Billiet, a distributor serving European retail
With nearly a century of existence, Billiet has cultivated a distinctive vision of its wholesale business. Logistics expertise, sharp brand curation, and constant innovation are the pillars of this Belgian family group, which has established itself as a trusted partner in the French market. We meet Benoit Desoutter, Commercial Director France.
A solid foundation with a forward-looking dynamic
Founded over 90 years ago, Billiet has successfully combined tradition and innovation to establish itself as a key player in European distribution. “As a master distributor, our primary strength lies in logistics: high stock levels, advanced technology, and a fully renovated 5,000 m² showroom offering a smooth and inspiring shopping experience,” explains Benoit Desoutter. The goal: to guarantee an optimal service rate for all clients while ensuring brands benefit from full and detailed representation of their product lines.
An expert structure serving the market
Billiet relies on an organization structured around areas of expertise. Product specialists design and develop innovations across all segments – Cook, Dine, Live, Deco, Gifting – while logistics specialists optimize flows, avoiding overstocks and unsold items. In addition, a dedicated sales force serves each distribution channel. This well-oiled system enables the company to follow trends while maintaining premium service quality.
A multi-brand offering tailored for retailers
Billiet’s strategy? To give retailers access to a wide range of brands – Ade, Alfi, Amuse, Birkmann, Cosy&Trendy, Dopper, Fissler, Friss, Lurch, Skaza, Thermos – and products, while helping them optimize working capital. “Being able to consolidate purchases into a single order, benefit from low minimums, and receive goods within a few days: it’s a winning model in today’s fast-paced environment,” stresses Benoit Desoutter. Billiet also distributes non-exclusively in France for brands such as Bormioli Rocco, Cristal d’Arques, Luminarc, and Stölzle Lausitz.
Cosy & Trendy, an in-house brand with global reach
As a cornerstone of the group, Cosy & Trendy collections occupy a central place: “Our own brand accounts for 50% of our global offering,” says Benoit Desoutter. This balanced approach also reflects Billiet’s strategy: half retail, half HoReCa. With its strong international reach, the brand embodies the company’s DNA: accessible, design-driven, and always aligned with contemporary expectations.
Maison&Objet, a strategic showcase
At Maison&Objet in September, the Billiet team will showcase this agile approach to French retailers. They can also explore the complete product offering via the B-to-B platform or by visiting the spectacular showroom in Tielt, Belgium.
Source: Home Fashion News Magazine – September 2025 (HFN58)
