Dieter Struye is Colruyt Group's new general director non-food

Dieter Struye is Colruyt Group's new general director non-food
Foto Colruyt Group

Dieter Struye, former Brico CEO, has joined Colruyt Group on Monday 12 February. He is now the general director non-food and therefore in charge of Dreamland, Dreambaby and ColliShop’s online activities.


Cultural rapport

Struye will report directly to COO Frans Colruyt and will also join the group’s board. He told RetailDetail that he has started work enthused: “As Unilever’s account director for Colruyt Group, I have closely worked with the company. I am therefore very familiar with the retailer and I know quite a lot of people there. There has always been a cultural rapport with the company and that feeling was confirmed in our recent talks.” The new general director will now work in several stores and central services for a few weeks to analyze the group’s non-food challenges.


His career in FMCG and retail has been quite impressive: after more than ten years at Unilever, he became Danone’s sales director and then worked for MaxedaDIY Group as its CEO for Brico and Brico Planit. It was revealed in December that he would leave the DIY group after 2.5 years, with  Patrick Vandenbogaerde as his successor.