[In the Picture] Four Roses opens sixth store in Leuven: “Flagship stores also strengthen other channels”

The Belgian fashion brand Four Roses is further expanding its store network with a sixth company-owned location. Last Friday, the brand opened a store on Bondgenotenlaan in Leuven, right next to H&M. With this new flagship store, Four Roses aims to increase its visibility in the region.

A showpiece for the region

The new store is strategically located on one of Leuven’s main shopping streets. Co-owner Lien De Vroe designed the interior entirely on her own, just as she does for Four Roses’ clothing collections.

The Belgian label stands out with colorful, distinctive collections that appeal to different generations. The primary target audience consists of women aged 30 and older. With prices starting at around 100 euros per garment, Four Roses positions itself in the premium segment.

The opening is part of a distribution strategy in which company-owned stores, multi-brand boutiques, and e-commerce reinforce one another. For Four Roses, a flagship store serves not only as a direct sales channel but also as a showcase that boosts brand awareness and drives sales through other channels.