While the European furniture market is experiencing a slight slowdown during the traditionally quieter spring months, TTB Holding (Modulax, Up2date, and Medalounger) is "effortlessly" moving into the next gear. With a successful trade fair in China behind it and a new production line in Hungary, the family-owned company is preparing for its home show in Bornem (8–11 June). "Our production is running at full capacity; we are growing against the tide," says Executive Chairman Hans Vandendriessche.
© Leo Elenbaas | InteriorDaily.com
Executive Chairman Hans Vandendriessche (right) with his son Bram Vandendriessche, Head of Design at Modulax.
Anyone speaking with Hans Vandendriessche will quickly recognise an entrepreneur who knows the global furniture market like the back of his hand. While many European manufacturers experience a seasonal dip during the months of April, May and June, Modulax benefits from its global presence across now 61 countries.
The first: Modulax Europe from Hungary
The highlight of the upcoming house show is the presentation of the first complete collection from the new factory in Hungary. "This is a milestone," says Hans. "We are launching a dedicated line there under the name Modulax Europe. It is a modern, modular programme that represents a clear step up in terms of identity—slightly more luxurious and more refined in appearance, while remaining firmly connected to the market."
The key advantage for Dutch and Belgian retailers is the delivery time. "From Hungary, we can supply sofas with features and extensive customization options within a lead time that is simply not achievable from Asia. We combine European speed with the technical expertise for which we are known."
Concept Store from Guangzhou to Bornem
In March, Modulax attracted international attention at the CIFF fair in Guangzhou with an impressive 'concept store'-style stand. The most successful models from that show are now being brought to Belgium for the home show. "In China, that shop formula is successful; we are opening store after store there. There is also interest in countries like Moldova, Romania and Colombia."
Although the focus is international, Benelux remains an important, albeit delicate, market. "We are cautious about rolling out hard franchise formats in Belgium and the Netherlands because of our dense and loyal customer base. We don't want to upset the existing dealers, many of whom we have worked with for 40 years. But the toppers from the concept store will soon be there, as inspiration for local retailers."
The power of the 'Mixed Container'
When asked what the secret formula is behind the export growth to countries such as Congo, Iceland and Saudi Arabia, Hans is clear: "Flexibility. We are one of the few parties that can deliver fully mixed containers from China. One sofa in fabric, two in leather, 40 chairs and a couple of recliners; it can all be in one shipment. We have 132 fabrics and 43 leathers in stock. We master that logistical puzzle to perfection."
Focus on price-quality
Despite the international expansion, sobriety remains trumps in Bornem. "Many manufacturers only want to grow in price and status. We don't. Just when consumers are price-conscious and prefer to spend their budget on travel or other things, we have to ensure the very best quality at a fair price. That is the only way to keep the machine running."
The house show therefore promises to be a reflection of this vision: a wide range - from technically advanced chairs to more luxurious sofas - presented with the well-known "Burgundian Belgian hospitality".
© Leo Elenbaas | InteriorDaily.com
The red carpet will be rolled out again in the second week of June for the many dozens of customers who will visit.
Visitor information house show:
- Dates: Monday 8 to Thursday 11 June 2026
- Times: 09.00 - 19.00 hours
- Location: Puursesteenweg 399, Bornem (Belgium)
- Includes lunch and extensive presentation of the new collections.
You can register here: Registration House Show
More information:
Modulax, Up2date and Medalounger
Puursesteenweg 399
2880 Bornem (Belgium)
+32 (0)3 740 00 90
[email protected]
www.medalounger.be
