Marie-Stella-Maris opens fourth Belgian store in Brussels

The Dutch personal care brand Marie-Stella-Maris will open a flagship store on Avenue Louise in Brussels on November 6. This expansion follows strong growth in Belgium, where online sales and the number of online customers nearly doubled this year.

Growth in Belgium accelerates

The new store at 15 Avenue Louise will be Marie-Stella-Maris’s fourth company-owned location in Belgium. The brand opened its first store outside the Netherlands in Antwerp in October 2024, followed by locations in Knokke and Bruges.

The brand also says it is gaining ground online. In the first nine months of 2026, both Belgian online sales and the number of online customers nearly doubled. In addition, Marie-Stella-Maris is expanding its presence through select retailers and partnerships with hotels, restaurants, and premium fitness and wellness concepts.

“Belgium is central to our ambition to establish Marie-Stella-Maris as a leading European brand within Sensorial Care,” says CEO Kika Buhrmann. According to her, Brussels, with its culture of design, craftsmanship, and hospitality, aligns well with the brand’s positioning.

The Brussels flagship store is designed to bring the full brand experience together. Visitors can discover the range of body care products, home fragrances, and gift items there. A new “Experience Island” offers space for scent experiences, product demonstrations, and personalized advice. The opening is supported by the “Brussels, Meet Your Icon” campaign, which will be visible across various locations and activations throughout the capital.