VIPACK is a family business specialized in development and distribution of furniture for young people. The company is focusing exclusively on professional domestic and foreign B2B dealers. The strength of the company is the continuous development of new products, following today’s newest trends. This to offer a wide range of commercial products with a contemporary look at an affordable price. All their developments have been tested and produced according to European regulations.

Interview with Ruben Viaene, Manager at Vipack NV.

Easy Engineering: What are the main areas of activity of the company?

We have now launched a new premium brand ‘JAXX FURNITURE’, which is focusing on the baby market. Jaxx is an innovative and ground-breaking brand designed to provide parents and babies with optimal comfort and convenience. We are confident that Jaxx will be a game-changer in the baby industry, with a strong focus on creating stylish, functional, and safe furniture for babies.

E.E: What’s the news about new products?

Every year, we succeed in complementing our range with collections that perfectly respond to current trends and market demand.

The new baby and toddler collections for Jaxx Furniture, Smile and Dino, both have their unique style by combining timeless elegance with a touch of natural charm. They can grow with the child as the cribs can be replaced/converted into toddler beds.

Additionally, we will also launch some new youth rooms because, for Vipack, children and adolescents remain at the core of our business. We have a stylish, high-quality, 100% solid oak collection (Forrest), a new version of our trendy Casami beach houses (Bruges), and an atmospheric collection of upholstered beds (Moon) that will also appeal to young adult audiences. This is due to the fashionable bouclé fabric in pastel shades as well as the new bed size of 160 x 200 cm.

E.E: What are the ranges of products?

Our product range includes a variety of meticulously crafted pieces. Each item is thoughtfully designed to provide optimal comfort and convenience for both children and parents. We pay special attention to details such as ergonomics, versatility, and ease of use, ensuring that our furniture seamlessly integrates into your daily routine. From sturdy construction and non-toxic materials to secure fastenings and smooth finishes, every aspect of our furniture is carefully engineered to provide a safe and secure environment for your little one.

With the addition of Jaxx Furniture, there’s something for everyone. We offer smart and stylish solutions taking into account different family compositions as well as different surface areas to furnish. From the very first moments in a baby’s life to toddlers and preschoolers who want to discover everything in a playful manner, children who continue to blossom and create their own personal space, and young adults who are ready to conquer the world. Vipack is a trusted partner that grows along with changing needs and tastes in every phase. 

E.E: At what stage is the market where you are currently active?

For the moment the retail furniture market is unstable. It is difficult to predict the any buying behavior. Luckily, we are active in 40 countries and this spreads the risks. 

E.E: What can you tell us about market trends?

The new trends are mainly natural, earthly and ecologic. Rounding’s combined with natural colors like beige, oak… are trendy. 

E.E: What are the most innovative products marketed?

Two weeks ago, we launched a full solid oak collection. This is new in our segment and really trendy. The natural premium European oak can be combined in any interior. 

E.E: What estimations do you have for the rest of 2023?

We believe sales will increase a bit until 02-2024. After this, our new items will be available in the market and we are convinced that this will have a positive impact.