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It
is in 1898 that Louise and Guillaume Dekock became established, square
of the Chapelle, exactly in the same locality occupied one hundred years
later by the main entrance of our shops. At the time, the shop was only
provided with a few shop windows.
The
reputation of this business, baptised " At the Great White Sheep
" and specialised in " English beds ", but also in "
the sale and purchase of new and used furniture " quickly exceeded
the limits of the district.
After
the Great War, two of their children, François and Gabriel are
won over by the virus of the business. François takes care of
the shop, established square of the Chapelle, whereas Gabriel settles
down in 1919, at nbr. 12 of the rue Blaes, and chooses to develop his
business under the banner " Au Bon Repos ".
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Well
before 1940, " Au Bon Repos " has already carved out a solid
reputation in the sale of bedding articles. Behind the building, they
are occupied with the beating of mattress, whereas at the counter wool,
hair, kapok and even grass weed are sold...
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The
lorry requisitioned in 40 never having been returned, Gabriel has a "precedence
order" to acquire a means of transport. He purchases a Ford lorry,
equipped with a V8 engine, that he buys from the Plasman Establishment
for the sum of 131.471 F. Petrol is at 4 Frs. the litre.
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With
the disappearance of François in 1948, Gabriel encourages the bringing
together of the two establishments, to the point of forming a single emblem
soon. Certainly, the business of the square of the Chapelle and that of
the rue Blaes are only separated by a few dozen metres. At the instigation
of his son Roger and his wife Christiane, the business is soon transformed
into a genuine small company.
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July
20, 1956, they take the form of a Limited liability company. 20 September
1957, Mister Lucien Cooremans, Mayor of Brussels at that time, inaugurates
the first large engineering works.
This
is the first of a long series that will allow, in a few decades, the
creation of a very large sales area in the city centre.
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As
expected, the World Fair attracts a great number of guests, that it is
necessary to accommodate. The folding beds are sold as fast as bread rolls,
and one cannot count any more the number of " Night and Day "sofa
beds that are sold and delivered everywhere throughout the city.
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Roger
carries out a well targeted advertising campaign. He also finds this admirable
formula " the biggest of small shops ", formula that he modifies
very quickly to " the smallest of large stores ". A wink at
the song of Gilbert Bécaud that keeps running through his mind,
and that he sings for anyone that wants to hear it "I dreamed about
a big, big, big shop, big as the whole of the earth" In the event,
this is already accomplished by the creation of a specialised department
in the sale of fabric sold by the metre.
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8
May 1965, L. Cooremans, Mayor of Brussels, signs the visitor's book.
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The
association between the buildings of the square of the Chapelle, and
those established rue Blaes, is carried out.
The
idea to structure the diversity on the model of a "department store"
sees the light of day. Various departments are created, among which
is a section entirely dedicated to furniture.
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In
1967, to face the problems of mobility that the city already encounters,
the company acquires a vast warehouse implanted on the territory of
the municipality of Waterloo.
From
this moment onwards, the company is endowed with an indisputable tool,
and gets ready to face new challenges. The same year the first "logo"
appears, presupposition to a communication plan that intends to develop
new markets.
In
order to provide new resources, the company takes the form of a corporation
on 10 April 1971.
The same year, a new echelon is reached. A large part of the building
located at rue Blaes is demolished, and the reconstruction is confided
to the architect Poelaert.
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Inaugurated
on 8 December 1972, the complex covers 12.000 m², distributed over
six levels. Almost everything that is necessary is found there for the
organisation of the home, with the exception of the kitchen and the
bathroom.
Regrettably,
on 16 April 1973, Roger disappears. His wife Christiane surrounded by
her two sons Robert and Bernard and their wives, take over.
To perfect communication, and especially to maintain privileged links
with its clientele, the company publishes the first number of the "
Bon Repos News ". A quarterly periodical, which intends to be superior
to all the other advertising catalogues of the competition, thanks to
its editorial contents and an objective presentation of the articles
proposed for the gratification of the clientele.
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In
1985, the Bon Repos creates a new department, by which the clientele can
immediately have at their disposition, and carry out themselves the assembly
of the different elements which constitute the Now collection, issue from
the workshops of the firm Hülsta.
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13
May 1998, his R.H. the Prince Laurent of Belgium, inaugurates the official
evening reception of the hundredth anniversary of our Establishment,
in the presence of mister François-Xavier de Donnea, Mayor of
Brussels, and of Mister Charles Picqué, Minister Preside of the
region of Brussels-capital. At this occasion, an exhibition recalling
the evolution of the company and of the neighbourhood is opened to the
public and encounters such considerable success, that it is extended
during several months.
At
the end of 1999, the millennium ends with two original initiatives.
On the eve of 4 December, date of the marriage of his R.H. Prince Philippe
of Belgium and of Miss Mathilde d'Udekem d'Acoz, the company obtains
the license from the Palace, to affix to the facade of the square of
the Chapelle, a huge photo of the future couple.
This
initiative activates an authentic operation of public relations, which
will usher numerous Belgian and foreign television channels to the Bon
Repos, while numerous articles are written in the columns of most of
the daily newspapers of the country.
Finally,
the weekend of 18 and 19 December Father Christmas enters into the Bon
Repos for the first time and distributes 500 cuddly toys to the children
that have come to meet him, in a dream setting, especially realised
for this occasion.
Last
but not least, the year 1999, materialised in figures by a real record.
Actually, the company realised the best turnover since its creation.
Perfect to approach the new millennium under the best auspices.
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