In a furniture industry that is constantly evolving, where brands disappear and structures change, Prima Meubelen stands bravely firm. And it has done so for four generations. In 2025, the family business from Aalst, Erembodegem, and Middelkerke will celebrate its 80th anniversary. A milestone that Willem Permentier, the current driving force, celebrates with appropriate pride.
How has the company endured for four generations despite the challenges of the sector? And how does Permentier view the future, with new initiatives and a renewed vision? The common thread in his story? Perseverance, innovation, and the indestructible power of family ties. But what makes the success of Prima Meubelen so special? 
Willem Permentier is the fourth generation within the family business, which was founded in 1945.
'I know. I've been away for a while,' he says with a sense of understatement, referring to the nine months he was off the radar. 'But that doesn't mean you're not engaged in things. I don't have the need to sit on a throne. That's why I'm too fond of "comfort." I still prefer the backseat, where you have more room to manoeuvre. If you know what I mean?'
Significant milestone
'In exactly eight months, our company, Prima Meubelen – Prima Woonidee, will celebrate its 80th anniversary,' he continues. 'A significant milestone. And now that more and more well-known furniture stores are disappearing, we automatically rise on the list of oldest companies in our sector. That realisation only really hits you when people point it out. Just recently, I was dining with a friend when he said, "Eighty years! That's something! Four generations, each with their own story and twist. To keep going as an independent family and not give up. Even when the situation was dire."'
Without knowing our family history, he touched on an important point. Because indeed, times have been tough. 'As a child, I saw it with my grandmother, later with my father. Investing requires commitment, many challenges, and endless discussions. "Sacrifice" connects those three concepts. If you can't love what we do here, it's better to stop. Our sector requires imagination, adaptability, and ambition.'
Much pain
'Over the years, we've seen many beautiful brands disappear,' he says. 'That still pains my father greatly. It's also a reason why he prefers to withdraw from the buying and selling process. Some brands felt like coming home to him. The recent downfall of Veldeman Bedding, Nolte Möbel (this month), and the disappearance of companies like Thor and Juventa deeply affect him. The departure of the Mintjens family from the free sector also leaves traces.'
'However, I thoroughly enjoy getting to know new brands, always in consultation. Because open and direct communication is essential for us. Unfortunately, more companies disappear than emerge. Our sector can no longer fully recognise itself. The communicating vessels have completely withdrawn.'
PEPP Interiors
'I sometimes get the criticism: "Your father would never have done that." Then I often think: fortunately. It is every generation's duty and right to try new things. Even in uncertain times. That's why I recently started PEPP Interiors, a young Dutch company targeting a younger audience. Our own sofa "Mon," which we offer from stock for 950 euros, has also been doing excellently for years. It's gratifying to see people continue to choose you out of trust and conviction. Reputation has become an important foundation for me. It's something you can bring to life again and again.'
Within the company, three family members are still working: top right Vera Permentier, bottom left Geert Permentier, and bottom right Lianne De Petter.
The circle is not complete
'As a language liturgist, words are a source of wealth for me. Poet Jotie T'Hooft once wrote: "The death flower has bloomed." But that certainly does not apply to us. That's why I had a new logo designed for the future of our company. Modern, sleek, minimalist, "ordinary" as befits our family, but with a contemporary look. In red, white, and black. Possibly with a touch of silver. A circle that is not closed. Unfinished, and with room for future generations.'
'With that future concept comes the link to young people. I hope the young generation — and mine — realises how important it is to take responsibility and feel love for what you do. The number of jobseekers under 25 has recently reached a peak of 23,400. In total, there are 302,000. I hope they find a path that suits them. That they, like us, can learn to love their work.'
'Yet the musings keep coming. Our family is getting older, but succession is assured. The work ethic of my aunt, who has been tirelessly involved for over 40 years, deserves nothing but respect. Personally, I hope the circle will never be complete. I always listen, but if I truly believe in something, I am stubborn. That sometimes leads to wrong decisions, but you learn from them.'
Lessons
'You don't necessarily have to correct wrong decisions. But you do have to take lessons from them. So that you don't make the same mistake next time. I see making wrong choices as something positive. A lesson you would never have learned otherwise. Those who have never faced setbacks have little life wisdom. Someone who has, is armed against what comes.'
'So we keep going. Because we are who we are. Because our circle is not complete. And hopefully never will be,' Willem concludes.
More information:
Prima Meubelen
Locations in Aalst, Erembodegem, and Middelkerke
[email protected]
www.primameubelen.be
Belgium