We craft solutions that drive growth and impact.

Brand Expansion ArchitectsLuxury  /  Lifestyle  /  Legacy
a new wingan extra floor
They trust STATE OF BRAND
Portrait of Omar HajeriL’Oréal
“Insightful, creative, energetic and talented. A real source of inspiration for me.”
Omar HajeriPresident, L’Oréal Professional Division, L’Oréal Group ExCom member
Portrait of Cindy LauMoët Hennessy
“A clear vision, working closely with teams and stakeholders to develop actionable strategies.”
Cindy LauPresident, Moët Hennessy China and North Asia (LVMH Group)
Portrait of Bart SayerClinique
“A wealth of experience working across many markets and cultures.”
Bart SayerSVP General Manager, Clinique International (The Estée Lauder Companies)
Portrait of Laëtitia HélouetONPV
“Equally adept at defining strategy and executing it operationally.”
Laëtitia HélouetPresident, French National Observatory of Urban Policy
Portrait of Joffrey ChartierSabon
“Strategic thinking and an expertise in sales, both retail and wholesale, combining creativity with practical business.”
Joffrey ChartierCEO, Sabon
Portrait of Sandrine MeunierAircall
“Giving the sense, build clear and unique strategy in order to deal with change and achieve ambitious results.”
Sandrine MeunierChief People Officer, Aircall (Ex VP HR The Estée Lauder Companies France)
Portrait of Stéphane GaullierThe Estée Lauder Companies
“Envisions stretch but realistic future for the business, showing passion and energizing teams and beyond even in difficult business situations.”
Stéphane GaullierVP Global Finance and Strategy, Clinique and Origins (The Estée Lauder Companies)
Portrait of Pauline BrownDataiku
“Hands down, Mr Janicek (STATE OF BRAND’s CEO) has been the best professor I’ve had at Sciences Po Paris.”
Pauline BrownFreelance Marketing Consultant (Ex VP Product Marketing, Dataiku)
Portrait of Jean-Baptiste Van de VoordeFieldfisher
“Perfect understanding of strategic, business and organizational issues. Boris and his team are capable of providing innovative, tailor-made and practical solutions particularly well adapted to the clients’ needs.”
Jean-Baptiste Van de VoordeLawyer, Corporate and Finance Partner, Fieldfisher
Portrait of Vincenzo MinoreThe Grooming Company
“Great commercial acumen combined with strong marketing experience. Knows how to catch every opportunity and transform it in business reality.”
Vincenzo MinoreGroup CEO, The Grooming Company Holding (Sisters, N.BAR, 1847, Jet Set, Well Be)
Portrait of Marie-Dominique ChapuisDarphin
“An incredible leadership with a strong capacity to strategize and an even greater power to inspire teams and create energy behind the vision.”
Marie-Dominique ChapuisGeneral Manager, Darphin France
Portrait of Thomas Jobbe-DuvalLa Procure
“An excellent strategic intuition and skill for structuring it, both extremely hard working and great thinkers.”
Thomas Jobbe-DuvalGeneral Manager, La Procure
Portrait of Pierre-Jean HousseLouis Vuitton
“Reliable and very goal-oriented, which inspired me to try my best always (…) tackling our complicated business and setting up a compelling vision and strategy.”
Pierre-Jean HousseClient Insights Project Manager & Product Owner, Louis Vuitton

Branding is what people say about you when you’re not in the room.

Who we are

A collective of seasoned brand growth and expansion experts, with extensive international and C-level experience in Luxury, Lifestyle and Legacy sectors.

What we do

We offer a tailored approach to brand growth and expansion. Our services are designed to address every facet of your brand’s journey, ensuring success at every stage.

“We often think of brands like edifices. Some are small and growing, while others are more established but might need an extra floor or a new wing to expand into new spaces. That’s where State of Brand comes in: we are Brand Expansion Architects. We help brands grow and maximize their impact by optimizing their positioning, developing strategic expansion into new markets, and ensuring the structure remains solid as they evolve.”
Signature of Boris JanicekLet’s talk

Our vision

To be the leading force behind transforming brands into global powerhouses, driving growth and excellence through strategic insight and operational expertise.

Our mission

To empower brands to realize their full potential by crafting personalized strategies that accelerate growth, adapt to change, and ensure sustainable success.

Our values

  • Innovation and Excellence
  • Integrity and Responsibility
  • Collaboration and Leadership
  • Agility and Resilience
“Your brand is the single most important investment you can make in your business.”Steve Forbes

Introducing GRITS

Our services are built on five core grit pillars, providing resilience and determination to overcome challenges and drive lasting growth:

Exclusive service

Facing external challenges that threaten your growth?

Discover ALLIANCE, our specialized Resilient Growth Solution to overcome obstacles, maintain trust with global partners, and keep expanding internationally.

Discover Alliance
Work with us

Let’s talk

We would love to hear more about your project.