With the salty sea air in the background and the imposing boats of the marina in view, Confortluxe is celebrating the fifth edition of its VIP Days this week. Instead of a standard exhibition hall in Brussels or Kortrijk, a temporary "Grand Baron" structure in Nieuwpoort serves as the setting. CEO Lieven Decoene speaks passionately about the company's direction: "We are currently growing against the current. While the market is under pressure, we are 10% ahead of last year." 
© Leo Elenbaas | InteriorDaily.com
CEO Lieven Decoene: "We are currently growing against the tide; with 90% new models and a strong focus on innovation, we are 10% ahead of last year."
The event, which runs from last Sunday 29 March until today (Thursday 2 April), has now become a fixture for the Dutch, Belgian and French furniture trade. "It is an anniversary edition, the fifth time already," says Lieven Decoene as he looks out over the busy, attractively decorated showroom. "Each time we try to find a unique location to make people curious. This year, we returned to Nieuwpoort, a place where nothing is normally allowed and nothing happens because of all the regulations, but where we are now literally in the spotlight."
© Leo Elenbaas | InteriorDaily.com
Jaap Rebel (seated) with son Allard of Sofa Industries on the left, talking to commercial director Filip Van de Vyvere of Confortluxe.
Peace of mind versus trade fair pressure
The choice of an in-house event instead of a traditional trade fair is strategic. According to Decoene, the seaside setting gives a different dynamic to the purchasing process. "At a trade fair, people are often under pressure. Here it is more convivial. People are relaxed, we know we won't take stock until 'tomorrow', so that gives us time to sit around the table together over a cup of coffee. I note that here on site, many a buyer engages with colleagues to feed off each other: how is it going, what could be better, what is going on in the market?"
For Decoene, it is more than a sales moment. "It's about: what do we mean to each other? These are very dynamic times. In those times, you want to build an honest partnership, where people know what to expect from us. We have to think in solutions and be positive, even if the world seems different every day."
© Leo Elenbaas | InteriorDaily.com
Chairs were upholstered on site to show visitors what products are used.
90% innovation
Anyone entering the showroom will see a collection that has been almost completely revised. "What you see here is 90% new. There is very little repetition among them," Decoene explains. One notable shift is the revaluation of leather. "Everything is coming back. We now bring a very accessible collection in leather chairs and sofas, offering the comfort people have come to expect from us."
Within the high-end Ultima collection, two new models attract attention:
- Ariel: A modular sofa with a bold "big sofa" design, equipped with an ingenious front-back system in the backrests and armrests optimised for maximum lounge comfort.
- Baleine: This model completes the range with a high-quality pocket spring structure combined with a refined spring finish.
- Great strides have also been made at the Lievens brand. The Colargo table stands out with its wider dimensions and ceramic extensions that seamlessly fit the top. The new Coralia Brown finish underlines the group's years of manufacturing expertise.
© Confortluxe nv
A cosy vista.
Easy Confort and Outdoor revolution
The new Easy Confort range responds to the demand for technology and speed. Here, Confortluxe introduces electric models available directly from stock. The unique mechanism ensures that the sofa is adjustable while the base remains fixed and tight to the ground.
Besides the core collection, Confortluxe is betting heavily on expansion. The new outdoor line in particular is a showpiece. "Our objective was a sofa that is 100% water-permeable but feels like a soft indoor fabric and offers the same comfort as our indoor furniture." This outdoor collection is designed in line with the well-known house style and uses resistant materials. This ambition to open new markets will soon be supported by a mobile showroom that will visit specialised distributors on location.
© Leo Elenbaas | InteriorDaily.com
Consumer as laboratory
The manufacturer also makes its presence felt in the bedroom with box springs whose headboards are inspired by the most successful seating furniture. Remarkably, moreover, Confortluxe is opening its doors to consumers on weekends. "On Saturday, we transform the place into a 'Sitting Gallery'. Individuals can feel and experience the collection. For purchasing, we send them directly to our dealers. It's the most beautiful laboratory for us; the consumer tells you exactly what is good and what is bad."
© Leo Elenbaas | InteriorDaily.com
Visitors to the VIP Days won't be short of anything
Growth against the grain
As the housing market cools, Decoene remains combative. "Not only do we have to box against each other as competitors, we also have to box against the auto industry and electronics. Everyone is fighting for the consumer's euro." Still, the choices of the past five years are paying off. "Today, we receive 20% more customers than before. We have taken the right path and we will keep it up."
The event traditionally ends with a nod. "Soon we will go to the 'Pirate Bar' here 100 metres away. A few Belgian pints, nail knocking and a DJ until 3am. That overall picture, from the latest furniture to the atmosphere at the bar, is what makes customers want to come back."
© Leo Elenbaas | InteriorDaily.com
The cosy pop up restaurant.
More information:
Confortluxe
Menensesteenweg 40
BE-8940 Wervik
T +32 56 300 600
[email protected]
www.confortluxe.com
Belgium
