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The success story of Essentiel by leading lady Inge Onsea: ‘We are not a fast train, but a bulldozer’

It is impossible to be in the same room as Inge Onsea and not kindled by her enthusiasm, her genuine laughter and her hands along her face butterflies when they are with a loving look in her eyes, about Essentiel tells, the clothing line that they 17 years ago with her husband Esfan Eghtessadi from the ground stomped. “We have a lot of fun and a lot of quarreling.”

Inge Onsea © Essentiel

“As a man in his twenties, I wanted it myself not too difficult. I wanted travel, I wanted to be free, I wanted to have fun. But when I my husband Esfan met, it was fun (laughs) We were both thirty at that time and he thought we live (together) in the direction of to give. The logical step was to put something in the mode to launch, because fashion him with the spoon was entered as the son of Nicole Cadine and myself there is also a large interest for had by my modellenverleden.”

Inge and Esfan © Essentiel

“We started in 1999 with a collection of four T-shirtmodellen that we in thirty different colors released. At that time we had not really a lot of money, but we had a huge drive and a bit of luck with friends who lend a hand toestaken. We sold everything from our apartment and things went pretty well. Esfan wound the customers to his finger and we were often told that we are very sympathetic found. It was a very intense period in which we have a lot of fun and a lot of hassle, and we actually each hour of the day were at work.”

“In 2000, we stood with our stuff on a small stock exchange in Brussels and when I say that we rather strike than that is to put it mildly. Everyone had stands with simple grey or black pieces of clothing and we stood there with all of our colors. We were already a bit verbose, and also had some scarves and slips added. There was a French agent is very enthusiastic, they thought that we also once in France had to come.”

Archive View Essentiel © Essentiel

“Although we are a bit unsure reacted arrangements to that agent, we have a spot at a trade show, she was convinced that people were very positive would be about what we did. And effectively, at nine o’clock in the morning, we had a huge order recorded of a woman from Dubai who was fond of what we made. The rest of those four days went in a blur and bustle, there was so much interest that we are on our knees on the ground were to write it down because our tables are crowded layers. At that time we began to realize: hey, what we are doing would still be very successful.”

“We had clearly not by our luck, because in 2001 we had the chance of a private pop-up shop to open, something we’ve always dreamed of because we very well realize that a private location with a private facility was essential for the brand experience. The interior has to the creation of ‘the world of Essentiel’, leading people to our brand to better understand it.”

Archive View Essentiel © Essentiel

“All this had a huge impact on our sales figures and it seemed as if we were becoming more and more and faster could work. In 2004-2005 we started a men’s line in addition to our women and I gave birth to our two sons. You should know that this is a moment in which we hurry in the office lived and that I was not going to stop. I’m directly from the hospital to the studio gone. I gave up breastfeeding so I could have my sons just on the spot to feed, and when I brought them with me could keep up then held one of our staff will be with them busy. I think, therefore, we, as social have children (laughs).”

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“My perfectionism was rampant: I wanted to be the perfect businesswoman, the perfect mother and the perfect wife, and I was not going to bind in.

“My perfectionism was rampant: I wanted to be the perfect businesswoman, the perfect mother and the perfect wife, and I was not going to bind in. We had the sjans for a nanny to take when we go abroad had to be for meetings, but that is not to say that they are the kids of me took over. When my son was hungry, then I gave him the breast, whether in discussion or in a fitting room. (laughter) I think that the whole fashion industry during that period, my breasts be seen.”

Archive View Essentiel © Essentiel

“In 2006, is the brand really exploded. Where we started with 4 models we had suddenly a file of 600 pieces. We had stores in Paris and Lille, more than 20 agents and a turnover of 50 million. We lived on adrenaline, but actually it was pure chaos: we were an express train that did not know where he was going with it at the raging. The world lay at our feet, but we were not prepared to deal with. We had no strategy and we were our face and lost because we are everyone wanted to ask.”

“When the crisis descended on the sector, it quickly became clear. We had our DNA back and had there important decisions to be taken.First of all, we had to structure in the company – that was something I already struggle because fashion is so based on gut feelings and creative.”

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We lived on adrenaline, but actually it was pure chaos: we were an express train that did not know where he was going with it at the raging. The world lay at our feet, but we were not prepared to deal with.

“We took someone to that order in the company went to create and I think he is in the beginning very difficult has had (grins). He came in with the question, what is my “mission vision value’ was and who our competitors were… never thought about it even. We were also not concerned with HR, in my head we were one big family. I did not give to diplomas, I didn’t care for titles, I found loyalty is the most important. But actually it was not really logical that a saleswoman of the shop in Hasselt to me had to call to ask if they have a few days off could take.”

Archive View Essentiel © Essentiel

“In addition to our structure we have also worked very hard on our image. We have looked at what sold well and thought then after why that sold well. We noticed that we felt important that our brand is young and fresh remained, that we the people could continue to surprise ourselves again and again could invent. We have our DNA and our core values very clearly written – that sounds contradictory when your dreams want to sell but it is very important.”

“The effect of surprise, we started with a own accessory line to the brand back and hip, and we decided not to take more, according to the traditional two seasons work, but nine smaller capsulecollecties per year.”

“We have the brand back in the 21st century to know them through social media and a web shop and to broaden our vision through collaborations with inspiring people or brands, such as, for example, now with Disney. It is vital knowledge to know how others are your brand, and whether you find yourself on the right way in the market have made. And effectively, we have been encouraged scrawled. “

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Eventually do those numbers and that marketingspeaker not. The most important thing is that we and the whole of the Essentiel team in the dream, continue to believe

“We currently have 24 shops in Belgium , 4 in France, 1 in Zurich, 7 in Korea, 3 in Spain, 2 in Dubai and … We’re back on track, though we are not more the express train of yesteryear. I think that we are now before a bulldozer are: strong, stable and convincing. Because in the end, do those numbers and that marketingspeak is not there. The most important thing is that we and the whole of the Essentiel team in the dream, continue to believe, and that we every day when we are through this door walk the passion to feel to dream to continue to build.”

Essentiel SS16 campaign © Essentiel

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