What: Belgian department store INNO completes comprehensive renovation of its Woluwe location, introducing digital screens, relocated departments, and over 40 new premium brands as part of its strategic repositioning.

Why it is important: The transformation demonstrates INNO's evolution under new ownership, balancing premium positioning with practical innovations to create a more engaging shopping environment that meets contemporary consumer expectations.

INNO has unveiled its renovated Woluwe Shopping Centre store, marking a significant step in its strategic repositioning as a premium department store. The renovation includes a complete store layout redesign, with strategic department relocations such as moving lingerie to the first floor alongside women's fashion and relocating the shirt department to the second floor near menswear. The modernisation features digital integration through interactive screens at escalators and lifts for wayfinding, along with promotional displays at central cash desks and inspiring window displays. The store's premium positioning is reinforced by the introduction of over 40 new brands, including Hugo Boss, Hackett, Calvin Klein Jeans, and luxury accessories from brands like Pinko and Kurt Geiger. Additionally, the store welcomes Kiko's first department store shop-in-shop, while also introducing its own brands through the support of new owner Åhléns.

IADS Notes: INNO's renovation of its Woluwe store represents the first major implementation of its new strategic direction following the July 2024 acquisition by Axcent of Scandinavia . The introduction of own brands, made possible through the support of Åhléns, directly delivers on the transformation strategy outlined during the acquisition, where CEO Armin Devender highlighted the potential for developing new brand concepts. This renovation, combining digital integration, department optimisation, and premium brand partnerships, demonstrates how INNO is leveraging its new owners' retail expertise to create more engaging shopping environments. The successful execution of this project, coming after what Devender described as "excellent results in recent years," suggests that INNO is effectively balancing modernisation with its established market position in Belgium.

Inno opens its new concept in Woluwe, Belgium