Kiabi plans major Belgian expansion through franchising

French fashion chain Kiabi has unveiled an expansion plan for Belgium, in which it wants to open a dozen more stores throughout the country through franchising. This would also mean, for the first time, expanding into the Dutch-speaking North.

“In every region”

Three months ago, Kiabi opened its ninth Belgian shop in Tournai. Now the French clothing brand is looking to more than double that figure. For the first time, the Dutch-speaking Flemish region is also in its sights: “We have strong ambitions in Belgium, in every region”, CEO Jérôme Calonne confirms.

Further growth is expected to come with the help of franchisees: Kiabi is looking for ten entrepreneurs. “We can show them nice growth figures”, Calonne adds. Sales are 20 % higher today than in pre-pandemic 2019. The chain’s stores are attracting a large number of new customers, thanks in particular to its baby and children’s collections, which are growing by 30 %.

Kiabi is currently present in 24 countries, and has been active in Belgium since 2016. The French brand has been using franchising since 2005. “Our ambition is clear: we want to become the favourite omnichannel fashion brand for families, worldwide, which also makes life easier for families in Belgium”, Leader Development Mélanie Meurisse added.