Finding, building, and selling what is truly needed.
Our Approach
Qualico transforms market gaps into successful consumer brands through a proven methodology that combines data analysis, engineering, product development and innovation. We begin where others end—with the market, not the product—identifying genuine consumer pain points with quantifiable demand before developing engineered solutions that truly stand out.
Our Growth Story
Founded in 2021 by engineer Tim Huybrechts, we've grown from €235K to €1.36M revenue ex. VAT in three years while becoming EBITDA profitable in 2024. This trajectory demonstrates both the scalability of our model and the market validation of our engineering-driven approach.
Our Competitive Edge
Operating from Antwerp with a lean and highly specialized team, we've developed a systematic approach for starting and scaling premium consumer brands. Unlike typical marketers or online sellers, our core DNA is that of a product development and innovation company, creating technical differentiation that resists commoditization.
The Founder's Journey
Engineering background
Six years across chemical, waste-to-energy, and pharmaceutical sectors
Entrepreneurial leap
Started in 2016 with curiosity about product development
Key philosophy
Without innovative design and IP protection, products face commoditization
Methodology development
Created system for identifying underserved markets through data analytics
The Market Challenge & Our Solution
The Problem
Traditional product development suffers from a fundamental flaw: solutions often precede problems. Industry data shows 42% of startups fail due to "no market need."
Our Approach
Qualico's market-first philosophy is driven by comprehensive data analytics, systematically analyzing market inefficiencies and consumer pain points against strict criteria.
Every opportunity is carefully assessed. In the end, 99% of product niches are disregarded.
Overview of criteria
international market size, competitiveness, attainable market share, revenue potential, price points, margins, ROI, working capital requirements, technical development complexity, sourcing requirements, supply chain and production characteristics, launch budgets, branding & marketing potential.
The goal is to find opportunities where we can leverage our existing knowledge, experience, partnerships, distribution channels, registrations, insurances, systems etc. to drastically reduce the time it takes to internationally launch a new brand.
Our Brands
PUZZLUP (Established)
Puzzlup transforms the puzzle experience with premium mats, boards and organizers that combine exceptional functionality with interior-worthy designs.
Our thoughtfully engineered products eliminate common frustrations, turning puzzling into an organized and more pleasing activity.
Puzzlup delivers the quality puzzle deserve and thereby positions itself to capture significant marketshare in the €1B puzzle accessory market.
[BauBau] (Development)
BAUBAU reimagines construction toys with magnetic foam blocks that let children build life-sized structures while actively playing.
Unlike traditional building toys, our intuitive blocks work indoors, outdoors, and in water—combining physical activity with STEM learning.
With strong magnets in indestructible foam, BAUBAU allows energetic and unlimited play, positioning us to capture significant share in the €15B construction toy market.
More information on demand.
Financial Performance - Rapid Growth
- Actuals and Forecasts: Revenue has increased from €235K in 2022 to €1.36M in 2024, and is expected to reach €5,69M by 2028. This represents significant growth, indicative of a scalable business model.
- Detailed financial statements can be requested on demand.
Business Model & Monetization
Qualico monetizes through direct sales, partnership models, and strategic brand exits, focusing on building valuable, data-driven brands with strong potential for acquisition.
Exit Strategy
Sell brands to strategic buyers (3-10x operating profit)
Partnership Model
Maintain brand/IP while partners handle distribution
Direct Sales
Full control from development to distribution
We build brands with exit potential in mind, implementing robust processes, SOPs, clean data rooms, and structured data warehousing—creating value beyond just the brand itself.
Our Team & Core Values
Mission
Our mission is to become Belgium's leading brand studio that uses data and innovation to compete with industry leaders.
Vision
Progressively enter larger markets requiring substantial R&D, experience, and financial capacity.
The team
Left to right
Karlien: logistics & support, Tim: founder, Mo: product development, Marijn: online sales
Values
Innovation (creating, not copying), Quality (premium products), respect and Common Business Sense.
Growth Strategy & Conclusion
2025
Expand Puzzlup; develop [BAUBAU]; reach €2.15M revenue.
2026
Launch [BAUBAU] via partnership, combining direct revenue with royalties.
2027-2028
Optimize brands; explore third opportunity; potentially exit Puzzlup; grow toward €7.48M revenue and €1.06M EBITDA.
Beyond
Enter larger markets, leveraging expertise for greater impact.
Conclusion: Scaling Vision into Reality
Qualico is transforming data-driven insights into tangible market successes. Our growth strategy, from expanding Puzzlup to exploring new ventures, is designed to maximize revenue and EBITDA. With a clear vision and a commitment to innovation, quality, and strategic partnerships, we are building a foundation for sustained growth and significant impact in larger markets.
Stay in touch
Phone: +32 472 19 12 42
Email: tim@qualico.com
Websites:
www.puzzlup.be
www.qualico.be
Address: Antwerp, Belgium
Data Driven Brands.