Our Story
The Etreac story so far
2004
A vision ready for take-off
It all begins in 2004, in Belgium, when founder Patrick Granado identifies and seizes a key opportunity to work with Brussels Airport, selling luxury and perfumery products in Duty-Free.
His expertise, along with early, fruitful collaborations with prestigious brands including Cartier and Bulgari, quickly earned Etreac a solid reputation in travel retail.
2006
Beyond the airport
In 2006, the agency expanded its remit with an investment in the Selective Market, gaining a foothold in retail outlets specialising in fragrance, make-up, skincare and haircare, as well as pharmacies and chemists. This strengthens Etreac’s position within the luxury and beauty sector.
2016
First international expansion
About ten years after Etreac’s launch in Belgium, the expansion continued in 2016 with the establishment of a subsidiary in Luxembourg, marking the first step in Etreac’s international development.
2017
A new business partnership and a shared ambition
Patrick Granado (Etreac BELUX) and Pierrick Marcel (iDal Care & Beauty) joined forces in 2017 with their sights set on building an international group.
2018
Synergy
In 2018, Etreac embarked on a major transformation, merging with iDal Care & Beauty in France.
This strategic union marks the start of an ambitious expansion programme for two companies already well established in Belgium and Luxembourg.
2020
Spain on the horizon
In 2020, Etreac wrote a new chapter in its history with its expansion into Spain, taking a stake in Spanish company PCP Grupo alongside iDal Group and iDal Care & Beauty.
2023
One plane, the same destination
In 2023, backed by iDal Group, Etreac takes full ownership of PCP Grupo, strengthening its foothold in Europe. The adventure continues in 2024 with the establishment of a subsidiary in Portugal – consolidating the group’s international ambitions.
2025
An international Group is born
In 2025, Etreac brings its operations together under a single, shared identity to offer consistent service across its international markets. iDal Care & Beauty and PCP Grupo are renamed Etreac in France, Spain and Portugal, joining their counterparts in Belgium and Luxembourg – and the Etreac Group is born.
The same year, Etreac Group launches a collaboration with Italian agency ADMA, together developing Etreac Italy by ADMA within Travel Retail.
2026
New partnerships take flight
Etreac Group strengthens its Travel Retail expertise in 2026 through two new European partnerships.
In France, where Etreac already supports brands within the Selective Market, the group extends into Travel Retail through a new partnership with Unanime, led by André Vu.
In the Netherlands, Etreac partners with Auxilium Travel Retail, led by Rochelle Thielen, bringing Etreac’s expertise to the Dutch Travel Retail market.
The story has only just begun, with new markets and opportunities still to come.
Our group
