Jeune Premier was founded by Hélène Fransen after a very simple frustration: she could not find a school bag she truly loved for her son Ralph’s first day at school. So she designed one herself.

What started as one mother’s search for something more beautiful and durable became something much bigger. Positive reactions came almost immediately, and with the support of her husband Bruno, the brand grew into the Jeune Premier we know today: a global school fashion brand known for premium finishes, colourful detailing and standout design.

Today, Jeune Premier offers a full universe of products for children, from satchels and ergonomic backpacks to pencil cases, lunch boxes, bottles and accessories, all designed with the same eye for detail and personality.

As demand grew, so did the operational pressure behind the scenes. Production expanded beyond Europe, volumes increased and the international distribution became more complex. So the logistics setup needed to keep pace. That meant finding a logistics partner that could do more than move boxes from A to B. It meant finding a partner that understood product care, retail requirements, seasonal peaks and the realities of a fast-moving omnichannel business.

As Lore Luyens, Production Manager at Jeune Premier, explains: “Widem Logistics came onto our path when we were looking to book containers through a partner to get our goods from our international production facility to our national warehouses. That always went very smoothly, which meant they stayed top of mind for us.”

Widem had already built trust through those early interactions. The relationship first started on the B2B side, before expanding into B2C a year later.

Widem Logistics manages Jeune Premier’s full B2B and B2C stock. Around 60% of Jeune Premier’s turnover comes from B2B, with the remaining 40% from B2C. For Jeune Premier, the partnership works because it combines scale with accessibility.

According to Lore Luyens, the day-to-day collaboration is smooth because there is always a direct line of communication. “The collaboration with Widem runs very smoothly because we have a fixed contact person. Jessy is our point of contact and we can always reach him very easily whenever something is not delivered correctly or needs to be adjusted before it can be put into stock.”

That responsiveness is essential in a business where products are not standard and operational exceptions are part of daily life.

Jeune Premier’s products are highly detailed and come in different formats and configurations. That makes careful handling essential. “Our products are not standard products,” says Lore. “We have large formats, small formats, and for that, Widem is the ideal partner. They still do everything manually, but that does not mean we lose speed.”

That manual care is especially important for a premium brand. When your bags feature embroidery, patches, bold colours and refined finishing, packaging is not a detail. It is part of the product experience. Caroline Vanleke, Head of e-commerce at Jeune Premier, puts it simply: “The end customer opens the school bag and needs to have a wow effect. If it is a crumpled box with a bag thrown into it, then we can deliver the most beautiful product in the world, the customer will not accept that.”

If there is one moment that truly tests a logistics partner, it is peak season. For Jeune Premier, August is the big one. “In August, our order volume goes up by four,” says Caroline. “That is when it becomes really important that Widem can respond. They need to switch into crazy mode with us and go full speed until September.”

That kind of flexibility for Jeune Premier is essential. Jeune Premier’s business depends on seasonal launches, retail deadlines and marketing activity that can shift quickly. If logistics cannot adapt, the wider business feels it immediately. “Every season, we want to add something extra to the package,” Caroline explains. “If everything is not flexible, then we cannot do much in e-commerce and marketing either.”

Widem’s ability to scale with demand gives Jeune Premier the confidence to keep pushing forward, whether that means managing launch periods, retail moments or future growth.

The numbers behind the operation tell their own story. Each year, around 20 containers arrive at Widem carrying approximately 100,000 units. Those products are then divided across 1,200 orders and shipped to customers in 62 countries, from Belgium and France to Poland and the UAE, etc.

Jeune Premier also has demanding B2B requirements. In Belgium alone, the launch of the new collection on 1 May means around 85 stores need to receive deliveries at the same time.

The brand also supplies leading department stores and shop-in-shop concepts, where presentation and delivery standards are especially high. Lore explains: “Jeune Premier is also present in several important department stores. That is a key point where we need our logistics partner to do everything in the right way as the department store demands, package it correctly and deliver it on time.”

There is also a more human side to the partnership. Jeune Premier recently visited Widem’s warehouse and met the two women at the packing table who give each order its final touch before it reaches the end customer. For Caroline, that matters. “For us, it was really nice to experience. They are actually the people putting the final touches on the product and the parcel before it reaches the end customer.”

It is a small moment, but an important one. Because for premium brands, their logistics is about people just as much as it is about process. People who check, pack, correct and care.
And when those people understand the product and the customer behind it, the result is stronger across the board.

Jeune Premier is not standing still. The brand has ambitious plans for growth, with a target of 20% growth and around 50,000 additional units per year. It is also launching a second brand, Mood Bag, a playful and colourful new concept that will add another layer to its operation.

For Jeune Premier, there was no real debate about where the logistics should sit. “For us, it was really a no-brainer to place the logistics for Mood Bag with Widem again,” says Caroline.

And that says a lot. Because in the end, a strong logistics partnership is about capacity as well as trust. Trust that a partner can handle growth. Trust that they can adapt. Trust that they understand what is at stake when a premium product lands on a customer’s doorstep.
For Jeune Premier, Widem Logistics has become exactly that kind of partner.

Want to see how Widem supports fast-growing brands with integrated fulfilment, transport and customs services? Get in touch with the team and discover what a flexible logistics partnership looks like in practice.