News | Belgium


Entirely new concept for 250 Aveve garden centres

The Arvesta Group is investing around 30 mio euros in the new look.

All Aveve garden centres in Belgium are to receive a complete makeover. The first store to reopen following the revamp was the garden centre in Mechelen, one of the bigger outlets of the approximately 250 locations.

This spring the medium-sized store in Ooostrozebeke and a smaller store in Hannuit are being converted to the new concept. It is expected that around ten stores will have undergone a makeover by the end of the year. After that roughly 50 conversions per year are planned, so that by 2023 all of the stores will feature the new concept. The Arvesta Group is investing around 30 mio euros in the new look. Approximately 200 of the garden centres are currently operated as franchises.

The new claim "Aveve, le plaisir ca se cultive" (translated by the company as "joy grows here") is intended to give expression to the three fundamental ideas on which the new concept is based: customer experience, authenticity and quality. A store concept that includes a central inspiration centre has been developed together with retail design agency Mojo. Materials that radiate a warmer ambience and warm colours have been chosen for the shop fittings.

In the garden assortment, the kitchen garden (including urban gardening) plays a bigger role. Ecological plant protection products have been introduced under private label, and the house plant offering has been extended. The range for pets has been expanded to include fashionable items for dogs and cats, with the focus also on health and natural pet food. Above all, regionally sourced products have been added to the food range.

The driving force behind the new concept is retail director Erik Haegeman, who formerly headed Bricorama France and Brico Belgium. "In our concept we are moving away from a product-oriented approach towards embracing complete solutions," he says, summarising the basic idea. The range of customer seminars is also being expanded significantly because of this.

|25 April 2019


Post a comment

* Please complete the areas marked in red correctly and in full!.

(will not be published)

* obligatory fields

Latest news

Focus on accessories in PET worldwide 1

The significance of accessories for dogs and cats is steadily increasing. Whether it is cushions and beds, outdoor accessories or dog apparel, the View news...

“We are on track with our plans”

In the third quarter of its fiscal year (11 October 2019 to 2 January 2020), the leading British pet supplies chain Pets at Home increased its total View news...

Important step for helping the mushing community

The Norway-based Antarctic krill‐harvesting company Aker Bio Marine has reached an agreement for its product Qrill Paws for distribution to worldwide View news...

Florian Gschwandtner back at Tractive

After taking a year out since leaving Runtastic and Adidas, Florian Gschwandtner has returned to Tractive as chief growth officer. He will help the View news...

Products of the year 2019/20

What is the most innovative pet product of the year? This is what the editorial team of PET worldwide trade magazine would like to ask you.

You will find a selection of some of the most important products in 2019/2020 on our voting page.

Only pet supplies retailers and wholesalers are called upon to participate in the voting.

Vote now

PET retailers from D, A, CH

Update now!

PET Handel
The unique work on the German retail pet shops. Essential information for successful marketing, sales and field service activities. Loose-leaf collection incl. folders and database CD.
Order now

Actual economic data

Statistik Zoofachhandel

Dähne Statistik Zoofachhandel
It provides all the key performance indicators for the German PET industry.

Language: German
Order now


Get the latest news about the PET industry weekly per email.

Just register