During the West Flanders Furniture Days, Belgian design brand Vipack Europe made a striking step in expanding its range. Two years after the successful introduction of the premium brand Jaxx Furniture, which focuses on the baby market, Vipack now introduced the new label MAXX Furniture. Developed specifically for the adult market, this label offers an extensive collection of solid wood beds and bedside tables.
The new brand MAXX Furniture was officially presented last week and focuses on selling high-quality solid wood furniture for adults. The collection initially consists of six beds and two bedside tables. Ruben Viaene of Vipack Europe enthusiastically says: 'This collection offers excellent value for money. For example, a rattan bed will cost around 700 euros in the shop.' The beds are available in different materials, including spindle, rattan and woven rope. The diversity of materials creates a unique look and offers a wide range of styles to suit different interior design preferences.
Ruben Viaene with sister Kaat, posing on a 100% solid oak bed from the MAXX Furniture collection.
High-quality
What sets MAXX Furniture apart is its focus on durability and robust quality. Ruben Viaene explains: 'This is a completely new segment for us. We notice that customers receive the new brand positively, and we can safely speak of a great success.' One example is a solid wood bed that is available in two sizes (1.60 and 1.80 metres) and has a consumer recommended retail price of around 900 euros. This bed is designed to be both aesthetically pleasing and functional.
The brand carefully curated the bed collection after extensive customer research. Viaene says: 'We have listened carefully to our customers' wishes and this has resulted in this new brand. For now, we have no plans to sell box springs, we will stick to solid wooden beds for adults.' With this, Vipack Europe aims to broaden and deepen its collection, and the brand is proud of its expansion into this new target group.
A look at the new collection of adult beds MAXX Furniture. The logo has an added bow.
Forest collection
In addition to the launch of MAXX Furniture, Vipack Europe also remains strongly committed to expanding its Forest collection, which offers beds and furniture made of A-quality European oak, while the beech variant also comes in white and natural. The collection is proving to be a success with consumers because of its robustness and durability. Ruben Viaene reports, 'We now also supply bunk beds in oak, in sizes of 1.40 and 1.90 metres. In addition, the Forest collection is now also available in beech, which is about 30 to 40 per cent cheaper than the oak furniture collection.'
The Forest collection offers children's beds with and without a roof and is being expanded step by step. 'Oak is a durable product; it can last a lifetime. There is hardly any wear and tear and it is robust. Although it might be a bit more expensive to buy, in terms of longevity it is actually an economical choice. I see people taking photos with a 1,000-euro mobile phone that lasts 4, 5 years while our beds last a lifetime. Even an adult can sleep in a children's bed from this collection without any problems,' Ruben explains the robustness.
Innovations for retail
In addition to the introduction of MAXX Furniture, Vipack Europe has also added new products to the Jaxx collection, including baby playpens, commodes with changing boards, and a solid oak baby rack - all made of durable oak and finished with clean lines. These new products offer shops additional sales opportunities and provide a broader product line that meets customers' needs. 'If you have a beautiful parquet or wooden floor in your home, then one of our high-quality sleep products will also fit in well with it,' he says.
A notable new product in the range is the learning tower. This concept is still relatively unknown in the Netherlands, but is already popular in Germany, France and Belgium. 'This learning tower, also in oak, is ideal for when mum is doing the dishes and the little one wants to help. With it, the child stands on an elevation and at the same time is somewhat enclosed, which offers extra safety,' Ruben says.
A new three-door wardrobe has also been added to the collection, further adding to the brand's versatility. In addition, the Moon bed collection (available at 1.40 and 0.90) also has storage space under the mattress.
Solid future
With the launch of MAXX Furniture, the stocking company makes it clear that the brand is not only focused on the baby market, but also wants to become a strong player in the adult furniture market. The combination of durable materials, robust construction and attractive prices makes MAXX Furniture an interesting choice for retailers and consumers looking for high-quality furniture.
Ruben Viaene concludes, 'Two years ago, when we launched Jaxx Furniture, we never imagined that we would now also come up with MAXX Furniture. We look to the future with confidence.'
More information:
Vipack Europe
Meulebeeksestraat 51
8710 Ooigem (Wielsbeke)
[email protected]
www.vipack.be
Jaxx Furniture
www.jaxxfurniture.com