[In the Picture] Marie-Marie tests the Brussels market with a pop-up store

Marie-Marie, an Antwerp-based family business specializing in luxury bed and bath linens, is temporarily expanding its retail network to Brussels. With a pop-up store near Avenue Louise, the brand aims to explore whether the capital offers opportunities for a permanent location.

Brussels as a test case

Following Antwerp and Knokke, Marie-Marie is now also gaining a foothold in Brussels. The temporary store opened on October 30 and will remain open through January 31, 2027. Using the holiday season as a commercial springboard, the family-owned business aims to increase brand awareness and attract new customers.

“We already reach a significant number of customers from the Brussels region online, so a physical store feels like the logical next step,” the brand states. The capital’s international character also makes Brussels attractive to the retailer.

For the pop-up, Marie-Marie chose a 185 m² retail space on a car-free side street off Avenue Louise. There, the brand is showcasing its own collections of bed and bath linens, complemented by home accessories, throws, pillows, and a selection of holiday gifts. With fully made-up beds, the retailer wants customers to experience the materials and quality for themselves.

On the way to a permanent store?

Marie-Marie has been in business since 1979 and is currently led by sisters Laurence and Valérie Vandenbussche. The family-owned business also develops its own collections under the Marie-Marie label, which are primarily manufactured in Portugal and Germany.

Whether Brussels will become a permanent part of the store network after January depends on customer feedback. “Over the next few months, we’ll be listening closely: to what Brussels residents are looking for, and whether our collections are just as well-received here as they are in Antwerp and Knokke,” say the sisters.