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The soft touch

THE YVES DELORME BRAND IS BUILT ON YEARS OF SKILL, EXPERIENCE, AND A COMMITMENT TO LUXURIOUS SOFTNESS. THIS IS THE STORY OF A COMPANY THAT HAS MASTERED MATERIALS TO BECOME THE UNCHALLENGED STAR OF HOME LINENS.

The greatest successes are often attributed more to perseverance than to chance. When Ernestine Fremaux and her husband founded a linen weaving mill near Lille in 1845, they were part of a growing trend. The textile industry had been flourishing since industrialization, and northern France was at the heart of the action. Unfortunately, fire destroyed the mill in 1867, but the company rose from the ashes with the help of Paul Fremaux, the founders’ nephew, who lent his credentials to cotton weaving.

Sixty years later, the Fremaux factories had become specialists in sheets, jacquards, and fabrics for the clothing industry. World War II made things very difficult for manufacturing in the region, and production slowed considerably, but the company survived to rebuild again, and modernize after the war.

BIRTH OF A BRAND

The years passed, as did control of the company to new generations. By the early 1980s, Dominique Fremaux was in charge, and he decided to focus the group’s efforts on home linens. His meeting with talented home-decor stylist Yves Delorme—known for the bath products he sold in his Palais-Royal boutique—was a gamechanger. In 1989, the two companies merged, and in 1995, the new entity’s first boutiques opened their doors. There are now more than 450 Yves Delorme stores around the world.

A FAMILY AFFAIR

The same family has been running the company since the beginning, which ensures a solid, forward-looking vision. The energy and spirit that motivated the founding members continues to inspire today’s leaders, with current president Dominique Fremaux and his sons—Amaury, the general manager, and Alban, who oversees the Asian market—carrying on the tradition. “Instant profits and sales at all costs are not what we strive for,” says Amaury. “The primary advantage of a family company is stability: in management, in strategic vision, and in our teams, overall. The people we work with are loyal. They know what management is thinking. Strategy may change over time, but our teams trust the policies of the people in charge.”

Stability, trust, loyalty—all precious qualities, particularly with a luxury market in constant in flux. A unified vision, concerted will, and culture of faith ensures a line of truly exceptional products.

A SPECIAL UNIVERSE

What makes Yves Delorme linens different? In a word: diversity. “The Yves Delorme brand features the world’s most extensive collection of home linens,” says Amaury Fremaux. The company continues to add materials and techniques to enrich its collection: cotton, linen, silk, jacquard, prints, dyes and embroidery create endless pieces to complement any home. “We have terrycloth for the bathroom, robes, cosmetic bags, plaids, bedspreads, quilts, candles and decorative pillows. If you want a beautifully dressed bed and lingerie to match, you’ll find it in an Yves Delorme boutique,” adds Fremaux.

yvesdelorme.com and dlg.com

The soft touch – e-mag