We recently had the opportunity to speak to Harry van der Zee, CEO of the third-generation family business Profuomo, about the brand’s growth strategy in Belgium. In conversation we discussed a store opening in Antwerp, the current challenges in the fashion industry and future plans for sustainability.
Profuomo has opened a new store in Antwerp. How does this new opening fit into the growth strategy for Belgium?
Our strategy is based on an omnichannel approach. We opened our own stores in the Netherlands a few years ago to clearly position our brand. So far we have been present in Belgium mainly through retailers and our webshop. This new store in Antwerp represents a strategic step to consolidate the Profuomo brand on the Belgian market. The location was carefully chosen and allows us to be in closer contact with our Belgian customers.
The customer experience plays a central role in physical stores. How does Profuomo create this experience?
It all starts with the design and atmosphere of our stores. Our minimalist interior reflects the essence of our brand while emphasizing the exclusivity of our collections. As a premium brand, we want to offer our customers first-class service – supported by highly trained staff and impressive visual displays on which we show inspiring key looks. Our customers appreciate the personal touch and the inviting atmosphere that we create in our stores.
What can customers expect in the Antwerp store?
We offer a holistic concept that includes clear product highlights, from shirts to knitwear to trousers. Our guiding principle is “timeless comfort”. At a time when flexible working models and the fusion of work and leisure dominate, we represent a timeless, hybrid clothing style. We also attach great importance to sustainability, which is deeply rooted in our brand DNA. Customers can expect a wide range of collections in which we combine innovation with tradition to meet contemporary requirements.
How important is sustainability for Profuomo?
Sustainability is of utmost importance to us. By 2030, we aim to have all of our cotton, wool and leather 100% sustainably certified. We are confident that we will already achieve 80% of this goal by 2025. Our Compliance Officer monitors that our supply chain adheres to these standards. This commitment not only underlines our responsibility, but also consolidates our position as a premium brand.
Profuomo is now cooperating with the L8 Fashion Agency in Belgium. What impact does this have on your company?
By partnering with L8, a renowned player in the Belgian market, we want to strengthen our position in both the B2B and B2C segments. The L8 showroom in Antwerp is located in the immediate vicinity of our store, which allows us to create synergies. L8 Fashion also serves a target group that is also of interest to Profuomo. This cooperation enables us to further consolidate our market positioning.
What are Profuomo’s long-term goals in Belgium?
Our goal is to be a leader in the premium men’s clothing segment in Belgium. Even though we still have a few steps to go, the results so far from Antwerp are very promising. We are thinking about adding more stores and at the same time focusing on our online presence. In addition, we would like to strengthen our current position in the wholesale segment. To this end, in cooperation with Kris van de Mierop and Linda Huls from L8, we have developed a vision that will enable us to have a stronger presence among premium retailers in Belgium.