The Communications Group Expands Its International Presence with the Acquisition of the Dubai-Based Creative Agency
The Independents, a leading international communications group specializing in luxury, fashion, and lifestyle, has expanded its presence in the Middle East with the acquisition of Bureau Béatrice, a Dubai-based multi-media and creative technology company. This acquisition enhances The Independents’ portfolio of specialist agencies, reinforcing its commitment to innovation and creativity in the luxury sector.
Bureau Béatrice, established in 2021 by Kevin Alderweireldt and Jon S. Maloy, was founded to help luxury brands engage with both established and emerging audiences through dynamic, interactive, and immersive experiences.
In less than three years, Bureau Béatrice has made a significant mark, crafting experiences and campaigns for top-tier brands in 48 markets, including Tiffany & Co., Bulgari, Prada, Richard Mille, Swarovski, M.A.C Cosmetics, L’Oréal, and Formula 1. The agency gained global recognition earlier this year for orchestrating the grand launch of Dubai’s One&Only One Za’abeel, which set three Guinness World Records.
“The Middle East is an extremely important growth market for the luxury and lifestyle sectors that brands must approach with the right message and guided by local experts,” says Isabelle Chouvet, CEO of The Independents. “Bureau Béatrice’s creativity and innovative approach to transforming stories into unforgettable experiences through a tech approach will deepen our offer in the region, while providing The Independents with a new expertise we can share globally.”
Bureau Béatrice has built a strong reputation for developing innovative projects focused on multi-media production, creative technology, and immersive shows. This expertise will allow The Independents to establish a creative luxury tech hub in the Middle East, further enhancing its global offerings.
“We are excited to join forces with The Independents, a group that shares our unwavering passion for creativity and embodies a strategic vision for global excellence. Together, we believe we can set new benchmarks for the industry, ushering in a new era of luxury experiences,” said Jon S. Maloy, co-founder of Bureau Béatrice.
“This partnership will propel our global growth, amplifying our vision to create cross-cultural projects that set new standards across the world. Alongside The Independents, we will unlock new opportunities and redefine excellence, driving a new wave of creativity and engagement that resonates on a global scale,” added Kevin Alderweireldt, co-founder of Bureau Béatrice.
With this acquisition, The Independents extends its reach to 12 countries across all continents, solidifying its status as a global leader in the fashion, beauty, and lifestyle sectors. The group’s extensive network of expert entrepreneurs is expected to elevate Bureau Béatrice, setting new standards in cross-cultural luxury projects.