As children, many dream of endless soft toys. Alexis Verstraeten and Pauline Montironi turned that nostalgia into a luxury furniture brand blending emotion, craftsmanship, and exclusivity.
Today, their brand, AP Collection, holds a rare position in the luxury design market. Based in the Hainaut region of Belgium, they’ve created a workspace that mirrors their world: creative, immersive, and ambitious. We meet two visionary entrepreneurs who have turned childhood into a source of strategic and distinctive inspiration.
AP Collection’s offices are located in Strépy-Bracquegnies, near La Louvière. It is here that each of the brand’s soft toy-covered armchairs, pouffes, and benches is made. “It’s 100% made in Belgium—apart from the high-quality soft toys, which come from Asia,” says Alexis Verstraeten, grinning as he gives a tour. “Everything else is made here: the seat bases, the frames, the soft toys sewn by hand, one by one, by our eight seamstresses,” he explains, surrounded by his skilled colleagues, whom he clearly holds in high regard.
The idea for AP Collection originated in 2015 during the couple’s long-distance relationship. Alexis was in London, Pauline in Brussels. “I wanted to be a bit of a Romeo, so I started sending her soft toysMto make up for the lack of cuddles and affection. I was really after her heart, but in the end, the soft toys did the trick—it was beautiful!,” Alexis recalls.
Developing a product
From 2015–2016, the pair began developing a product for the Belgian market, known for its high standards. “If it worked here, we figured it could work anywhere,” he explains. At the time, the concept of ultra-exclusive, luxury furniture decorated with soft toys was new and quite unique. “There wasn’t really anything to compare it to,” notes the AP Collection co-founder. “We tested over a hundred different shell shapes to find the right model for our signature armchair—known for being cosy and enveloping. We also used soft toys from all sorts of places to see what would resonate with consumers and fit with our design aesthetic.”
The product was gradually perfected and internationally launched in 2017 at the Maison & Objet trade fair in Paris. “We had a large stand and showcase, even though we were still working from our small workshop in Strépy-Bracquegnies—we wanted to make it look like this concept had structure and weight.” Success came quickly. “Major retailers like Galeries Lafayette, Le Bon Marché in Paris, KaDeWe in Berlin, and prestigious department stores in London showed interest, wanted to represent us, and began selling our products. That visibility became AP Collection’s calling card. The product speaks for itself through its originality—once it’s on display, not much marketing is needed.”
98% of production exported
Since then, the company’s geographic reach has expanded to nearly 60 countries, with around 150 partnerships. Revenue has grown from €30,000 to between €1.5 and €1.6 million, with double-digit growth year after year. The company now employs twelve people.
AP Collection produces around 400 pieces per year, of which 98% are exported to elite clients. Regularly, large cardboard boxes leave the warehouse next to the sewing studio, headed to Spain, France, Switzerland, Italy, Hong Kong, or the United States, to name just a few destinations.
“Our flagship retailers today include Curiosity Store in Lausanne and Geneva. Switzerland is a key market for us—our warm, cosy designs go well with the mountain aesthetic. You can also find us in China, India, and soon in Singapore(Club 21) and Bern,” Alexis notes.
In Belgium, the main point of sale is the Mayfair concept store in Brussels, which recently also welcomed the Filigranes bookstore. “What’s great about our product is that the soft toy doesn’t change across countries.”
A niche market
Alexis acknowledges it’s a niche market, as are the distributors: art galleries, private hotels, luxury stores, exclusive interior shops, and interior designers. But the concept has a universal strength: everyone has had a soft toy at some point in their life, which creates an emotional connection. “The beauty of our product is that the soft toy doesn’t need to change for different cultures. It doesn’t require any adaptation. Our creations speak for themselves.”
And speak they do—enough to catch the attention of high-profile personalities including the King of Morocco (who bought the entire collection!), Beyoncé, Zlatan Ibrahimović, Selena Gomez, Natalie Portman, Gwyneth Paltrow, Conor McGregor, and the Dolce & Gabbana family.
“Our typical client is someone looking to stand out, to own a unique piece that transforms their space and makes it special. They’re after the wow factor,” Alexis explains. Prices range from €3,000 to €19,000, with an average price between €8,000 and €12,000.
“The manufacturing process is entirely manual—it can’t be automated.”
AP Collection refuses to mass-produce. “The manufacturing process is entirely manual and cannot be automated,” Alexis stresses. He’s not looking for rapid or excessive growth—but does dream of moving the business to a new space, where he could establish a true production line instead of working in cramped conditions.
Firmly rooted in Belgium
Still, there’s no question of leaving Belgium. “Everything is made and assembled by hand here in Strépy-Bracquegnies,” he insists, keen to highlight the work of his “motivated and passionate” seamstresses. This, despite Belgium’s high labour costs, which affect its global competitiveness. “Creating high-end products is essential if we want to stay in Belgium.”
As for the future, beyond growing AP Collection, the couple is also developing a second brand: Versoni (a blend of Verstraeten and Montironi). Still in the luxury furniture sector, Versoni moves away from soft toys in favour of rich textures and noble materials like nubuck and alpaca wool, with more minimalist, conceptual pieces. Prices range from €1,500 to €5,800. Launched in September, the brand aims to reach €250,000 to €300,000 in turnover by 2026.
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