About us
Bringing brands and people together across Europe
Etreac is a European group specialising in sales, brand representation and customer experience for luxury, beauty and premium brands.
Across Travel Retail, the Selective Market and Events, our local teams recruit, train and manage Sales Consultants, Brand Ambassadors, Hosts and Hostesses who represent our clients and bring their products to life where they meet their customers.
From airports and Duty-Free to selective retail environments, brand activations, and events, we combine specialist sector expertise with an international network to help brands strengthen their presence and connect with customers.
People at the heart of what we do
At Etreac, people are central to our approach.
By working closely with our teams and clients, we bring together the right people and the right brands, building relationships based on trust, responsiveness, and a genuine understanding of each client’s needs.
This people-first approach has shaped Etreac from the beginning and continues to guide the way we work today.
Across Europe, close to every market
Etreac has grown from its beginnings in Belgium into a European group with teams and partners across seven markets.
Each market has its own retail landscape, customers, languages and ways of working. Our European structure enables us to work across borders while staying close to each market’s realities and the needs of our clients.
Belgium
- Etreac’s home market, where the group began in 2004. Our Belgian team continues to lead recruitment, training and sales support for luxury, beauty, parapharmacy and premium brands across Travel Retail and the Selective Market.
France
- Etreac has supported brands in the French Selective Market for many years, led by Eleonore Slawek as Country Manager. In 2026, the group extended into French Travel Retail through a new partnership with Unanime, led by André Vu as Country Manager and Director & President.
Italy
- In Italy, Etreac works through its partnership with ADMA, bringing local market knowledge and an established network to brands operating across Italian Travel Retail and the Selective Market.
Luxembourg
- One of Etreac’s earliest markets outside Belgium, Luxembourg remains an established part of our European network, supporting brands across Travel Retail and the Selective Market.
The Netherlands
- Rochelle Thielen leads Etreac’s Dutch operations as Country Manager for Etreac Netherlands and heads our Travel Retail partnership through Auxilium Travel Retail – supporting brands with dedicated local teams across both the Selective Market and Travel Retail in the Netherlands.
Portugal
- Etreac has an established presence in Portugal, supporting luxury, beauty and premium brands with local recruitment, training and sales teams across Travel Retail and the Selective Market.
Spain
- Etreac has built a strong presence in Spain, supporting brands across Travel Retail and the Selective Market with experienced local teams and established retail relationships.
Our story began in 2004
Etreac’s story began at Brussels Airport in 2004, supporting luxury and fragrance brands within Travel Retail.
Since then, new partnerships, markets and areas of expertise have shaped the group we are today.
How can we support you?
Whether you’re looking for support in one market or across several European locations, our teams are here to understand your requirements and discuss the right solution for your brand.
Our group
