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In Brussels, Marie-Stella-Maris is taking another step toward the French-speaking market. At the newly opened flagship boutique on the prestigious Avenue Louise, it’s not the familiar refill bar that takes center stage, but rather a new experiential table.
Strong growth in Belgium
In a space previously occupied by Patrizia Pepe—next to Nespresso and across from INNO—Marie-Stella-Maris has found the ideal location to continue its growth in Belgium and further strengthen its ties with French-speaking customers. This is the brand’s fourth store in the country: following its launch in Antwerp in October 2024, Knokke and Bruges followed. Business is going well: “In the first nine months of 2026, both Belgian online sales and the number of online customers nearly doubled,” says CEO Kika Buhrmann. Marie-Stella-Maris is also available through approximately 150 hospitality partners and online.
What stands out for anyone somewhat familiar with the brand’s stores is that the refill bar—where customers can refill products like hand soap and body wash—is, unusually, not the centerpiece of this location. It will be installed later on the first floor. In Brussels, the spotlight is on the new “Experience Island,” a sink at the front of the store where visitors can actually experience the textures and fragrances of the products, thereby stepping into the world of Marie-Stella-Maris.
The gateway to French-speaking customers
Designed in sleek black-and-white tones, the boutique embodies the brand’s ambition: “We want to make Sensorial Care for Elevated Living a new benchmark for European luxury,” says Marketing Director Alessandra Elia. “We believe that modern luxury should appeal to the senses and elevate everyday life.”
With a store on Avenue Louise, Marie-Stella-Maris will reach not only Brussels residents but also the city’s many international visitors. “We’re going to learn a lot in Brussels; it’s the gateway to French-speaking customers,” says Buhrmann. The company has carefully prepared for its arrival in the capital with interactions on Instagram, a citywide campaign under the slogan “Brussels, Meet Your Icon,” and collaborations with art events such as RendezVous – Brussels Art Week and ArtOnPaper.
