3Motion from Zele, specialized in visual communication such as light advertising and large cardboard constructions, has just completed its first acquisition. It is a new step in the company's remarkable growth journey.

A tour de force. That was the latest achievement for a famous French luxury handbag brand by 3Motion. The East Flemish company specializes in the production of various forms of visual communication, primarily for business clients. The task was to build a replica of a historic Paris building to full scale—20 by 20 meters and over 8 meters high—at the company’s headquarters for an event.

It became a replica mainly made of printed honeycomb cardboard, rather than a fully wooden structure. The client chose specific cardboard for its durability, cost, and faster construction time without the need for sawing or drilling. The cardboard also had to meet the highest fire standards with a special coating. The giant puzzle, which filled four trailers, has now been dismantled and is set to be used again later this year. Afterward, the cardboard can be recycled.

Can-do mentality

The project is typical of the 'can do' mentality of 3Motion and its CEO Femke Helon. She founded the company in 2010, together with her husband Wouter Mouton. She, after studying marketing and gaining experience at Kipling, and he, after working at a company in sports and promotional textiles that went bankrupt. Entrepreneurship began to itch. They bought a large-format printer from the company.

Just 13 years later, 3Motion is on its fourth location, as the previous ones kept getting too small. In the large, relatively new production hall in Zele, there are, among other things, two robotic digital large-format printers, where large volumes can be printed and cut almost continuously with minimal supervision.

Market leader

Helon firmly believes the company has even become the market leader in Belgium, with clients in France, the Netherlands, and the United Kingdom. Foreign turnover is significant and will continue to grow. "We have competitors in every segment we are active in, but we go from A to Z in each of those segments, from conceptualization to full installation on-site. Moreover, no competitor is active in all these niches."

There are quite a few of these niches: from banners, window and vehicle decals, signage, and light advertising to displays and packaging, interior and store decorations, and life-sized 3D figures and objects. "Every business is a potential customer for us. Everyone needs communication material in their own way, for both external and internal communication. We also have an interior product range, from signage to printed or non-printed walls made of acoustic material from recycled PET bottles. For a DIY chain and a hotel chain, we sticker existing furniture and kitchens with wood foils to make them budget-friendly, ecological, and quickly renovated."

Red Devils

For the acoustic walls, 3Motion set up the sub-brand Sono Panel. Jackprint is the name of the webshop where anyone can order life-sized, cardboard-printed family members or others. The family members were a hit during the pandemic, but even now, almost daily orders come in. 3Motion also had a license for several years to print life-sized Red Devils under the MySportsHero brand.

Quick switching and flexibility are key features of the company. Helon attributes the rapid growth of 3Motion—annual revenue increases by 15 to 20 percent—to its continuous focus on innovation, sustainability, including the cardboard department, a roof full of solar panels, and eco-friendly inks, along with a creative, customer-oriented approach. "Even before there is a request, we inform and inspire customers."

Acquisitions

A major four-year contract, about which Helon can’t yet share details, is expected to help boost revenue to around €15 million in 2025. "We also have several projects in the pipeline." New acquisitions may lead to additional volume. "We are looking out, but there must be a good match. It has to be a win-win story. A few years ago, we took a stake in the installation company Model Deco, which operates in French-speaking and Brussels areas. Recently, we fully acquired it."

The 3Motion showroom in Zele is packed with examples of what’s possible, from a cardboard plant to a large display for Harry Potter merchandise. It is filled with famous names like Coca-Cola, Proximus, BMW, and BNP Paribas Fortis. Bobbejaanland, Plopsaland, Center Parcs, Colruyt, and Lidl are also among the hundreds of clients. For De Lijn, 3Motion printed a life-sized bus made of cardboard.

The rapid growth of the still-young 3Motion has earned the company and Helon several distinctions. The latest is a nomination for the Vlerick Venture Award 2023. Helon was also named Female Entrepreneur of the Year (Womed Award) in 2020, and 3Motion was nominated twice for the Trends Gazellen. Helon is also the president of the professional federation Fespa Belgium.