Raison Home seeks franchisees for its in-home interior design service

Raison Home is recruiting new franchisees in Belgium for its in-home interior design concept. The brand, which has operated in Belgium since 2018, currently has around ten franchise operations in the country. Its expansion focuses not on conventional showrooms, but on independent business owners who visit customers at home to help them design and complete their interior projects.

Designing in the customer’s home

Raison Home sets itself apart from traditional kitchen retailers by operating without a physical showroom. Its ‘home designers’ visit customers and develop designs in the space where they will ultimately be installed. The range covers kitchens, dressing rooms, bathrooms and other bespoke interior projects.

The home is therefore not just where the finished project belongs, but also where the design takes shape. The concept is based on collaborative design: the customer and franchisee develop the project together within the existing living space. The sales process consequently differs from a model in which customers first visit a showroom.

For those considering the Belgian franchise market, this operating structure is particularly relevant. Raison Home offers a model that does not include a physical showroom. This makes it a different kind of business from running a conventional interiors shop, while retaining responsibility for the entire customer journey.

One franchisee manages the whole project

At Raison Home, the franchisee remains the customer’s main point of contact throughout the project. Their role extends beyond providing advice or selling a design. It also includes sales follow-up, placing orders, coordinating with installers and managing delivery.

Timothy Jacobs, who currently heads the network in Wallonia and Luxembourg, emphasises continuity for the customer. The aim is to avoid passing customers from one contact to another. The franchisee retains responsibility for the project from start to finish.

This division of responsibilities clarifies the type of independent business the concept offers. Franchisees combine customer-facing work with organising project delivery. An interest in interiors is therefore only one part of the role; keeping track of commitments, orders and the various parties involved also deserves consideration when assessing the concept.

Sales skills and six weeks of training

When recruiting, Raison Home primarily looks for candidates with sales skills and entrepreneurial qualities. Technical experience with kitchens is an advantage, but the network says it is not a prerequisite for getting started. Jacobs stresses that technical knowledge can be taught, while an entrepreneurial mindset and the desire to build a sales-led business are central to the role.

New franchisees receive six weeks of initial training. This combines theory and practice and is supplemented by individual support in the field. Under the model described, support therefore continues beyond the initial training period.

Candidates should consider this training alongside the full range of responsibilities. There is more to the role than learning to design: franchisees must also maintain customer relationships and oversee project delivery. An introductory meeting can help establish how the training and practical support relate to a candidate’s experience and the day-to-day work involved.

Growth ambitions for the Belgian network

Raison Home currently has around ten franchise operations in Belgium. Jacobs sees room for a much larger network: the brand estimates that the country could support around 100 franchisees. This is Raison Home’s own assessment of its growth potential, not an announcement of 100 planned openings.

Jacobs was involved in the Belgian launch in 2018, initially in a sales support role. Today, as head of the network in Wallonia and Luxembourg, he supports its growth and the recruitment of new franchisees. The current recruitment drive is therefore part of the continued expansion of a concept that has been present in Belgium for several years.

Practical advice for candidates: do not assess Raison Home solely as an interiors concept without a showroom. Focus discussions on the sales role, responsibility for the entire customer project, and the specific support provided during and after the six weeks of training. These factors will determine whether the day-to-day role suits your skills and ambitions as a business owner.