Transforming how consumers meet, eat, and gather indoors and out
Beliving is a Belgium-based retail group specializing in home and garden furniture through its two concepts: Exterioo and Juntoo. Exterioo focuses on outdoor living, offering a wide range of garden furniture and accessories in spacious, out-of-town stores. Juntoo offers indoor furniture including dining, living, and office pieces, sold through large-format showrooms. With its vertically integrated model and value-for-money product range, Beliving is a leading player in the Belgian furniture market.
Investment rationale
- Unique business model characterized by vertical integration, with in-house design and close collaboration with limited number of suppliers
- Strong competitive positioning with a difficult to beat value-for-money assortment as well as a well-balanced,
- smart mix and match assortment and omnichannel network
- Superior economics with sustained growth over the years and consistently high margins
Growth Strategy
- Rebrand a single concept into two distinguished retail brands with each a strong brand identity, concept and positioning
- Expand geographically to the Netherlands
- Realize channel agnostic “opti-channel” approach to optimize for multiple on- and offline customer touchpoints in line with the customer journey
- Maintain product and assortment leadership through continuous development of own product ranges and brands, partnership relations with third party brands and integration of product ranges in the customer journey
- Split single organization into two commercial pillars supported by a single back-office whilst moving the organization from founder-driven to a more mature organization with a complete, experienced and entrepreneurial management team