Wallonie-Bruxelles Design Mode (WBDM)

What Wallonie-Bruxelles Design Mode (WBDM) does

Wallonie-Bruxelles Design Mode (WBDM) is a Belgian public-sector trade and design promotion agency, established in 2006 as an internal division of AWEX (Agence wallonne à l'Exportation et aux Investissements étrangers), the Walloon export and foreign investment agency. The organization is headquartered in Brussels and operates with a team of approximately 8 staff members. Its mandate is to accelerate the international development of fashion and design professionals based in Wallonia and Brussels, functioning simultaneously as a quality curator and export-promotion intermediary. WBDM serves two primary beneficiary segments: mature fashion brands (typically with at least three realized collections and existing sales outlets) and established design studios offering export-ready products and services. Other audiences include journalists, international buyers, publishers, and gallery owners seeking access to curated Belgian creative talent.

WBDM delivers a portfolio of core services rather than commercial products. These include the Fashion Programme (annual grants for international development of fashion brands, active since 2017), Individual Coaching Grants (funding for expert consultant engagement), the Belgian Fashion Awards (annual recognition ceremony since 2017, jointly organized with Flanders DC and MAD Brussels), and the Designers to Business (D2B) programme. Distribution is facilitated through organized collective stands at international trade fairs including Maison&Objet (Paris), Milan Design Week, and Révélations, along with Business Days by Wallonia B2B meetings leveraging AWEX's network of Economic and Commercial Advisers in over 150 countries. The organization also maintains the Belgium is Design joint platform with Flanders DC and MAD Brussels, and in 2026 launched Belgium is Fashion, a dedicated Instagram campaign.

WBDM is not a technology company and operates no proprietary technology platform, AI capabilities, or software products. Its technology footprint is limited to a multilingual website (wbdm.be), email newsletter, and social media presence on Instagram (@wbdesignmode) and LinkedIn. The Toolbox Export is a content/resource platform providing practical guidance on export readiness, trade fair preparation, and funding scheme access. The organization's go-to-market is event-driven and community-led, employing a selective juried process for beneficiary selection. WBDM holds founding membership in the European Fashion Alliance (EFA, 2022, 25 institutions) and membership in BEDA (since 2014, 50+ members from 28 countries). All core services are provided free of charge to eligible beneficiaries; the organization is funded entirely through public appropriations and does not generate commercial revenue.

Name

Wallonie-Bruxelles Design Mode (WBDM)

Legal name

Wallonie-Bruxelles Design Mode

Website

https://wbdm.be

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Belgian public-sector agency (internal division of AWEX) that supports fashion and design professionals in Wallonia and Brussels with export promotion services, including trade fair participation, grants, coaching, and networking, funded by government appropriations.

Ownership category

akta.pro rank

Headquarters

HQ city

Brussels

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Public funding (government appropriations): WBDM operates as an internal cell of AWEX (Agence wallonne à l'Exportation et aux Investissements étrangers), a public interest organization. Services are provided free of charge to eligible beneficiaries. The agency is funded through public appropriations for economic development missions.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

WBDM is a government quality agency that accelerates international development of fashion and design professionals in Wallonia and Brussels through grants (Fashion Programme), coaching, collective participation at international trade fairs (Maison&Objet, Milan Design Week, Révélations), networking events with international buyers and publishers, and curated visibility campaigns (Belgium is Design, Belgium is Fashion). Services include the annual Belgian Fashion Awards ceremony and a Toolbox Export resource platform.

Product overview

Wallonie-Bruxelles Design Mode (WBDM) is a quality-focused government agency that accelerates international development of professionals in the design and fashion sectors in Wallonia and Brussels. The organization offers a portfolio of interconnected services including the Fashion Programme (annual grants and coaching for fashion brands), Belgium is Design (collective international promotion of Belgian design across trade fairs), Belgium is Fashion (2026 Instagram campaign), Individual Coaching Grants, the Belgian Fashion Awards, and Toolbox Export resources. WBDM also provides membership in European networks (European Fashion Alliance, BEDA) and facilitates collective trade fair participation at events like Maison&Objet and Milan Design Week. The organization positions itself as both an economic and cultural actor, bridging industry and creative development support.

Differentiator

Problem solved

Functional benefit

Brands

• Belgium is Design: A collaborative program with Flanders DC and MAD Brussels that promotes Belgian design internationally through collective exhibitions at events like Maison&Objet and Milan Design Week.
• Belgium is Fashion

Products and services

• Fashion Programme Annual grant programme providing funding to Belgian fashion brands to finance international development projects, along with coaching grants for entrepreneurs to work with fashion sector experts. Supports approximately 10 brands per year.
• Belgian Fashion Awards Annual awards ceremony organized in collaboration with Flanders DC, MAD Brussels, Knack Weekend and Le Vif Weekend to highlight the reputation, creativity, and diversity of Belgian fashion talent and brands nationally and internationally.
• Belgium is Design Joint programme with Flanders DC and MAD Brussels that promotes Belgian design internationally through collective international actions including exhibitions, trade fair collective stands (Maison&Objet, Milan Design Week, Révélations), and the Designers to Business (D2B) initiative.
• Belgium is Fashion Instagram-based communications campaign launched in 2026 dedicated to promoting Belgian fashion internationally, as a joint initiative with Flanders District of Creativity and MAD Brussels.
• Individual Coaching Grants for Designers Personalized coaching programme where design professionals receive funding to engage a coach of their choice to review or perfect their international development strategy, with selection based on applications processed by WBDM.
• Designers to Business (D2B) Annual programme where design publishers are invited to Belgium to meet designers, facilitating professional encounters to create long-term relationships and collaborations. A joint initiative with Flanders District of Creativity and MAD Brussels.
• Toolbox Export Comprehensive online resource providing advice, practical tools, and guidance for fashion and design professionals in Wallonia and Brussels to assess export readiness, identify international opportunities, prepare for trade fairs, and access funding schemes.
• Collective Trade Fair Participation Organization of collective stands and promotional activities at international design trade fairs including Maison&Objet (Paris) and Milan Design Week, with selected participants receiving preparation support including communication materials, press contacts, and logistics coordination.
• Advice and Networking Services Expertise and network sharing service for beneficiaries to prepare and support their international development, enhance reputation and visibility, and identify available resources, delivered through direct consultation at [email protected].

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered major, minor and core.

• European Fashion Alliance (EFA)majorStrategic or Co-development Partner · 1 January 2022WBDM is a founding member of EFA, established in 2022 by 25 European fashion institutions. The alliance coordinates policy influence, shares best practices, and advocates for sustainability in fashion at EU level. WBDM represents French-speaking Belgian fashion professionals within this network.
• Knack Weekend / Le Vif WeekendminorGTM or Marketing Partner · 1 January 2017Belgian media partners for Belgian Fashion Awards. Roularta Media Group publications serve as media sponsors, providing visibility for the annual fashion recognition awards.
• BEDA (Bureau of European Design Associations)majorStrategic or Co-development Partner · 1 January 2014WBDM joined BEDA in 2014 as the representative for Wallonia-Brussels design. BEDA has 50+ members from 28 European countries, advocating for design as an engine for sustainable growth. WBDM contributes to EU policy discussions and accesses European design network information.
• AWEX (Agence wallonne à l'Exportation et aux Investissements étrangers)coreOthersWBDM is an internal cell/division of AWEX, the Walloon Agency for Export and Foreign Investment. AWEX is a public interest organization responsible for external promotion of Walloon economic and commercial interests, financial support for market prospecting, and international visibility of Wallonia.
• Belgium is Design consortiumcoreStrategic or Co-development PartnerBelgium is Design is a joint programme promoting Belgian design internationally across all three Belgian regions. Partners include Flanders DC (Flanders District of Creativity), MAD Brussels (Home of Creators), and WBDM. The initiative coordinates collective presence at international trade fairs and events.
• MAD BrusselscoreStrategic or Co-development PartnerMAD Brussels (Home of Creators) is a Brussels-based creative support organization. Joint initiatives include Belgium is Design trade fair promotions, Belgian Fashion Awards organization, and Belgium is Fashion communication campaign launched in 2026.
• Flanders District of Creativity (Flanders DC)coreStrategic or Co-development PartnerFlanders DC promotes design and creativity in the Flemish region. Collaborative initiatives include Belgium is Design, Belgian Fashion Awards (alongside WBDM and MAD Brussels), and joint communications campaigns.
• Wallonia-Brussels International (WBI)majorStrategic or Co-development PartnerWBI handles Wallonia-Brussels international cultural relations. WBDM collaborates on Fashion Programme grants (addressed to WBI Administratrice générale), mobility grants for creatives, and cultural sector initiatives.
• Enterprise Europe Network (EEN)minorChannel Partner/ Reseller/ DistributorEEN is a European networking platform helping businesses find international commercial, technological or research partners. WBDM refers designers to EEN for partnership discovery and market access opportunities.
• WagralimminorStrategic or Co-development PartnerWagralim is the Walloon agri-food innovation cluster. WBDM partnered with Wagralim and Fevia Wallonie for Food Connections 2026, facilitating meetings between designers and agri-food industry professionals to foster cross-sector collaboration.
• Fevia WallonieminorStrategic or Co-development PartnerFevia Wallonie represents food and beverage manufacturers in Wallonia. Collaborated with WBDM and Wagralim on Food Connections 2026 to connect designers with agri-food industry for innovation and branding projects.
• Wallonie DesignminorStrategic or Co-development PartnerWallonie Design provides content expertise on design and innovation topics. Contributed to Food Connections 2026 conference with speaker Clio Brzakala addressing how design supports agri-food industry innovation.
• LOEWE FOUNDATIONminorGTM or Marketing PartnerLOEWE FOUNDATION runs the annual Craft Prize, an international competition recognizing works combining technical excellence, artistic quality and innovation. WBDM promotes the prize opportunity to Belgian designers and craftspeople.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• UKFT (UK Fashion & Textile Association): UK trade association supporting fashion and textile businesses through export development, trade fair participation, and policy advocacy. Comparable as a national/regional trade body facilitating international development of fashion designers.
• DEFI - Comité de coordination et de soutien aux industries de la mode, de l'habillement et des textiles: French national fashion and textile promotion body that supports French fashion brands internationally through trade fairs, training, and export assistance. Directly comparable to WBDM as a public-funded fashion export promotion agency.
• Pitti Immagine: Italian organizer of Pitti Uomo and Pitti Filati trade fairs, providing a curated international showcase for fashion brands. Comparable to WBDM's trade fair collective stands at Maison&Objet and Milan Design Week for emerging designers.
• MAD Brussels (Home of Creators): Brussels-based creative support organization co-managing Belgium is Design and Belgian Fashion Awards with WBDM. Directly comparable as a sister regional agency supporting fashion and design professionals in the same Belgian ecosystem.
• Danish Fashion Institute (DAFI): Danish non-profit promoting Danish fashion internationally through industry events, sustainable fashion initiatives, and trade fair organization. Comparable as a small-country national fashion promotion agency.
• Creative Industries Fund NL (Stimuleringsfonds Creatieve Industrie): Dutch public fund supporting design, fashion, and architecture through grants and international programmes. Comparable as a publicly-funded design and fashion grant administrator with international development focus.
• Flanders DC (Flanders District of Creativity): Flemish design promotion agency and the third partner of the Belgium is Design platform with WBDM and MAD Brussels. Closely comparable mandate: government-funded promotion of design and fashion internationally, operating in the adjacent Belgian region.
• Fashion Council Germany: German fashion industry promotion body supporting German designers internationally through showcases, awards, and trade fair presence. Comparable national-level fashion promotion mandate to WBDM.

Others

• European Fashion Alliance (EFA): Coalition of 25 European fashion institutions co-founded by WBDM in 2022 to advocate for fashion sector interests at EU level. Comparable as the policy coordination network WBDM participates in.
• BEDA (Bureau of European Design Associations): European network of 50+ design promotion organizations across 28 countries of which WBDM is a member. Comparable as the umbrella network coordinating WBDM's European policy engagement and funding access.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/wallonie-bruxelles-design-mode
• Instagraminstagram.com/wbdesignmode

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wallonie-Bruxelles Design Mode (WBDM)