The passion for the tailoring trade that started it all in 1860 still flows through Eduard Pelger's veins too. "I have a weakness for jackets and suits. Lovely to fiddle with beautiful fabrics and select the nicest things from them," sums up the impeccably dressed thirty-something. Since 1 January 2023, Eduard can call himself the sixth generation owner of the family business that bears his name. In doing so, he can count on the support and dedication of his equally groomed older sister Barbara. 

"I have a weakness for jackets and suits" - Eduard Pelger

Just before opening time, the high-end menswear shop at 16 Hoogstraat is already buzzing with activity. The last pieces of clothing are hung in place, the music starts up and a benevolent perfume spreads through the shop. At the heart of the huge building, the staircase area, Eduard has already subtly left his mark by making dense walls give way to a spacious void. "Pelger has a long history, but above all we want to move on," he stresses. 

Meanwhile, Pelger also has an extensive collection of jumpers, jeans and trainers.

Incidentally, this in no way means a reckoning with the retired Pelger senior. "We will continue to serve our loyal customers. At the same time, we want to bind new groups to us," Eduard explains. "That's why I started buying in a different way. Although I personally really like the 'sartorial', the artisanal suit, casual clothes dominate on the street. Our offer is a combination of both, I believe in that. So we now have an extensive collection of jumpers, jeans and trainers that are prominently displayed in the shop windows and on entry." 

Beer 

The personal contact with customers and the far-reaching service Pelger is known for, are enduring core values for Eduard and Barbara. "The customer decides how personally he is advised," says Barbara, who is mainly concerned with everything behind the scenes. "Does he want something to drink or will it be a quick stopover? Is he alone, with his family or with friends? We are good at setting the right tone. Students want a beer, kids want to draw at the kids' table." 

That customisation goes far beyond opening hours and even the shop. Eduard: "If someone calls 15 minutes before closing time and says: I'm coming now, we work here until late in the evening if necessary. And we also regularly visit people's homes on request, with part of the collection or with measuring tape and fabric samples to measure a suit." He points in the direction of the shopping street. "Look around you: at what other shop will you find that?" 

As obvious as the takeover of the business by a Pelger descendant sounds, it was not. "My father first wanted to see a plan before I was allowed to buy the business from him," says Eduard. "Fortunately, I now have 10 years of experience in the business. I was mentored by my father's right-hand man to avoid becoming a clone of him in particular, haha. Moreover, before that, I worked in other places - including with producers abroad - to know various perspectives in the industry." 

Fashion dynasty

The interest in the trade must almost have a genetic origin, because at home in the fashion dynasty there was little talk about work and entrepreneurship. "Work and home were well separated in our house," Barbara recalls. "At the kitchen table, we talked about all kinds of other things in life. Even though my father hoped that the next generation could take over the business, he did not express that." 

Brother and sister Eduard and Barbara Pelger really get to know each other through the close collaboration.

"Before I took over the business, Barbara and I had intensive discussions," Eduard states. "Working together as brother and sister has risks; you also see each other privately and you often hear that arguments can arise. That's why we made clear agreements about all scenarios, just like in a marriage." Barbara adds: "Because of our nine-year age difference, we are really only now getting to know each other through and through. We are unconsciously always working on the next step, taking inspiration from everywhere and always being 'on'." 

"Eduard has a real feel for fashion, he picks out the trends effortlessly," Barbara thinks. Eduard, flattered: "I am constantly looking for new things. For that, I go to trade fairs, visit factories and build long relationships with suppliers." His latest discovery? "The handmade suit I'm wearing, the absolute best of what Italy has to offer in tailoring." 

Exclusivity

The buying style is substantially different from that of Eduard's predecessor. "The premises are the same, we share the same passion, drive and history, but I do it with my own style. When shopping, I immediately think: that would be something for such and such; I have a name in front of me, or a type of customer. And if I see a beautiful fabric, I order garments in smaller runs, so that the customer really has something unique. A new form of exclusivity that is needed today." 

It shows, because in addition to the new faces Pelger welcomes, existing customers also remain loyal to the business. "They go along surprisingly well with the new flow," Barbara notes. "Like our experienced team, they are open to change. The reactions to the collection and to us as a new generation are very enthusiastic." And father Pelger? "He still often comes by to see what I have bought and to taste the atmosphere," says Eduard. "Sometimes he says: 'Order one of those jackets for me, too'. So he too moves with the times." 

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