WE CRAFT SOLUTIONS THAT DRIVE GROWTH AND IMPACT.

State of brand

Omar Hajeri

"Insightful, creative, energetic and talented. A real source of inspiration for me."

President, L’Oréal Professional Division - L’Oréal Group ExCom member

Cindy Lau

“A clear vision, working closely with teams and stakeholders to develop actionable strategies.”

President, Moët Hennessy China and North Asia (LVMH Group)

Bart Sayer

“A wealth of experience working across many markets and cultures.”

SVP General Manager, Clinique International (The Estée Lauder Companies)

LAËTITIA HÉLOUET

“Equally adept at defining strategy and executing it operationally.”

President, French National Observatory of Urban Policy

JOFFREY CHARTIER

“A Strategic thinking and an expertise in sales, both retail and wholesale, combining creativity with practical business.”

CEO, Sabon

SANDRINE MEUNIER

“Giving the sense, build clear and unique strategy in order to deal with change and achieve ambitious results.”

Chief People Officer, Aircall (Ex VP HR The Estée Lauder Companies France)

STEPHANE GAULLIER

“Envisions stretch but realistic future for the business, showing passion and energizing teams and beyond even in difficult business situations.”

VP Global Finance and Strategy, Clinique and Origins (The Estée Lauder Companies)

PAULINE BROWN

“Hands down, Mr Janicek (State of Brand’s CEO) has been the best professor I've had at Sciences Po Paris.”

Freelance Marketing Consultant (Ex VP Product Marketing, Dataiku)

JEAN-BAPTISTE VAN DE VOORDE

“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.“

Lawyer, Corporate and Finance Partner, Fieldfisher

VINCENZO MINORE

“Great commercial acumen combined with strong marketing experience. Knows how to catch every opportunity and transform it in business reality.”

Group CEO, The Grooming Company Holding (Sisters, N.BAR, 1847, Jet Set, Well Be)

MARIE-DOMINIQUE CHAPUIS

“An incredible leadership with a strong capacity to strategize and an even greater power to inspire teams and create energy behind the vision.“

General Manager, Darphin France

NICOLAS MC EWAN

“A charismatic leadership with a clear strategic vision, great interpersonal skills and a unique capacity for empathy.”

International Director, Hennessy Editions Rares LVMH

THOMAS JOBBE-DUVAL

“An excellent strategic intuition and skill for structuring it, both extremely hard working and great thinkers.“

General Manager, La Procure

PIERRE-JEAN HOUSSE

“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.“

Client 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.”

Boris Janicek

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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.