While many retailers competed for consumer attention through discounts and fast-moving trends, Dille & Kamille, under the leadership of Hans Geels, had followed a completely independent course for thirteen years. In an extensive interview with MarketingTribune on brand strategy, the CEO shared his unconventional view on retail: a brand should not chase the customer but stand for something.
© Hans Geels | Dille & Kamille
Dille & Kamille stood out in the home and lifestyle sector. Whereas the industry was often driven by 'fast decor' and seasonal fads, Geels embraced slowing down. He believed that a brand did not build authority by following every trend, but by staying true to its core values.
Consistency as a growth engine
Geels argued that many marketing teams focused too much on short-term visibility rather than long-term impact. The key lesson he had learned over thirteen years was that consistency 'always wins over one-off standout moments.' In a world moving ever faster, the brand consciously chose to provide a counterpoint.
This steadfastness also meant being willing to refuse. 'Consistency always wins over visibility,' Geels stated. A strong brand, he said, was not built through a single successful campaign but by tirelessly conveying the same values over years, even when it was commercially challenging.
Customer is not king
One of Geels' most provocative positions concerned the relationship with consumers. While the old adage claimed the customer was king, he questioned this approach. For a purpose-driven brand like Dille & Kamille, it was essential to set boundaries. Doing only what customers demanded risked losing the brand's identity and credibility in sustainability and craftsmanship.
'The customer is king, and I do not believe in that,' Geels told MarketingTribune. He advocated a balanced relationship in which the brand inspires the customer and sometimes educates them towards more conscious consumption, rather than simply meeting every demand immediately.
Lesson for interior retail
For interior and retail professionals, the takeaway lay in the power of saying 'no.' By maintaining a specific assortment and its own pace, Dille & Kamille had cultivated a loyal following that valued the philosophy behind the products rather than the lowest price. The success of this strategy demonstrated that, in a competitive market, authenticity and calm could serve as a powerful differentiator.
Source: MarketingTribune
