STRAIGHT FROM MANUFACTURER | LONG-LASTING 50+ YEARS H A BUSINESS WIT NO SIGN IS A SIGN OF NO BUSINESS WILLEMS CLASSICS BV Ondernemings 1 1422DZ Uithoorn +31(0)297-524040 info@willemsclassics.nl www.Willemsclassics.nl SUSTAINABLE ENAMEL SIGNS for the club for the artist for the industrie for the bistro In today’s world — where sustainability is no longer a luxury, but a necessity — ceramics are more relevant than ever. Especially now that singleuse plastics are slowly disappearing from streets and product lines. Companies want more than just a cheap throwaway with a fleeting impact. They seek long-term visibility, impact, and functionality. And that’s exactly what ceramics offer: practical, reusable, and always in sight. Do you think ceramics only means plain white mugs? Think again. Today’s ceramic range is bursting with creative shapes, bold colours, innovative glazes, and surprising customization options. Thanks to techniques like laser engraving, embossing, and thermal ink, the possibilities are endless — and the wow-factor is guaranteed. Whether your brand is sleek and minimalist or playful and vibrant, ceramics can be tailored seamlessly to your identity. In this special, we dive into the world of ceramics. We speak with manufacturers like Kahla, and decorators Ceramics have long symbolized craftsmanship and durability. For centuries, mugs, bowls, and jugs were carefully shaped, fired, and glazed by hand — built to last for generations. And while we're far removed from Roman amphorae and Delft Blue teacups, ceramics are anything but outdated. In fact, in the promotional market, ceramics are making a real comeback. After all, what’s more timeless than a beautiful coffee mug with your logo on it? CLASSIC, POWERFUL, AND PERFECTLY TIMED CERAMICS: such as Mahlwerck, Maxim, and Wmok — companies that have been leading the way in quality, innovation, and sustainability for years. How do they blend traditional craftsmanship with modern production methods? What are the latest trends? And how do you make sure your ceramic giveaway doesn’t end up hidden in a kitchen cupboard — but proudly displayed on someone’s desk or breakfast table? Because one thing is certain: the mug is here to stay. It’s the product that gets picked up, warmed, filled, and admired — every single morning. And with that, it communicates your message again and again. Ceramics aren’t a fleeting trend — they’re a lasting symbol of quality. And that’s exactly why they deserve a starring role in your promotional strategy. So grab a fresh cup of coffee or tea, sit back, and get inspired by everything ceramics has to offer. BY PETER VAN GESTEL
17 2025 - number 4 - promzvak.nl “Porcelain making is a fiery process,” says Olaf Engler, CEO of Kahla. “Literally. You need a tremendous amount of energy to achieve that perfect balance between hardness and beauty. And energy is expensive — especially in Germany. Our monthly energy bill is around €150,000. So yes, it’s all hands on deck to keep things running.” That those costs are challenging is clear. And yet, Kahla remains committed to the quality and craftsmanship that have defined the brand for generations. Where other manufacturers have long since moved production to Poland, Portugal, or even further afield, Kahla stays true to its roots. “We make it here. By hand. With expertise. And with passion. Not because it’s easy — but because it’s right.” Promotional porcelain Even in the promotional market, the message is starting to sink in: a corporate gift should be high-quality and longlasting. It's the tangible proof of a brand promise. And that’s where porcelain tells a powerful story — not cheap, disposable plastic junk, but a cup that lasts for years — in style. “We supply well-known brands in Germany, for example, that claim to produce 100% locally. But in reality, we make their products here — for them — with their logo on it,” says Engler, smiling. He doesn’t name names, though he hints they’re major players. Kahla is the quiet force behind many white-label brands. It’s exactly that craftsmanship you can feel in the products. Anyone who has ever held a Kahla mug knows — it’s not just a cup. The weight, the finish, the shape — everything is just right. In the German region of Thuringia, where the forests roll and porcelain clay still quite literally comes from the ground, something survives that is slowly disappearing across the rest of Europe: the craft of porcelain making. Not just assembling imported items and adding a “Made in Germany” label. No — this is real porcelain. Truly German. Truly made — at Kahla. Since 1844, the factory has stood in the town that shares its name with the brand. And while times have changed — marked by high energy costs, globalization, and shrinking margins — the thick factory walls still echo with the hissing of kilns, the rustle of brushstrokes, and the controlled clatter of forms being cast, ground, and fired. PORCELAIN WITH CHARACTER KAHLA: At the moment, Kahla still struggles to properly serve distributors. The company has traditionally been much more focused on retail instead of on the B2B market. For example, emails aren’t always answered within a few hours. On top of that, the product is more expensive than porcelain from low-wage countries like China. But the quality is significantly higher, and those who are willing to wait a little longer receive a beautiful product that lasts for years — one that communicates a brand’s message in a truly premium way. The battle for authenticity Competition from low-wage countries is large. Still, Engler isn’t afraid of price fighters. “It’s about honesty. Many companies put ‘Made in Germany’ on their boxes, when in fact, they’re only doing final assembly here. We make absolutely everything ourselves. From raw material to finished product.” The rules allow it, but Engler finds it misleading. “Distributors and end clients want transparency. And that’s exactly what we offer. You can come visit us. You’ll smell the porcelain, see the kilns, feel the passion of our people. That’s not something you get from a spreadsheet in Shenzhen.” The future? Challenging – but not impossible Still, it’s not all glaze and sunshine. The porcelain industry in Germany is shrinking. Where once there were over 250 factories, now only a handful remain. The combination of high production costs, energy prices, and global competition makes survival tough. “But you know,” says Engler, looking out over the production floor, “this factory breathes history — and future. If we stay true to quality, craftsmanship, and honesty, the right customers will find us.” 9
19 2025 - number 4 - promzvak.nl “It’s a big step,” Köckert says with the understated seriousness of a man who knows what it means to hand-paint porcelain. “But if we want to survive in a market where orders are getting smaller, we need to produce faster, more flexibly — and cheaper.” The white gold of the past Mahlwerck has been producing ceramics for over thirty years, in a tradition that dates back to the Saxon princes, when porcelain was still known as “white gold” and was worth as much as real gold. “The first pieces of ceramic in Meissen were brown like chocolate,” Tobias explains, rolling an espresso cup between his hands. “Only later we succeed in making white porcelain. That was revolutionary. And now, more than two hundred years later, we want to spark a revolution once again.” That revolution comes in the form of a digital printing machine that prints full-colour, razor-sharp images directly onto ceramics — no transfer paper, no manual labour. And it’s fast. “With this technology, we can print small batches, personalize items, incorporate photographs, even add metallic effects. What used to take us days, we can now do in hours.” Tobias Köckert sits across from me at a modest desk in Teplice, Czech Republic. Outside, a truck growls; inside, a coffee machine rattles. Nothing suggests that here, in an industrial corner not far from Dresden, ceramics are being produced in a way you would more expect in Silicon Valley than on an Eastern European factory floor. Mahlwerck has just invested in a brand-new digital printing machine — and that investment could seriously shake up the promotional market. MAHLWERCK PUSHES FORWARD FROM THE WHITE GOLD TO DIGITAL FIREWORKS: New markets, new opportunities The timing is perfect. Large orders are declining. “We now average around 250 pieces per order,” says Tobias. “It used to be a thousand.” But while others in the industry complain, Mahlwerck sees opportunity. “With smaller quantities, we can serve new markets: whiskey brands wanting personalized glasses, hotels offering custom mugs for their penthouses, even limited editions for influencers. Everything is becoming custom.” And that means: speed, variety, and zero errors. The new machine delivers all of that — but Mahlwerck is also holding on to its roots. “We’re not going to stop making our hand-painted mugs,” Köckert assures. “That level of quality is our foundation. But now, we can offer customers something more. One doesn’t exclude the other.” Sustainability without solar Those expecting these innovations to go hand-in-hand with a sleek sustainability policy might be disappointed. “Solar panels?” Köckert shakes his head. “We’d love to — but we don’t own the roof. And in the Czech Republic, the system 8
21 2025 - number 4 - promzvak.nl (advertentie) Velvety designs. Design meets sustainability: The velvety soft porcelain mug combines stylish enjoyment with individual branding – unique in form and function. isn’t as smooth yet as it is in the Netherlands.” Still, Mahlwerck is finding other ways to save energy. “We schedule production for times when electricity is cheapest — sometimes at night. So we’re printing while others are sleeping.” The company’s experience with gas dependency and rising energy prices has taught it to stay flexible. “During the war in Ukraine, many factories in Germany had to shut down due to gas shortages. In the Czech Republic, they brought in mobile tanks to parking lots. Within a day, we were back in operation.” From craftsmanship to marketing What perhaps sets Mahlwerck apart most is its ability to translate traditional values into modern marketing. “We don’t sell mugs,” says Tobias. “We sell ideas. Solutions. Solutions with great design, produced at the highest level.” And that calls for a different way of communicating. “You won’t get an hour of a customer’s time — maybe five minutes. You have to let the product speak for itself.” That’s a challenge in an increasingly digital world. “We’re in a haptical industry,” Tobias says firmly. “You have to feel it. A mug on a screen doesn’t convince. Only when you hold it do you see the difference.” 9 Mahlwerck pushes forward
23 2025 - number 4 - promzvak.nl 22 9 “Maxim is not just a supplier,” says Arkadiusz Ratajczak, the company’s Marketing Director. “We call ourselves drinkware specialists – not out of arrogance, but because we combine in-depth product knowledge with years of experience. It’s a process of continuous learning, of trial and error.” From coffee to ceramics Maxim was founded in 1998 as a spin-off from an existing B2C coffee roasting business. The owner spotted a gap in the promotional market: no one could produce small quantities of coffee cups with a logo at the time. What started as a solution for the company’s own marketing needs grew into a full-fledged business in promotional ceramics. “In the early days, we still sold directly to end customers in Poland,” Ratajczak explains. “But we soon realized that this undermined the trust of our distributors. Since then, we’ve worked exclusively with intermediaries.” Further growth and specialization The focus on drinkware remained, but the range expanded. Maxim acquired competing companies, invested in decoration techniques, and broadened its product portfolio to include glassware, thermal mugs, and even candles. Everything is produced in-house or through trusted European partners, primarily in Poland, Germany, and the Czech Republic. Today, four main collections form From coffee roaster to European decoration expert in ceramics and glassware: Maxim is a Polish family business that has become a mainstay in the promotional sector since its founding in 1998. Specialized in drinkware, but offering a broad palette of innovative decoration techniques, the company is now ready to further expand its presence in the Benelux market. DRINKWARE SPECIALIST WITH A DEEP-ROOTED MISSION MAXIM: the core of Maxim’s offering: • Porcelain Collection: From coffee cups to bowls and plates, with a variety of finishing options. • Glass Collection: Drinking glasses, carafes, and wine tumblers – with surprising colour and print possibilities. • Galaxy Collection: Thermal products with superb isolation and decoration, keeping drinks hot or cold for up to 15 hours. • Mood Collection: Curated gift sets, seasonal items, and stylish candleholders. Decoration as a key differentiator What truly sets Maxim apart are its decoration techniques. “We offer more than ten techniques, many of which can be combined,” Ratajczak explains. Think sublimation (starting from just 12 pieces), 3D printing, soft touch, sunblasting, hydrocolouring, metallic foils, or full-colour designs – all produced under one roof. “In many cases, we can deliver within five working days. And for sublimation, even within 24 hours. Speed is important, but so are quality and consistency. Every technique is refined down to the smallest detail.” Data-driven and customer-focused Maxim meticulously monitors its production processes using KPIs and sub-KPIs. Delivery performance is measured on a four-day basis — even if five days were promised. This creates room for optimization, and bonuses for employees who exceed their targets. “Customers need to know exactly where they stand. If there’s an issue, we resolve it quickly and transparently,” says Ratajczak. “We don’t want to be an average supplier — we aim to be a partner that grows alongside our clients' ambitions.” Sustainability: from solar panels to education Maxim also shows leadership when it comes to sustainability. Next to the factory lies an entire field of solar panels, covering nearly all of the company’s energy needs. Products are tested for food safety, heavy metal content, and wear resistance. All packaging is FSC-certified, transport is carried out — wherever possible — with lowemission partners, and SEDEX audits (SMETA 4-pillar) are standard. In addition, Maxim organizes internal sustainability trainings, school visits, and local initiatives, such as tree planting and promoting cycling to work. Benelux on the rise: Maxim close to home Since May of this year, Maxim has established a Benelux branch. Magdalena Tomaszewska-Kubiak, who has been active within the company since 2007, is closely overseeing the process. “We’ve been deeply involved in the market for years, but there’s a limit to what you can do from Poland,” she explains. “With Jürgen Spalburg, we now have a dedicated contact person in the Netherlands. He knows the market, understands the culture, and speaks the language. That really makes a difference.” From Poland, Magda continues to support the logistics and administrative processes. “Our experience shows that personal relationships are incredibly important in the Benelux. Trust begins with a conversation between people.” The power of combination What makes Maxim unique is the combination of: • Low minimum order quantities (starting at 12 pieces) • Fast delivery times • 100% European production and decoration • Unmatched variety in techniques and combinations • Client specific support and visual mock-ups • API integrations for e-commerce clients (Promidata, JSON) “We don’t just supply products,” Ratajczak says. “We deliver solutions — for every industry, every moment, every style.” “Distributors need to feel that we’re truly here — literally. Not as a remote supplier, but as a partner close to home.” “Over the past few years, I’ve learned a lot about how the Benelux market works,” says Magda. “It’s all about taking responsibility, building trust, and thinking along with the customer. Thanks to Jürgen Spalburg, who has been active in this market for many years, we can now truly take meaningful steps forward.” “We don’t just want to push our standard product range. Every market is different. That’s why we want to work together with customers in the Netherlands and Belgium to see what fits their clients. What sizes make sense? What kind of packaging appeals? How can we deliver something unique — even for small quantities?” “The goal isn’t to sell as much as possible. We want to be relevant, encourage creativity, and build relationships that go beyond price and volume. That’s why we invest not only in people, but also in technology, training, visuals, and co-creation.” 9
25 2025 - number 4 - promzvak.nl 9 www.moxz.nl info@brinxx.nl 085 76 023 76 The company’s roots go back to 1985, when it was still called Van Dommelen and specialized in stained glass windows. After taking over in 2000, Hans added the name WMOK — a nod to his own holding company, “Witte Mok” (White Mug) — and shifted the focus to glass and ceramic decoration. “We started with simple name mugs for Jamin (a Dutch candy store). One colour, one name. And look where we are now.” Today, WMOK decorates mugs, plates, glasses, and wine glasses for both the hospitality and promotional industries. With a team of 45 persons, a bank of firing ovens, and a solid dose of dedication. “We screen print using real glass and porcelain inks, then fire it at 700 to 800 degrees Celsius. It’s not comparable to digital printing. That may look nice, but scratch-resistant? Dishwasher-safe? Forget it.” While other decorators struggle with small quantities, WMOK thrives on flexibility. “Whether it’s 36 or 3,600 pieces, we can handle it. The local real estate agent or village pharmacist doesn’t want 500 mugs — they want 50. And we just make it happen.” That doesn’t require a high-tech robot line, but craftsmanship, timing, and human hands. “I’ve got fifteen women in the department who apply transfers by hand every day. Those are golden hands.” The company sies the promotional market is evolving. “The bulk is increasingly going abroad. You can order everything with one click over there. So we’ve started to move more What do you get when you mix stained glass, an old family business, and down-to-earth Brabant sensibility? That’s right: WMOK. For over twenty years, Hans Voorjans has been leading this Eindhoven-based decoration company. They don’t produce anything themselves, but they bring a whole lot of craftsmanship to the table. “We don’t make the products — we add value to them.” "FROM STAINED GLASS TO COFFEE CUPS: THE STORY OF WMOK" into the hospitality industry.” Still, Voorjans firmly believes in WMOK’s value: quality, craftsmanship, and short lines. “We still ship out dozens of small orders every day. Not mass production — custom work.” Embracing new techniques? Absolutely. “We work with partners who do engraving and laser work. But engraving tempered glass is a whole different skill. One mistake and you’ve got a mess on your hands.” Meanwhile, energy prices, raw material costs, and geopolitical tensions continue to pose challenges. “Our ovens consume gas. And if The Hague decides we can’t use that anymore, then I’ve got a real problem.” Voorjans sometimes misses the craftsmanship of the past. “There used to be beautiful ceramic factories in England — they’re gone. And many in the Netherlands, too. People used to save up for a full dinner set. Now they just buy a new one every year at Action.” Still, he stays optimistic. “As long as there’s demand for quality, we’ll keep going.” So, what sells best at WMOK? “Wine glasses and plates — especially for hospitality. Promotional? Occasionally mugs or a candy jar. But far less than in the past.” And the secret to success? “No secret. Just keep doing what you’re good at. Listen closely to your customers. Stay flexible — in quantity, in wishes, in lead time. And above all: in your mindset.”
TEKST: 27 2025 - number 4 - promzvak.nl 26 8 “It’s actually quite strange,” Marc begins. “Everyone knows BIC. But when it comes to promotional products, people forget we’re in that area too. Even though we’ve been printing logos on pens since 1969.” BIC Graphic originally started as a service division within the global BIC concern and has since grown into a serious player in the market for promotional writing instruments. From its large factory in Tarragona, the brand produces and prints millions of pens and lighters every year. That European production is essential. “In these times of geopolitical uncertainty and disrupted supply chains, producing in Europe is a huge advantage. It allows us to act quickly — even when customers suddenly change their order volumes or models. That kind of flexibility is in our DNA.” The power of the brand According to Marc, the value of a strong brand is more important than ever specifically in uncertain economic times. “Customers seek certainty. When you choose a brand like BIC, you know exactly what you’re getting: quality, reliability, and sustainability. That’s something you project to your end user as well — and that’s worth gold.” BIC doesn’t believe in throwaway gadgets that end up When you hear the word “BIC,” you probably think of ballpoint pens. Or lighters. Or razor blades. All around the world, those three letters stand for reliability, simplicity, and recognizability. But the fact that BIC is also active in the promotional market? Very few people know that. Time to change that. We travelled to Tarragona, Spain, where Marc Rugi, General Manager of BIC Graphic, updated us on sustainable pens, brand value, and the pursuit of quality that goes far beyond just a logo. MORE THAN A NAME, A PROMISE BIC GRAPHIC: in the trash after a trade show. “A promotional product should be functional, long-lasting, and an extension of your brand — not a gimmick, but a communication tool.” From ballpoint to design object BIC Graphic is never content with the status quo. That’s clear from the many innovations the brand continues to introduce. A recent example is a new decoration technique for the iconic BIC® Cristal pen — one that preserves the transparency of the plastic. “It took years to make this technically possible,” Marc laughs. “But now that pen is even sold in the gift shop of the Eiffel Tower.” Even the famous 4-colour pen gets a fresh update every year — with new finishes like metallics, pastels — you name it. Just like with the latest iPhones. “It’s that mix of nostalgia and innovation that really resonates with people.” In addition to colour and design, BIC also focuses on user comfort and reusability. Many models are refillable by design and made with high-resistance plastic. “A pen that breaks after two days isn’t sustainable — and damages your brand image.” Uncompromising quality At BIC, quality always comes first — not just in the final product but throughout the entire chain, from sourcing to packaging. Marc explains: “Sure, we can say this pen is made of recycled plastic. But what plastic? Where is it from? Can we trace it? Is the quality guaranteed? Will the specs hold after processing?” That’s why BIC Graphic only works with certified suppliers, all processes are audited internally and externally, and a dedicated team oversees legal and regulatory compliance. “We don’t make claims we can’t back up. Transparency isn’t a marketing trick for us — it’s a responsibility.” BIC Graphic only introduces innovations when they’re fully ready. “A biodegradable pen sounds great, but if it writes poorly or leaks, it harms your brand. We prefer to wait until both the product and the story are right.” Sustainability: more than just a bamboo pen Speaking of sustainability — BIC has been leading the way for decades. “Our Cristal pen has been redesigned dozens of times over the past 75 years to use as little material as possible,” Marc shares. “And we published our first sustainability report back in 2004.” Today, the company works with CO2 meters, recycling systems, and solar panels on its factories — and it has clear sustainability goals for 2025 and 2030. But BIC’s sustainability efforts go beyond the product alone. “It’s about the full picture: social responsibility, working conditions, packaging, logistics. A bamboo pen isn’t necessarily more sustainable if you look at the whole supply chain.” One great example is BIC’s custom recycling machine that they developed for used lighters. “It took seven years to develop. But now we can separate, recycle, or reuse the parts ourselves. That technology is one-of-a-kind in the world.” A partner for the distributors BIC Graphic works exclusively with distributors and places great value on those partnerships. “The role of the distributor is changing. They need to understand everything about sustainability, compliance, decoration options, and IT. It’s our job to support them in that.” That’s why BIC Graphic developed tools like media kits, mock-up systems, and online platforms that allow distributors to work independently. “We want to make life easier for distributors. The market is already complex enough.” BIC Graphic also offers training sessions, webinars, and technical support. “Distributors are increasingly getting questions from critical end clients. It’s helpful when your supplier provides not just products, but also knowledge and documentation.” The BIC Graphic customer service team is a world of its own — speaking dozens of languages, always in the customer’s BY PETER VAN GESTEL
29 2025 - number 4 - promzvak.nl 8 9 The various ways to personalize a BIC Pen Romeo & Juliet rewritten with BIC Pantone Coloring starting from 24 pieces Top Quality Durable Sublimation Gift Sets Shipping in as little as 72 hours More creative ideas at www.maxim-benelux.com Branding experts in mugs & candles since 1998 Over 6 million products available immediately from European stock Benelux B.V. native tongue, so that distributors are being helped in their own language. Dutch clients will likely recognize Nuria from phone calls or trade shows. “We always look forward to the big football tournaments,” Nuria laughs. “There’s always someone celebrating!” Trust as capital Marc believes it’s BIC Graphic’s responsibility to elevate the entire sector. “We need to move away from the idea that a promotional product is a disposable item. It’s a communication tool. And it has to be right — across quality, sustainability, and appearance.” BIC has done this for years already — often without much publicity. “We’re not the brand that yells, ‘Look how great we are!’ We just do it. But maybe we should start telling our story a bit more often.” A perfect example is the work of the BIC Foundation. “We support educational projects around the world and have already helped over 210 million children. It fits our DNA: education, simplicity, impact. And that’s a story we want to share more.” A meaningful future What’s next for BIC Graphic? Marc doesn’t hesitate: “We want to remain an ambassador for the promotional products industry — with iconic products, sustainable solutions, transparent communication, and above all: a brand that inspires trust.” BIC Graphic firmly believes that promotional products aren’t a side note — they’re an extension of your brand story. “A great pen isn’t a gadget — it’s a brand ambassador. And you choose it with care. A pen is there for life’s most important moments — from learning to write your name, to your first exams, weddings, buying your first home, or signing your will.” Puffy Glitter Embellish your designs with the shimmering effect of glitter. See and feel its coloured glitter texture. UV Highlight your brand with a high-gloss finish! Combine a matt and gloss finish to highlight contrasts. Metallic Create great effects! Metallic effects in text, images and backgrounds. BritePixTM Personalisation BritePix™ personalisation. Personalise each unit within the same britePix™ order. Screen printing Perfect technique for creating high-quality prints and exact colour matches. Puffy Highlighted personalisation that gives a relief effect to your logo. Matt Use the matt finish to add a touch of elegance to your design. BritePixTM Digital The solution for full-colour communication. Now on coloured barrels! Laser Laser engraving brings elegance to your communication. Use it to make a lasting impression. Holographic Stand out from the crowd! Play with gold or silver reflections in your design. Brilliant Choose the brilliant finish for a dazzling final effect. BIC GRAPHIC BritePixTM Texture BritePix™ Texture is a fresh addition to our britePix™ concept: now you don’t just see the full colour – you can feel it! With more than 50 years of experience as a guarantee! More than a name, a promise
31 2025 - number 4 - promzvak.nl Big Smile Group L-SHOP-TEAM Nederland B.V. | Ceresstraat 1 | 4811 CA Breda www.l-shop-team.nl | Tel.: +31 76 790-1131 | info@l-shop-team.nl Exclusief verkrijgbaar bij 8 BY WALLY CARTIGNY BIGsmilegroep was formed a few years ago through a collaboration between Jongens Xmas and FeyenPak — two family-run companies that joined forces for the sales of employee appreciation and gifting solutions. With decades of experience in designing and assembling gifts, the group supplies Christmas packages, goodie bags, and wine and snack packages for well-known companies. Their mission: to bring a big smile to the faces of both the giver and the recipient. And to create even more of these happy moments, BIGsmilegroep is introducing an additional gift concept: BIGsmile The BIGsmilegroep, one of the largest players in Christmas packages and choice-based gifts, is launching a new gift concept suitable for any gifting moment. As with its other concepts, BIGsmilegroep is collaborating with distributors for resale. Michel Stavenuiter from BIGsmilegroep explains: “The strength of our resellers lies in their regional networks, which allow us to reach more customers. BIGSMILEGROEP LAUNCHES NEW GIFT CONCEPT FOR RESALE Pro — a business-focused shop for companies where they can find gifts for employees and business relations year-round. From request to concept “It’s about a solution for every gifting moment, from onboarding packages, flowers and cakes for birthdays to fun baby gifts for newborns,” says Michel Stavenuiter. Flowers — the most commonly given item during gifting moments — were the inspiration for BIGsmilegroep to start with BIGsmile Pro. Stavenuiter explains: “The idea originated from a request by an existing client. They asked if we could also supply flowers, as they were dissatisfied
33 2025 - number 4 - promzvak.nl 8 Samdam Nederland B.V. Smederijstraat 2 4814 DB Breda T +31 (0)76 5720088 M +31 (0)6 23206762 Samdam Belux N.V. Van Langehovestraat 11-15 B-9300 Aalst T +32 (0)53 771200 M +31 (0)6 23206762 with their bouquet provider at that moment. The problem is that flower services often show an online image, but don’t always deliver what’s pictured to the receiver. We were able to make solid agreements to ensure that there’s no discrepancy between expectation and outcome. We accept slightly lower margins on the flowers for this reason — because it leads to more satisfied customers.” Ready-made resale concept A unique aspect of BIGsmile Pro is the way it’s brought into market. Just like BIGsmilegroep’s other concepts, this one is launched in collaboration with resellers. Distributors are offered a ready-made online sales concept, allowing them to sell gifts through a fully set-up web shop — without any additional costs. Resellers are provided with their own homepage, up-to-date stock information, product details, and professional visuals. The fulfillment is handled entirely by BIGsmilegroep. Local strength To ensure a strong market introduction, BIGsmile Pro will be officially launched during The Supplierdays. There, BIGsmilegroep aims to inspire distributors to embrace the concept. Stavenuiter: “The power of our resellers lies in their local networks. They are entrusted with the sales of gifts in regions where we ourselves have far fewer contacts. This way, we can reach many more customers than if we tried to do it all ourselves.” BIGsmilegroep currently works with over 100 resellers — and with the arrival of BIGsmile Pro, that number is expected to grow. “There’s still plenty of room,” says Stavenuiter. “We manage all stock and have a lot of experience in that area. That allows us to scale up easily when needed. A reseller can fully focus on sales and never has to tell a customer ‘no’ again.” Christmas packages and choice-based gifts BIGsmile Pro was launched based on strong interest from existing clients. A firm base that can inspire distributors to adopt the concept as reseller. At the same time, the company continues to go full throttle on its Christmas gift activities. Sales of Christmas hampers and choice-based gifts are already in full swing for this year. Stavenuiter says: “The split between the two is now roughly fifty-fifty. We see that it still varies here and there from client to client. The traditional Christmas hampers remain very popular and even seem to be making a comeback. Our showroom is well-filled daily with people wanting to choose gifts for their staff. I think the high prices in supermarkets certainly play a role — people are genuinely thrilled with a well-filled Christmas hamper.” Hospitality trends BIGsmilegroep keeps full control over the product selection in its Christmas hampers and choice-based gifts. For food items, Stavenuiter draws on the extensive experience of sister company and hospitality supplier VHC Jongens. “That allows us to closely follow the latest trends in the hospitality industry. Together with our in-house chef, we identify which recipes are trending and then select the right products to match. We also use QR codes on products that link to recipes, so people can prepare delicious dishes at home themselves. It really enhances the experience of receiving a Christmas package.” Popular in non-food One of the trending non-food gifts this year to give for Christmas, according to Stavenuiter, is a cast iron pan. “That’s exactly the kind of item that recipients are thrilled to receive. They’re quite expensive in regular Dutch stores, so not everyone will easily buy them for themselves. They last a long time and can be used right away — for example, to prepare a stew, for which the ingredients and recipe are included in the package.” When selecting other non-food gifts, BIGsmilegroep looks at trends shared on social media and showcased at trade fairs. BIGsmilegroup launches new gift concept for resale
35 2025 - number 4 - promzvak.nl BIGsmile Group resellers BIGsmile groep puts a great deal of effort into its concepts for resellers. On its website, distributors are clearly informed about what to expect when participating. A complete webshop is ready and waiting — fully managed by BIGsmile groep — leaving the reseller free to focus on sales. “You receive a turnkey, professional webshop — fully populated, customized in your brand style, and hosted on your own domain name. This allows you to start selling Christmas hampers and choice-based gifts immediately, with no extra costs and competitive pricing.” Here’s what’s included: • Branded homepage in your own style • Competitive packages with excellent Value for Money • Professional product images • Real-time online stock updates • Extensive product information • Pricing displayed both with and without VAT • Clear ordering and payment module • Direct ordering and checkout • Payment via iDEAL, credit card, or prepayment invoice • Customers choose their own delivery date • Delivery to your client on the agreed date • Option to use discount codes • Online & Real-time Management reporting • Ample stock available, even during (late) peak season • Excellent customer service and aftercare • Track & trace on all shipments • Option to integrate via API with your own shop BIGsmile groep clearly states that one responsibility remains with the reseller: the marketing. Stavenuiter adds: “LED lights are in demand again to give this year, and — as always — a soft blanket (plaid) remains a popular item. A real trend this year I think is the underseater suitcase for air travel. I think it’s partly a response to the rising luggage fees from airlines. That makes an underseater a very welcome gift — something that shows people they’re truly being thought of during the holidays.” Sustainability comes first Sustainability plays a major role in BIGsmile groep’s search for Christmas gifts, it’s an important point of attention. According to Stavenuiter, this focus is driven not only by customer demand but also by a desire for quality of the products. “Less sustainable products are often already known and therefore uninspiring. Why include a run-ofthe-mill product when you can offer something better and more sustainable? That’s really where our focus lies. And our suppliers are on board too — even those in China. The availability of information on sustainability is improving rapidly because everyone recognizes how necessary it is.” Flexibility for distributors Resellers also have a degree of influence over BIGsmile groep’s gift offerings. “There’s limited room for adjustments in standard packages,” says Stavenuiter. “But for example, alcoholic drinks are often swapped out for juices on request. Besides that, we also offer tailormade packages, including options for local products. A gift card, for instance, can be added that’s redeemable at a local butcher or bakery — as long as they’re part of our network. That’s an option I think should be used more often, because recipients truly appreciate it.” “In general, we’re always open to discussion in order to align the gifts as closely as possible with the wishes of both the giver and the recipient.” The future lies in local and digital Finally, Stavenuiter emphasizes once again the crucial role that distributors play for BIGsmile Group: “We are convinced that our customer interaction will increasingly shift to online. Many people still visit our showroom, but younger generations are more likely to opt for a wellprepared proposal delivered digitally. In that transition, the local network strength of our resellers plays a vital role — alongside a commitment to sustainability, quality, and reliable fulfillment. These elements together allow us to deliver personal gifts year-round that make both givers and recipients happy.” 9 BIGsmilegroup launches new gift concept for resale
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