Flemish fashion chain e5 returns to Wallonia with high ambitions

e5, the fashion chain that has been performing remarkably well in Flanders since its relaunch in early 2021, is now rolling out its successful growth strategy to the French-speaking market as well, with the opening of its first store in Waterloo.

The start of a broader expansion

Following a highly successful relaunch in Flanders, e5 is now making the move into the French-speaking market. The new store in Waterloo marks the beginning of a broader expansion in the southern part of the country. According to the chain, it aims to roll out its successful growth strategy—which has proven effective in Flanders—to the French-speaking market as well. A festive opening weekend is scheduled for next week.

As early as 2020, the then-loss-making fashion chain decided to close its 12 stores in Wallonia. The reason cited at the time was insufficient scale, as well as a Walloon fashion market that differs significantly from the Flemish one. Entrepreneurs Peter and Kristof De Sutter, who took over the retailer in 2021, have so far limited their operations to Flanders and the Brussels periphery, with 59 stores.

Now the company is taking a remarkable step, though e5 often stands out by going against the grain. In recent years, the retailer has managed to grow profitably, thanks to a mix of private labels and external fashion brands in the upper mid-range segment, a shopping experience that emphasizes ambiance, inspiration, and personalized service, and a well-thought-out circular strategy. Next week, the owners will elaborate further on their Walloon ambitions.