In the autumn of 2025, Metalwire spoke with Wirtschaftsforum, a well-known German business magazine focused on industry, technology, entrepreneurship and the Mittelstand. The platform publishes both online and in print and reaches professionals throughout Germany, Austria and Switzerland.
In the interview, Commercial Director Barry van Soest and Marketing Specialist Joey Steegh discuss Metalwire’s development, our growing activities across Europe and our role within the recycling and wire industry. The article provides a clear picture of where Metalwire stands today and the direction we see for the coming years.
Below you will find the complete publication as featured by Wirtschaftsforum.
Wire truly is the common thread in everything we do
Wires are everywhere: in a microwave, in garden fencing or in the wheels of a suitcase being rolled through an airport. That everyday versatility is exactly what has driven Metalwire B.V. for 35 years. From Horst, in the Netherlands, the company has grown into an established name in industrial wire products — and in recent years that growth has clearly accelerated.
Metalwire focuses on the full spectrum of industrial wire. With around 40 employees, the company ensures that every customer receives exactly the wire they need. Metalwire is able to respond quickly, handle specific requirements and deliver within short lead times. From stainless steel wire and galvanized wire to baling wire, quicklinks and the plastic variant EcoWire, the range is both broad and distinctive.
This success did not happen overnight. It is the result of targeted choices and years of dedicated development, says Commercial Director Barry van Soest.
“Metalwire was founded in 1990 by the father of our current Managing Director, Peter Janssen. Not literally from a garage, but it was a small company with only a handful of employees. We started as a wholesaler serving the fencing industry. Many of our customers were based in North Rhine-Westphalia. But during the COVID period that market changed significantly.”
From mass market to added value
That shift forced Metalwire to reassess its strategic direction. Traditional customers faced declining demand and increasing competition from low-cost producers in countries such as Turkey.
“Our response was clear,” Van Soest explains. “We no longer wanted to operate solely in the mass market. We chose to focus on niche markets where quality and added value matter. Think of the recycling sector or wire products that we manufacture ourselves. Especially in recycling and circularity, the potential for growth is substantial.”
Metalwire now produces single loop bale ties and quicklinks in-house. These wire types are used in balers to bundle cardboard, film, plastics, textiles and even car tyres.
“The recycling industry is a major focus within the EU — sustainability is a key topic. Recycling volumes continue to increase, and that makes this a real growth market. Of course, competition exists, but we have built a strong position and see clear opportunities to expand further,” says Van Soest.
Visible in a changing market
To support this growth, Metalwire has invested heavily in professionalisation across the organisation. Significant progress has been made in supply chain, purchasing, quality control and marketing.
In July 2025, the company was acquired by Accent — a US market leader in baling wire and fastening systems — which is increasingly focusing on the European market.
“This new structure gives us additional strength,” Van Soest explains. “For our customers, nothing changes in the cooperation, but we are now able to expand our offering thanks to Accent’s expertise and capacity. Particularly in our key markets — recycling and circularity — this partnership opens many new opportunities.”
Rebranding plays an important role in that transition, adds marketing specialist Joey Steegh. “We are repositioning ourselves. Next week we will launch our new website and redefine our place in the market. Our sector is traditional, but a younger generation is becoming increasingly active. With Metalwire 2.0, we want to improve our online visibility. Customers should be able to find us easily.”
Metalwire supplies large paper multinationals, baler manufacturers and specialised niche producers. “Many of our customers are located in Germany,” Van Soest says, “but we also serve clients in the UK, northern France, Poland and, to a lesser extent, Scandinavia and the Czech Republic.”
Opportunities created by flexibility
Metalwire maintains close contact with its customers, who particularly value the flexibility and bespoke solutions — whether it concerns a single 1,000-kg coil or a full truckload. The combination of a broad product range and short delivery times makes Metalwire an attractive long-term partner.
“Customers know we can deliver what they need, in the quantities they want and within the timeframe they require,” Van Soest emphasises. “That is where we make a real difference. And not to forget: we maintain a substantial stock on-site.”
That appeal extends beyond customers; employees also appreciate the family-oriented culture within Metalwire. The company is committed to preserving that atmosphere while continuing to pursue international growth without losing its local focus.
The ambition is clear: to keep growing while maintaining strong, personal relationships with customers.
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