Gregoir Lifestyle is all about refined living, think craftsmanship, innovation, and timeless design with a fresh, modern twist. 'We've been a leader in Belgium's automotive retail for 30 years, representing BMW, MINI, BMW Motorrad, Hyundai, KGM, Suzuki, Cannondale, and Specialized. Now, with Rêve by Gregoir, we're taking that luxury experience beyond cars and into the heart of interiors. Our collections blend heritage with contemporary elegance, celebrating global craftsmanship and partnerships, all while making luxury more accessible.' We are discussing this with Hervé Gregoir, owner and CEO of the Gregoir Group.
Hervé Gregoir, Owner & CEO Gregoir Group. Photo credits: Alexander D'Hiet.
What inspired you to establish Rêve by Gregoir, and what was your vision at the start?
'Rêve by Gregoir was born from a simple yet bold idea—why stop at cars when we could redefine luxury living? Expanding beyond Belgium, we wanted to create a lifestyle brand that felt personal, authentic, and deeply connected to craftsmanship. Acquiring and restoring the 18th-century Castle Diependael opened up a world of possibilities—it's now our creative hub where dreams (or "rêves") take shape. For me, it's about more than just furniture; it's about crafting experiences and pieces that tell a story.'
Castle Diependael.
What sets Rêve by Gregoir apart from other interior brands?
'We don't do cookie-cutter luxury. Rêve by Gregoir brings together the best of old-world craftsmanship and forward-thinking design. We partner with brands like Camerich and Geodesis Parfums, while also creating our own signature GR Collection for indoor and outdoor spaces. Our focus? Tactile experiences, exquisite materials, and storytelling through design. Our motto: "Wake up to a renewed dream."
What challenges did you face when setting up Rêve, and how did you overcome them?
'Like any great journey, it started with one step, and a whole lot of courage. Our company is built on trust, loyalty, and human connection, and we wanted Rêve to embody those same values. The challenge? Staying true to our DNA while entering a new industry. The solution? Leaning on the incredible team and partners who share our vision. At the end of the day, luxury isn't about price tags; it's about passion, authenticity, and the people behind it all.'
How has Rêve evolved since its launch, and what were the key growth moments?
'We're still taking baby steps, but every move is intentional. From launching the GR Collection to forging partnerships with European artisans, it's been a thrilling ride. I'm not chasing "biggest" or "fastest"—I want to build a brand that people genuinely love and connect with.'
How has the collaboration with European craftsmen in Portugal contributed to the quality and design of the collection?
'Portugal's artisans are like the Michelin-starred chefs of furniture-making—masters of their craft. Their centuries-old techniques give our pieces depth, texture, and soul. Every curve, every finish, every stitch tells a story. This is luxury with a soul.'
Do you see expansion into other product categories or markets in the future?
'Absolutely! Rêve isn't just about interiors—it's about a way of life. We're looking at expanding into home accessories, furnishings, and even beauty and wellness. If it enhances the way people live and feel, it's on our radar.'
Which trends and developments in the interior industry do you closely follow, and how does Rêve respond to them?
'We're all about quiet luxury—subtle, high-quality, and craftsmanship-driven, without the flashy logos. Our automotive background has also taught us a thing or two about sustainability and digital innovation, so we're weaving that into Rêve by building a transparent, seamless online experience for our customers and retailers across Europe.'
What are the short- and long-term goals for Rêve by Gregoir and the GR Collection?
'In the short term: grow brand awareness, refine our collections, and deepen collaborations with interior designers and architects. Long term? Rêve by Gregoir will evolve into a full-fledged lifestyle brand—seamlessly blending interiors, hospitality, and bespoke luxury experiences.'
Lastly, is there anything else you want to share?
'We believe every space tells a story—and we're here to make those stories unforgettable. Rêve isn't just about furniture; it's about inspiring a way of life where authenticity, beauty, and craftsmanship reign. We're just getting started, and we'd love for you to be part of this journey. After all, who wouldn't want to wake up to a renewed dream? We are daring to do things differently…'
More information:
Gregoir Lifestyle B.V.
Tervuursesteenweg 511
1982 Elewijt, Belgium
[email protected]
www.gregoir.com