Meet our founder: Éric Bécart

An intimate conversation about the beginnings, challenges and vision behind SLS Agency

2009 was 16 years ago… Why was this the right time to create SLS Agency?

Éric Bécart: Because the market needed a jolt! At the time, distribution was often limited to traditional B2B: catalogs, contracts, but little long-term vision. I dreamed of a hybrid agency—part strategist, part creative partner. The timing was perfect: brands were looking for people who could decipher new consumer expectations, not just fill trucks. SLS was born from this need… and a healthy dose of optimism! (smiles)

Your collaboration with giants like Crocs marked your beginnings. What lessons have you learned from this?

Éric Bécart: “These partnerships taught us to think outside the box. Crocs, for example, was much more than sandals: it was a cultural phenomenon. We transplanted this logic into decoration. Design isn’t limited to an object—it tells a story, creates a connection. It’s this philosophy that we apply to each collaboration today.”

What is SLS’s “secret” for reconciling creativity and strategic rigor?

Éric Bécart: “The key is the balance between data and intuition. We analyze trends, figures, behaviors… but we always leave room for boldness. A collection can be data-driven, but if it doesn’t arouse emotion, it misses the point. Our role? To find that tipping point where rationality meets desire.”

How do you select a brand today? Is there a criterion that consistently makes you say “yes”?

Éric Bécart: “The sacred fire! (laughs) More seriously, we look for brands that own their identity. A product can be technically perfect, but if there’s no clear vision behind it, it won’t break through. My green flag? A designer capable of explaining in 30 seconds why their product deserves to exist… and in 2 minutes how it’s going to conquer Europe.”

A challenge that motivates you in 2025 for SLS?

Éric Bécart: “Making luxury accessible without distorting it. High-end design still suffers from an elitist image in Europe. We work with brands that break this code: embodied, durable pieces that speak to everyone. The next step? Developing cross-sector collaborations—imagine a light fixture co-designed by an architect and a streetwear artist…”

Any advice for an entrepreneur who dreams of revolutionizing their sector?

Éric Bécart: “Listen to the market, but don’t obey it blindly. Real breakthroughs come from those who anticipate needs that consumers haven’t yet expressed. And surround yourself with people who challenge you: at SLS, our best ideas are born from creative disagreements!”