MILAN — With creations inspired by the finest palaces in France and conceived by internationally renowned designers like Christian Lacroix among them, it comes as no surprise that high-end bedding maker Tréca Paris plucked its latest chief executive officer from the world of luxury fashion.
Isabelle Durand joined Tréca Paris at the start of 2026. Prior to joining the firm, which is owned by the Adova Group, she served as global chief client officer for Christian Louboutin and was the general manager of the Hermès‘ Faubourg Saint-Honoré flagship before that.
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Looking ahead, brand building will be key as she pioneers a huge shift in how the firm approaches the global market. A lot of that hinges on how Tréca Paris connects with the final consumer, rather than focusing on a business-to-business model, to which the company has previously been accustomed.
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“Historically in the bedding industry, the B2B business model was prevalent. We would love to operate a change of business model and move to a mixed business model integrating a B2C model,” she told WWD in an interview.
Fit for a Palace
Tréca Paris, whose name is derived from Trefilerie-Câblerie, French for wiring and cabling, was founded in 1935 in Reichshoffen, France, by Victor Moritz. Moritz is credited with revolutionizing the French market by introducing high-end, spring-based mattresses.
In the early part of the 20th century, the firm became known for luxurious, artisanal “savoir-dormir” (sleeping know-how), supplying Pullman wagon seats and, later, becoming a staple in prestigious hotels and palaces like the Relais Bernard Loiseau, Maison des Têtes Colmar, Villa Foch, Les Coquillades, Villa Gallicci, Château des Alpilles, Aman Le Mélézin and even the Royal Evian Palace.
Hospitality Partnerships Are Key
Since 2013, Tréca Paris has been supporting the Airelles hotel group in equipping its prestigious establishments. After Courchevel and Gordes, these two experts in French luxury are strengthening their partnership for the opening of the Airelles Château de Versailles hotel, Le Grand Contrôle, with the exclusive creation of an “Airelles” mattress and bed.
Airelles chose Tréca Paris to furnish the suites at Le Grand Contrôle, within the grounds of the iconic Château de Versailles.
Also, it was awarded the prestigious Entreprise du Patrimoine Vivant, a mark of government recognition set up to distinguish French companies that apply the highest levels of industrial and traditional craftsmanship know-how.
Growth in the U.S.
Durand said she’s focused on expansion, especially in the U.S. where the brand is primed for growth.
“We are expanding and that’s really now one of my key priorities… to start with the U.S. market where we would love to open our first directly operated store, a flagship store in New York,” she added. The first New York City flagship is expected to open by the end of 2026.
American living habits are changing, as the U.S. continues to fortify its position as the luxury home’s top market, Durand notes. Americans don’t use all the traditional bedding that Europeans use, she recognized, but they are indulging more and more in European luxury living and creating atmospheres rooted in wellness principles.
Wellness at Home
“Wellness and well-being there [in the U.S.] is very strong at this time. In the U.S., the feedback we have is people now who really want to dedicate time and more money where they are spending a third of their life, especially during the night,” she commented, underscoring the brand’s reputation for comfort and craftsmanship.
China, where the brand operates through a local partner, is also a top priority, followed by Europe, where Tréca Paris is gearing up to open a new store in Geneva.
Storytelling Potential
Storytelling will be key in captivating customers who are ever-more well-informed. A big part of that storytelling involves conveying its major strides in the sleep industry. Its Auguste sleeping system, for example, involves suspension technology that includes its individually wrapped trademarked Air Springs.
According to the firm, it was the first time in bed-making history that a system was created with a bed base, support mattress, comfort mattress and mattress topper, which were manufactured and presented as a single unit. In addition, the Auguste is a work of artisan mastery. It takes more than 100 steps to craft an Auguste mattress which is tufted by hand.
“We are extremely lucky because we have over 90 years of innovation and things have optimized a lot of innovation at Tréca.”