Bellerose
Bellerose is a Belgian multi-brand fashion retailer founded in 1989, selling its own label and curated third-party brands (Adidas, Veja, Birkenstock, Patagonia) across women's, men's, and kids' categories via e-commerce across 28 European countries and physical stores in Belgium.
- Company typePrivate
- Founded1989
- HeadquartersGroot-bijgaarden, Belgium
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Bellerose does
Bellerose is a Belgian fashion retailer founded in 1989 by Patrick Heurck, headquartered in Groot-bijgaarden, Belgium. The company operates a direct-to-consumer multi-brand model, selling its own Bellerose label alongside a curated selection of third-party brands — including Adidas, New Balance, Veja, Salomon, Birkenstock, Patagonia, Asics, Autry, MIZUNO, Meduse, Odile, and Maria Black — across women's, men's, and kids' categories. The assortment spans clothing (sweatshirts, knitwear, denim, outerwear, dresses, etc.), footwear (sneakers, sandals, clogs, boots), accessories (bags, jewelry, headwear, belts, scarves, gloves), and lifestyle items (fragrances, candles, home goods), with unit pricing ranging from approximately €20 for accessories to €349 for outerwear.
The company distributes through a Shopify-hosted e-commerce platform serving 28 European countries and a network of physical retail stores, primarily in Belgium. The website supports English, French, and Dutch, and is built with support from digital agency Maestrooo. Customer service operates through WhatsApp, phone (+32 2 765 04 50), and Zendesk. Bellerose also runs a second-hand marketplace at second-hand.bellerose.com where customers can buy and sell pre-owned Bellerose items, either online or via physical stores, indicating a circular-fashion positioning. Co-branded product lines with ETONIC (ETONIC + Bellerose Kendari and ETONIC + Bellerose Trans AM 2.0) demonstrate selective brand-extension partnerships.
Revenue is generated through unit-based retail across both own-label and third-party SKUs, with seasonal promotional discounts reaching up to -60%. Marketing relies on the e-commerce site, the "Stories" editorial blog, gender- and language-segmented email newsletters, and care-guide content. The company remains privately held, with no disclosed institutional ownership, funding rounds, revenue, or financial metrics; headcount is reported at 51–100 employees.
Bellerose firmographics
Firmographics- Name
- Bellerose
- Legal name
- Bellerose
- Website
- https://bellerose.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Bellerose is a Belgian multi-brand fashion retailer founded in 1989, selling its own label and curated third-party brands (Adidas, Veja, Birkenstock, Patagonia) across women's, men's, and kids' categories via e-commerce across 28 European countries and physical stores in Belgium.
- Ownership category
- akta.pro rank
Bellerose industry classification
Industry- Product category
- Fashion Apparel Retail
- NAICS
- Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (45811)
- SIC
- Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)
- akta.pro primary industry
- Streetwear & Contemporary Apparel Retail (CRAAABAM)
- akta.pro secondary industries
- Women’s Apparel Retail (CRAAABAB), Apparel, Footwear & Accessories Resale (CRAFAGAA)
Keywords
Where Bellerose is headquartered
LocationHeadquarters
- HQ city
- Groot-bijgaarden
- HQ country
- Belgium
- HQ region
- Europe
Offices1 record
Markets served
Bellerose business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Retail sales — own Bellerose label: Bellerose generates revenue through the sale of its own branded clothing, footwear, and accessories across women's, men's, and kids' categories. Products include sweatshirts, knitwear, denim, trousers, T-shirts, blouses, outerwear, dresses, skirts, shorts, bags, jewelry, headwear, socks, belts, fragrances, candles, scarves, gloves, and objects. Pricing ranges from ~€20 (accessories/socks) to €249+ (outerwear), with seasonal promotions reaching up to -60% off.
- Retail sales — third-party branded goods: Bellerose acts as a multi-brand retailer selling curated third-party brands including Adidas, New Balance, Veja, Salomon, Birkenstock, Patagonia, Asics, Autry, Salomon, Patagonia, Mayrena Paris, Swim to the Moon, Maria Black, Etonic, Mizuno, Patagonia, Meduse, Odile, and others. Revenue is generated per unit sold at fixed retail prices, with discount periods offering up to -50% to -60% off.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing across women's, men's, and kids' categories |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Bellerose product offering
Product offeringCore offering
Bellerose designs, manufactures, and retails its own-label fashion apparel, footwear, and accessories for women, men, and kids through a direct-to-consumer e-commerce platform (28 European countries) and physical retail stores. Alongside its own label, the company curates and resells third-party brands including Adidas, New Balance, Veja, Birkenstock, Salomon, Patagonia, Autry, Asics, Mizuno, Mayrena Paris, Swim to the Moon, Maria Black, Odile, and Méduse. The company also operates a second-hand resale marketplace for pre-owned Bellerose items.
Product overview
Bellerose is a fashion retailer founded in 1989, offering a curated mix of its own Bellerose label alongside curated third-party brands. The product portfolio spans women's, men's, and children's clothing, accessories (bags, jewelry, headwear), footwear, and lifestyle/home goods. Key sub-brands include Odile (accessories) and Méduse (footwear). The company also operates a second-hand platform for pre-owned items and maintains physical store locations.
Differentiator
Problem solved
Functional benefit
Brands
- Second Hand: Pre-owned/second-hand fashion marketplace operated by Bellerose at second-hand.bellerose.com
Products and services
- Bellerose Women's Clothing
Companies that use Bellerose
Customer profileSegments3 records
Ideal customer profiles3 records
Bellerose technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Bellerose partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ETONIC (Etonic / Etnies)minorETONIC produces co-branded sneakers with Bellerose, including the ETONIC + Bellerose Kendari (for men and women) and ETONIC + Bellerose Trans AM 2.0 (for men). These are sold exclusively through Bellerose's e-commerce and retail channels, representing a white-label licensing arrangement where Bellerose's brand extends into exclusive footwear products.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Bellerose competitors and assessment
Company assessmentDirect peers
- & Other Stories: H&M Group-owned contemporary label with curated third-party-brand feel and a strong own-label assortment across women's, with some men's. Comparable to Bellerose in curated multi-brand identity, European D2C strength, and mid-premium pricing.
- Ba&sh: French contemporary womenswear brand (with recent men's launch) sold through European boutiques and D2C. Comparable to Bellerose in casual-contemporary positioning, European footprint, and curated multi-brand retail adjacency.
- Zadig & Voltaire: French contemporary fashion brand offering women's, men's, and kids' apparel and accessories via European stores and D2C. Comparable to Bellerose in rock-casual contemporary aesthetic, multi-gender assortment, and European omnichannel model.
- Maje: Paris-based contemporary womenswear (with growing men's) brand owned by SMCP, selling across Europe via stores and D2C. Comparable to Bellerose in mid-premium price band, French/Benelux stylistic influence, and store-D2C dual model.
- Scotch & Soda: Amsterdam-based contemporary fashion brand offering men's, women's, and kids' apparel with a similar casual-premium aesthetic. Directly comparable to Bellerose in Benelux heritage, multi-gender family offering, and European D2C-plus-stores model.
- Sandro: French contemporary fashion house with women's and men's lines distributed across Europe via own stores and D2C. Comparable to Bellerose in mid-premium positioning, curated contemporary assortment, and European retail-D2C omnichannel strategy.
- COS: H&M Group's contemporary fashion banner selling women's, men's, and kids' essentials across Europe and globally. Closely comparable to Bellerose in multi-gender contemporary positioning, price band, and store-plus-D2C model.
- Sézane: Parisian D2C-first contemporary brand with selective physical stores across Europe and a strong content/sustainability narrative. Comparable to Bellerose in storytelling-led D2C, contemporary essentials, and European customer base.
Broad incumbents
- Massimo Dutti: Inditex-owned contemporary label selling women's, men's, and kids' apparel across Europe and globally with a broader assortment. Comparable to Bellerose in customer demographic and price tier, but operates at materially greater scale and international reach.
Emerging players
- Rails: US-based contemporary apparel brand with a growing European D2C presence, known for soft-casual shirts, knits, and lifestyle pieces. Comparable to Bellerose in casual-contemporary essentials positioning and D2C-led distribution model, though primarily US-rooted.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Bellerose social profiles
Digital presenceBellerose financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bellerose leadership team
Management profileNumber of profiles
Profiles1 record
Bellerose funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bellerose M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bellerose
What does Bellerose do?
Bellerose designs, manufactures, and retails its own-label fashion apparel, footwear, and accessories for women, men, and kids through a direct-to-consumer e-commerce platform (28 European countries) and physical retail stores. Alongside its own label, the company curates and resells third-party brands including Adidas, New Balance, Veja, Birkenstock, Salomon, Patagonia, Autry, Asics, Mizuno, Mayrena Paris, Swim to the Moon, Maria Black, Odile, and Méduse. The company also operates a second-hand resale marketplace for pre-owned Bellerose items.
Is Bellerose a public or private company?
Bellerose is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Bellerose founded?
Bellerose was founded in 1989. It employs 51 to 100 people.
Where is Bellerose based?
Bellerose is headquartered in Groot-bijgaarden, Belgium, in the Europe region.
How does Bellerose make money?
Two revenue lines are on record. Retail sales — own Bellerose label is the primary driver. The others are retail sales — third-party branded goods.
Who are Bellerose's main competitors?
Direct peers on record are & Other Stories, Ba&sh, Zadig & Voltaire, Maje, Scotch & Soda, Sandro, COS and Sézane. Massimo Dutti is listed as a broad incumbent. Rails is listed as an emerging player.
Does Bellerose have an API?
No public API is recorded for Bellerose.
What industry is Bellerose in?
Bellerose's product category is Fashion Apparel Retail. Its primary akta.pro industry code is CRAAABAM, Streetwear & Contemporary Apparel Retail, with a secondary code of CRAAABAB, Women’s Apparel Retail. Its NAICS code is 458 and its SIC code is 5621.