Moving away from 'one-size-fits-all'

This marks the start of a comprehensive revamp and targeted expansion of the Aveve branch network – Aveve, the garden centre retail arm of the Belgian agricultural group Arvesta, has unveiled its new branch concept at its store in Bornem, Belgium. According to a press release, the focus is on future-oriented branches, new locations and strategic acquisitions. Alongside Mechelen and Bree, Bornem is one of three pilot branches that will be opened or refurbished in line with the new concept during the first half of 2026.

The retailer explains that the new concept represents a deliberate decision to move away from a ‘one-size-fits-all’ approach towards a local profile. In future, every branch is to reflect local conditions – from the product range and shop layout right through to seasonal themes and points of inspiration.

"Aveve Bornem illustrates how Arvesta envisages the future: customer-focused, firmly rooted in the region and offering a shopping experience that combines service, inspiration and expert knowledge. This is a clear signal that we are continuing to invest in our brands and our customers," says Niek Depoorter, CEO of Arvesta.

Since its refurbishment, the Bornem branch has combined warm materials, clear wayfinding and easily identifiable sections for gardening, pets and baking accessories. It offers solutions tailored to the seasons and customers’ needs, whether for a city garden, a new pet or local cuisine featuring seasonal produce.

The company also emphasises that it has refined its product range, with greater specialisation, bespoke solutions and a broader range of eco-friendly products. Around 70 per cent of the plants come from local growers, and a number of products are made from sustainable, local raw materials.

Later this spring, Aveve will also launch a new digital loyalty card. This will offer customers more relevant benefits and personalised communication based on their interests and shopping habits, emphasises Kristof Douven, BU Director of Retail.

"Bornem is an important first step. Further branches will follow in the course of the year, implementing the revamped concept," he says.