Aroma-Zone starts Belgian expansion with ambition

Natural beauty products at discount prices in a remarkable DIY concept: Aroma-Zone has found a format that really connects with consumers. The French chain has opened its first store abroad in Brussels, which is so successful that further expansion is on the cards already.

“Niche brands do not change the world”

Aroma-Zone’s Brussels store opened on 27 October, and since then there have been huge queues at the door each day. CEO Sabrina Herlory, who came to Brussels for a press meeting, does not see that as a big surprise. “The Belgian market was already the second – only to France, obviously – and Belgians have been asking for a store for years. The choice for Brussels’ main shopping street Rue Neuve was deliberate, because of the huge traffic figures and accessible location. The brand wants to be as accessible as possible: “With a niche brand, you can not change the world”, Herlory says.