Europe’s interiors scene is changing fast, and WIMEX is moving right along with it. As the Brussels Furniture Fair approaches, the German bedroom specialist is bringing something that feels both fresh and familiar; a mix of solid craftsmanship, efficient production, and a touch of design ambition.
‘We believe it’s time to raise the bar,’ says CEO Ulli Börger, reflecting on the company’s newest range, Schrankzeit. The collection marks a clear step forward, offering a refined look and feel while staying true to WIMEX’s roots of quality and reliability. With production running from its facility in Dresden and delivery times as short as two weeks, WIMEX shows that precision and creativity can go hand in hand, a message that’s sure to resonate on the Brussels stage.
© WIMEX
Why Brussels matters
For Ulli, the decision to exhibit in Brussels feels natural. ‘In Brussels, we meet our customers from the Benelux and France,’ he explains. ‘It’s a very important fair for the Western European market at acceptable costs compared to Cologne.’ The event allows WIMEX to connect directly with retailers and partners across Europe, strengthening relationships while opening the door to new collaborations.
Supported by long-time export manager Bettina Reinkenaube, who has been with the company for two decades, WIMEX’ team will focus on introducing the Schrankzeit collection to a wider audience. ‘We are very established in the market, but I am always looking for new customers,’ Ulli adds.
© WIMEX
Stepping up in design
The Schrankzeit collection reflects a clear evolution in WIMEX’ design philosophy. ‘We didn’t leave our basic market,’ Börger says, ‘but we make efforts to reach new customer groups which sell at a higher segment within the interior industry.’ The result is a collection that feels more premium in both material and detail, yet remains accessible and easy to integrate for retailers.
Innovation also extends to logistics. WIMEX manufactures entirely in Germany, producing to order and still achieving a two-week turnaround. ‘Our production is so strong that I’m surprised and impressed on a daily basis by my co-workers,’ Ulli admits. For buyers and project planners, such speed can make all the difference in fast-moving retail environments.
© WIMEX
Practical design, trusted craft
Among the highlights in Brussels will be the multifunctional ‘Juist’ bed, named after the German island known for calm simplicity. Designed with small-space living in mind, it offers the practicality modern consumers crave, a piece that functions as both bed and chest, ideal for student housing and compact apartments. Available in four colours and six dimensions, the Juist bed combines flexibility with a clean, contemporary look that complements WIMEX’ broader portfolio.
But what truly anchors these designs is the company’s foundation of trust and consistency. ‘We want to be a solid, stable supplier where our customers can rely on,’ Ulli says. That reliability runs through the brand, from its long-serving team, many of whom have been with WIMEX for decades, to the loyal network of retailers it supports. Together, the new collections and the people behind them tell one story according to Ulli: ‘design may evolve, but dependability never goes out of style.’
© WIMEX
More information:
WIMEX
Brussels Furniture Fair, 2025
Hall 4, stand 206/4-306
November 2-5, 2025, Brussels Expo
[email protected]
www.wimex-online.com
+49 540 18 59 80
Germany
link