A manufacturing business that builds its own software.
We have been printing, mailing and shipping since 1972. And we built the system that drives all of it ourselves, with AI on top, to make our people faster and sharper.
The graphic industry is not known for its technology. That is exactly why we started building it ourselves. Our system is called VOS: the Vogelaar Operating System. And that is not a marketing name: it is literally the operating system of the company. Your order, your files, your stock, your dispatch, your invoicing, the planning on the floor: it all runs through it. Not a bought package with our name on it, but software we made ourselves and keep rebuilding as long as it can be better. What that means for you is simple: what costs a phone call or a day's wait elsewhere is one action in a system here. And where it can genuinely help, we put AI to work.
Through an API connection to our WMS: Shopify, Magento, Lightspeed, MyShop, WooCommerce, JouwWeb or another system. Orders come in in real time, with track & trace and delivery confirmation back.
Your complete stock with us, with visibility at any moment. No emailing to ask how much is left.
Not just the address, but text, offer and imagery. Our software goes a long way: from a name in the headline to an image that changes by audience, region or customer profile. Everyone gets their own version.
The options, the costs and the saving in a few clicks. Without a quotation process.
Our Direct mail Copywriter produces a first version, and with a tone of voice you decide how you address your audience. A starting point, not a finished product: you adjust it until it is right.
Since 1 January 2026 our fulfilment runs entirely on the Picqer WMS, integrated with the CMC CartonWrap that makes a made-to-measure box for every order, up to 600 parcels an hour. Around that we build our own software to drive bespoke processes tightly as well.
With our Bring-Your-Own-Print calculators you submit your work in a few clicks, white label and behind the scenes.
This does not exist yet. What is listed here is not a promise but a direction. As soon as something works, it moves up to the block above.
The website will talk to VOS directly, so you get a price or an indication while you are looking, instead of a form with a waiting time.
Not only calculating but advising: what a campaign might deliver, how best to personalise a file, where it can be sharper.
You upload a PDF and see straight away whether it meets PostNL's delivery specifications, with a concrete suggestion if it does not. Both for you in the portal and built into VOS, so every incoming order is checked automatically.
AI, and where we draw the line
A fair question, and we give a clear answer to it: does my address file go through an AI model? No. Your address file runs through our own automated workflow: the same route as always, only faster and with less handwork. What we have done *with* AI is build that workflow. That is a substantive difference: AI is the tool we make the system with, not something your data passes through. For unusual work it can be different. For image personalisation, or to convert an awkwardly supplied file, we can use AI. That is then a deliberate choice for that one job, not a standard route. And it does not come in place of what we had: the tools we have done this work with for years are still there, and we still use them. We are the processor of your data, and we have been audited on that: ISO 27001 certified on all 93 controls of the standard, and ISO 9001 certified for our processes. That certification is about how we handle your files, whether a person or a machine is looking at them.
And the most important line is a choice, not a technology: we are not an AI company. We are a manufacturing business that AI makes faster and smarter. The technology supports our skilled people; it does not replace them. With us you always get a person on the line who knows your job.
Why we build this ourselves
A standard package forces you into a standard process. And the work we are good at is precisely the work that is not standard: a campaign put together slightly differently, a periodical with an insert that changes from issue to issue, an order that runs through three departments. Because we make our own software, we can build the process around the customer instead of the other way round. That is also why printers and agencies come to us: what does not fit their system does fit ours. This autumn we are in PRINTmatters ourselves, the graphic trade journal of the Netherlands, with an article about our technology and AI.
