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L'histoire Bellerose L'histoire Bellerose
L'histoire Bellerose

Bellerose was founded in 1989 by Patrick Van Heurck. Back then, Patrick already had more than a bit of experience in the world of menswear. Moreover, he was deeply fascinated by the rich history and craftsmanship behind the garments he loved and admired. As a fan of all things Americana, a traveler and adventurer, he used to embark on trips to the United States often. On one of those trips, he discovered the village of Bellerose, up on Long Island near New York City. The name seemed perfect for what he already had in mind: his own brand.

1989 - Today

1989

1989

Birth of the brand, in the shape of a line of classic men’s shirts.

1990

1990

Opening of our first store, right by the Belgian seaside.

1998

1998

Launch of the women’s collection, designed by Laetitia Van Gindertael.

1998

2002

Launch of the kids’ collection.

1998

2003

Opening of our first Flagship store in Brussels, Belgium.

1998

2007

Opening of our first store in Paris, France.

1998

2015

Bellerose goes online, with our own e-store and social media platforms.

1998

2016

A new wave of stores in France (Paris & Lille).

What are we about?

1

Craftmanship

Everything we do is designed here in Belgium. We’re control freaks, kind of, but we also know that even the best idea is worthless if it isn’t executed well. So, we search worldwide for the best fabrics and the best manufacturers.

2

Comfortable quality

Our clothing is meant to be comfortable and wearable, every day of the week, without ever sacrificing anything when it comes to style. Natural fabrics are our preferred go-to, but when it comes in handy, we do branch out.

3

Experience

The Bellerose experience should be something unique and memorable. Our store teams, visual merchandising, packaging, store windows, trademark scent, free repairs and everything else you associate with our brand has that experience as its focus.

4

Details

Details make all the difference, whether it’s in our designs, in the finishing of our garments or in our store interiors. The same goes for our online publications, we do all we can to get those newsletters, photo shoots and everything else just right.

5

Humor

Being Belgian, a certain sense of surrealism is just part of our DNA. Living in a tiny country, sandwiched between giants, really does change your perspective. We try not to take ourselves too seriously, which always help us to keep an open mind.

6

Opposites

Mixing and matching different fabrics and qualities, feminine and masculine styles, oversized and ultra slim fits, preppy 90s vibes and retro chic – we love playing with opposites. Paula Abdul already knew it when she said that “opposites attract”.

7

Family

Whether you work here, buy your entire wardrobe from us, or just happen to stumble into one of our stores, it’s too late to turn back. You’re now part of the extended Bellerose family and that’s the way it’s been since 1989.