20 years of Promidata: from stacks of catalogues to an international network

In 2006, Roy Kemmerling, CEO of Promidata, and his partner Erwin had a revolutionary idea. The stacks of printed promotional product catalogues piling up on their kitchen table should be replaced by a clear digital database. It didn’t take long for the idea to be implemented. This innovation was quickly embraced by retailers. They encouraged the two Dutchmen to further develop the database into a system with search functions, offers, orders and invoices. The Promotional Office was born. The breakthrough came in 2012 with the move to Germany. The company also conquered the market in Austria and Switzerland. In 2016, the United Kingdom followed, in cooperation with Sourcing City. 

Connecting the industry – with one hand

But no matter where the expansion led, the goal of all Promidata’s developments remained the same: connecting the industry. Even though web shops are now an important part of the offering, Promidata’s real strength lies in the structured data behind them – ensuring that prices, product information and print data are always correct. ‘Anyone can write software,’ says Roy. ‘But high-quality data is what makes the difference. It keeps processes clean and makes our system reliable for everyone involved.’ This is precisely what sets Promidata apart from other providers. ‘There is no one else who offers the complete package under one roof,’ explains Roy. ‘Webshops, data services, ERP, fulfilment, sourcing, logo tools – we deliver everything from a single source. That makes us unique in this industry.’

A new generation takes over

Now it’s time to make room for a new generation. Mart Hellenbrand, who started as an intern in 2015, is taking over the role of COO. As the interface between vision and implementation, he will ensure that ideas are turned into functioning products. Frank Hanssen, as a sales consultant, is also a link between the market and development. He brings the customer’s perspective directly into the team. Roy himself remains the strategic leader as CEO, but deliberately leaves the day-to-day business to the team. 

SynQore: the new heart of Promidata

The result of two decades of work is SynQore, the successor to Promotional Office. The fully web-based ERP system brings together quotations, orders, invoices and communication in a single interface. ‘SynQore is not a new beginning, but the logical further development of everything we have learned,’ explains Mart. ‘We want to make our customers’ everyday work easier. No detours, no unnecessary steps. Keep it simple – that is our looking to the future.

Not every project was a success. For example, an in-house finance module was discontinued after two years, and a pre-press project proved to be economically unviable. ‘It was an expensive lesson, but it made us stronger,’ says Roy. ‘You learn to make decisions faster, focus on the essentials and let go of things that don’t add value.’ This attitude continues to shape the company’s culture today: open, honest and with the courage to change.

Looking to the future

The industry is changing. Suppliers are selling directly more often, while retailers are transforming themselves into creative consultants and concept developers. For Roy, it’s clear what will make the difference in the future: “Automation, transparency and partnership are the basis. Our job is to support the industry in its development with solutions that simplify processes and create time for what really matters: relationships, ideas and growth.” What once began at a kitchen table between stacks of catalogues is now an international network of retailers, suppliers and partners. The core has remained the same: technology that connects and people who make the difference.

Picture above: Roy Kemmerling, CEO of Promidata, looks back on 20 years – and ahead to the future of promotional product technology. Photo: Promidata