Bie Buelens (Kringwinkel): “Secondhand should be the best choice, not just the cheapest”

Kringwinkel is professionalizing as a group, with an e-commerce platform, a revamped store concept, and a sharper brand positioning. Without losing sight of its social mission, CEO Bie Buelens emphasizes: “Circularity must go hand in hand with commercial success to keep it affordable. We’re playing the commercial card, but without forgetting the social one!”

“Bringing the retail story into a social setting”

With 165 stores and 6,000 employees, Kringwinkel has long since ceased to be a small player. Still, CEO Bie Buelens believes the organization doesn’t highlight its social impact enough. The new brand positioning “Phenomenally Social,” which Kringwinkel launched to mark its 25th anniversary, is meant to change that. How? She’ll explain at the RetailDetail Night on November 19.

“We’re a circular, social, and economic model, but we actually don’t talk nearly enough about our social commitment.” That social dimension is also the key factor that sets us apart from the growing competition from commercial secondhand platforms. “We use the circular economy to provide people with jobs. For many other platforms, it’s purely about commerce. For us, that social mission adds extra value to what we do.”

One recognizable Kringwinkel, without a one-size-fits-all approach

Buelens wants to combine that identity more explicitly with a professional retail approach, as is already reflected in a thorough renewal of the store network. Today, the Kringwinkels vary greatly in appearance, layout, and product selection. Buelens wants to bring more consistency to this.

“All those stores look different. We want to create a unified concept, but without forcing the stores into a rigid mold. Every Kringwinkel has its own character, floor space, and location. Every product is unique anyway. We just want customers to recognize the store immediately and feel confident in it.”

Buelens—if she were a Kringding, she’d be “a pair of sturdy, well-worn walking shoes, seasoned and still good for walking around in for years to come”—is thus bringing her experience from traditional retail into the social economy. “Why do you need to get customers to stop at certain points in the store? How do you present products in an appealing way?”

Growth opportunities at retail locations

In terms of location strategy, Buelens is increasingly looking at areas where traditional retailers are already established. “I strongly believe in Kringwinkel’s growth by also setting up shop in those kinds of locations.” She points, among other things, to branches in Oudsbergen and Pelt, which are integrated into commercial shopping environments. A large store is also coming to downtown Mol.

Still, the search for suitable properties remains complex. Low average sales prices limit the rent Kringwinkel can afford. Moreover, every location must remain easily accessible to employees, customers, and people who come to donate goods. “We want to remain rooted in the community. Kringwinkel should continue to be a bit like the neighborhood’s living room.”

Kringwinkel Groep also aims to reach a broader audience online. According to Buelens, the fourth episode of the new podcast recorded 5,600 video views, and the social media channels collectively reached approximately 270,000 people. Since its launch in June, the central e-commerce platform has already sold 11,000 items. According to Buelens, revenue is rising month after month. “The initial results are promising. We’ve only been at this for a few months and already see enormous potential.”

“The items are free, but processing them costs money”

Unlike a traditional retailer, the organization does not purchase its inventory. That may seem like a significant competitive advantage, but according to Buelens, the economic reality is much more complicated. “The items are free, but collecting, sorting, pricing, displaying, and disposing of what we can’t sell—that takes time, labor, space, and therefore money.”

“The profit isn’t in the tasks we perform, but in the speed of sales. In traditional retail, you work with margins and inventory turnover. We’re very dependent on what comes in, how we handle it, and how we train our people to sell it.” Buelens therefore emphasizes the importance of additional resources for the social economy. “Today, we have far too few resources to employ all the people we could potentially employ. There are still plenty of opportunities there.”

“A valuable alternative, not just cheap”

Buelens views the fact that traditional retailers are increasingly launching their own secondhand initiatives as a positive development in itself. But it starts with the manufacturer: “They must ensure that products can be repaired. Why should anyone buy a new washing machine if the old one can still be fixed?”

“The viability of the secondhand market also depends on whether people come to view it as a normal practice. Everyone should see secondhand as a valuable alternative to new purchases.” And that mindset is taking hold, according to Buelens, based on a study conducted by Kringwinkel in collaboration with iVOX. Of the Belgians surveyed, 42.8% had considered or made a secondhand purchase in the past twelve months, compared to 38% in 2023. Sentiment is also shifting: according to the study, the percentage of respondents with a positive attitude toward secondhand purchases even rose from 64% to 82.5%.

From trend to habit with social impact

Buelens: “The target audience has become much broader. You have young people, but also retirees who are facing high rent, energy costs, and a low pension. In addition, people come simply because they enjoy shopping with us.”

Still, price remains the most important motivation for purchasing. According to Buelens, more than half of consumers still prefer new products when their budget allows. That is precisely the perception Kringwinkel wants to change. “We need to make secondhand the best choice, not just the cheapest.”

“A trend can fade away if it’s based on just one factor, such as price. But if secondhand becomes the best choice in its own right, then it will become a habit.” At the RetailDetail Night on November 19, CEO Bie Buelens will explain how she is positioning Kringwinkel Groep as a unique game-changer—and what other retailers can learn from this approach.