The Belgian fashion house Natan officially opened its first boutique in Luxembourg, in the Ville Haute district on Wednesday 23 April. The 105 m2 space was designed in line with the company’s aesthetic codes under the supervision of the brand’s designer, Édouard Vermeulen himself. The Luxembourg shop operates under the franchise model.
Natan’s arrival in Luxembourg is first and foremost a response to the need to be close to existing customers. “A lot of Luxembourg customers used to come to Brussels. This time, we’re coming to them,” explains Vermeulen.
The choice of location is no accident: it’s a recognisable corner building in a busy district. “It’s an iconic location, and the space had to match our DNA,” adds Pieterjan Van Biesen, Natan’s head of marketing and communication. The brand had been thinking about setting up in the grand duchy for five years.
This opening comes on top of other concrete developments: the integration of a permanent corner at Le Bon Marché, and an expanding distribution network, notably via an agent recently set up in Germany.
Other projects remain in the exploratory phase, notably in Madrid. “We have only identified two locations that really suit us, and there is strong competition for these spaces,” says Van Biesen. There is also interest in the US market, but economic uncertainties make the timetable unclear.
Natan designer Édouard Vermeulen was present at the official opening of the shop. Photo: Emilio Naud/Maison Moderne
Aged 68, the designer continues to combine artistic direction and operational management--a rare model in the industry. “What’s important is to manage a company that is as aesthetically pleasing as it is qualitative and ethical,” he says. “Nothing can be achieved without a good team, in terms of both aesthetics and management.” For the couturier, independence remains a driver of stability, but also a lever for responsiveness. “When you start with nothing, you learn to keep an eye on things.”
Whilst the designer intends to remain at the helm of Natan for a few more years, he discreetly reveals his desire to pass on the baton. “All the young people are here; they are the ones who must carry the future of the company.”
The fashion house’s resilience--particularly after the covid crisis brought the industry around clothing for ceremonies (particularly weddings) and special occasions to a standstill--can also be explained by its ability to stay in tune with the market and evolve without denying the essentials. What’s more, business has picked up again post-covid, with a massive catchup, resulting in an increase in sales. “We never think we’ve won. We always have to ask ourselves how we can do better.” Vermeulen remains open to a financial partnership, as long as it accompanies the healthy and controlled development of the company.
The Luxembourg boutique offers a selection of pieces from the latest collection: soft prints, clean cuts, feminine yet sober lines. The idea has remained the same since the beginning: to build a coherent, accessible, well-made wardrobe. “These are contemporary, timeless clothes that women can wear for a long time,” sums up Vermeulen.
In contrast to other luxury brands present in the grand duchy, Natan does not rely on bags or accessories to capture attention. “Many fashion houses now only offer a few ready-to-wear pieces. We really dress women, with a complete silhouette approach,” Van Biesen points out. The price positioning remains in the “accessible luxury” segment, targeting customers who are looking for quality and distinction, without ostentatious excess. “The real competition is not fashion: it’s knowhow and the quality of what we offer, whatever the product,” concludes Vermeulen.
Founded in 1930 in Brussels, Natan has established itself as a benchmark of Belgian luxury, offering ready-to-wear and couture collections that combine contemporary elegance with traditional craftsmanship. Its network includes its own boutiques in Belgium, France, the Netherlands and now Luxembourg. It is also present in around a hundred multi-brand shops around the world. In financial terms, the company posted sales of €16.13m for the 2023-2024 financial year, up 16% on the previous year. Net profit came to €877,833 (compared with €772,742 the previous year). The company employed 50 full-time equivalent staff in 2024.
This article was originally published in .