Widemex

Widemex is a Dutch industrial and household-textile brand focused on ironing-board covers and ironing boards. The company was established in Amsterdam in 1954 by Mr. Wientjes. Its original name was derived from “Wientjes Demonstration and Export,” reflecting the company’s early commercial model: products were demonstrated directly in retail stores and subsequently exported to markets in several European countries. Among its early products was a metallized ironing-board cover, described as a technically new offering for its market at the time. After its initial period of product demonstrations and export activity, Widemex concentrated increasingly on materials specifically designed for ironing-board use. The company moved toward fabrics laminated with foam, a construction intended to provide cushioning and practical performance during ironing. This specialization helped establish ironing-board covers as its core business rather than one product category among several household goods. A major product-development milestone came in 1972, when Widemex introduced what is described as the world’s first decorated ironing-board cover. The patterned covers appealed to consumers and led the company to broaden its decorative assortment. Widemex also supplied these fabrics to ironing-board manufacturers across Europe, allowing producers to incorporate the company’s decorated materials into finished boards and covers. Ownership changed in 1970, when the company was acquired by the Nijhuis family. Under the new owners, Widemex relocated from Amsterdam to Geldrop in the south of the Netherlands. The business also changed its route to market: it discontinued its earlier demonstration-based selling approach and focused on supplying larger companies and retailers. This transition supported a more conventional business-to-business model and reinforced the company’s specialization in ironing-board covers. During its development, Widemex expanded into various kitchen textiles. It later withdrew from that line in response to large-scale imports from China and India during the mid-1990s, returning its attention to its principal ironing-related activities. In 2000, the company was acquired by the Van der Maas family. A subsequent reorganization reduced part of the confection, or sewing and finishing, department. Widemex then moved to a more suitable facility in Helmond, where it has remained according to the available reference material. Under the Van der Maas family, Widemex expanded its European market presence and became a leading supplier in its market segment, as characterized by the company’s reference history. Its reported international reach extends to approximately 35 countries. The available material does not identify a publicly listed parent, stock-market listing, current executives, or a separate corporate website. Widemex is best understood as a specialized Dutch manufacturer and supplier serving household-product retailers, ironing-board producers and related business customers, with competitive differentiation rooted in product materials, decorative design and long-standing category expertise.

Widemex was founded in Amsterdam in 1954 by Mr. Wientjes. Its name is reported to have been formed from “Wientjes Demonstration and Export,” a description of the company’s original sales and distribution method. In its early years, Widemex demonstrated household products in shops and exported them to several European countries. The company developed and sold an early metallized ironing-board cover, which was presented as a new technical product for its market. The business subsequently shifted toward textile materials made specifically for ironing boards. In particular, it developed fabrics laminated with foam, giving ironing-board covers a padded construction suited to household ironing. In 1970, Widemex was sold to the Nijhuis family. The new owners moved the company from Amsterdam to Geldrop in the southern Netherlands and changed its commercial focus. Demonstration selling was discontinued in favor of supplying larger companies and retail organizations. Ironing-board-cover production became the central activity. Widemex introduced a significant design innovation in 1972 with the presentation of a decorated ironing-board cover described in the reference material as the first of its kind worldwide. Consumer interest encouraged the company to expand its range of patterned covers. Widemex also supplied decorated fabrics to ironing-board manufacturers throughout Europe, who used those materials in their own finished products. The company later broadened its assortment into kitchen textiles. That diversification ended during the 1990s, when substantial imports from China and India put pressure on domestic and European production. Widemex responded by discontinuing kitchen-textile manufacturing and concentrating again on ironing-board products. In 2000, ownership passed to the Van der Maas family. During this period, a reorganization reduced part of the company’s confection department. Widemex moved to a facility in Helmond, the Netherlands, selected as a more appropriate location for its operations. The available history states that the company remained in Helmond and expanded its European market share under the Van der Maas family. It also reports that Widemex supplied ironing-board covers to approximately 35 countries worldwide. No reliable reference material supplied for this entry identifies later ownership changes, a public listing, current executives or a corporate website.

1. 2000The Van der Maas family takes over

   The Van der Maas family acquired Widemex. A reorganization reduced part of the confection department, followed by a move to Helmond.

   Source
2. 1972Decorated ironing-board cover introduced

   Widemex presented a decorated ironing-board cover described in the source as the first worldwide, prompting an expansion of its patterned-cover range.

   Source
3. 1970The Nijhuis family acquires the company

   Ownership passed to the Nijhuis family, which moved Widemex from Amsterdam to Geldrop and redirected the business from in-store demonstrations toward larger customers and retailers.

   Source
4. 1954Widemex is founded in Amsterdam

   Mr. Wientjes founded Widemex in Amsterdam. The company’s name was associated with its initial demonstration-based sales model and export activity.

   Source

A specialized Dutch supplier of ironing-board covers, ironing-board products and related textile components, positioned around technical material expertise, decorative designs and supply to retailers and ironing-board manufacturers.

• Ironing-board coversHousehold textile1954

  Widemex’s core product line consists of covers designed for ironing boards. The company’s history describes a progression from early metallized constructions to foam-laminated fabrics and later decorative designs. The covers were supplied both to retailers and to ironing-board manufacturers for integration into finished products.

• Metallized ironing-board coversIroning-board accessory1954

  One of Widemex’s early products was a metallized ironing-board cover. The available history identifies it as a technically new product for its market at the time, illustrating the company’s early emphasis on material innovation in ironing textiles.

• Foam-laminated ironing fabricsTechnical textile

  Widemex later specialized in fabric laminated with foam for ironing-board applications. This material became an important part of the company’s core manufacturing activity and was used to create padded ironing-board covers.

• Decorated ironing-board coversHousehold textile1972

  Introduced in 1972, decorated ironing-board covers expanded the functional product category with consumer-oriented patterns and designs. Widemex broadened the assortment after the format attracted consumer interest and also supplied decorated fabrics to European board manufacturers.

• Ironing boardsHousehold equipment

  Widemex is described as producing ironing boards in addition to covers. The supplied reference material provides no detailed information about specific board models, construction, distribution or current range segmentation.

• Kitchen textilesHousehold textile

  Widemex expanded into various kitchen textiles during its history. The company discontinued production of these products in the mid-1990s after facing extensive imports from China and India.

• 2000Reorganization and relocation to HelmondStrategy

  Following the Van der Maas family’s takeover, Widemex adjusted its operating structure.

  What changed. The confection department was partly reduced and the company moved from Geldrop to a more suitable location in Helmond.

  Aftermath. The supplied history places Widemex in Helmond thereafter and associates the period with increased European market share.

  Source
• 1995Withdrawal from kitchen-textile productionStrategy

  Large-scale imports of kitchen textiles from China and India placed pressure on the company’s production activities during the mid-1990s.

  What changed. Widemex discontinued manufacturing its kitchen-textile assortment and refocused on ironing-board products.

  Aftermath. The company returned to a narrower specialization centered on ironing-board covers and related products.

  Source
• 1972Launch of decorated ironing-board coversProduct launch

  Widemex sought to extend its ironing-board-cover range beyond plain or technically constructed fabrics.

  What changed. The company introduced a decorated ironing-board cover and expanded the patterned range after consumers responded positively.

  Aftermath. Decorated fabrics became an important product direction and were supplied to ironing-board producers across Europe.

  Source
• 1970Shift from demonstrations to business-to-business distributionStrategy

  After the Nijhuis family acquired Widemex, the company reassessed its original practice of demonstrating products in stores.

  What changed. Widemex stopped demonstration-based selling, targeted larger companies and retailers, and made ironing-board-cover production its core business.

  Aftermath. The change established a more focused commercial model centered on institutional and retail customers.

  Source

1. Widemex