Why Four Roses is deliberately targeting 8 to 9 stores: “We don’t need 20”

With the opening of a sixth store in Leuven, the Belgian fashion brand Four Roses continues its expansion. But founders Lien De Vroe and Miguel Uytterhaegen are consciously opting for controlled growth. “We’re counting on ourselves to handle all of this.”

From wholesale brand to omnichannel player

When Lien De Vroe and Miguel Uytterhaegen took over the Belgian fashion brand Four Roses from Velmar in 2015, they each came from very different backgrounds. Still, the couple took the plunge, with Lien handling the creative direction and Miguel managing the business side.