Fashion chain Terre Bleue and men’s fashion label Zilton join forces: both Belgian companies seek strength through unity.
Building bridges
Zilton joins Duror, Terre Bleue’s owner, in a move that aims for synergies in sales, purchase and marketing. The latter will take the reins at Zilton in a few years’ time, but for now current CEO Paul Declercq will keep creative control in order to ensure continuity. “We want to stress our faith in the Belgian fashion market and in multi-brand stores”, says Terre Bleue’s CEO Dirk Perquy.
Both companies have a long history in fashion: Duror started in 1938 and developed its flagship brand Terre Bleue in the beginning of this century. In seventeen years, the label has built a chain of sixteen stores and a web shop, and is sold in over 250 multi-brand stores. Zilton started in 1898 as a flat cap producer, but has evolved into a complete men’s fashion label under the guidance of Declercq, the fourth generation of his family to run the company.
