Innovation is in our DNA

Image Building is the specialist in temporary outdoor advertising and developer of the innovative and mobile billboard Trotter.

A pioneer with the first industrialized outdoor advertising product: the innovative and mobile billboard Trotter. Image Building also has various variants of window film and stickers in its range.

Image Building is also the founder of the aluminum tubular frame as we know it today. To replace the bulky wooden sign that real estate agents used in the early 90s, Image Building came up with a lightweight and environmentally friendly variant that is still used today.

Innovation is in the blood and that is why a modern variant was devised for the aluminum tubular frame: the blind frame. A stylish and sleek product with a premium appearance.

We had our first listing on the NPEX back in 2013. Since then, we have experienced healthy and fruitful growth together with our loyal investors.

Since its founding in 1990, Image Building has been active in developing innovative products for temporary outdoor advertising. First the aluminum tubular frame. With this sustainable solution, the bulky wooden advertising signs were replaced at the time. In this way, Image Building has paved the way for sustainable and environmentally friendly products that can be reused for years to come. This resulted in the arrival of the TROTTER in 2010. 

Innovation is in our DNA and that is why we are still a leader in the temporary outdoor advertising market to this day. 

Industrial design

The product TROTTER

The Trotter is the ultimate example of Industrial Design. 

• flexible and mobile, ranging from one day to 10 years
• production scalable
• maintenance-free and very stable in value

The entire process of image design, printing the canvases as well as the logistical planning of transport and installation, is fully developed. We are therefore dealing with a “Plug and Play” product, flexible and scalable. 

The Trotter can be used anywhere in the world in exactly the same way as we now do in Europe. 

We have now built up a portfolio of no less than 2.500 Trotters. 

The Trotter has become the standard and also a universal carrier. Suitable for vinyl cloths and LED panels. This will expand the application possibilities even further in the coming years. 

Maintenance and service life

Maintenance is simple and cheap. In the event of damage, the relevant parts are replaced in no time. 

Even after years of outdoor use, the Trotter is as good as new again after a simple cleaning. The lifespan, even according to a recent appraisal, appears to easily be decades, without any loss of functionality. Now that is an example of sustainability. 

In addition to the Trotter, Image Building has developed BOS, an operating system suitable for: 

• sales guidance
• planning
• production
• performance
• billing

This system includes all processes within Image Building that start with the sale and end with the payment of the invoice. Everything in between is monitored and fed back to the departments involved. Considerable investments have been made in this area in recent years. 

All business units at home and abroad are connected to this. In time, resellers and customers will also receive their own account within BOS, with which they can plan and manage all their requests and orders themselves. The system is based on our Industrial design philosophy. This system fits seamlessly with the Trotter and ensures that our scalability, remains manageable and functions for all stakeholders. This also applies: “Plug and Play” and scalable.  

The market for the TROTTER 

The Trotter is suitable for any form of temporary outdoor advertising. Think of short-term exhibitions in a historic city center ranging to multi-year placements at car dealers or garden centers. But also large (government) campaigns spread throughout the country or a short-lived event such as the Rotterdam marathon. The Trotter can not only be used for marketing, but also for signage or an information campaign. In short, a very versatile product. 

The flexible applicability also ensures a healthy spread. This makes us less vulnerable to economic fluctuations. 

Industrializing a craft market

Our activities at home and abroad 

We have been active in the Netherlands, Belgium, the United Kingdom and Germany for several years now. 

Every country has its own culture and customs, but the Trotter transcends borders. 

Not only do we see that the Trotter is used in the same way everywhere, but also how major international brands such as McDonalds and BP use the Trotter as a permanent marketing tool in several countries. This development is only increasing and means that Trotter can become the international standard for these types of applications.

We have developed a careful script for the international rollout. With this script in hand, we can start our activities in a uniform manner in every country. The entire business process has also been industrialized in that area. 

We want to expand further internationally with the Trotter in the coming years. In our surrounding countries we do this under our own management. For the time being, the focus is mainly on the countries in which we started our activities. 

In the long term we will also be active with the Trotter outside Europe. Whether this will be done entirely in-house or under license together with local partners is still being investigated further. 

In our opinion, our potential is in fact unlimited, because there is a market for the Trotter in every country in the world.

We currently have a total of approximately 900 different customers per year. These customers come from all different market segments such as: 

• overheid
• real estate market
• retail industry
• automotive industry
• gas stations
• construction & infrastructure projects
• major events
• media & communications
• arts and culture sector

None of our customers has a disproportionate share of our turnover. This also makes us less vulnerable to temporary or complete failure of customer(s) or market segments. 

Like so many other companies, we also suffered from the Covid epidemic in 2020.

Fortunately, as a company we are powerful and flexible enough to cope with this difficult situation. The path to healthy growth has now been taken again. 

Here is an overview of our gross turnover result and solvency. For more information about our financial data, please refer to the prospectus.

Stephan Molenaar

As founder of Image Building, Stephan has over 25 years of experience with all aspects of temporary outdoor advertising. His specialty is in the field of design and technology. Due to his years of experience in the real estate market, he has built up a very valuable commercial network for the company. 

Michael Sweaters

Michaël joined the Image Building group 20 years ago. Michaël has a background in the field of Industrial design. Together with Stephan, he has managed to develop the company into a market leader in the field of temporary outdoor advertising in the Netherlands. His specialty focuses on the strategy and organization of the company. 

Marc van Alphen

Marc has joined the Image Building management team since the beginning of this year. With a background in accountancy, he has worked for over 30 years as CFO at various organizations, including now the Image Building group. With his arrival, the management team is ready to professionally fulfill the company's international growth ambitions. 

We want to borrow a maximum of €3 from investors. With the money from the bonds from the 500.000st tranche, we spent € 1 on repaying the existing NPEX loan I on December 1.307.000, 20. We also want to grow by investing in working capital, inventories and perfecting our IT system. We explain this briefly below: 

• We want to keep some of the money available for working capital for our growth plans. 
• We want to invest partly in stock, with which we can order parts in time for the construction of new Trotters. 
• We want to invest a small part in IT to further complete our software package. 

In this diagram we have indicated what we want to spend the money from the bonds on: 

Investing always involves risks. The main risk you run is that Image Building Holding BV has no money to repay you or to pay the interest. This could happen, among other things, if new entrants or existing market parties are able to offer their services at lower costs or if suppliers and customers do not fulfill their obligations to us. Then you may not receive any repayment of the loan and you will not receive any interest. 

No further guarantees are provided. For the complete risk analysis, please refer to the prospectus and the information document.

The rates charged by NPEX are shown below.