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More than thirty years ago, A.S.Adventure (Belgian sister chain of Cotswold Outdoor) opened its very first store in Schoten. It reopened Friday morning after a major makeover that takes the shopping experience to the next level—though there’s still room for (a little) nostalgia.
Tree as an eye-catcher
The shopping experience was already a key part of the concept when the first A.S.Adventure opened in Schoten in 1995. The slogan at the time, “More than a Store,” summed up that vision: a store should be more than just a place to buy products; it should also inspire, offer advice, and make you want to get out and explore. The store concept was innovative for its time: fashion, outdoor gear, and travel were brought together under one roof for the first time, complemented by services such as winter sports equipment rentals.
More than thirty years later, the store underwent a complete renovation (not for the first time). The sales floor and furnishings were updated, and the layout was made more open and airy. The biggest eye-catcher is literally at the heart of the store: a decorative tree that brings the outdoors inside. The past also takes center stage: a nostalgia wall filled with collective memories looks back on how the world has changed since 1995, from the millennium bug to the rise of the e-bike.
Advice and expertise
Trusted services such as Care & Repair and Second Life will continue to be part of the Schoten store. And one key aspect of the shopping experience remains unchanged even after the renovation: the expertise of the staff. Customers can come here for personalized advice, whether they’re planning a multi-day hiking trip, a long-distance journey, or a camping adventure—or simply looking for the right raincoat for everyday use.
“For us, Schoten is much more than a store—it’s our birthplace. It’s the place where, more than thirty years ago, our vision for retail was born: a store must be more than just a place where you buy products. What we called ‘More than a Store’ in 1995 remains at the core of what we do today. That philosophy aligns perfectly with ‘Adventure is Everywhere,’ our belief that adventure doesn’t have to start at a distant destination but can be found everywhere, even close to home,” says Bea De Beuckelaer, CEO of A.S.Adventure.
