Meet Gilles Vanpoucke of MADERA

Today we’d like to introduce you to Gilles Vanpoucke.

Hi Gilles, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I’m a Belgian entrepreneur and business developer with a career that bridges the design and architecture industries across Europe and North America. Originally from Belgium, I began my professional journey in the banking sector before making the transition into the world of high-end building materials.

In 2010, I took on the role of Export Manager for the Renson Group, a Belgian manufacturer, overseeing European markets. Just two years later, in 2012, I successfully established the company’s North American subsidiary — including a showroom in New York and a production facility in Dallas, Texas.

This experience ignited my passion for transatlantic business development and led me to found GVP Global Advisor, a consultancy dedicated to helping European design and manufacturing companies expand into the U.S. market. My deep understanding of brand positioning and strong network within the architecture and design community have allowed me to become a trusted advisor to many Belgian and European firms entering North America.

Over the years, I’ve also been fortunate to contribute to Belgian-American collaboration, serving as an ambassador for BelCham (the Belgian-American Chamber of Commerce) and as a board member of BelWest, where I’ve worked to strengthen both business and cultural ties between the two regions.

In recent years, I joined MADERA Surfaces in Los Angeles and New York, where I currently serve as Chief Commercial Officer. At MADERA, I continue my mission of connecting European craftsmanship with American architectural excellence — helping bring innovative, sustainable, and design-forward materials to the architecture and design community.

From my roots in Belgium to my current role in California, I’ve always embraced a global vision — one grounded in collaboration, craftsmanship, and design. I strive to blend European refinement with the creative energy of the American West Coast in everything I do.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
When first start helping European companies enter the U.S. market, the natural instinct was to replicate what worked in Europe — same product pitch, same brand positioning, same strategy. We assumed that if it was successful at home, it would translate easily. But that approach quickly hit a wall.

The U.S. market — especially in the luxury and design space — plays by different rules. It demands more. More presence, more storytelling, and especially more customer service. In Europe, luxury often speaks softly and expects to be understood. In the U.S., luxury has to engage, support, and deliver — fast and flawlessly. The American customer expects a high-touch experience at every stage, from the first inquiry to post-installation support.

I learned the hard way that the U.S. luxury market is not just a different version of Europe’s — it’s a different world. And to succeed here, you don’t just export a product; you adapt your entire mindset. But at the same time, I’m proud that at a certain moment, I recognized those differences — and was able to turn that realization into real value. I’ve helped companies avoid costly trial-and-error, saving them time, money, and energy by guiding them with a strategy that’s truly tailored to the American market.

Appreciate you sharing that. What should we know about MADERA ?
Seamless Wood Design® by MADERA is a groundbreaking solution that solves the challenge of coordinating wood finishes across multiple surfaces. From flooring, wall and ceiling paneling, stair systems, interior doors, millwork, slats, and box beams, our system seamlessly aligns the product, species, color, and grade. This adaptable framework delivers a bespoke aesthetic that streamlines the design and build process. With Seamless Wood Design®, we bring the specifier’s design intent to life while simplifying the process for builders and installers, across all project scales.

Are there any important lessons you’ve learned that you can share with us?
Many European companies and brands enter the U.S. believing their success at home will naturally carry over — but the American market isn’t an export destination; it’s a different ecosystem altogether. What works in Europe rarely fits here.

Success in the U.S. comes from becoming more “American,” understanding and adapting to how business is done locally — faster pace, higher service expectations, and different logistics. The U.S. market won’t adjust to you; you must adjust to it.

Those who thrive are the ones who keep their European identity but translate it to meet American realities — combining craftsmanship with local presence, pragmatism, and commitment. I’m stoked to currently work for a company, MADERA, who very much understands all of this and implements this mindset!

Contact Info:

• Website: https://www.maderasrufaces.com
• Instagram: @maderasurfaces
• LinkedIn: maderasurfaces
• Youtube: maderasurfaces