Bestseller’s multi-brand store concept, in which denim label Jack & Jones and sister brand JJXX profile themselves together with a lifestyle offering for the whole family, comes to Belgium. Sint-Niklaas and Antwerp get the scoop.
Large-scale rollout planned
At the end of August, Jack & Jones will open its first Belgian multi-brand store with JJXX in the Waasland Shopping Centre in Sint-Niklaas. A flagship shop on Antwerp’s Meir will follow in early September, ahead of a large-scale rollout across Belgium and Luxembourg. With the duo-brand stores, the retailer aims to appeal to a wider audience: in combination with the fashionable women’s brand JJXX, Jack & Jones positions itself as a lifestyle brand that can dress the entire family.
JJXX, which has already been present in the wholesale channel for several seasons, thus gets its retail launch in Belgium. Targeting the confident, colourful young woman, the label combines denim expertise with wardrobe essentials and more trend-forward fashion items, Bestseller said in a press release. The store concept combines both brands in an updated, experiential shopping environment that responds to the changing expectations of modern consumers. It is an international concept from the Bestseller group: the first combo shop opened on London’s Oxford Street in late 2024.
“Opening our first JJ/JJXX shops is a special moment for our entire team,” says David Van Gansbeke, retail manager Belgium & Luxembourg. “This is the result of months of strategic planning and an unwavering belief in our new direction. These stores lay the foundations for a new era of growth and together we are shaping the future of our brand.”
