{"id":15252,"date":"2026-02-17T07:14:52","date_gmt":"2026-02-17T06:14:52","guid":{"rendered":"https:\/\/www.forbes.be\/fr\/?p=15252"},"modified":"2026-02-25T15:07:10","modified_gmt":"2026-02-25T14:07:10","slug":"cest-mon-kewlox-lincroyable-destin-dune-icone-belge-qui-a-conquis-les-lofts-darchitectes-65-ans-plus-tard","status":"publish","type":"post","link":"https:\/\/www.forbes.be\/fr\/cest-mon-kewlox-lincroyable-destin-dune-icone-belge-qui-a-conquis-les-lofts-darchitectes-65-ans-plus-tard\/","title":{"rendered":"\u00ab C\u2019est mon Kewlox \u00bb : L\u2019incroyable destin d\u2019une ic\u00f4ne belge qui a conquis les lofts d\u2019architectes 65 ans plus tard"},"content":{"rendered":"

\u00c0 l\u2019heure o\u00f9 la fast-furniture inonde nos salons de panneaux de particules jetables, Kewlox<\/a> fait figure d’irr\u00e9ductible. Depuis 65 ans, la marque belge mise sur un syst\u00e8me d\u2019assemblage qui n\u2019a pas boug\u00e9, un mod\u00e8le de circularit\u00e9 bien avant la mode du \u00ab green \u00bb et une digitalisation r\u00e9ussie. Rencontre avec Genevi\u00e8ve Le Clercq, l\u2019administratrice d\u00e9l\u00e9gu\u00e9e et petite fille du cr\u00e9ateur de cette ic\u00f4ne en plein renouveau.\u00a0<\/strong><\/p>\n

V\u00e9ritable ic\u00f4ne du design belge, le meuble Kewlox<\/strong> s\u2019adapte \u00e0 tout, du garage brut au loft d’architecte ultra-look\u00e9. Pourtant, la marque a failli dispara\u00eetre il y a dix ans apr\u00e8s quinze ann\u00e9es de management externe. Genevi\u00e8ve Le Clercq<\/strong>, qui a repris la barre avec son mari pour sauver le patrimoine familial, se souvient d’une situation financi\u00e8re critique : \u00ab Il y avait un tr\u00e8s gros trou. On \u00e9tait au bord de la proc\u00e9dure de r\u00e9organisation judiciaire.<\/em> \u00bb<\/p>\n

\"kewlox\"
Armoire Frost Cappuccino. \u00a9Kewlox<\/figcaption><\/figure>\n

Le \u00ab\u00a0meuble \u00e0 vie\u00a0\u00bb comme mod\u00e8le \u00e9conomique<\/h2>\n

Si Kewlox<\/strong> survit et prosp\u00e8re aujourd’hui avec un chiffre d\u2019affaires tournant autour des 4 millions d\u2019euros, c\u2019est parce qu’elle vend un produit qu\u2019on ne jette jamais. Un paradoxe \u00e9conomique ? Pas pour Genevi\u00e8ve Le Clercq<\/strong> : \u00ab On ne l\u2019a jamais pens\u00e9 comme un mod\u00e8le. Pour nous, c\u2019est totalement une \u00e9vidence, parce qu\u2019on \u00e9tait fiers de mettre sur le march\u00e9 un produit qui \u00e9tait solide, durable.<\/em> \u00bb<\/p>\n

La marque incarne l’\u00e9conomie circulaire bien avant que le terme ne devienne un mot-di\u00e8se \u00e0 la mode. \u00ab C\u2019est ce qu\u2019on appelait \u00e0 l\u2019\u00e9poque \u00ab\u00a0<\/em>le bon p\u00e8re de famille\u00a0\u00bb : on peut toujours r\u00e9parer, on peut toujours transformer<\/em> \u00bb. Chez Kewlox<\/strong>, chaque pi\u00e8ce est disponible s\u00e9par\u00e9ment. Si un panneau est ab\u00eem\u00e9 ou ne convient plus, il est recoup\u00e9 pour une taille inf\u00e9rieure. \u00ab On a notre fiert\u00e9 \u00e0 vraiment dire : c\u2019est un bon produit, gardez-le, r\u00e9parez-le, on vous aide<\/em> \u00bb.<\/p>\n

\"Kewlox\"
Genevi\u00e8ve Le Clercq, administratrice d\u00e9l\u00e9gu\u00e9e de Kewlox. \u00a9Kewlox<\/figcaption><\/figure>\n

Digitalisation : du salon des ann\u00e9es 80 \u00e0 l’industrie 4.0<\/h2>\n

Ne vous fiez pas \u00e0 son look intemporel : Kewlox<\/strong> est une bo\u00eete de tech<\/em> qui s’ignore (presque). La digitalisation est l’un des trois piliers de la relance, avec le design et la circularit\u00e9. \u00ab Mon oncle avait amen\u00e9 le premier IBM sur la table du salon… ils avaient d\u00e9j\u00e0 commenc\u00e9 \u00e0 digitaliser l\u2019entreprise<\/em> \u00bb dans les ann\u00e9es 80.<\/p>\n

Aujourd’hui, cette avance technologique est un moteur de vente massif. Le configurateur en ligne, r\u00e9guli\u00e8rement mis \u00e0 jour, permet une personnalisation infinie. R\u00e9sultat ? \u00ab 60% du chiffre se fait en ligne.<\/em> \u00bb Mais la patronne croit dur comme fer au \u00ab\u00a0phygital\u00a0\u00bb : \u00ab Les deux se supportent, se boostent l\u2019un \u00e0 l\u2019autre. Il y a ce c\u00f4t\u00e9 rassurant qu’il y a quelqu\u2019un… qu\u2019on a du r\u00e9pondant.<\/em> \u00bb L’entreprise investit d\u00e9sormais dans l’Industrie 4.0 pour moderniser son outil de production \u00e0 Leuze (Eghez\u00e9e).<\/p>\n

\"kewlox\"
Ensemble de placards blancs sous l’escalier (1 065 \u20ac). \u00a9Kewlox<\/figcaption><\/figure>\n

La mont\u00e9e en gamme d’une ic\u00f4ne \u00ab\u00a0Made in Belgium\u00a0\u00bb<\/h2>\n

Longtemps per\u00e7u comme le meuble utilitaire par excellence, le Kewlox<\/strong> s’offre une nouvelle jeunesse sur Instagram et s’expose m\u00eame au Mus\u00e9e Bellevue et \u00e0 Milan. Une reconnaissance qui passe par une collaboration \u00e9troite avec des designers depuis huit ans pour faire \u00e9voluer la gamme malgr\u00e9 des contraintes techniques strictes. \u00ab C\u2019est ce c\u00f4t\u00e9 intemporel. C’est pas ce c\u00f4t\u00e9 \u00e0 la mode… c’est vraiment cette pertinence \u00e0 travers le temps qui nous vaut cette reconnaissance.<\/em>\u00a0\u00bb<\/p>\n

\"kewlox\"
L’int\u00e9rieur en bois naturel du cr\u00e9ateur Koen Tambuyser. \u00a9Kewlox<\/figcaption><\/figure>\n

Produire en Belgique reste un d\u00e9fi quotidien face aux co\u00fbts de l’\u00e9nergie et du travail, mais c’est un choix strat\u00e9gique et de c\u0153ur. \u00ab On ach\u00e8te au plus pr\u00e8s… Tout notre bois est certifi\u00e9 PEFC<\/em> \u00bb. Pour Genevi\u00e8ve Le Clercq, la force de Kewlox<\/strong> r\u00e9side dans ce lien \u00e9motionnel avec ses clients : \u00ab La personne qui ach\u00e8te un Kewlox<\/strong> ne va pas le consid\u00e9rer comme une b\u00eate armoire, elle va dire \u00ab\u00a0<\/em>c’est mon Kewlox<\/strong>\u00ab\u00a0.<\/em> \u00bb<\/p>\n

Alors que l’entreprise avance prudemment mais avec ambition vers l’avenir, son slogan r\u00e9sume finalement tout : \u00ab\u00a0J’y range toute ma vie.<\/em>\u00a0\u00bb<\/p>\n

<\/div>\n","protected":false},"excerpt":{"rendered":"

\u00c0 l\u2019heure o\u00f9 la fast-furniture inonde nos salons de panneaux de particules jetables, Kewlox fait figure d’irr\u00e9ductible. Depuis 65 ans, la marque belge mise sur un syst\u00e8me d\u2019assemblage qui n\u2019a pas boug\u00e9, un mod\u00e8le de circularit\u00e9 bien avant la mode du \u00ab green \u00bb et une digitalisation r\u00e9ussie. Rencontre avec Genevi\u00e8ve Le Clercq, l\u2019administratrice d\u00e9l\u00e9gu\u00e9e […]<\/p>\n","protected":false},"author":29,"featured_media":15651,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[75],"tags":[],"class_list":["post-15252","post","type-post","status-publish","format-standard","has-post-thumbnail","category-entreprise"],"acf":[],"_yoast_wpseo_title":"\u00ab C\u2019est mon Kewlox \u00bb : L\u2019incroyable destin d\u2019une ic\u00f4ne belge","_yoast_wpseo_metadesc":"\u00c0 l\u2019heure o\u00f9 la fast-furniture inonde nos salons de panneaux de particules jetables, Kewlox fait figure d'irr\u00e9ductible.","auteur_traducteur":"","yoast_head":"\n\u00ab C\u2019est mon Kewlox \u00bb : L\u2019incroyable destin d\u2019une ic\u00f4ne belge<\/title>\n<meta name=\"description\" content=\"\u00c0 l\u2019heure o\u00f9 la fast-furniture inonde 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