It’s been amazing following the growth & evolution of this retail sector in Brussels. First, growth-wise, though I know the value of these stores, I admit I’m still surprised to see the place they have taken in the market. To illustrate: down the shopping road just next to my house, there are 3 such stores on a 2km stretch. Same amount as regular supermarkets.
Second, I find their evolution in terms of strategizing even more interesting. It all began with one-off shops, but as the demand grew, entrepreneurs saw the potential and there is now a myriad of organic food chains. What’s interesting is that these did not supplement the one-offs. Actually, it seems each store addresses different customer needs: as if they had all agreed to keep competition to a minimum.
To illustrate this differentiation allowing cohabitation, let me dive deeper into the 3 stores I mentioned above:
The Barn Bio Market (chain) – unique positioning: authenticity & convenience
Though this store may initially appear to be “under-designed”, I can tell you it’s all very intentional and well executed. If you pay attention, you realise how much thought has gone into every single detail. The result: a coherent store experience transporting customers to an outdoor market where they serve themselves.
Most impressive to me:
1. The in-depth consideration of customer needs: bike parking, packing containers…
2. The communication combining educational content (seasonal fruits/ veg), product info (allergens) & background on brand values + store operations (donations of unsold items, suppliers)
Vrak (one off) – unique positioning: service & community
The shopfront of this store says it all: this one is for the loyal local crowd. No outdoor sign, no branding inside, no directional signage and very limited product info… Yet observing customers you only see happy faces. They are all clearly loyal return customers who feel at home here. Why? Because everything revolves around the very approachable and familiar service. The focus on human interaction has clearly generated a deepened connection between store and customers, in turn building a community.
Farm (chain) – unique positioning: specialty & local
From a store concept perspective, this one probably looks the most “designed” (though again don’t be fooled by the look of the Barn). Everything breathes a sense of quality: from the materials, to the very clean and finished aesthetic of the furniture. The produce has its own cold room, and the « food to go » counter exudes quality and specialty. Communication-wise, Farm has come up with its own « sustainability » rating system which is applied to all the products sold in the store.
So, which one do you prefer and why? What’s your experience with this retail sector?
If you’re interested to discuss or learn more about retail, and especially retail design, please get in touch.



















