Caroline Biss

Caroline Biss: a strong signature for dynamic women

Caroline Biss is all about strong women. For decades the company was led by women. This famous Belgian brand is the success story of a driven textiles family who kept raising the bar. Every success they achieved challenged them to go one step further, each time anticipating the evolutions on the market. Caroline Biss thus laid a solid basis for the future. No-nonsense, dynamic, ambitious with a sense of reality, and perfectionist to the point of passion, that’s how we can best describe the spirit of Caroline Biss.

The clientele that chooses Caroline Biss consists overwhelmingly of active, dynamic women. They hold their own in society and business, but first and foremost they want to remain feminine. They are neither trendsetters, nor followers. They like contemporary clean lines and a coherent, strong signature. Caroline Biss has a look that fits in with their lifestyle.

From quality clothing to a fashionable total look

The story of Caroline Biss begins in 1963. The company was founded by Celeste De Hauwere who came from a family of textile manufacturers. Until the eighties the company worked as a clothing workshop for textile chains. At the beginning of the eighties Celeste De Hauwere felt that a total look was the future of fashion and so she created her own line: Caroline. This allowed the company to become less dependent on the large clients that even then were gradually starting to look towards countries that paid lower wages. Shortly afterwards the name changed to "Caroline Biss". The brand immediately aimed high and offered a balanced mix of creativity and quality. This last point was obviousness itself: thanks to its years of experience as a manufacturer, Caroline Biss had the necessary know-how in-house as regards fit and finish. Gradually, production was transferred to their own premises in Bulgaria so that they could continue to guarantee the price-quality ratio. They also kept their own studio in Lebbeke. Nowadays all prototypes are still made at the Belgian head office, with the aim of maintaining maximum control on quality and keeping valuable knowledge within the company.

2000 heralds a new era

The year 2000 not only ushered in a new millennium – for Caroline Biss, too, it was a milestone in the company’s history. Ann-Christine Bouckaert and her husband Bart Saelen took over her parents’ company. Ann-Christine had already been working in the family firm for years, and Bart had gained experience initially as an economist in other companies before coming to work for his parents-in-law. Since 2000 Bart has been in charge of commercial and financial policy, while Ann-Christine leads the creative team.
This dynamic duo has encouraged dramatic growth in the company. In the past seven years no fewer than 11 boutiques have been added, each one in a top location within Benelux. For a few years the brand has also been sold in multi-brand boutiques outside Benelux, for example in France, the UK and Spain. Having created a strong basis on the domestic market, Caroline Biss is fully ready for international expansion.

The style: feminine, refined and subtle

The Caroline Biss collection is difficult to embrace under one umbrella. The creations are midway between designer and easy-to-wear fashion. Quality, perfect fit and an eye for detail have been the leitmotivs throughout the history of the brand. Every season, Caroline Biss launches its own interpretation of current trends. The collection translates the zeitgeist in an intelligent manner, without renouncing its individuality or alienating its target group. This typical signature – feminine without being frivolous, refined without being overloaded with details – is being appreciated by more and more women. Every season the collection surprises us with new elements that nevertheless always reflect the DNA of the brand. This allows a woman to expand her wardrobe season after season. The high quality and style that transcends trends ensure that clothing from Caroline Biss remains beautiful and up-to-date.

Total silhouettes for every occasion

The Caroline Biss collections evolve every season, without being guilty of radical style departures. The design team, led by Ann-Christine Bouckaert, does not create from ivory towers, but is firmly in touch with reality. The creative team comprises an even mix of designers from prestigious fashion academies on the one hand, and, on the other, commercial people with their fingers on the consumer pulse. After all, thanks to its own boutiques Caroline Biss is in touch with its clientele. The Caroline Biss woman appreciates feminine style without extravagant flights of fancy. An active woman with little time on her hands, she favours quality and individual, subtle details. At Caroline Biss she can find complete coordinating silhouettes, including shoes and accessories, with outfits for every occasion, from comfortable, luxurious jeans for a weekend on the coast to a businesslike and elegant feminine look for work, through to a sensual silhouette for that special occasion. Thanks to the numerous ways outfits can be combined, she can even mix the styles to create her own look.

Perfect fit

Integrity and quality are bywords at Caroline Biss. These translate into a loyal, motivated staff and enthusiastic, faithful clients. The sense of perfectionism begins with the fit and ends with the service in the individual boutiques. Because the company is in charge of the whole process, from design to distribution, it can guarantee its promise of quality. All patterns and prototypes are made in the studio in Lebbeke. Production comes from the company’s own factories in Europe.

The right shade, the perfect accessory

The design team goes to great lengths to work out a total look. Wool for knits and cardigans is dyed to exactly the same colour as the woven trousers, skirts, jackets and scarves. No item of clothing goes into production until the perfect shade has been obtained. This perfection is reflected in total looks that are completely “finished”. No wonder so many women dress in Caroline Biss for a celebratory occasion, wedding, Holy Communion  or private view. The Caroline Biss special occasion range is slightly more lavish in terms of colour and design. In that sense Caroline Biss is an atypical Belgian collection. It has a more southern feel, thanks to its distinct feminine style, deep colour pallet and refined details. Even in times of radical minimalism Caroline Biss remains true to its sense of detail and refinement.

Own boutiques with a personal service

Having their own boutiques has given Caroline Biss a recognisable face on the high street. The prime locations, elegant layout and strong displays are completely in line with the values embodied in the brand. That quality also translates into the way in which customers are welcomed in the boutiques. Even before the rage for image consultants, the sales staff in the Caroline Biss boutiques were trained to dress every woman according to her personality. Style advice comes naturally to those in the Caroline Biss boutiques. It’s no wonder that every boutique can count on loyal customers.

Milestones in the history of Caroline Biss

1963: Caroline Biss founded by Celeste De Hauwere

1980: Caroline Biss becomes an overall look

1987: opening of first Caroline Biss boutique in Antwerp

1992: opening of Caroline Biss boutique in Ghent

1994: opening of Caroline Biss boutique in Lille

1996: opening of Caroline Biss boutique in Luik

1997: opening of Caroline Biss boutique in Brussels

1998: opening of Caroline Biss boutiques in Luxembourg and Hasselt

2000: opening of Caroline Biss boutiques in Amsterdam and Knokke

2000: Caroline Biss is now led by Bart Saelen and his wife Ann-Christine Bouckaert

2002: opening of Caroline Biss boutique in Waterloo (B)

2003: opening of Caroline Biss boutique in Laren (NL)

2004: opening of Caroline Biss boutiques in Leuven and Maastricht (NL)

2005: opening of Caroline Biss boutiques in Roeselare and Namen

2006: opening of Caroline Biss boutique in Rotterdam (NL) 2007: opening of new showroom in
Lebbeke

2007: opening of new boutiques in Bruges and Den Bosch (NL)