Gino Van Ossel on 2026: “Retail is in a permanent balancing act”

Agility is what Belgian retail specialist Gino Van Ossel (Vlerick Business School) wishes above all else for retailers in 2026. “As a retailer, you are constantly torn between long-term ambitions and limited resources.”

A two-speed society

In 2025, it finally dawned on Belgium that it needed to tighten its belt financially. “This means that the purchasing power of the average Belgian will certainly not increase,” says Van Ossel. This pressure plays into the hands of discounters, but at the same time widens the gap between consumers. “Not everyone will notice it to the same extent: it is mainly the lower end of society that will be affected. You end up with a two-speed society.”