Step behind the counter!
Is being a shop owner right for you? Is there a demand for your products? Is your project financially viable? L’Auberge Espagnole is hub.brussels’ business incubator, designed for future retailers in Brussels who want to test their concept under real conditions, without the risks of a conventional lease. For three months, you can enjoy a fully equipped space, personalised support and enhanced visibility for your project.
It’s a real springboard for fine-tuning your offer, understanding your customer base and embarking on your entrepreneurial adventure with confidence!
Our incubator is perfect for you if:
- You’ve got an idea for a retail business and have a business plan
- You want to open a physical shop in Brussels
- You want to test your concept without investing too much and/or without committing to a commercial lease for several years
- You sell your products online, at a counter or kiosk, or at special events, and you’d like to open a permanent shop
- You want to make your project more visible
- You want advice and support before starting your business adventure
- You want assurance that your idea will work and that your project is profitable
Tailored coaching from experts
In addition to a turnkey ground floor retail unit, you’ll benefit from 40 hours of free individual coaching before, during and after your time at L’Auberge Espagnole. The number of hours of coaching will be fixed according to your needs.
Retail design
Max. 10 hours
Practical and real-time support on the shop floor to help you optimise the performance of your sales outlet and showcase your products or services: layout, product presentation, window displays, etc.
Marketing andcommunication
Max. 10 hours
We’ll help you establish a consistent identity across your various communication channels (online and offline) and take concrete action to get the word out about your project to your target customers: graphic identity, comms strategy, KPIs, in-store marketing, etc.
Follow-up and analysis of a financial plan
Max. 10 hours
The aim of this coaching is to show you how important it is to monitor your business finances on a regular basis. You’ll learn how to proactively implement a strategy and action plan to avoid unpleasant surprises.
Sustainability
Max. 10 hours
You will examine the social and environmental impact of your business. We will introduce you to the dedicated regional tools, as well as the bonuses linked to your company’s social and environmental exemplarity.
Discover our retail spaces
L’Auberge Espagnole in Etterbeek:
- 65-m² modular retail space
- Chaussée de Wavre 331, a stone’s throw from Place Jourdan, in a friendly and family-oriented neighbourhood
- An attractive rent of €450/month
L’Auberge Espagnole in Jette:
- 40-m² modular retail space
- Rue Léon Théodor 22, in the residential and commercial district of Miroir
- An attractive rent of €450/month
Trusted by
ISSAM
Jil&SamThe Auberge Espagnole experience is above all a human one, helping us to develop our project by giving us the tools we need to succeed. L'Auberge Espagnole marks a real turning point for every project.
INGA
Aesthete KidswearI felt like a young girl learning to ride a bike. hub.brussels held me up so I wouldn't fall. Before I knew it, they let go and I kept on going.... Thanks to the coaching and the pop-up store, I'm now cycling completely independently!
MARYSE
Kembo et les saveurs d'AfriqueIt was an experience that shaped me both professionally and personally. It's made me a different person. There are still things I need to work on, but I'm taking away many valuable experiences. I learnt a lot from the coaches. Thank you for this wonderful life experience!
FAQ
Anyone who wants to open a retail business in Brussels and has already worked out their business plan and financial plan. Need help with these documents? Click here!
Our Auberges welcome retail concepts: fashion and accessories, home and decor, crafts, unprocessed food, culture and leisure, beauty and wellness, innovative services, etc. The key is to offer something unique, tailored to the Brussels public, with a fair pricing policy and an ethical, responsible and sustainable approach.
- A turnkey commercial space to test your project in real conditions.
- Up to 40 hours of personalised coaching with industry experts.
- Direct feedback from real customers to validate and refine your concept.
- An accelerated immersion in the retail business, from idea to reality in just a few months.
- A turnkey commercial space to test your project in real conditions.
- Up to 40 hours of personalised coaching with industry experts.
- Direct feedback from real customers to validate and refine your concept.
- An accelerated immersion in the retail business, from idea to reality in just a few months.
The rent is €450/month. Group training, support and coaching are covered by hub.brussels.
Incubatees must:
- manage the commercial space on a daily basis in a professional and responsible manner;
- ensure opening hours (at least 5 days a week);
- collaborate with their coaches, follow their advice and respond to their requests within a reasonable time frame;
- demonstrate curiosity, embrace change and accept constructive feedback aimed at continuously improving their concept;
- be fully committed to getting the most out of this experience.
Would you like to continue the adventure and open your own shop? We can provide you with individual support!
Complete the online form available on our website before the deadline indicated.
After the call for applications closes, you will be invited to present your project to a panel (5 minutes for the presentation and 10 minutes for questions and answers). Projects are assessed on criteria including their originality, potential for development, economic viability and suitability for L’Auberge Espagnole.
Contact us by email or attend an online information session.
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