From Uplace to Broeklin: why Bart Verhaeghe wants retail to think bigger

Nearly twenty years after Bart Verhaeghe launched Uplace, ground is being broken for its successor, Broeklin. Over those twenty years, the retail world has also evolved. The future of brick-and-mortar retail no longer lies solely in functional shopping, but in destinations that inspire wonder.

From Uplace to Broeklin

“Places where people have an experience—and that’s exactly why they come back. They’ve existed for a long time in Asia and the United States. Not here yet. I already thought twenty years ago that Belgium deserved a place like that,” laughs Bart Verhaeghe. “Today, we’re finally starting to build them, right here at home.” Broeklin is aiming for an opening in the fall of 2029. During the Captains of Retail event on September 16, C-level retail professionals will get an exclusive sneak peek.

That optimism doesn’t hide just how many hurdles the project has overcome. It seems that obtaining permits in Belgium is simply particularly difficult. “Bringing about change is hard. Especially if you want to do that in real estate in this country.” In the meantime, it wasn’t just the name that changed. The concept itself has also evolved over time.

“We’ve had plenty of time to conduct very in-depth research into how to build sustainably today—using which techniques and materials—and how people consume,” says Verhaeghe. “We’re putting all that knowledge into it. Broeklin will be innovative and sustainable—in design, experience, and consumption.”

Close by—and worth the drive

“Location is everything in real estate. That’s why we, along with our three shareholders, have continued to believe in this location for so long: within twenty minutes is a particularly interesting market, and that’s where our regular visitors are. But our ambition extends further. New retail concepts, leisure, F&B with something for everyone, an event hall, offices, and an innovation hub—you’ll happily drive an hour out of curiosity to visit.” And anyone who has a great day here, we’ll see them again this year.”

Broeklin is also aiming higher in terms of its offerings. In addition to the classic retailers found in many shopping centers that have proven their worth, the developer wants to attract premium retailers, new brands, and new concepts. “We strive for innovation and a sense of wonder. We’ve been doing that for twenty years now, and we’re very eager to get the Flemish and the Belgians on board with that.” Specifically, there will be 55,000 m² of retail space, 12,500 m² of leisure space, and 11,000 m² of F&B, plus an event hall that can accommodate 5,200 visitors.

“Functional shopping is behind us”

Behind Broeklin lies a distinct vision for retail. E-commerce hasn’t made the physical store obsolete, says Verhaeghe, but it has changed its function. “Purely functional shopping is a thing of the past. Today, you want a total experience.”

As a result, the store is increasingly becoming a true flagship store as well as a marketing story: a place where consumers can get to know a brand and touch, try on, and test products. “More than ever, consumers want to experience, participate, and be amazed.”

In that context, technology isn’t a threat, but a lever. Virtual try-ons, automatic sizing, digital product information: “AI will offer a wealth of possibilities to make the physical store better, richer, and more compelling. That’s how online and offline converge to create an enhanced in-store experience.”

Perseverance pays off

The long journey hasn’t changed Verhaeghe’s view of entrepreneurship—it has only reinforced it. For him, Broeklin is proof that perseverance pays off. “We’ve had to fight and struggle for a long time,” he says. “Once it’s up and running, I think everyone will probably say: why did we have to wait twenty years for this?”

But perseverance alone isn’t enough. Every entrepreneur needs a strong, financially sound plan—and at the same time, the flexibility to adjust course. “You shouldn’t just dream. You have to create something that naturally generates revenue; otherwise, it won’t last.”

One thing, he believes, could be bigger here: ambition. “When I see things abroad, they’re grander, bolder, more daring. And here, it’s all just a little bit smaller.” Bold, but not reckless: persevering without a solid plan didn’t get Broeklin anywhere either. His message after nearly two decades at Uplace and Broeklin therefore remains simple: “Don’t look back. Look ahead. Keep moving forward positively, with drive.”

Bart Verhaeghe will deliver an exclusive keynote address during the Captains of Retail event on September 16, as will Anrico Maat, the new CEO of Jumbo Belgium. Find out more about this invitation-only event here.