From a small room in a house on Esstraat in Enschede to a leading manufacturer of promotional items. A family story of innovation and passion.
Wisa Enschede BV traces its origins back to 1953, beginning in the front room of the couple's home on Esstraat in Enschede.
It was here that founder Willie Sannemann Sr. began printing his first balloons.
However, the concept had emerged several years earlier. The grandfather of the current director worked as a waiter in Germany during the post-war years. At the request of the owner of Bervoets-Vriezelaar, an Enschede shoe store, he brought the first printed balloons from his home country.
He sourced these items from the Kölnische Gummifädenfabrik in Germany, consistently transporting his merchandise to Enschede in a small box on the back of his moped.
Photo:
Willie Sr. with local balloon printers, and Willy Jr. at 15 years old in the back of the warehouse.
My father eventually thought, 'I can manage the printing myself,' recounts Sannemann Jr. 'From that moment, we began handling the production ourselves.' However, the process at the time presented a significant challenge, as a balloon can only be printed once it has been inflated.
In the early years, a remarkable method was employed for this.
Inflation
This was simply accomplished using a vacuum cleaner.
Securing
The inflated balloon was secured with a clothespin.
Printing
Balloons were manually positioned over a printing plate (cliché).The family sometimes assisted with this process. "As children, our task was to remove the clothespin from the balloon. Thus, each family member played a distinct role in the production process," stated Sannemann Jr.Several years later, the process underwent professionalization. The simple clothespin was replaced by an ingenious system featuring a bicycle wheel with a stretched rubber band. This innovation ensured that air remained in the balloon long enough for the printing ink to dry thoroughly before the balloon dropped into a box.
Large-scale store openings with C&A
In the early years of our company, a crucial foundation was established through our collaboration with our very first major client, C&A Brenninkmeijer. Each time the fashion retailer opened a new branch, it presented a significant operational undertaking for our team. We would then dispatch an enthusiastic group of employees to the site to elevate the celebratory mood.
The distribution of balloons was a significant attraction at the time. During such openings, we distributed an impressive 5,000 balloons per day. The impact of this was immense; at iconic locations like the Coolsingel in Rotterdam and the famous Dam place in Amsterdam, we literally witnessed crowds of people queuing. Passers-by and customers patiently waited for a colourful balloon, which created an unforgettable atmosphere and significantly boosted the new store's visibility.
These early successes laid the foundation for the numerous large-scale projects that Wisa has since undertaken.
Sannemann Sr. had a keen eye for the market. He quickly realized that the growing advertising sector presented many more opportunities than simply printing balloons.
To establish national brand recognition for his company and directly engage with new target audiences, Wisa became a prominent presence at various major trade fairs.
Whether it was the prestigious Jaarbeurs Utrecht, the regional Jaarbeurs van het Oosten, or the specialized Slavakto (the Butchers' Trade Exhibition), Sannemann Sr. knew precisely where his customers could be found. During these trade fairs, he consistently presented an expanding range of promotional products. Beyond the familiar balloons, new items were introduced:
Handmade Keychains and Pins These artisanal giveaways proved to be highly popular.
Printed Pens A practical promotional gift that was highly popular at the time.
The Iconic Piggy Banks This proved to be a resounding success, becoming a truly popular item, especially for butchers who wished to offer their young customers something extra. As the renowned butcher Teekens from Utrecht famously remarked at the time, 'It is better to give a piggy bank as a gift than a piece of liver sausage, as I prefer to sell the latter!'
This smart expansion transformed Wisa from a balloon printing company into a versatile partner for business promotion.
The history of Wisa is deeply intertwined with the Sannemann family. Willy was compelled to join the business at the age of 15, after his father was temporarily unable to work due to illness. He recalls, “Once my father recovered, I never returned to LEAO. To be honest, I had a strong aversion to studying; I found the dynamic world of trade far more exciting.”
That passion for commerce immediately yielded results. While production initially started modestly with approximately 500 balloons daily, quantities rapidly escalated. The expansion was so swift that the residence on Esstraat was quickly outgrown.
Fortunately, an opportunity arose!
Expansion
The acquisition of the adjacent property – formerly a cardboard factory – finally resolved the pressing space issues.
Local Involvement
Furthermore, during the 1950s and 1960s, Wisa operated as a genuine local enterprise. Women from the Esstraat neighborhood were closely involved in its success, serving daily as skilled balloon printers.
Thanks to this additional space and local support, Wisa was able to transition from a small workshop into a significant production facility. This transformation was further solidified after Sannemann acquired the neighboring house and garden in 1970, allowing the balloon printing operations to be relocated there. Consequently, the former printing area could then be utilized as a warehouse, accommodating thousands of balloons instead of just hundreds.
The success of Wisa balloons was not limited to store openings and local promotions.
Soon, our products became an integral part of the national street scene and the entertainment world. During that period, various TV programmes also discovered the creative possibilities offered by our company. Balloons were no longer merely small giveaways; instead, they were utilised as spectacular show items that brought colour to entire studios.
Wisa was consistently present on location for programs such as “Te land, ter Zee en in de lucht”, “De Ted Show”, “De Vakantieman”, and many others. Additionally, the program “Wordt Vervolgd” by Han Peekel further enhanced the company's national recognition.
This growing popularity sparked a new wave of ambition within the company.
It was time to broaden our horizons and expand internationally. To achieve this, we fully committed to participating in leading international trade fairs. By showcasing our innovative techniques and versatile capabilities to a global audience, we established the foundation for the international network that defines Wisa today.
Storage Capacity
In 1976, Willy Sannemann Jr. officially took over the business from his father. While Willie Sr. enjoyed his well-deserved retirement, the new generation faced a significant challenge. The company experienced steady growth, but the premises on Esstraat were unable to accommodate this expansion.
Logistical Planning and Coordination
Storage capacity became a daily challenge. Weekly production required storage, but every available square meter — including the former garden of the neighbors — had already been fully utilized. Logistics in the narrow Esstraat presented a complex undertaking:
Traffic Control
Upon the arrival of a truck for loading or unloading, the street had to be cordoned off on both sides with signs.
Manual Work
All goods were still unloaded manually. While the mornings were focused on inbound deliveries, freight forwarders would arrive in the afternoons to collect the final products.
The Heineken Anecdote: “Too Small for the Giant”
The most telling story from this era involves a missed opportunity with Heineken. The beer giant considered placing a substantial order but first sought to verify if Wisa met its stringent 'Heineken-worthy' standards.
“We meticulously cleaned our premises on Esstraat from top to bottom for three days to make an unforgettable impression,” Willy Jr. recalls. The disappointment was therefore profound when, two weeks later, a letter arrived stating that Heineken had ultimately decided against it. The reason? Wisa was simply too small to meet their ambitions.
This rejection was painful, but it also provided the ultimate motivation. It became strikingly evident: for Wisa to truly compete with the major players, more extensive facilities and a more professional operational structure were essential.
Latex, the essential raw material for our balloons, primarily originates in Southeast Asia. During one of his travels, Willy established contact with a specialized manufacturing company in Johor Bahor, Malaysia, strategically situated on the border with Singapore. This factory was not only responsible for producing rubber gloves and underlays but also demonstrated a particular expertise in balloons.
From Enschede to Malaysia
Initially, the collaboration was straightforward: full containers of unprinted balloons arrived in Enschede, where they were customized with logos and text in our own printing facility. However, its success knew no bounds.
Millions of orders
Major international customers ordered balloons in such huge quantities that the printing company in Enschede simply could no longer keep up with demand.
Relocation of Machinery
To increase capacity and optimize logistics, a strategic decision was made: a significant portion of the machinery was shipped from Twente to Malaysia.
This strategic move proved to be exceptionally successful. Production rapidly increased to an impressive volume of 30 to 40 million balloons annually, firmly establishing Wisa's position among the world's leading producers of promotional balloons.
“Working in my father's business? Never!” This was the firm conviction of a young Anouk Sannemann. The thought of spending her entire day assisting customers over the phone was something she absolutely could not envision. Yet, as is often the case within truly entrepreneurial families, her inherent connection to the business ultimately prevailed.
From Intern to Taking the Reins
After completing her education and gaining experience at other companies, Anouk made a surprising decision in 1993: she ultimately joined the family business.
What began as an exploration soon blossomed into a genuine passion for commerce.
Deputy Director
In 2000, she was officially appointed as Deputy Director.
Passion for Business
She found that the practicalities of daily business and strategic operations came naturally to her.
Leadership
With a fresh perspective and boundless energy, she quickly took firm control of the 'balloon strings'. Under Anouk's leadership, the Sannemann family's vision has been further professionalized, with the personal Twente approach always going hand in hand with international ambitions.
For many years, the finishing of paper products, such as small flags and picks, was integrated within our general offset printing operations. However, demand for these items consistently increased. Paper products had, by then, grown to become a fundamental pillar of our total revenue. To guarantee quality and manage the substantial volumes, a strategic decision was made in March 2006: production was relocated to a brand-new, dedicated facility.
Focus on Specialization
By giving the finishing process an “independent character,” the production process could be streamlined and made more efficient. In this hall, an impressive range of party supplies receives the final finishing touch:
Paper Hand Flags
Millions of these items are manufactured here annually.
Party picks
Huge quantities that find their way into the hospitality and events industries worldwide.
Party Horns
These essential mood setters receive their final preparations here before being dispatched to the customer.
This specialization enabled Wisa to become not merely a balloon supplier, but a comprehensive partner for event and promotional products.
Wisa began producing party picks in 1995 with a machine developed in-house. However, after twelve years of loyal service, this pioneer was due for replacement in 2007. In March of that year, the latest fully automatic machine was put into operation, which made a world of difference to the production process.
The benefits of the new generationof
Willy Sannemann aptly summarized the impact of this investment:
Superior quality
The precision of the new machine resulted in an immediately noticeable improvement in the final product.
Unprecedented capacity
The growing demand for party picks could finally be met with ease.
Hands-free production
The entire process—from slicing to packaging—has since been fully automated.
This not only increases efficiency but also ensures optimal hygiene.
With this step, Wisa strengthened its position as market leader in the party sector, combining Twente pragmatism with state-of-the-art technology.
In early February 2008, Wisa took a major step forward in the automation of paper goods.
With the commissioning of the very latest flag-making machine—the third of its kind—production was brought up to an industrial level.
The figures behind the growth
The impact of this new machine was immediately noticeable in daily operations:
150,000 units per day
Production capacity skyrocketed, allowing Wisa to effortlessly meet even the largest orders.
Flexible delivery times
Whereas scheduling used to be a challenge, the speed of this machine made it possible to accommodate virtually any requested delivery time.
Customer Focus
The enormous demand for paper flags could be met not only more quickly, but also with even more consistent quality.
This investment laid the foundation for the company’s current position:
A partner who never has to say “no,” no matter how festive the occasion or how ambitious the promotional campaign—even if delivery is required within 24 hours.
The popularity of our party and cheese sticks grew so rapidly in 2007 that our production capacity was pushed to its limits. Despite our machines running in two full shifts, demand continued to outstrip supply. For Wisa, this was the signal to press ahead.
From turning down orders to landing million-dollar contracts
In 2008, we made the strategic decision to develop a completely new type of machine. The focus was on two key points:
Unprecedented speed
The new generation of machines drastically increased output, allowing us to eliminate the backlog.
Utmost care
Despite the higher speed, the quality of the skewers remained guaranteed; after all, every skewer had to be perfect for our customers.
Millions of orders
Whereas we previously had to turn down large orders, from that point on we were able to confirm even the most extensive requests with a short lead time.
This innovation transformed Wisa from a manufacturer trying to keep up with demand to a partner capable of fulfilling millions of orders at the touch of a button.
The world of promotional products is constantly changing, and the demands for balloon printing have become increasingly stringent. Whereas simple logos used to be the norm, customers now requested complex designs and color gradients. Wisa responded to this demand by introducing the unrivaled High Quality Precision Print balloon printing system .
Vibrant and razor-sharp
With this innovative printing technique, we pushed the boundaries of what’s possible on a balloon.
Up to 8 print colors
Where standard systems are often limited, we can colours up to 8 colours for a rich and vibrant result.
Full Color (CMYK)
By using the CMYK color model, we can reproduce halftone images and photos with nearly 100% accuracy.
Crystal-clear details
With this system, logos with fine lines or color gradients are positioned with razor-sharp precision on the balloon, without any loss of quality when inflated.
Whether it’s a complex corporate logo or a detailed image, this state-of-the-art balloon printing technology will give your brand the look it deserves.
The new year began with more than just a toast. It marked the moment when our balloon production took a huge leap forward with the introduction of a fully automated feeder, which required only minimal supervision by an employee.
The missing link
It was this investment that truly made the new printing system powerful. The feeder ensured perfect streamlining:
Maximum speed
While the printing system was already capable of photographic quality, the automatic feeder ensured that this could now be achieved at industrial speeds.
Optimal efficiency
Manual data entry is a thing of the past, allowing us to process large print runs in record time without compromising on precision.
Fully operational
As of now, Europe’s most advanced balloon pressure line is running at full capacity in Enschede.
This milestone underscores what the company stands for: combining the highest graphic standards with the massive capacity our customers need.
For a long time, the production of flags in Format C was a process in which human hands were indispensable for attaching the sticks. Although this craftsmanship made Wisa great, growing international orders called for a technological solution.
Reached the 190,000 mark
We developed a machine in-house that completely took over this specific process.
The result was a massive increase in scale:
Fully automated processing
The new machine for this flag size can independently attach a pole to approximately 40,000 flags per day.
Unprecedented daily production
By automating this final step, total production capacity rose to an astonishing 190,000 flags in three different Size day.
Consistent Quality
Automation means not only speed, but also an extremely consistent finish.
Every flag leaves the factory with exactly the same precision.
With this innovation, we demonstrate that even the most challenging manual tasks can be transformed into efficient, fully automated processes. This allows us to guarantee the shortest possible lead times, even for extremely large orders.
The market is changing and demand for personalized presentation materials with extremely short delivery times is growing. To meet this need, we have expanded our graphics department in Enschede with our own production line for cardboard signs.
Why choose Wisa signs?
By keeping production entirely in-house, we offer advantages that are unique in the industry.
Speed is the standard
No long shipping times from abroad. We manufacture and print right here in Enschede, allowing us to guarantee the shortest possible delivery times.
Four Popular Size
Whether it’s a small dessert plate or a sturdy plate for a main course, we produce them in 4 different Size suit any event.
High-quality printing
The logo or design is applied with graphic precision, ensuring that the signs blend seamlessly with the rest of your branding.
Sustainable & Responsible
Just like our flags and balloons, these signs are also produced with the environment in mind, in line with current standards for sustainable catering.
Flexibility for any event
From business openings to large-scale festivals, our cardboard signs are the perfect combination of practical convenience and powerful marketing. Thanks to our local production in Twente, “ordering too late” has become nearly impossible.
Food is big business. With the popularity of luxury burgers and product-related marketing, we saw a new opportunity. Our years of experience with party picks formed the ideal basis for a new step: the hamburger pick.
From concept to operation in record time
Because we understand the technology and the market, we developed a specialized machine in-house. This line has been fully operational and highly successful since August 2016.
Sturdy & eye-catching
Our burger skewers are longer and sturdier than standard party skewers, perfect for holding even the most generously topped burgers in place.
Branding on the plate
In an age when guests photograph their food for social media, a personalized skewer is the most effective way to showcase your brand name.
Quick turnaround
Thanks to our in-house machine development, we can offer the high volumes and fast delivery times that customers have come to expect from Wisa Enschede for this product line as well.
Whether it's a local burger joint or an international fast food chain, our hamburger picks add the finishing touch that makes a product instantly recognizable.
After 50 years of putting his heart and soul into running the business, the time has come for Willy Sannemann to finally hand over the reins. The man who once started out as a "junior" is now the experienced senior member of the company. Upon reaching the age of 65, he is transferring the management and co-ownership to his daughter, Anouk.
A familiar face, a breath of fresh air
Although the transition is now official, Anouk is anything but a newcomer.
Experience since 1993
Since 1993, she has been a driving force within the family business.
Director since 2000
For many years, she has been in charge of day-to-day operations, proving her ability to combine Wisa’s traditions with modern perspectives.
A New Direction
Under her leadership, a breath of fresh air is sweeping through the company. With a keen eye for digitalization and process optimization, she demonstrates that the younger generation not only masters the ins and outs of the trade but also takes it to the next level.
“It is an honor to build on the foundation that my father laid 50 years ago. We maintain the down-to-earth attitude and quality of Twente, but look to the future of promotional items with a fresh, modern perspective.”
Because food is booming, demand for cardboard cups has also risen. European suppliers failed to meet agreements and delivery times, which was completely unacceptable in the Wisa segment. In the summer of 2017, the company acquired its own machines. At the end of February 2018, the third machine for cups was put into operation, now for the so-called "Double Wall." These double-walled cups are ideal for hot drinks due to their strong insulating properties.
While Anouk steers Wisa’s course with a steady hand, the need for a strong leader to handle operational matters has grown. To support the company’s ambitious growth, the decision was made to strengthen the core of the business. Her partner, Folkert Brink, has taken on the role of general manager effective immediately.
Expertise and Support
Folkert brings a wealth of commercial and operational experience to Enschede.
Experienced Account Manager
With his background as an account manager, he understands better than anyone else how important customer relationships and logistical precision are.
Operational Anchor
In his new role, he takes the pressure off Anouk in all aspects of day-to-day operations. This gives Anouk the freedom to focus entirely on the strategic innovation of our graphics department and product lines.
Shared Vision
As partners, Anouk and Folkert share not only their personal lives, but now also a shared vision for the future of the company.
With this expansion of the management team, the balance between creativity, production, and general affairs has been optimally restored, setting the company on track for the next phase of growth and professionalization.
It’s almost impossible to order a snack platter without coming across a Wisa skewer. With 34 years of experience and an annual production of many millions of units, we’ve perfected our processes down to the last detail. Our newest machine is now up and running and is setting a new standard in the industry.
High-tech manufacturing vs. handcrafted production
While skewers are sometimes still produced by hand in the Far East, we have consciously chosen a different path. Our automated production facility in Enschede offers decisive advantages.
Impeccable hygiene
Unlike manual production, our process takes place in a strictly controlled, hygienic environment. For the food industry, this is not a luxury, but a requirement.
Consistent quality
Machines don’t make mistakes due to fatigue. Every skewer is equally straight, sharp, and splinter-free.
Local Strength
By keeping production in-house, we always outperform imports from the Far East in the most important areas: quality control, hygiene, and reliability. With us, you know exactly where your promotional materials come from.
At Wisa, we’re always looking for ways to do things faster, better, and more efficiently. Our journey toward the full automation of hamburger skewer production reached a major milestone in 2021. What began as a vision in 2016 is now a high-speed reality at our production facility.
From concept to high-speed production
The development of our unique hamburger skewer machine was a process involving years of craftsmanship:
2016
The first steps toward fully automated production are being taken.
2020/2021
In close collaboration with a specialized engineering firm, a custom machine is designed. Not a standard solution, but a machine specifically tailored to meet high-quality requirements.
The official launch. With an impressive production capacity of 50,000 units per day, we can guarantee fast turnaround times even for the largest orders.
What does this mean for you?
This investment in our own technology translates directly into benefits for our customers:
Unprecedented speed
Large volumes are no longer a challenge; we deliver when others have yet to begin.
Consistent precision
Every skewer meets exactly the same specifications, making them perfect for automated processing or presentation in the food service industry.
Food Safety
By minimizing human intervention during the production process, we guarantee the highest standards of hygiene.
Presentation is everything in the restaurant industry. With the latest addition to the Wisa food collection, you can take your restaurant’s branding to the next level. Our printed bamboo gun-shaped containers and wooden cutlery combine a natural look with the power of your brand.
Bamboo Gunshapes: The hospitality industry’s favorite.
These stylish FSC®-certifiedskewers are not only sustainable but also the perfect canvas for your logo.
Multicolor Printing
We can even print your logo in multiple colours maximum brand impact.
Double-sided result
Choose between single- or double-sided printing so your company name is visible from every angle.
Natural look
The bamboo finish instantly gives your appetizers or burgers a high-quality and eco-friendly look.
A Must-Have: Personalized Wooden Cutlery
Complete the experience with wooden knives, forks, and spoons. Not anonymous disposable cutlery, but an extension of your marketing:
• Customizable with your company name or slogan.
• Splinter-free, sturdy, and fully biodegradable.
• An essential accessory for food trucks, catering services, and high-end takeout concepts.
The choices are endless! Whether it’s a subtle logo on a cocktail stick or a full cutlery set personalized with your name, we’ll bring your vision to life with the precision you’ve come to expect from us.
Continuity and personal commitment are at the heart of Wisa. We are proud to introduce the new generation of our family business: Tom Sannemann (23). His arrival in 2024 ensures that our “empire” retains its familiar family character and strengthens our operational capabilities for the future.
Focus on logistics and coordination
Tom plays a crucial role within the organization to ensure our growth stays on track. He is responsible for two key departments:
Transport & Shipping
In a world where fast delivery is essential, Tom ensures tight control over all our outbound goods flows.
Remote Work Support
A unique aspect of the company. Tom coordinates the delivery and pickup for our home-based workers, ensuring the quality and progress of our manual processes.
Why this matters to our customers
The fact that Wisa remains a family-owned business means short lines of communication, a high level of commitment, and a vision that looks beyond just tomorrow.
With Tom on board, we are investing in:
Reliability
Stable leadership for the coming decades.
Efficient logistics
Optimized shipping and transportation processes.
Community engagement
The preservation of our valuable home-based work support department.
Standing still means falling behind. Due to the explosive growth in demand for personalized hospitality products, our graphics department was literally bursting at the seams. To continue ensuring our high standards, we set up an entirely new department in record time.
Room for innovation and speed
The renovation was necessary to accommodate the latest generation of printing and finishing machines. With this expansion, we have fully optimized the workflow:
Optimized layout
The new space is designed so that semi-finished and finished products never get in each other’s way.
Maximum machine capacity
Thanks to the additional floor space, we can run more machines simultaneously, which drastically reduces turnaround time.
Fast turnaround
What used to be a logistical challenge is now a streamlined process. Your order moves from design to production faster than ever before.
How does this affect you?
Our physical growth directly translates into a better customer experience:
Shorter lead times
Greater capacity means we can respond quickly even during peak periods.
Greater precision
The new environment provides the perfect conditions for our advanced equipment.
Flexibility
We now have the capacity to handle even larger volumes and more complex projects with ease.
Ready to get started?
Our experts are ready and waiting in our newly redesigned environment to bring your logo to life on our products with the utmost care.
Thanks to our investment in state-of-the-art high-tech printers, we are now able to meet your needs with even greater flexibility. From now on, we will be producing paper carrier bags and printed Servietten entirely in-house. The big advantage? You’ll benefit from super-fast turnaround times and the ability to order even in small quantities, so that even a small party can be a big one.
Custom-printed paper bags
Give your customers a professional impression to take home. Our shopping bags are versatile and practical:
Handle Options
Choose between a twisted handle (luxurious look) or a flat handle (functional).
Various Size
From small gift bags to large shopping bags.
Special Catering EditionFeatures an extra-wide base, ideal for safely transporting meals and catering boxes.
Printed Servietten 100% Photo-Quality Printing
Whether it’s a company logo, an anniversary photo, or a birthday message, our new printing technology enables 100% photo-quality printing.
No need to keep large inventories
You order exactly what you need, making it ideal for one-time events or temporary promotions.
Top-quality materials:
Tissue
The classic, soft choice for any event.
Airlaid
Our premium quality: thicker, sturdier, and with the luxurious look of fabric.
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