Kruidvat expands new concept in Belgium


Dutch chain Kruidvat has developed a new store concept in three variants, which it will now roll out in Belgium as well. The chain sees plenty of chances for both offline and online expansion in Belgium.


Modern and clear

Just like on its Dutch home market, Kruidvat will rebuild all its Belgian stores following its new store concept, which it says is more modern and clearer. Answering customers' needs, the stores will be organised in 'worlds' which will make products easier to find. One of those worlds is a separate zone where all promotions will be centred. Moreover, the stores will switch to a single queue solution, so no customer will ever feel again like they chose the wrong check-out line. On top of that, customer flow and the number of self-scans will be raised.


The new concept will have three variants: the standard store, an urban kind with a focus on beauty and health, and a family-focused one with more family-sized packs and toys. The chain's aim is to keep growing offline, adding ten new stores to the current 275 by the end of the year. Online growth is another aim: the company's e-commerce push was helped a great deal by the lockdown measures during the first wave.


Managing director Bert Verhoef told RetailDetail that "the Covid crisis has enticed us to speed up our investment programme: we want to remain relevant after the pandemic as well." In the interview, available in Dutch and French, Verhoef elaborates on the new store concept, his expansion plans and which lessons to learn from the Covid crisis.