INTERVIEW: ROBERT MEIJER

LIFE IS extraordinary!

Robert Meijer, 46, a happily married man and father of 5, a physiotherapist by training, held various positions at board level for WE Europe as Sales Director and HR Director. RobertÕ s main interest has always been focused on retail and fashion. As such he successfully managed commercial activities for Marlies Dekkers and Street One.

Text: Bart Van Trimpont

Robert Meijer joined Waalwear Men BV in April 2010 as acting Commercial Director. During this period he took important decisions and made significant progress regarding Van GilsÕ repositioning and brand strategy, the first results of which can be seen.

In July 2010 Robert Meijer was appointed CEO of Waalwear Men and Setpoint in Breda and soon found out that the company needed to be re-energized to become successful again.

The brand bible and brand strategy were under development and, in agreement with the owner of the company, Robert Meijer decided almost immediately on a complete review of the brand identity. A first step in this direction was to have architect Robin Sluijzer redesign the companyÕ s showroom and exhibition booth. In less than three weeks a completely new look was created. The showroom and booth suggest a modern and masculine atmosphere, not at all the classic dark wood that you see everywhere these days. The result is a contemporary look that inspires luxury without becoming arrogant. The new booth was successfully tested at shows around Europe, notably Pitti Uomo, Bread and Butter, and the Modefabriek. Van Gils strongly believes in the future of New Formal. Look around in day-to-day life, at the office, on the streets, more and more men are wearing new and elegant combinations which correspond to New Formal. Combining denim with formal jackets is no longer exceptional. Even in shirts you can see this trend. Van Gils offers just that different touch or accent such as contrasting details and colours, or higher collars that have to be worn without a tie, but still allow you to attend any business meeting or elegant event in style.

In presenting New Formal, Van Gils is anticipating what is happening around us in the world, but at the same time it also adheres to the tailored product heritage of the brand, which has continually been at the forefront of New Formal.

Van Gils is an iconic brand, known for its sophisticated tailored products and will continue to be cherished by the brand, as it has always been the stronghold. The look and feel of Van Gils can best be described as surprisingly confident.

When asked about the typical Van Gils man, Robert Meijer quotes Michael Kors:

Everyone is 35 today

Brad Pitt is 40. Kurt Russell is 53. Jude Law is 31. And I think they are all 35.