PromZ Product Première 2026

Bosscher International

STAND 540

We are specialized in creating high-quality branded clothing that represents creativity, innovation, and individuality. From (organic) socks and Christmas sweaters to beanies and scarves, our diverse range is tailor-made to boost your brand.

Brinxx / Spranz

STAND 418

Brinxx is the sales agent for Lanyard Pro, Spranz, Langenberg, and MOXZ. Lanyard Pro is the best EU manufacturer of lanyards and much more. Spranz is a designer and printer of METMAXX drinkwear and electronics and more. Langenberg offers a wide range of bags and umbrellas. Brinxx also sells MOXZ mugs, delivered within 48 hours and with no setup fees.

Boxid Nederland

STAND 205

At Boxid, we don’t just create boxes; we create experiences that elevate your brand. With our expertise in fullcolor printed packaging, we help you make an unforgettable impression. Whether you are launching a (new) product, or looking to enhance your current packaging, we are here to provide the perfect solution. Let us help you box your brand to perfection!

Brisby

STAND 624

Brisby delivers premium coolers and cooler bags that make your brand stand out. Personalize even a single item with full-colour branding for maximum visibility and a professional finish. We ship fast from our own stock and control quality from artwork to finished product. Brisby goes beyond cooling, with a wide range of smart, user-friendly products for everyday use. Visit www.brisby.nl.

BQS Textiles

Workwear

STAND 946

Welcome to BQS Textiles, your supplier for personalized textiles and promotional gifts! We are the sales agent for the brands: Daiber, ØRN, Malfini, Karlowsky, Halfar, mbw, and FARE. We are also the manufacturer of our own brand: The One Towelling. Our in-house team can print and embroider our products. From concept to delivery, we’ve got you covered!

Businessball

STAND 710

At Businessball we have combined over 20 years of experience to provide smart custom designed balls to the advertising, licensing and promotional markets. Our factory is SEDEX II certified and our balls are produced according to the Toy and Safety Directive 2009/48/EC.

Brandt & Levie Worstmakers

STAND 140

At Brandt & Levie Worstmakers, we make the finest dry and fresh sausages, charcuterie, soups, pasta sauces and more with passion and craftsmanship. Everything is handmade by chefs who believe in quality, flavour and sustainability. Our mission? To inspire more people to eat less, but better meat. That’s why we only use meat from pigs sourced from farmers who work with respect for animals & nature.

Buttonboss

STAND 907

Buttonboss originated in button production but today, we focus on headwear under our Kingcap brand, with most items embroidered in-house, allowing no minimum orders and fast delivery. We also offer custom-made headwear and specialize in embroidery for supplied textiles, including shirts, jackets, and towels.

Inventory is killing. Unless you know what to do with it quotations without showroom visits and tenders. At the same time, the first selection concepts emerged, initially featuring twelve or twenty-four items.

Feyenpak was an early adopter and won major contracts. Perhaps a little too successfully. The combination of small regional customers and large, labour-intensive tenders began to cause friction. During a busy season, virtually all attention went to the large orders. “We fell flat on our faces. By the end of that year, we had almost no regional customers left.”

It was a painful but decisive lesson. Serving only large end customers made the company vulnerable. But continuing to receive smaller regional customers ourselves, purchasing for them, and packing was unsustainable just as much. The solution was found in resale.

Extension of the reseller

By now, an estimated 60 to 65 percent of BIGsmilegroep's revenue has a resale component. Whereas resellers used to keep the origin of their Christmas packages a secret, they now collaborate much more openly with suppliers. Sometimes a reseller simply calls to say that a customer needs, for example, a Christmas hamper, a birthday concept, flowers from the company, or a loyalty program. Or asks if BIGsmilegroep is willing to take over the conversation and arrange it on their behalf.

According to Feyen, this is not a threat, but rather a strengthening. The reseller focuses on the relationship and their core business. BIGsmilegroep handles the back end of all those additional concepts: assortment, webshop, customer service, shipping, and potentially the integration with a purchasing system.

“We do not want to sit in the promotional reseller's chair. Those are our customers. We do not compete with them; we broaden their offerings.”

Branded items can be included in a customer shop, for example for onboarding or company pride, but only upon request and from the reseller's stock. BIGsmilegroep facilitates; the reseller remains the owner of the customer.

Creative poverty

The current ownership structure arose after the merger with Jongens XMAS, in which Cor Jongens acquired a 40 percent stake. The collaboration with Michel Stavenuiter began earlier, around 2016. The trigger was a discussion on LinkedIn about gift cards. Feyen called them “the creative poverty of our industry.” Stavenuiter read it, picked up the phone, and was sitting at a table in Coevorden the very next day.

This was followed by evenings during which the two endlessly searched online for products. They started purchasing and importing jointly. For Feyen, this opened up a whole new world. A fleece blanket for which he paid € 8.50 at a middleman turned out to be available directly for about 4 dollars.

It underscored something that remains central today: among thousands of items, there must always be ten or fifteen products that people immediately think: I want that. Not the gift card, but that specific product.

Assortment as a counterattack

The rise of gift cards instantly gave choice concepts thousands of possibilities. Feyen, however, saw a decline in variety. Not only because margins are limited, but also because gifts are becoming increasingly abstract.

His response was radical: to build a much broader physical assortment himself. This started with a few hundred items, grew to a thousand, and later to two thousand. Currently, there are over 5,000 items in stock. Within a year and a half to two years, that number should reach approximately 7,000.

The philosophy is simple: the broader the assortment, the fewer units you need to stock per item. If something is sold out, it temporarily disappears from the shop. This way, even "Aunt Truus" can find her purple socks with pink dots, without needing hundreds of copies of every item.

The range extends from small gifts costing a few euros to selectively included products costing several hundred euros. In addition, there are physical gifts, gift cards, surprise packages, and dozens of complete Christmas hampers. Everything in one place.

Inventory as the strongest asset

“Inventory is killing,” goes a well-known entrepreneurial adage. Feyen turns it on its head. According to him, it is precisely the company's own inventory that is BIGsmilegroep's strongest asset.

When the company still shipped the choice concepts itself, the operation was labour-intensive, seasonal, and depen- 8