Sephora opens largest Belgian store in Liège

Sephora, the French beauty giant, today opened its largest store in Belgium to date. Located at the shopping center Médiacité in Liège, this new 400-square-meter store marks a key milestone in the company’s Belgian expansion strategy. It is Sephora’s third store in the country, following recent openings at Docks Bruxsel and City2 in Brussels.

French-speaking Belgium first

In Liège, Sephora has opted for a store of approximately 400 square meters and is venturing outside Brussels for the first time. Benoit Ponte, general manager for France and Belux, described the city as an “obvious choice” in an interview with Sudinfo. “Liège is the largest city in Wallonia—a dynamic city with a working and student population. Opening a store in Liège is an important step: it allows us to make the Sephora experience accessible to as many people as possible, right where our customers are, without them having to travel to Brussels,” he explains.

The next step: a fourth store at Westland Shopping in Anderlecht. The Belgian network will thus be located entirely within large shopping centers. Sephora is clearly opting for locations with high and predictable foot traffic. But what’s particularly striking is that French-speaking Belgium is the priority during the first phase of expansion. Flanders will not be included until after about ten Belgian stores have opened.