West Flemish entrepreneur Christ Vandamme has acquired Vive la Vie, parent of the VRT-licensed fashion brand Vive le Vélo, from founder Caroline Vereenooghe, aiming to triple revenue and expand product range domestically and abroad.
Christ Vandamme (48), owner of A&D Trucks & Trailers and industrial real estate, acquired Vive la Vie—Caroline Vereenooghe’s company behind VRT’s cycling-inspired label Vive le Vélo. Vereenooghe launched the brand in 2019 under a VRT licence, growing sales to €1 million last year through partnerships with retailers such as JBC and Brooklyn, and via its online store.
Vandamme, whose truck-trailer business yields €30 million annually, plans to triple Vive la Vie’s turnover within three years. He intends to broaden the product line beyond T-shirts and hoodies to include corporate-branded apparel—a segment he views as a natural extension, given his existing network.
While no new physical shops are planned, Vandamme will leverage advertising on his 700-unit trailer fleet and explore expansion into the Netherlands and France. Founder Vereenooghe—formerly a VRT licence holder and ex-partner of presenter Karl Vannieuwkerke, who remains brand ambassador—exits entirely to refocus on her equine career, welcoming Vandamme’s commitment to preserve staff and operations.
