Software from practice, not from a presentation
We are small, you speak to the people doing the work, and this platform was built by someone who has worked in IT since 2000 and in promotional products since 2010.
Small, direct, and at work
MagicEverse builds software for commerce: product data, e-commerce, ERP and AI agents. We are small, we work directly with the people who use it, and we would rather build something that runs tomorrow than something that is finished next year. Our customers are in promotional products, in retail, at manufacturers and around the corner. You speak to the people doing the work; there is no account manager in between who has to go and ask.
That is not a company philosophy but a working arrangement. Whoever you have on the phone can open your environment, look in the log and make the change the same day. It also means we say no to work that does not suit us: we will not sell you a platform when a site is enough, and we will not take on a project we think will cost you a year without giving you anything.
Why we do it differently
We know this trade from the inside. Since 2010 the work here has been in it — first at a supplier, then as a builder — which is why we know what a print area is, why a setup cost per colour matters and why a supplier feed arrives at five in the morning. That knowledge sits in the product and not only in the conversation; it is the difference between print data at the heart of the system and print data in a comments field. Where that knowledge comes from is set out below under Where we come from.
And we would rather show than tell. On 20 September 2026 there are 24 demo environments on our servers that we built before any order existed. That is how we sell, and it is also a filter: anyone who is not enthusiastic about a working environment with their own articles in it will not be enthusiastic about a presentation either.
What we do not do
We will not sell you a platform when a site is enough. We will not put an agent between you and your customer without an approval step. We do not quote figures we have not measured. And we do not use your business data to train third-party models.
If a claim on this site has no number behind it, we have not measured it, and we would rather say so than create an impression. The same goes for lead times: the demo usually takes five working days, but how long your own environment takes is something we only say after the count we make during the exploration.
Our customers
We work for distributors and wholesalers in promotional products, for manufacturers bringing their data to the trade, for web shops with several brands and channels, and for service businesses around the corner. That last group belongs here: same way of working, different size. For a hair salon it is a site with appointments, for a distributor a sales environment with quotations and an ERP underneath.
What our customers have in common is not their size but their problem: data held in several places and work that therefore happens twice. At Brinxx, Promotionalz and Moxz around 380 quotations a month go through the chain that grew out of it.
How we build
We run everything on our own servers in the Netherlands, with back-ups, monitoring and updates in our own hands. So your environment is not parked with a party we have to call ourselves. The parts you use run on the same foundation as those of our other customers — which is why an improvement reaches you without you asking, and why a new environment can be up in days instead of months.
We also build with our own tooling: the agent preparing your quotations is the same kind of agent that handles our own alerts and approvals. What we sell, we use ourselves.
This platform comes out of the work itself
MagicEverse started in Breda in August 2026, in the same month as Spectiq, but the reason for it goes back a good deal further. Founder Wayne Laagewaard has worked in IT since 2000: network administration at Harinck Automatisering first, then the network migration of Wageningen University, and from 2003 the step into ERP at Profile Tyrecenter. That CV is not here to impress; it is here because it explains the choices in this platform. Someone who has spent twenty years inside an ERP builds a different system from someone who has seen a presentation about one.
Promotional products came into it in 2010, at Xindao — today XD Connects. Since then that has been his trade: print areas, tiered prices, setup costs per colour, and supplier feeds that arrive in the middle of the night. And in 2013, at The Backbone Company in Breda, he had already built a PIM, a DAM, a web shop generator and a CMS of his own. More than ten years later that is exactly the kind of platform we are building now — with the difference that the agents are part of it, and that it no longer has to stay inside one company.
The thread running through it is that it keeps moving closer to a product of our own. From network administration to ERP, from ERP into this trade, from the trade to building for it, and with MagicEverse and Spectiq from implementing other people's software to our own products. Below you will find what each of those threads means; underneath that, the same career as a timeline, so you can check the years yourself.
ERP from the inside, not from a distance
At Profile Tyrecenter, between 2003 and 2008, it went from network administrator through application manager to Corporate Technology Manager: the IT for three retail formulas in two countries, with Axapta implementations across dozens of branches — 52 in one role and 23 in the other — on Dynamics AX 4.0, intercompany traffic over XML via HTTP, and running a development department in Romania. That is the side of ERP that appears in no demo: migrations, branches that each do things slightly differently, and integrations that have to stay up overnight.
Then came Qurius as a Dynamics consultant, from 2008 to 2009 and among others at FNV and Marlies Dekkers, and HGH Business Consultancy from 2009 to 2010 with Ax, Trade & Logistics, Enterprise Portal and SharePoint. Since 2007 Divers-IT has run alongside all of it as a freelance Dynamics AX practice: process optimisation and redesign, functional and technical documentation, Ax 4.0, 2009 and 2012. Clients there included Xindao, IGO-POST, Toolvizion since 2014, Scotch & Soda, McGregor/Gaastra, Persgroep Publishing, Hytorc, AD Benelux, Haas and SQM International — clients of that freelance work, and therefore not customers of MagicEverse.
Promotional products since 2010
From 2010 to 2013 he was an application specialist at Xindao, which today is called XD Connects. In 2012 he was project lead there for the B2B project myXindao and chair of the key user group. That is where the trade knowledge in this platform starts: that a print area has a size and a position, that a setup cost per colour counts, that a price tier is the difference between a quotation that is right and one that costs you money, and that a supplier feed arrives at an hour when nobody is watching.
For us that knowledge is not a talking point but a design decision. Print data sits at the heart of the system and not in a comments field, and chairing a key user group teaches you why that matters: it is the people at the branch who report the exception, not the project plan. XD Connects is today one of the eight supplier feeds refreshed in the PIM every night.
PIM, DAM and a web shop generator — back in 2013
At The Backbone Company in Breda he built a PIM, a DAM, a web shop generator and a CMS of his own in 2013 and 2014. That is the same set of parts Magic Studio stands on today, and the resemblance is no coincidence: the problem has not changed. Product data sits in several places, images belong with it but live somewhere else, and every new sales environment starts from scratch if there is no generator underneath it.
What has been added since is the scale and the agent. The PIM today holds 74,136 products with 61,693 variants in eight languages, and the agent that prepares your quotation did not exist in 2013. The lesson from those years is why we do not assemble a new sales environment per customer, but maintain one foundation that every environment runs on — which is why an improvement reaches you without you asking for it.
From implementing for others to products of our own
From 2018 to 2026 there was Dynamics Guru, from 2020 under Guru Academy and Techno Guru: IT recruitment for Dynamics and Azure profiles. In his own words: IT recruitment during the covid years, then back to products of his own. Which is what happened — the GuruCheck app since 2022, Safezone Alarm since 2025, and in August 2026 MagicEverse and Spectiq.
That difference shows in how we work. We do not implement someone else's package at your company; we maintain our own and you run on it. Spectiq is the proof: a platform for testing and inspection that we built ourselves and run ourselves, in a trade outside promotional products. What we sell, we use ourselves.
From network administration to products of our own
Below is that same career with the years beside it, so you can see for yourself where the knowledge comes from and how long it has been there. Two things to read it by: IT starts in 2000 and promotional products start in 2010, at Xindao. Everything in between is ERP, and since 2007 that has run on as Divers-IT alongside the employed roles, right up to today.
Where a client is named here, that refers to the freelance or employed work and not to a customer of MagicEverse. What MagicEverse itself runs is further down this page, under the figures.
2000–2002 · Harinck Automatisering
Network administration; this is where the IT starts.
2002–2003 · Wageningen University
The university's network migration.
2003–2008 · Profile Tyrecenter
From network administrator through application manager to Corporate Technology Manager: the IT for three retail formulas in two countries, with Axapta implementations across dozens of branches.
Since 2007 · Divers-IT
Freelance Dynamics AX consultant, to this day: process optimisation and redesign, functional and technical documentation, Ax 4.0, 2009 and 2012.
2008–2009 · Qurius
Dynamics consultant, among others at FNV and Marlies Dekkers.
2009–2010 · HGH Business Consultancy
Ax with Trade & Logistics, Enterprise Portal and SharePoint.
2010–2013 · Xindao, today XD Connects
Application specialist, in 2012 project lead for the B2B project myXindao and chair of the key user group; this is where promotional products start.
2013–2014 · The Backbone Company
In Breda: a PIM, a DAM, a web shop generator and a CMS of his own — the kind of platform we are building now.
2018–2026 · Dynamics Guru
IT recruitment for Dynamics and Azure profiles, from 2020 under Guru Academy and Techno Guru; in his own words: IT recruitment during the covid years, then back to products of his own.
Alongside, under his own steam
Back2TheGym in 2014, Diversity Props with 3D-printed film props from 2016 to 2019, the GuruCheck app since 2022, Safezone Alarm since 2025, and from 2022 to 2025 the chair of Stichting Vrijmarkt Breda Princenhage.
August 2026 · MagicEverse and Spectiq
MagicEverse in Breda and Spectiq beside it: both ours, and both now.
A working demo first, the conversation after
Most software projects start with a presentation and end in disappointment, because nobody actually saw along the way what they were getting. We do it the other way round. Before there is an order, we build a working demo in your colours, with your products, on its own address. You click through it, you show it to your team, and only then do you decide.
After that it goes in steps: exploring first, with a design book and a technical analysis, then the demo, then the real environment, then keeping it running with hosting, monitoring and support. We never move a whole company over in one weekend, and you get one point of contact who knows your case. We go for the best result, even when that means advising you not to build something — a project we advise against costs us an order and saves you a year.
Where to find the rest
A few parts have their own page, because you come there to do something other than read about who we are. Why MagicEverse is about the comparison with what you have now. Support and Customer Service are there once you are a customer: they have someone who knows your environment, and that is faster than a general contact form.
The status page shows how the environments are doing, so you do not have to call to find that out when you suspect something is down. And Careers says what there is to say about working at MagicEverse — which today is not much, and we say so there too.
The people behind it, and how to reach them
Whoever you have on the phone is someone who works on your environment. That is the whole point of a small team: there is no layer between the conversation and the work. The founder is Wayne Laagewaard, whose career is set out above. Email the address beside it; if you would rather not wait for a call back, pick a moment yourself in the planner instead of emailing about diaries.
What is not here is deliberately not here: the names and roles of the rest of the team, and the visiting address. MagicEverse started in Breda, but exactly where you can ring the bell has to come from us and not from an assumption, so it is listed beside this as an open point instead of as text that merely looks right.
Figures from the running systems
We would rather quote a number than a promise. The figures below were counted on 20 September 2026 in the systems running at that moment: in the PIM, on our own servers and in customers' sales environments. They are not sales figures and not forecasts, and they have not been rounded to something nicer.
In addition: around 380 quotations a month go through the chain at Brinxx, Promotionalz and Moxz, and there are 24 demo environments on our servers that we built before any order existed. If a claim anywhere on this site has no number behind it, we have not measured it.
As at 20 September 2026. The catalogue is held in eight languages (nl, en, de, fr, es, it, pl and cz), with 398,678 translation rows and 426,573 technique rows.
Shall we get acquainted?
Send us the link to your current site and an export of your articles, and we will show you what remains of your data once it has been through the PIM. You keep the design book and the technical analysis even if you go no further.
Rather pick a moment yourself than email about diaries? The planner above shows our diary.