Shoeby wants to conquer Belgium through franchises

Fashion chain Shoeby has ambitious plans for the future: conquering both the Netherlands and Belgium through new business structures. In its home market, the Dutch group wants to expand through shop-in-shops in department stores to add to its 225 own stores. For Belgium, the group wants to use franchising to raise the number of stores significantly.

Excellent results in Belgium and the Netherlands

Shoeby currently manages its seven stores in Belgium, but wants to convert them to franchising. The first store (in Geel) has already been converted, the first Belgian Shoeby franchisee being Marijke Van Noten. “Our results in Belgium and the Netherlands are excellent, owing to a fast rotation of collections, an intelligent marketing approach and excellent service. Another important factor, in the Netherlands, is a good cooperation with our franchise partners. We hope to be as successful with franchising in Belgium”, says Hans den Arend, Shoeby CFO.

The thirty year old chain also wants to expand in its home country, as the first shop-in-shop in department store V&D in Amstelveen, serving women and children, proves. Usually the chain is divided in Shoeby (for women and men) and Shoeby Kids, but the V&D shop-in-shop blurs this division.