From idea to system: How Boxo grew with the help of Inqubator

What started as a list of frustrations grew into a circular packaging system with nationwide impact. Okke de Jonge is the founder of Boxo and has been building his venture for over five years. “In the beginning, I just worked from home. That went fine until things got more serious.” Today, he is working full-time in the business, joining forces with his partners at Inqubator to tackle the next phase.

From reusable box to digital ecosystem

‍Boxo develops reusable shipping packaging featuring a deposit system and a smart software backend. The idea was born out of frustration. “I saw overflowing paper bins, damaged boxes, a poor customer journey, and above all: a lot of empty space in packages. There was hardly any innovation in that area.”

The first solution was better packaging. But it soon became clear that this was only part of the answer. “First, we made the packaging. Then, we built the system around it. By now, we realize that the digital infrastructure is at least as important to make reuse scalable.”

Following initial grants for development—including support for prototypes and software—a funding round followed in late 2023. Since January 2024, Okke and his partners have been working on Boxo full-time. With in-house developers and support for branding and UI/UX, the company is growing faster than ever.

“Everyone is just figuring it out as they go”

‍According to Okke, entrepreneurship is less mysterious than it sometimes seems. “You think others know everything better. But the most important thing is just to start doing it. In practice, everyone learns by experimenting and adjusting based on data and experience.” That perspective brought peace of mind. “Don't be scared if you're new to a market. Your ignorance is also a blessing. You don't know what you're getting into, and that's precisely why you start.”

From postal address to a place to grow

‍The connection with Inqubator started out of practicality. “I didn't want to register my company at the rental address of my student room. Then I got the tip that I could do this through Inqubator.” At first, Boxo was mostly registered there without much physical presence in the office. That changed as the team grew. “With our sales rep Thomas on board, it made more sense for us to sit together here. The location at Zaailand is great—close to my home and right in the middle of the city.”

What surprised Okke? “I had expected more young startups. That group was small when we started working here, but you can see that it's growing now. It would be great if even more young and ambitious entrepreneurs find their way here. And everyone is relaxed. There is always room for a chat, but also respect when you need to focus.”

“You shouldn't think that you're not ready for it yet; a place like Inqubator is precisely what helps you grow.”

Sparring with fellow Inqubatees

‍According to Okke, the greatest value of Inqubator lies in its people. For instance, a conversation with fellow Inqubatee Adriaan helped solve a complex administrative challenge. With nearly 400 drop-off points and weekly deposit flows, the accounting was hitting its limits.

“Adriaan said: only use your accounting software for what it's meant for—making invoices and sending things to your accountant. You can build the rest yourself.” That advice led to a custom-built system tailored entirely to Boxo’s scale. “You shouldn't think that you're not ready for it yet; a place like Inqubator is precisely what helps you grow.”

Plans for the future

‍Soon, external packaging suppliers will be able to connect to the Boxo system, using their own designs alongside Boxo’s QR technology. A new funding round is likely to follow in 2027 or 2028. After that, the team aims to stand entirely on its own two feet.

From frustration to innovation, and nowhere near finished.

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