First steps

Infants, toddlers and teenagers used to be the core of the business, but now Vipack is also focusing on other age groups.

The Jaxx label has been created for babies, and the Moon bed collection for older adolescents.

The serious step to a young adult audience is a natural extension of Vipak’s existing range. With the new 160 x 200 cm bed size, the metal Bronxx beds also appeal to students, homebodies, boomerang kids, starters and singles. The Moon collection comprises all-over upholstered beds with grand headboards. A nod to parental box-spring beds? These are finished in a fashionable bouclé in retro pastel shades. The accompanying pouffes can be used for all kinds of things. In fact, the Moon collection goes beyond its target age category and is not age-dependent. It appeals to teenagers, tweens, thirty-somethings and many older people too.

The step to babies has a bigger impact: particularly in terms of range and distribution. Youth bedrooms can be found in the children’s bedroom section in a furniture store, but baby furniture is chiefly stocked by specialist baby shops. In a baby bedroom, you’ll find a cot and changing table, to which specific safety standards apply. A baby playpen is also part of the mix. That’s why these are being marketed via a separate label: Jaxx. The collection partly consists of familiar names/models that have been re-tailored. The well-known Casami beach hut cabinets are getting a sequel with Bruges, inspired by the historic façades in the city centre. That explains a colour like brick red. The metal Bronxx cots are transformed into baby beds ─ in a matte satin lacquer for a warmer look & feel. In the new Jaxx range, you’ll find a basic, entry-level model in standard beech, but featuring countersunk black screws. The Smile collection looks set to be a winner with customers: a deliciously quirky design in lacquered MDF and solid pine. Just take a look at the cabinet with its asymmetrical layout. You don’t see that every day!