About Us

Dries Henau and Yuri Vandenbogaerde, partners in life and business for over 15 years, founded WASBAR in 2012. Their concept, which combined a snack bar with a laundromat, quickly caught the attention of Top Brands, that owns several well-known brands including Pizza Hut, Boulangerie Paul, and Ellis Gourmet. The duo sold the concept to Top Brands in 2015. Immediately after the pair founded Ambassy: a PR agency which they later sold to Duval Union. The agency was renamed MMBSY post-acquisition. In 2018, Henau and Vandenbogaerde created Chez Claire, another retail concept that was later acquired by the leader of the pastry market: La Lorraine. The luxury eclairs are now sold in Delhaize stores.

Today, Dries & Yuri are best known as 'The Brand Guys', dedicated to curating unparalleled brand concepts and crafting captivating experiences. With a strong focus on Food, Hospitality, and B2C companies, they excel in delivering remarkable results for new and existing brands. Their firm belief in the profound impact a brand has on your business, customers, and the world underscores their contemporary approach to branding and understanding modern society. Embracing a fresh perspective, Dries & Yuri fearlessly enable brands to break free from the ordinary and embrace the extraordinary.

"We challenge companies to be
different in a world of average"

Awards

Topstarter 2012 - één - WASBAR

Greatest idea of the year 2013 - Night of the KMO - WASBAR

Belgium's new brand of the year 2015 - UBA - WASBAR

Best Newcomer in Belgium- Retail Detail - Chez Claire

Entrepreneur of the year 2019 - Venuez Hospitality Awards

We are

1

2 UnAverage

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Driven by Purpose

3 In the know

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4 Proud

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