PromZ Vak 4 · 2025 · English edition

By Allard Fredriks

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).

Jurgen Spalburg

Maxim Ceramics

“No one wants another disposable product that ends up in the trash after just one trade show.”

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.”

Bas Scholtes

Van Slobbe

“The combination of creativity and supply chain is our strength ”

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.”