IADS Exclusive: INNO’s unfinished business

In November 2024, the IADS had the opportunity to visit Belgian department store chain INNO in Brussels. Founded in 1897, and having changed hands many times over the years, ‘A l’innovation’ was a founding member of the IADS in 1928.  

INNO moved its headquarters earlier this year from the iconic Rue Neuve location to its newer Avenue Louise space. IADS’ last visit in 2022 (reported here), soon after CEO Armin Devender took over, set expectations for INNO’s revamping across the digital and physical verticals. Two years hence, the IADS conducted a second visit to both locations in Brussels, the original Rue Neuve and the posh Avenue Louise, to gauge the headway made by the Belgian department store. 

The strategic transformation plan, which aimed to renew the store’s image and increase sales, seems to have garnered positive results. With fresh branding, physical store makeovers, and a new online marketplace, INNO has revitalised not just its storytelling but also its connection with various groups of consumers. This is visible in younger shoppers crowding the dedicated giftable sections and in the orientation towards Belgian families. 

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