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
Birth of the brand, in the shape of a line of classic men’s shirts.
Opening of our first store, right by the Belgian seaside.
Launch of the women’s collection, designed by Laetitia Van Gindertael.
Launch of the kids’ collection.
Opening of our first Flagship store in Brussels, Belgium.
Opening of our first store in Paris, France.
Bellerose goes online, with our own e-store and social media platforms.
A new wave of stores in France (Paris & Lille).
What are we about?
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.
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.
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.
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.
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.
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”.
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.