[In the Picture] 450 visitors attend opening of Belgium’s largest Douglas store

The new Douglas store in Hasselt, Belgium, opened its doors on Friday morning and attracted hundreds of visitors. Some customers queued up at the crack of dawn.

Strong retail dynamics in Hasselt

The opening of the first Douglas store in the center of Hasselt attracted an exceptionally large crowd on Friday morning. More than 450 visitors were already queuing before 10 a.m. The perfumery chain announced in advance that the first 150 buyers would receive a goodie bag.

With a surface area of 530 square meters and two floors, the store is the largest Douglas store in Belgium. CEO Sebastiaan de Jong emphasizes that Hasselt is a logical choice: “The energy we feel here today confirms why Hasselt is the right place for us to continue to grow. This city has a particularly strong retail dynamic: entrepreneurial, stylish, and with an eye for quality. That fits perfectly with our premium beauty concept.”

New anchor point

The store also aims to be a striking new anchor point in the city center, with an architectural façade, high glass arches, and a completely new interior concept. According to Douglas, “the combination of exclusive labels and popular trend brands creates a varied and inspiring shopping experience.”

Douglas BeNe now has 102 of its own stores and 17 franchise outlets in Belgium and the Netherlands. The group achieved a turnover of 4.45 billion euros in the 2023/24 financial year and has approximately 19,200 employees worldwide.