Expansion gives Belgian sales Kiabi huge boost

Kiabi has recorded an impressive 24 % growth in Belgium. Its further ambitions are staggering: by the end of 2025, the French budget fashion brand aims to reach seven out of ten Belgian families – partly thanks to a new loyalty programme.

Strong expansion

Last year, Kiabi achieved a turnover growth of 24% in Belgium, despite the fact that 2023 was already a record year. This growth is largely attributed to strong expansion: the chain opened eight new stores in the French-speaking south of Belgium, including its first Belgian franchise store in Hannut (Liège).

In addition to the strong turnover growth, Kiabi has revamped its loyalty programme to offer customers more than just financial benefits. Customers can now share their loyalty points within the family and save for various experiences such as family days, cinema visits, and even household services.

“Customers today expect more than just discounts; they are looking for experiences, sharing, and more personalisation”, Customer Engagement Director Léna Hilmoine told Republik Retail. The renewed loyalty programme already launched in France, and will be expanded to Belgium, Italy, Portugal and Spain this summer.