Savonneries Bruxelloises : A takeover that's clean and green
What better Proustian memory than a bar of artisanal soap? Its fresh, natural fragrance evokes the scent of childhood bedsheets and the gentle touch of grandmother's hands. These are the memories that two Brussels namesakes wanted to preserve when they took over Les Savonneries Bruxelloises, the capital's oldest soap factory, in 2019.
Its beautiful history starts with the 'Meet Cute', which is so dear to Hollywood's screenwriters. In 2007, a young commercial engineering student was undertaking his Erasmus programme in China and by chance, found himself being welcomed by the Consul of Belgium in Shanghai. The consul’s son, studying Chinese for a year, showed him around the city. The stage was set. And the main characters Maxime de Villenfagne and Maxime Pecsteen were on their way to great things. They just needed to decide what.
The takeover of a titan
In 2019, news could be heard whispered in the ears of Brussels' most well-informed residents: the Savonneries Bruxelloises were looking for a buyer. Maxime and Maxime saw an excellent opportunity to put their shared experience in finance and entrepreneurship to good use, giving a new lease of life to this national treasure, established in 1926.
The two entrepreneurs decided to preserve the tradition and craftsmanship that were the brand’s strength, while adding a more modern and eco-friendly slant to their business model. Six months later, the papers were signed and the adventure could begin... well, almost.
The Exodus of the Savonneries Bruxelloises
It is said that Egypt was struck by ten plagues. But the Savonneries Bruxelloises were to suffer five. Two months after the takeover, COVID-19 invaded the factory. This wasn't the type of (isolation) bubble that the two buyers had signed up for. The duo would make the most of this forced closure to work on their organic certification, their communications and the ingredients for future products.
In 2022, the soap factory was to face a second obstacle: the doubling of energy costs and a threefold increase in raw material prices.
At the same time, the two entrepreneurs also had to contend with the increase in salaries (+25% in three years) and the difficulties of growing and expanding in the city (and particularly of obtaining planning permission).
Saved from the waters
Fortunately, there were two things the two young entrepreneurs could count on: their own initiative… and regional support. They were able to benefit from "energy" grants to compensate for the losses while they were developing new products to conquer new markets (e.g. solid shampoo bars).
As soon as the lockdown was lifted, they opened a pop-up store – which would become their shop – in the Saint-Hubert Royal Galleries, so they could get out to meet and grow their customer base.
They also received support in obtaining planning permission, as having workshops in the city (Tour & Taxis) brings its own set of obstacles and complications…
Internationally, they took part in foreign trade shows via hub.brussels to get the word out about their new products.
The purchase of new machines also allowed the Savonneries Bruxelloises to increase their production capacity. Here, too, the company could rely on regional assistance.
A business plan that's as clean as a whistle
With the need to create an activity that is aligned with their values – and those of society – at the heart of their business, the duo were careful to refine their business model to make it as sustainable as possible: natural products, local and zero-waste production, machine cooling using rainwater, solar panels, and more.
They also collaborated with local players to create ranges of circular soaps: soaps made with brewery grains, in partnership with the Brussels Beer project, the recycling of soap offcuts from the Jam Hotel...
All these experiments are carried out without any industrial aid, using machines from the 70s operated by the expert hands of a dozen qualified employees. This expertise earned them the title of official supplier to the Belgian Court, no less!
And they've undoubtedly earned a return on their investment: the Savonneries Bruxelloises produce no less than 500 tonnes of soap every year. 25% adorns the sinks of Brussels while 75% supplies the shops and bathroom cabinets of homes across Europe, the Middle East and even North America. Proof that, as Brussels' favourite cartoon animal Le Cat likes to point out, soap is truly indispensable to man!
Advice from the entrepreneurs
"We were lucky to be able to take over a business whose product was aligned with our values: local, sustainable, and high quality. Finding a good match between the business's mission and the entrepreneurs' values is fundamental when developing an entrepreneurial project."
Maxime de Villenfagne and Maxime Pecsteen, Savonneries Bruxelloises