[In Beeld] Inno presents the “largest perfumery in Belgium”

Has two Brussels branches Inno the perfumery department has been thoroughly renovated, with a focus on glamor and luxury. The complete makeover is part of the strategic repositioning of the department store chain.

More than a hundred brands

The Inno department stores on Brussels’ Nieuwstraat and Louise Avenue reopened their drastically renovated perfumery departments on Thursday, with exclusive corners of high-end brands from the beauty world. The department store chain wants to add an extra layer of glamor and sophistication.

The new perfumery department of Inno Nieuwstraat is even the largest in the country with 1500 m². Shoppers will find more than a hundred beauty brands there, with shop-in-shops from Dior, Jean Paul Gaultier, Tom Ford, Granado and Guerlain, among others – the latter even has the largest shop-in-shop in the Benelux. The Yves Saint Laurent shop is the only place in Belgium where you can have products personalized with a print. In the beauty bar on the first floor, customers can enjoy manicures, pedicures and hair removal treatments.

In Inno Louise Avenue, the perfumery department covers 720 m², with more than ninety brands. Here gentlemen can visit the barbershop.

Premium strategy

“We are thus consistently continuing to build on Inno’s strategic repositioning,” says CEO Armin Devender, who is giving the department store chain a more premium image. In addition to perfumery, handbags, watches and jewelry are also strategic departments that drive the new positioning. “Premium fashion also comes first in the fashion departments, with continued attention to the mainstream products that our customers expect.”

This new policy seems to be paying off: in recent years, the department store chain has become a healthy, flourishing company again, Devender emphasizes. Last financial year Inno achieved a net profit of 1.3 million euros, compared to 2.6 million a year earlier.