The Etreac Group is a Travel Retail expert, with specialist Sales Consultants and Brand Ambassadors representing luxury, beauty and premium brands. Our specially trained teams connect with European and international travellers in airports and duty-free stores, offering a unique way to discover the best of the luxury and premium markets.
Recruited, trained and managed to represent luxury, beauty and premium brands, our teams deliver unforgettable experiences across Europe.
Experts in Travel Retail, Selective Market & Events
For over 20 years, Etreac has provided specialist Sales Consultants, Brand Ambassadors, Hosts and Hostesses for the luxury, beauty, parapharmacy and premium sectors across Europe.
What began as a single agency in Belgium in 2004 has grown into a European group, bringing together new markets and new partnerships along the way. Today, our local teams recruit, train and manage the people who represent our clients on the ground – from airports and Duty-Free to the Selective Market and Events, wherever your customers discover your brand.
Combining international reach with local market knowledge, our teams represent your brand, connect with customers and help drive your sales – adapting their approach to each environment, whether that’s an ongoing sales presence, a product launch or a promotional campaign. The result: a consistent standard of representation, wherever in Europe your brand needs to be.
Our expertise
Etreac provides experienced sales and brand representation teams across three specialist environments – connecting brands with their customers, wherever they meet.
Travel Retail
International Duty Free
Selective Market
Beauty, fashion, premium and high-en
Working with over 100 companies and brands in the Selective Market across Europe, the Etreac Group is the go-to partner to connect customers with high-end products across fragrance, make-up, cosmetics, skincare and haircare.
Events
Demonstrations, trade fairs, runway shows, conferences and seminars
Professional Hosts and Hostesses supporting product launches, brand activations, trade fairs, conferences and corporate events – the Etreac Group makes sure your event is one not to be missed.
Our story
It all began in 2004, when our founder saw an opportunity to work with Brussels Airport, selling luxury and perfumery products in Duty-Free. Early collaborations with prestigious brands such as Cartier and Bulgari quickly earned Etreac a solid reputation within Travel Retail.
Since then, that single opportunity has grown into a European group – expanding into new markets, forging new partnerships, and bringing together a shared identity across the continent. The story continues today, with new markets and opportunities still to come.
Our philosophy & values
Successful brand representation depends on the quality of the people behind it – which is why everything we do starts with people, not process.
Our committed, enthusiastic teams put their responsiveness, flexibility and expertise to work for every brand we represent, while continuous training and development help them perfect their sales techniques and product knowledge.
By working closely with our teams and clients, we bring together the right people and the right brands – building relationships on trust and connection, the foundations of every collaboration that lasts.
The Etreac group in figures
6
Countries of intervention
30
Airport sites
100
Luxury, beauty & premium partners
300
Permanent employees
Trusted by leading brands
“A committed, dynamic team that’s a true pleasure to work with, thanks to their professionalism and consistent performances over the last 20 years.”
Audrey HUBERT, Retail Manager Shiseido Group
“Working as a training consultant for Etreac is always a fulfilling experience. I appreciate their commitment to quality training and their structured approach that enables the beauty consultants to develop concrete skills that are directly in line with the needs of the sector.”
Annick CAYOT, Director of the Annick Cayot Global Beauty Academy and Etreac BELUX trainer
“The team is always there for us, friendly, professional and always on the lookout for solutions. The Etreac team adapts to the core values of the brands it works with and has expert knowledge of the different selective fragrance retailers.”
Jennifer LA ROU, Sales Director, Givenchy & Kenzo Parfums
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Our group
