PromZ Vak 4 · 2025 · English edition

MAXIM:

Drinkware specialist with a deep-rooted mission

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.

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 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. Deliver y 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.”