Brussels Boutique: showcasing Brussels know-how in London

This Tuesday, July 4th, marked the inauguration of our Brussels Boutique in London! Ideally located on Piccadilly Circus, this pop-up store has a dual objective: to promote Brussels brands and products to the British public and distributors, and to enhance the image of the region by hosting various B2B events.

Over 3 years after Brexit, Brussels entrepreneurs have the opportunity to (re)capture the hearts and favor of the British through a conveniently located temporary boutique in the center of London.

“The Brexit has posed challenges for businesses seeking to establish themselves in the United Kingdom. But where there are challenges, there are also opportunities. The Brussels Boutique reflects our agency’s commitment to support Brussels entrepreneurs in this market. It is a place where they can showcase their products, expand their network, and attract the attention of a new international audience,” explains Isabelle Grippa, CEO of hub.brussels.

An ideally located boutique

Beers, of course, but also cereals, coffee, crackers, and artisanal nut butters are carefully displayed on the large white shelves of the Brussels Boutique.

It has nothing to envy to Harrods, with its marble walls, high ceilings, and imposing arches overlooking one of the trendiest shopping streets in central London.

The boutique showcases products from 25 Brussels-based companies active in the food and beverage sector, which is the highlighted theme for the first month of the pop-up store’s occupancy. From July 5th to 22nd, food and delicacies from Brussels producers will be available for tasting and purchase.

>>>>>> Discover here the 25 Food & Drink exhibitors!

This isn’t just a boutique… It’s a little bit of Brussels that you spread on your toast in the morning, that you drink on tea time, that you open up for the apero in the evening. You come just as you are, but leave a little more Brusseleir.

Samuël Servaes, Economic Advisor of hub.brussels in London

Then, from September 13 to October 15, it will be the turn of Fashion and Design to take over its shelves, followed by Art and Crafts and their high-end products, just in time for the holiday season (from November 28th to December 17th).

3 key sectors for Brussels

These 3 sectors were chosen because they are considered highly strategic for Brussels. They also coincide with local socio-cultural events such as the London Fashion Week and the London Design Fair in September, as well as the Christmas markets in November and December.

While the boutique primarily targets a B2C clientele, it will also host numerous events, workshops, and receptions aimed at a B2B audience. The communication, setup, and management of the boutique have been entrusted to external Brussels service providers to allow the merchants to focus on their businesses back home.

If you have a trip planned to the British capital in the coming months, visit us at 52 Regent Street!

• Monday and Tuesday: closed
• Wednesday to Friday: boutique 12pm-8pm, bar 4pm-8pm
• Saturday and Sunday: boutique 12pm-8pm, bar 12pm-8pm

Sales are also planned from July 21st to July 23rd, in honor of the Belgian National Day and the final weekend of the Food & Beverage sector at the pop-up store. Take note…