A year of renewal and expansion

Warema moves to new premises and continues to grow

2024 was an exciting and hectic year for sun protection company Warema. According to Roelof Rozema, general manager of Warema Benelux BV, growth, innovation and customer-oriented service are central to their success. "This year has been exciting and challenging for us," he says. "We are preparing to move to new, larger premises in Nederweert, where we will have everything under one roof from September 2025."

The new location in Nederweert doubles Warema's current space, which not only provides room for expansion, but also creates the opportunity to invest more in people and knowledge. Rozema explains, "The new building partly functions as an education center, where we offer commercial training and practical areas for service technicians. Unknown makes unloved. We therefore want to let installers experience even more themselves how quickly they can assemble our products. One of our strengths."

Strengthening core area

In line with their ambition to strengthen the Benelux as a core area in Western Europe, Warema, in addition to its existing push strategy, is now focusing on a pull strategy to reach end users. "We have started advertising in consumer magazines and participating in the Eigen Huis trade show," Rozema said. "Then we refer consumers to our nationwide network of dealers. This increases Warema's visibility in the market."

MyWarema and expansion in the Netherlands and Belgium

The innovative online tool MyWarema also contributed to last year's success. The platform not only enables sun protection specialists to generate quotes and forward orders directly to production, but also enables customers to track their orders. Smaller dealers who do not have their own showrooms can order through MyWarema as "Warema Sunpartner" through the larger dealers. This efficiency ensures that even smaller partners can easily sell Warema products.

Strongly expanded to center and north

Warema is strongly committed to growth and plans to further strengthen coverage in both the Netherlands and Belgium. "We see that our presence is expanding. Originally, our dealers were mainly in the south, but now we have greatly expanded to the middle and north of the Netherlands," says Rozema. "We want to establish additional service points in these regions and apply the same approach in Belgium."

Core values

Warema's strategy remains clear: quality, reliability and service are its core values. "Service is not a cost for us, but marketing," Rozema concludes. "In the future, we are happy to welcome sun protection professionals to our new premises so they can get to know us and learn about our products."