BRUSSELS IS CHATTING UP BERLIN RETAIL
– 9 october 2017 –
Those 9 and 10 october, Atrium.Brussels is taking part in Brussels Days in Berlin, alongside MAD and a number of other Brussels’ institutions. It will be an opportunity for the Regional Commerce Agency to find inspiration and shop for brands in one of Europe’s most daring retail cities.
Atrium works with over a hundred retail candidates in Brussels each year to help them plan and open their new business. An average of 75 new shops open every year.
In addition to its mission of promoting local entrepreneurship, the Agency also works to guarantee a balanced mix of “Made in Brussels” retailers, high-value innovative brands, and well-established brands. Trade shows including MAPIC in Cannes and the Salon de la Franchise in Paris have long been must-attend events to draw the latter.
To find the second ones, “We intend to veer off the beaten track of traditional prospecting. We want to give Brussels a retail offering which is different from the one usually found in major European cities”, explains Julien Bacq, Atrium’s Retail & Development Director.
Brussels Days, which are held every year by Brussels Invest & Export, Brussels International and Visit.Brussels, provide Atrium with a tremendous opportunity to accomplish this, since they are being held in Berlin this year. It is a leading European city in terms of the diversity and daring of its retail offering.
“We start wooing people in September by meeting with the managers of a series of brands we would like to see in our capital.” In commercial terms, the best sales arguments for Brussels are that it is both very cosmopolitan and strategically located, making it a true testing ground for brands.
“German brands can come and experience a Latin market without taking too many risks while Latin brands usually begin their northward expansion in Brussels. Our region has a great asset to offer from a retail standpoint: it’s a laboratory for European diversity”.
Brussels has many facets: there’s so much more to it than the European bureaucracy cliché. To the untrained eye, Brussels seems like a puzzle made out of dozens of small areas, each sporting its own identity and features. But let it grow on you and you’ll begin to see common threads become more and more obvious.
Like many diverse ingredients put together to create a unique – and tasty – recipe. That’s the idea behind Taste.Brussels.
We are going to invite Berlin to our table. Its brands will bring their own ingredients in their suitcases. What are we gonna eat? Only God knows. Be however sure of one thing: whatever the meal, the recipe is definitly going to be one…for success!
Brussels Days are held in a different city every year by Brussels Invest & Export, Brussels International and Visit.Brussels. They are intended to strengthen the region’s, positioning internationally, promote its economy and highlight its cultural wealth and art de vivre.