As 2025 comes to a close, WIMEX reflects on a year defined by innovation, operational restructuring, and the determination to strengthen its presence across Europe. Bettina Reinkenobbe, Export Manager at WIMEX , shares key insights into the company's milestones, the challenges overcome, and where the brand is heading in 2026.
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A year of product innovation
A major highlight for WIMEX in 2025 was the development of the new Schrankzeit series, a collection built around highly individualised wardrobe and storage solutions. According to Reinkenobbe, the series mirrors the rising demand for flexibility and personalisation in home interiors. With its modular features and adaptable configurations, Schrankzeit positions WIMEX strongly in a market where consumers increasingly seek furniture that fits both their space and lifestyle.
Streamlined processes, faster deliveries
Beyond product development, WIMEX made a significant internal achievement by establishing a new organisational structure designed to accelerate logistics. Bettina emphasises the importance of this launch, noting: 'Development of the new Schrankzeit series with lots of very individual solutions.' , a major efficiency win in a market where lead times are often unpredictable. According to her, this faster delivery capability has already strengthened WIMEX' reliability and competitiveness in key export markets.
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Tackling logistics challenges
Despite these improvements, 2025 brought considerable logistical hurdles. 'There have been some logistical challenges lately, and furniture deliveries seem to be slowing down,' Bettina notes. To address this, WIMEX began 'intensively working on new loading equipment for the near future' to secure more stable and autonomous transportation solutions. These steps aim to ensure consistent deliveries in an industry facing persistent supply chain disruptions.
Stratetic priorities for 2026: strengthening Europe
Looking ahead, WIMEX is sharpening its focus on key European markets. 'Our main priority is Europe, and we hope to expand further to France and the United Kingdom,' she says. These markets, while competitive, offer strong potential for growth. She underscores that despite a still-weak market environment, WIMEX believes its refreshed portfolio, especially the Schrankzeit program, will allow the company to outperform overall market trends in 2026.
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Evolving consumer preferences
From a design perspective, WIMEX observes a clear shift toward plain, natural colours and a reduction in heavy wood tones. Lighter shades are taking the lead, while darker hues such as black and anthracite are gradually losing their dominant position. This tonal softening reflects consumers' desire for calm, minimalistic environments, an ongoing trend driven by both modern aesthetics and the influence of Scandinavian design principles.
Sustainability also continues to guide WIMEX' material development. International trends and ecological considerations play an important role in shaping new materials, finishes, and combinations, and as Bettina notes, "in general we take these international influences into consideration when creating new materials and combinations." While sustainability has become standard in the industry, Wimex approaches it not as an obligation but as a driver for creativity and competitive differentiation.
Market priorities
In an increasingly volatile retail environment, WIMEX is adopting a broad market approach. 'We and the market are not in the situation to make prioritisations for next year.' Bettina explains. 'The number of stable and successful customers decreases more and more.' In response, WIMEX remains committed to supporting all partners consistently rather than narrowing its focus, reflecting the company's dedication to long-term relationships despite the challenges in the retail landscape.
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Future innovations through difficult times
Reflecting on the broader outlook for 2026, Bettina offers a perspective rooted in resilience and forward thinking: 'Difficult times are times for new ideas and improvements. Waiting and thinking too much about probable problems won't show the way to the future.'
For WIMEX, innovation, adaptability, and strategic courage are set to define the path into 2026, promising a year where the company aims not just to navigate challenges, but to outspace the market and shape the interiors of tomorrow.
More information:
WIMEX
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