Marie Méro: This Belgian family business continues to grow in a challenging fashion landscape

Since 2019, Marie Méro has been working step by step to rejuvenate its existing target audience. Instead of drastic changes, the brand has opted for a gradual approach. "We always keep our target audience in mind," says Ruben. "What works well, we expand on." This also means adapting quickly: collections are supplemented with flash collections, and successful items are given new colors or variations.

Quality also remains a priority. "Despite inflation, we've been able to keep our prices stable without compromising on quality," explains Ruben. "That's crucial for maintaining our customers' trust."

A family business with a vision

Marie Méro isn't just any fashion label; it's a family story that began in 1971. Founder Jean Van der Elst saw an opportunity in the Belgian fashion landscape and, together with his wife Paula, built a brand that is continued today by his sons. "Our parents taught us to be cautious and strategic," says Ruben. "We don't want to become the biggest fashion label in Belgium, but we do want to be the healthiest."

The family bond is strong, but nothing is forced. The doors are open to the third generation, but they must first prove themselves elsewhere. "We don't push them, but we do want them to understand what it means to work in this company."

Local production and sustainability

Quality is paramount at Marie Méro, and that starts with production. All garments are designed and inspected in Aalter, while production takes place primarily in Bulgaria. "We want to stay local," explains Ruben. "Our production manager regularly travels to the factories to ensure quality and working conditions."

Sustainability is also playing an increasingly important role. Starting in 2027, the European Union will impose stricter rules on transparency regarding the origins and composition of clothing. Ruben doesn't see this as an obstacle, but rather as an opportunity to communicate their values ​​even more clearly.

Online and offline

Marie Méro embraces the digital world, but also strongly believes in brick-and-mortar stores. The online store, which received a huge boost in 2020 during the coronavirus pandemic, continues to perform well. Yet, personal contact remains important. "Many customers still want to be helped in a store," says Ruben. This is also reflected in the growth of their own concept stores. In 2024, Marie Méro opened new stores in Kortrijk, Waasland Shopping Center, and Bruges.

The typical Marie Méro woman

So who exactly is the Marie Méro customer? According to Ruben, it's difficult to pinpoint an age category. "It's a woman who likes to dress well—not too casual, but also not overly flashy. Our clothes are suitable for a reception, work, or a day out." With a focus on fit and versatility, the brand succeeds in appealing to women of all ages and body types.

The webshop's "Find my Fit" software, unique in Belgium, also plays a role here. Using AI, customers receive advice on which items suit them best. "This has significantly reduced the number of returns and ensures that customers feel confident in their choices," says Ruben.

The future of Marie Méro

The challenges remain significant, but Steven and Ruben are confident about the future. Their focus is on expanding their store network, further exporting to the Netherlands and England, and strengthening their online presence. "We want to continue growing, but always with a healthy foundation," Ruben concludes.