The Retail Edit: a letter to those who shape this city

Our contributor and retail consultant Elisa Servais has noticed too many beloved Brussels shops close their doors. This is her open letter to the city’s decision-makers, and a call to act before more are lost.

Dear city officials,

I LOVE BRUSSELS: its rich heritage, its unmatched demographic diversity, its wide range of artistic and cultural sites and events, its incredible food scene and of course, as a passionate retail designer: its retail offering.

BUT… I admit I have growing concerns on this last front.

Over the past year I have been losing an increasing number of shopping spots I used to favour. First, it was Rue Haute, where the fun, quirky boutiques have all been taken over by food places. Though these are undeniably very nice they don’t allow for a full afternoon wander on a Sunday afternoon. A favourite of us Brusselers as you know.

Next it was Bailli, clearly impacted by the tram renovation works. A necessity no doubt but at what cost? Even the food retailers are concerned how long they may still be able to hold on.

And yesterday, I headed to Rue des Chartreux only to discover that both Encré AND Flash Capsules will be closing soon. My heart literally broke!

Who will be next? The only shopping spots that remain are Rue de Flandre and Rue de Namur. Plus, random gems scattered left and right such as Appart 17 and Rose. But which will now have to become “destination shops”, meaning increased pressure and costs.

Granted, not everything is dark. It’s been wonderful to see first the growth of the food offering (Brussels people are very much foodies after all), and second a “French wave” with the arrival of such brands as Ami Paris, Caudalie and Sabre. Truly great additions to our city’s retail scene.

BUT… in both instances who are these places aimed at? Who are their target customers? Tourists? Locals?

Let me put it this way: as a local yourself, how often would you go to these restaurants? Maybe once or twice a week? And more to my point: how likely are you to visit the higher range shops mentioned above for a purchase? In short, let’s be fully honest: where do you currently go for your fun weekend shopping?

I have been asking my other Brussels friends as well as retailers this very question. In many cases I heard despair at having to resort to online shopping or heading to old favourites only to find closed doors, just like me. I was however surprised to hear the second most common reply: Waterloo!

Yes, more and more Brusselers head to Waterloo for their weekend shopping outings. Why? The three reasons I was given: free parking, clean, safe.

Now I have been to Waterloo and to be honest though it’s pleasant enough it has nothing on Brussels in terms of retail inspiration and width. Well, let me rephrase that: it HAD nothing on Brussels.

Of course, I understand the challenges the city faces in managing its retail infrastructure: constant budget cuts, tricky landlord management, arduous alignment between communes and the multitude of administrative offices.

BUT… these are challenges other cities also face and yet they still manage to deliver city centre ecosystems which adequately balance food, culture AND retail. And they all manage to do it in a localised manner: calling on international brands to integrate some local flair as well as supporting local entrepreneurs. It is this mix of functions and the local distinction which give tourists and city residents a reason to visit… and come back. How many of us have taken a trip to Antwerp, Maastricht, Amsterdam, Paris or London to enjoy such a locally anchored mix? Shouldn’t Brussels also aim to deliver the same?

Especially as looking at the reasons given for the choice of Waterloo over Brussels I cannot help but feel they are not essentially retailer issues but rather city administration ones: transport, safety, cleanliness. These seem relatively “easy” to fix in my humble eyes. Actually, as one who works in marketing I would even go as far as to say these issues are mainly communication based. We all know Brussels has a negative reputation as a shopping destination. By investing a bit in the cleaning aspect and a bit more in a promotional campaign I am convinced we could shift this narrative and bring a brighter light on our beloved city; bringing people back and in turn also allowing retailers to once again thrive and diversify.

For now, it deeply concerns me that even I, a deeply attached Brusseler who has spent the past few years actively promoting our city and its retail scene, am losing interest in shopping here. I am seeing less interest in heading to the centre since I know all I will be able to do is eat there. And as I have enough options in my own commune of Auderghem, why would I bother?

When our own city lovers avoid or worst flee its centre, should we not be concerned?

So, here is my call to you dear city officials: first, please observe and listen to your residents! Do they still really shop in Brussels? And then investigate why not? And second, please please please, look beyond what may seem as roadblocks and work collectively for a more balanced retail scene, one which will enthuse visitors but also the locals, including yourselves.

Thank you for reading. I sincerely hope you enjoyed this third edition of the Brussels Retail Edit. Keep an eye out next month for more Brussels retail reflections. And until then don’t hesitate to connect on LinkedIn to share feedback or visit my website to find out about my various services.

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This article reflects the personal views of the contributor. WeLoveBrussels is committed to publishing independent voices across a range of viewpoints.