05/26/2026
Featuring Belgium’s boldest, The Entrepreneurs series highlights stories about vision, perseverance, and how to make it big in the States.
Today in The Entrepreneurs,
De Scheemaeker, Managing Director US at
“I don’t complain, I just go for it. And if you have the right mindset, things will always work out.”
Manhattan rushes by impatiently: sirens, scaffolding, people glued to their phones...
Inside JUUNOO’s showroom, the atmosphere feels just as energetic as the city itself. Sleek office pods line the space: carefully assembled, minimalist, and functional.
We meet Maxime — a builder at heart, perfectly in step with the city’s relentless pace.
“Unlike in Belgium, people here want solutions immediately, so we need to deliver fast.”
Four years ago, Maxime joined JUUNOO, a Belgian office pod design company founded by Chris Van de Voorde.
What started as an ambitious European concept has since grown into a visible player in the US market, with Maxime leading the company’s expansion on the East Coast.
“When I first moved here with my wife, we had to figure everything out ourselves: new city, new life, new company. At times it was challenging, but mostly incredibly invigorating! Luckily, I don’t overthink too much. And I strongly believe you figure things out along the way, especially when you’re expanding abroad.”
Maxime’s adventurous, can-do mentality helped kickstart Juunoo’s growth in the US, with New York as its main hub.
“Today, around 60% of the company’s American sales come from New York alone. It’s where we have our showroom — a key space where we connect with customers and build trust.
People want to see the product, touch it, and experience it. Especially in the US, relationships and word of mouth matter enormously.”
Unlike many European companies entering the American market, Juunoo decided to build a fully American team.
“Why? Because Americans already have the network, the mindset, and the approach. They also operate with a greater sense of urgency and move at a much faster pace.”
As demand continues to grow, so does operational complexity. That’s why, in November, JUUNOO launched its own assembly line in its Brooklyn warehouse to serve customers faster.
“While year two was all about sales and year three focused on operations, year four became all about building the assembly line. This next chapter in our US story allows us to balance logistic costs with speed and flexibility in the American market."
In the absence of polished corporate scripts and savvy business angles, Maxime’s enthusiasm speaks volumes.
“Honestly, you can always find a reason not to do something, but I’m naturally enthusiastic. It’s just who I am.”
Filip Vanden Bulcke
Embassy of Belgium in the United States of America
Consulate General of Belgium in Los Angeles
Consulate General of Belgium in Atlanta
