The Retail Edit: Brussels retail institutions worth exploring

We all know Brussels for its rich food and cultural heritage. But what about its retail heritage? Here is my own take as both a Brussels AND retail fan!

First, I must mention our most notable retail heritage: the Galeries Royales St Hubert. Based on my research, this is THE original retail destination.

Indeed, before there were shopping centres, there were department stores and before these: covered galleries or passages. Our Galeries Royales may not be the oldest of the format, but they were the first to combine multiple functions: commerce, food and culture via two theatres. This makes them, at least in my humble eyes, a key part of global retail history.

Our retail heritage does not end there, however. There are of course the many chocolate houses and then the famous fashion brands, all with stunning boutiques to explore all over the city.

Today I would like to highlight three “institutions” our readers may not be as familiar with or perhaps may not yet fully appreciate the richness of.

MAISON DANDOY – PEOPLE, PLANET, BISCUITS

Here is one of my favourite Belgian retailers. Undeniably, Maison Dandoy is THE reference when it comes to our infamous speculoos biscuits! There is, however, much more to appreciate in their retail strategy. Did you know this family run retailer has been operating for SEVEN generations? Longer than Belgium has existed as a country!

The current owners went through a review of the brand’s core DNA. This exercise led them to revise their brand promise to “people, plant, biscuits”. In essence: pleasure rooted in ethical values. This has now been translated throughout their entire operations: from how they manufacture their products, to how they run their internal organisation and teams, and of course how they connect with their customers throughout all their channels. An example online: the “Dandoy Family” loyalty program is one of the best I have ever seen: cleverly sharing the brand’s ethos, activations all while encouraging physical store visits. An experience not to be missed as the staffed service is some of the best to be found in Brussels.

As a passionate retail designer, what stands out the most remains the brand’s retail design strategy. In this regard, I personally consider Maison Dandoy an amazing “good practice” reference, and more particularly for the way they have applied a successful “localised retail design approach”.

We are all familiar with brands such as Aesop & Starbucks, famous for what is often referred to as a “glocal” design approach. One where each store is uniquely designed with references to its specific location while still integrating core brand identity elements to allow instant brand recognisability. 

Let me illustrate why I think Dandoy has also mastered this approach, with 4 of its stores, all located in a different area of Brussels:

1. Buls (off Grand Place) – the most visited: this location was the first to serve Dandoy’s now renowned Belgian waffles. This became an instant hit and as a result the brand had to completely review their store design. The focus on the ground floor is on quick take-away service. While upstairs it offers the opposite: a calm and out-of-time tasting experience. The overall design combines modern elements with medieval features from the existing building: a mix of heritage and modernity perfectly suited to the brand.

2. Rue au beurre – the FIRST: this store simply breathes the brand’s history, from the original workshop visible at the back, to the traditional moulds and old biscuit tins. A true time capsule!

3. Galeries St Hubert – the most glamorous: though it may not look it, this store is one of the most recent. Following the success of its first cafe, Dandoy saw an opportunity to replicate the idea in another iconic location. The aesthetic was however adjusted to suit the refined “turn of the century” gallery setting.

4. Ixelles – the hippest: located in a university neighbourhood, this shop may be the furthest from the others’ aesthetic, yet it can still easily be associated with the brand.

So, would you not agree that each location offers a truly unique & differentiated experience, but that the brand remains recognisable at one glance? A brilliant retail strategy which entices customers to visit ALL locations. Something I, myself, indulge in doing.

DELVAUX – BELGIAN EXCELLENCE IN ITS PUREST FORM

Delvaux’ Brussels flagship is located on Boulevard de Waterloo, alongside other major luxury houses, and admittedly its shopfront blends in a bit with the rest. But inside, the experience stands out in quite some ways.

First, the store design balances well key elements of the brand: the high-end positioning, the exclusivity that goes with it, the craftsmanship behind the products and, most endearing to me, the brand’s Belgian heritage.

The grand entrance staircase does a great job of introducing this last aspect, as it not only holds the crest of official crown suppliers, but also displays gorgeous art pieces clearly embedded in Belgian humour.

In terms of aesthetics, the original building combines neoclassical and art deco features. A somewhat unexpected mix but which works well, and which Delvaux has done a great job at replicating in its displays, furniture and lighting. Each room highlights a selection of products and provides a seating arrangement for customers & staff to exchange in the most comfortable way. There is an overall sense of lightness, also supported by the omnipresence of natural light.

My two favourite product collections, each have their own room. In the veranda space, a double height display showcases the art-based pieces, my favourite making reference to another Belgian legend: Magritte.

And we see again Belgian references in some of the products on display in the “toy” collection room. How about Belgian fries in your mini handbag?

In an adjacent room, a beautiful vintage design desk serves as support for staff to discuss special custom orders. Customers can enjoy a coffee while perusing the full set of leathers, buckles and linings available.

I must also praise the service in this store. Every single employee actively engages with visitors: the hostess, service advisers and even the security guard. It always feels quite “local” to me in the respectful, yet approachable tone used.

The result of this combination between references to Belgian heritage (especially its humour), the refined aesthetics, the friendly service and amazing craftsmanship? A store experience which feels luxurious yet extremely comfortable and accessible.

COMIC ART MUSEUM – retail design history

Just as the retail geek in me gets excited about the Galeries Royales, so does it get excited about the Comic Book Museum. Why? Let me count the ways:

1. Comic books – Belgium’s infamous Seventh art, which I have grown up with as a first form of reading material
2. Art nouveau and not just any kind, but an actual Victor Horta building – THE Belgian hero of this uniquely beautiful architectural style
3. Retail heritage – yes! This building was not initially a museum but actually a fabric store: les magasins Wauquez

It therefore combines key aspects of my heritage and love of Brussels with my professional passion. This is a site I include in all my visits: whether more personal visits with foreign friends or professional retail inspiration tours. 

Today, we can still witness some of this retail heritage mostly on the second floor where the old order counters remain visible between the exhibition and events spaces. There is also a dedicated area on the ground floor providing some background information on Horta and the original store concept.

What is also nice is how the building now integrates not just any old museum shop but rather a branch of the comic bookshop chain Slumberland, thus further maintaining the link to the building’s original commercial function.

CLOSING WORDS…

As a retail expert, I often read retail news from Paris, London, NY and even Antwerp but sadly feel Brussels always goes unnoticed. And yet the above, as well as what I have shared in previous editions of the Brussels Retail Edit, highlight how much our city also has to boast in terms of retail inspiration. This is why I so passionately write about it as well as offer various retail tours in our lovely city. In fact, I will be running a full day “retail discovery” tour in October for those who may be interested. Details below.

Thank you for reading. I sincerely hope you enjoyed this 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.