{ "title": "Scoop: Aveve presents its new shop concept and continues to expand its retail park", "modified_at": "2026-03-23 10:15:51", "published_at": "2026-03-24 23:00:00", "url": "https://pressroom.arvesta.eu/scoop-aveve-presents-its-new-shop-concept-and-continues-to-expand-its-retail-park", "short_url": "http://prez.ly/8xAd", "culture": "en_BE", "language": "EN", "subtitle": "Bornem, the first step in a wider transformation\n\nAveve Bornem today presented its completely revamped Aveve shop concept to the press. The shop has undergone a complete overhaul in recent months and is the first pilot shop to sport the new look. This marks the start of a wider renewal and targeted expansion of the Aveve shop network, with a focus on forward-looking shops, new locations and strategic acquisitions. Aveve is one of Arvesta's strong brands. ", "slug": "scoop-aveve-presents-its-new-shop-concept-and-continues-to-expand-its-retail-park", "body": "

Bornem, the first step in a wider transformation

Aveve Bornem is one of three pilot shops - along with Mechelen and Bree - that will open or be refitted with the new concept in the first half of 2026. These openings will be followed by a gradual roll-out across the entire Aveve retail park. By 2030, all Aveve shops should be equipped with the new concept. At the same time, Aveve continues to invest in growth through new branches and targeted acquisitions of existing garden centres in strategic locations, in order to strengthen the network's local roots.

"Aveve Bornem illustrates how Arvesta sees the future: close to the customer, firmly rooted locally and offering a shopping experience that combines service, inspiration and expertise. It is a clear signal that we are continuing to invest in our brands and our customers", says Niek Depoorter, CEO of Arvesta .

A Belgian company with strong roots

Arvesta is a firmly rooted Belgian company. For 125 years, the decision-making centre has been entirely located in Belgium, from where the company invests in local expertise, innovation and sustainable employment. This Belgian base enables Arvesta to remain close to its farmers, customers, partners and franchisees.

In a market where a number of international and strongly internet-focused players operate from abroad, Arvesta consciously opts for a continuous local presence: physical shops and maximum local production. This proximity and recognisability is appreciated by our customers and is an important distinguishing feature for Arvesta - and by extension Aveve - as a brand.

A new concept, a familiar identity

The shop concept will change, but the basic identity of the brand will be retained. With its familiar pillars of gardens, animals and the pleasure of cooking, Aveve remains as relevant as ever. In these turbulent times, people are consciously looking for calm, security and little moments of pleasure at home - exactly where Aveve makes the difference thanks to its expertise and proximity.

What's changing is the way in which this expertise is transposed into the shop. A fresh wind is blowing through the shops: more experience, more tailor-made solutions and a shopping experience that better reflects the way customers look for inspiration, make choices and buy today.

A shop tailored to the neighbourhood

The new concept is the result of a deliberate decision to move away from a one-size-fits-all approach. From now on, each shop will be designed according to the local customer profile: from the range and layout of the shop to the seasonal themes and inspiration points.

This development is not a necessity, but a reinforcement of what is already working well today. Aveve has an exceptionally high NPS score of 80 and has already been voted best chain shop in the garden and pet categories 18 times in a row. The new concept builds on these solid foundations.

A warm, logical and inspiring shopping experience

At Bornem, the new vision is becoming a reality. The shop combines warm materials, clear routing and recognisable zones for the garden, pets and baking pleasures. We offer solutions that respond to the seasons and customers' needs, whether it's urban gardening, welcoming a new pet or local cuisine with seasonal produce.

The range has been refined, with more specialisation, more tailor-made solutions and a broader ecological range. Local roots are stronger than ever: around 70% of plants are sourced from local producers and several products are made from sustainable, local raw materials, such as bread wheat or plant proteins from Arvesta's Nuverta plant, for example.

New My Aveve customer card from May

Later this spring, Aveve will launch a new My Aveve digital customer card. This will offer customers more relevant benefits and personalised communications based on their interests and shopping habits.

"Bornem is an important first step. Other shops will follow in the course of the year and will offer the revamped concept," says Kristof Douven, BU Director Retail.

About Aveve:Aveve is Arvesta's consumer brand and has been offering quality products, advice and inspiration to gardening, pet and baking enthusiasts for decades. With a strong network of shops across Belgium, Aveve continues to invest in modern, relevant and customer-focused solutions that shape tomorrow's shopping experience.

 

 

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