DREAM IT, LIVE IT
A new premium lifestyle brand that can be coloured in like an empty canvas.
That offers a fresh perspective on networking and branding. That acts as a catalyst between sectors: from automotive to hospitality, home & living. Rêve by Gregoir sketches out the possible transformation of the B2B market: showcases.
The roots of the Gregoir Group lie in the exclusive mobility sector. Then they started to dream… Why not expand the playing field into the world of high-end interiors? The Rêve by Gregoir came out in 2023. ‘Dream it. Live it.’ The kick-off began with the exclusive rights for the wholesale distribution of the Camerich brand throughout Western Europe. The next stage: the expansion into a super-de-luxe lifestyle brand. To date: with in-house designed indoor/outdoor furniture, the Geodesis home fragrances, interior accessories, lighting, bed linen, and soon mattresses for the Camerich beds. The common thread: dream luxury, live luxury.
Such a prestigious lifestyle brand deserves a grand backdrop: the renovated Kasteel Diependael. ‘Here you step inside the world of Gregoir.’ The dream showcase and location, at the centre of the Golden Triangle: Antwerp – Brussels – Ghent.
Rêve by Gregoir is now ready to generate brand recognition. ‘Visibility is key, both digitally and physically.’ Hence its presence at the Furniture Fair: for the exposure to retailers, interior architects, contract designers. The key question is: where to go from here?
‘The distribution networks are under huge pressure: the margins, the immense staffing problem, the arrangement of the retail showroom. Is a multi-brand store still viable? Does a brand truly shine there? How does the retailer view the implementation of our collection?’
The world is changing rapidly. An out-of-the-box approach is not a superfluous luxury, but necessary for the future. A showroom? A showcase! A model interior in an iconic, world-class hotel — for the ultimate experience of Rêve by Gregoir. You can count on this dream being realised.
One big advantage: the brand is starting totally from scratch, without the financial burden of an existing network. That truly is a luxury position: you are free to take a gradual approach. Take your time to think about which direction you want to go in. Expand, spread the brand like an oil slick.
Then the automotive world comes to mind: what can the lifestyle brand learn from this? The service mindset. ‘Buying a new car also means trading in the old one. That’s how you solve the customer’s problems. A new interior is incredibly beautiful, but what do you do with the old one? Service is a complete package: advising, selling, installing, removing — and giving a second chance. We owe this both to the customer and to the world.’
