Inspiring adults
This segment contains products specially developed for (young) adults who want to be creative. That can be as part of a hobby or for their work. Within this segment, there are two clear sub-segments. On the one hand, we have the professional (or fine art) and on the other the hobbyist (or craft). For the hobbyist, the creative process is more important than the end result. For both the professional and the hobbyist, the products must be of a high quality and they are often used in combination with various ‘professional’ surfaces. The products are purchased by the users themselves in specialised stores and used in courses, at home, during workshops or professionally.

Functional adults
(Young) adults who write (a lot) in a professional capacity can find what they are looking for in this segment. The products must have a functional and professional aura. The user must be able to rely on the products. Quality is therefore important. Functional features such as ease of use, smooth writing, etc. are important. But special target groups, such as the elderly, can also find products they can work well with here. The products are taken home from school or work, purchased independently or bought via a purchasing department. The products are used at home, for (home)work or in a study environment.
The industrial segment forms a sub-category. This includes products specially developed for use in, for instance, the shipbuilding industry, road construction, aviation and the automotive industry. These products are characterised by their unique, specific qualities, which are geared towards use within the various branches.

Clarity through segmentation
Within our organisation, we apply clear product and target group segmentation. On the basis of this segmentation, all our products are classified in a clear way. This segmentation helps us to present and develop the right products for the right target group at all times.

A distinction is made here between Inspiring and Functional products.

Inspiring
Characterised by expression in colour. Expression is the basis of creativity all over the world. This category includes products which stimulate the creativity of users, which lead to the creation of ‘personal art’. Colouring is the main factor, but drawing, decorating, (graphic) designing and ‘fun’ also belong to this group.

Functional
Stands for expression in ‘words’. They are products which are used for writing, marking, highlighting, erasing, etc. These products were developed to encourage written communication.