Entreprendre XXL, a city agency from the commune of Ixelles (Brussels), provides support to local entrepreneurs in their expansion endeavours. One of its initiatives is the “W83 – local test shop”, a small retail space fitted with flexible furniture offered to entrepreneurs looking to explore a first physical retail format for a duration of 3-4 months.

Additionally to the space, Entreprendre XXL also offers each entrepreneur with a few hours of on-site consultancy from a “retail design coach”. I have been honoured to be selected as the coach for the years 2024-2026, so far guiding 3 very different entrepreneurs through their initial encounters with physical retailing:

• Orsoko – offering a carefully curated range of natural male grooming products
• Terre & saveurs – making it easy to cook African cuisine via ready-made marinades and spice mixes
• La Fabrique des HEART’istes – on a mission to highlight second-hand sewing via a re-use fabric shop, courses & workshops and unique creations

The agreed upon scope of my mission for each entrepreneur is as follows:

• a base of 5hrs of work to cover:
  • • a first on-site meeting
    • the creation of a guidance report
    • an in-person debrief session
• a “bonus” hour to potentially implement some of my recommendations together

During the first meeting I make it a point to set the groundworks for the project but also the collaborative relationship, building trust and comfort. This allows me to not only collect the necessary insights needed to assist the retailer in the best way possible but also to, when necessary, subtly input some educational content on branding, marketing, retail strategy, retail design and visual merchandising.

In my reports, I provide tips on:

• the brand (as necessary)
• the omnichannel strategy – short and long term
• the retail design strategy beyond the scope of the test shop
• quick wins for the test shop specifically