Stanley/Stella, a Belgian brand of ethical textiles, relies on a network of approved partners rather than direct sales. Bernard de Coninck details the sales strategy: selection by values, premium requirements, digital tools (API/EDI), and acceleration via print on demand. A concrete discussion on international growth, building loyalty through quality and the GOTS commitment.
In this episode, Stanley/Stella shares the reasons behind its international growth in premium ethical textiles, without going through direct sales.
Bernard de Coninck explains why the brand favours a selective network of partners (approved retailers): proximity to the field, expertise, and the ability to carry the « premium, fashionable, sustainable » DNA.
The discussion covered the requirements (showroom, online presentation), the tools available (webshop, colour books, showroom guide, API/EDI connections) and the specific needs of print on demand (speed, quality, automation). The discussion also highlighted the decision to use GOTS cotton, with zero tolerance on residues, even if this has a negative impact on profitability, and the prospects in the United States driven by international demand.