OUR MISSION

Belgium Collective empowers emerging Belgian design brands to grow in the U.S. market — without needing giant budgets or global infrastructure. We offer the strategic support, representation, and import expertise they need to succeed across the Atlantic. Our mission is simple: make American expansion possible for the bold, not just the big.

We make U.S. market access possible for Belgian design brands that deserve global visibility — not just those with global budgets.

OUR STORY

My name is Philippe Grootaert, founder of Belgium Collective. I’m a sales professional from Antwerp with a deep passion for design and a proven track record in the North American furniture industry. Since 2014, I’ve been helping European brands find their place in the U.S. market — from strategy to sales and everything in between.

After twelve years living and working in the U.S., I launched and scaled operations for leading brands like Ethnicraft (Belgium) and WOUD (Denmark), achieving strong market entry and early profitability. Along the way, I’ve built a solid network across both retail and contract segments — and developed a sharp instinct for what works in America.

With Belgium Collective, my mission is clear: to give talented Belgian design brands the opportunity to grow in the U.S. market — without needing the budget of a global giant. We’re here to build bridges, unlock potential, and bring beautiful Belgian design to American spaces.

TEAM

Philippe Grootaert

Founder & Lead Brand Matchmaker

With over a decade of experience in international furniture sales, Philippe is the driving force behind Belgium Collective. Based in Antwerp, he scouts and supports emerging Belgian design brands with global potential. Having successfully launched names like Ethnicraft and WOUD in the U.S., he combines deep industry knowledge with a sharp commercial instinct — building bridges between Belgium and North America, one brand at a time.

philippe@belgiumcollective.com

Tel: +32 (0)491 36 47 52

OUR NETWORK

Together, we bring over 30 years of combined experience in the international furniture industry — with deep roots in both retail and the contract market. From brick-and-mortar stores to architecture & design firms, office dealers, hospitality specialists, and the fast-growing interior decorator segment, we know the players who shape the North American design landscape.

Our network stretches across the entire continent — from the edges of Canada to every corner of the U.S., and all the way down to Mexico. We don’t claim to know everyone, but in the higher-end segment? We know a lot — and the right ones. From family-run boutique stores to corporate buyers and top-tier interior designers, we speak the same language and understand what they’re looking for.

And we don’t stop there. The furniture industry is always evolving — and so is our network. We're constantly building new relationships, keeping a close eye on market shifts, and making sure we always know who’s who, and who’s looking for what.

Retail market

We’ve spent years walking showroom floors, talking with store owners, and understanding what moves at the point of sale. From independent design boutiques to high-end chains, we work with retailers who care about more than just margins — they want stories, identity, and timeless pieces that resonate with their customers.

And in a country like the U.S., where buying furniture online is second nature, we also work with leading online design platforms and e-commerce players who know how to turn clicks into lasting connections. Whether it’s in-store or on-screen, we help our brands find the right retail partners — the ones that make design matter.

Project market

We know what it takes to get a collection specified into a major project. We speak the language of architects, office dealers, and hospitality designers. It’s about trust, reliability, technical know-how — and offering the right pieces at the right moment. Whether it’s a hotel, office space, or multi-unit project, we help brands become part of the vision.

Interior decorators

This is one of the fastest-growing segments — and also one of the most personal. Interior decorators are curators, mood-makers, and tastemakers. We work closely with them to make sure our brands find their way into the kinds of homes, spaces, and moments that truly reflect their identity. It’s not just about placement — it’s about fit and feeling.