Dear friends of Baleno,
Anyone who has spent a morning in the fields or the woods, out shooting or in the saddle knows the feeling: the air is still crisp, the grass is wet, the wind is picking up – and you are glad your clothing simply does what it should. That is exactly what Baleno has stood for over the years. Which is why I am so proud to become the new owner of Baleno from 26 October.
I would like to take a moment to introduce myself and to tell you why we believe so strongly in this brand.
About me
My name is Matthias Warlop – an entrepreneur and an outdoorsman. After studying at KU Leuven and in Switzerland, I began my career in consultancy. I went on to build up an engineering firm and have led several businesses, always with the same motivation: helping people and organisations grow.
For many years I was also the distributor of an outdoor sports brand. It taught me how much good gear matters, whatever the weather.
How Baleno found its way to me
When I heard that Sioen was looking for a new home for Baleno, I was immediately intrigued. The better I got to know the brand – the collections, the fabrics, the loyal customers and retailers at home and abroad – the more convinced I became. This is a brand with a soul, and it deserves a personal approach.
A true family business
We work from our farm in the polders near Bruges, with our warehouse just a few minutes' drive away in Bruges itself. For us, the outdoors is not a marketing story but everyday life: open fields, wind and – let's be honest – a fair amount of rain.
We love being outdoors, the whole family: my wife, our three children and me. Whatever the weather, we head out into nature or work in the garden. So we know from experience just how much good clothing is worth.
To us, being a family business also means short lines, personal contact and a name we carry with pride. Have a question about a size, a model or an order? You will get an answer from people who know the products and stand behind them.
Why we believe in Baleno
Outstanding quality
Baleno clothing is made to last, season after season. Strong seams, thoughtful finishing and materials that can take a knock. Not throwaway fashion, but clothing you will reach for again and again – and that still looks good years later.
Timeless design
You can recognise a Baleno jacket or gilet by its classic, well-tailored lines. Whether you are out shooting, riding across the fields, walking the dog or enjoying a Sunday stroll, you are always well dressed. Our collections do not follow fads; they stay beautiful.
Exceptional waterproofing thanks to Sioen fabrics
At the heart of much of Baleno's clothing are the technical fabrics of Sioen, the Belgian specialist in protective textiles. They keep out wind and rain, so you stay comfortable and dry, even when the weather turns. It is this combination of Belgian textile expertise and classic design that makes Baleno unique.
What stays, and what's next
The Baleno you know is here to stay: the same trusted styles, the same quality and the same attention to detail. At the same time, we want to give the brand fresh energy. In the coming months you will see and hear more from us – on our website, on social media and at our stockists. We are replenishing stock, strengthening our webshop and looking forward to many new encounters.
Join us
We believe the best moments happen out in nature – in all weathers, with the people and animals you love. Baleno wants to be a faithful companion for every one of them.
Sign up for our newsletter to be the first to hear about news and collections, follow us on social media, or simply drop us a line. We would love to hear your Baleno story.
See you soon – outdoors, of course.
Warm regards,
Matthias Warlop
and the Baleno family