New shop format planned in Belgium

In order to create a chain of stores in Belgium, the operators of the two organic supermarkets belonging to Sequoia have developed a shop concept that can be replicated anywhere in the country. The three owners, Vincent Muylle, Corinne Dumont and Brigitte Bruyninckx, are currently at the stage of preparing the shop design, 3-D models, and are planning fittings and materials. They took over Sequoia three years ago with the aim of extending the organic supermarket concept, and in May the first organic store (800 m²) is scheduled to open in Waterloo, 13 km to the south of Brussels.

(Picture: Sequoia organic supermarket in Uccle/Brussels)

In the second half of 2010, the organic supermarket in Uccle in south Brussels will be completely re-designed. This store, that was first opened in 1989, is on two storeys and each has 300 m². On the ground floor, shoppers can buy a wide food range as well as food supplements and natural paints; on the first floor, you find beds and bedding, books, gift articles and some natural textiles. In front of the store is a large car park (picture below), which Muylle assures us is unique in Belgium. (Picture on left: The owners Vincent Muylle, Corinne Dumont and Brigitte Bruyninckx)
 

The second Sequoia store (600 m²) was opened in 2005 in Stokkel, a residential area on the edge of east Brussels. This store too will now be systematically re-designed and re-opened in keeping with the new concept.
 

The new concept, about which the operators will reveal hardly anything, will be 350 – 1,000 m² in area, depending on location, and stock a range of up to 8,000 articles. The number of employees is currently 22, although more staff will be needed in the course of expansion. Centralised purchasing of goods combined with a new software program for the stores will create better conditions for suppliers.
 

“Organic shops have so far not had a good image in Belgium – people think the shops are poky and the service unfriendly,” is how Vincent Muylle describes the situation in the specialist trade in an interview with Organic-Market.Info. This is now set to change dramatically. The aim is to greatly improve the quality of the shopping experience, so that customers will enjoy the time they spend in the stores. Products must not only be good quality but have to be packaged attractively too. For this reason, as Muylle explains, Sequoia is creating an own brand to meet the high standards of the owners. (Picture on left: Cheese counter in Uccle)
 

Muylle estimates that there are around 50 organic supermarkets and specialist stores with more than 200 m² in Belgium. However, you can’t find any presentable, modern organic supermarkets even in the centre of Brussels. The many politicians from all the EU countries, the thousands of employees of the EU Commission, the army of lobbyists and people working in the offices of the EU have not so far had an organic store available that meets contemporary standards.
 

If Vincent Muylle, Corinne Dumont and Brigitte Bruyninckx have their way, this situation is about to change. The plan is to open about 30 new Sequoia stores in the next ten years. Some could be franchise businesses. The new name and the logo of the new concept are still under wraps. We’ll know more in May 2010 at the latest. (Picture on right: Bed department on the top floor of the Sequoia organic supermarket in Uccle)

 

Tip: www.sequoiashop.com