Picard Surgelés opens first store in Antwerp | RetailDetail

Picard Surgelés opens first store in Antwerp

Picard Surgelés opens first store in Antwerp

French frozen foods chain Picard Surgelés has opened its first store in Antwerp, viewing Belgium as a prime expansion target. It believes it has a better chance of succeeding than recently bankrupted O’Cool.

Belgium and Sweden prime expansion targets

Picard had previously opened a store in Brasschaat and is planning another addition in Mortsel (both near Antwerp). Within 5 years, the chain hopes to have sixty Belgian stores, employing 200 additional people. “We believe the Belgian audience in large part has the same gastronomical appetite as the French”, CEO PhilippePauze told Belgian newspaper De Morgen. “Belgians expect both innovation and high quality and we can offer that.”


Picard Surgelés will be selling part of the French array of products, but if the Belgian strategy is deemed successful, managing director Frédéric Bobée aims to manufacture local products as well. Along with Sweden, Belgium is the chain's new prime target, after a successful launch in Italy. Picard is a well-known franchise in France, with currently 910 stores, adding some 20 stores every year.

Questions or comments? Please feel free to contact the editors

Suitcase brand Rimowa cancels every dealer contract


Suitcase brand Rimowa, part of luxury group LVMH, has stopped all of its dealer contracts. It will initiate a new procedure soon and only a fraction of the current dealers will get a new contract.

H&M disappoints once again


Swedish fashion chain Hennes & Mauritz had to present less than favourable results for its new fiscal year: investor trust has dwindled, now that sales in its home territory have also dropped for the first time in decades.

Bureau of Competition approves Yoox Net-a-Porter bid


The Italian Bureau of Competition has approved Swiss Richemont’s possible acquisition of Italian fashion webshop Yoox Net-a-Porter.The full bid, yet to be accepted, values the company at 2.7 billion euro.

Donatella Versace denounces fur


Italian fashion brand Versace will no longer use fur. Designer Donatella Versace no longer wants to kill animals for fashion, she explained in an interview with The Economist.

"Best year ever" for Danish shoe brand Ecco


Ecco can look back on 2017 as its best financial year ever. The Danish shoe brand, known for its “follow the foot” philosophy, exceeded its own expectations thanks to an 8 % growth.

Strong 2017 for Adidas


German sports brand Adidas achieved a 16 % turnover increase in 2017, if exchange rates had remained stable. Profit nearly grew a third and the company forecast a 10 % growth for 2018.

Back to top