Cameleon wants to open a store in Flanders

Tuesday, Chameleon celebrated his first anniversary since the relaunch of the company.And management is ambitious: the outlet specialist wishes to open a store in Flanders, get started and study the possibilities of e-commerce.

Street destination

A year after its bankruptcy, Caméléon overflows with ambition.Tuesday, Retailer will blow the first candle of Rengo, the new holding company that involved employees in the recovery.Its CEO Pascale Switten is proud of the good financial health that the company affects, especially after such a difficult and volatile year.

"We have reviewed our cost structure and especially our supply strategy.We now order according to the needs of the stores, which allows us to maintain control of our stocks, ”explains Pascale Switten.But the greatest success is the new concept of the Woluwe-Saint-Lambert store.Rengo Street transforms outlet into a real destination, where customers find pastries, books, plants and more.

“Last weekend, Jacques Borlée came to present his new book there.We collaborate with a Ghent books editor, we host the Vietnamese restaurant Hanoi Station and we sell many Belgian brands like Gimber and Nona, "explains Switten about the new identity centered on cooperation and circularity.

Flanders

As Flemish consumers also know chameleon, the formula wishes to expand in Flanders.The project is still in the start -up phase, but the search for a building or a location is concrete.The first contacts have already been knotted."It will be a store of 1,500 to 2,000 square meters, similar to that of Genval."This establishment will be entitled to a makeover next year.

Digitization is also in the pipeline.Pascale Switten is considering several options: “We obviously want to opt for a phygital concept, but how?We must remain attentive to profitability.»The online supplier Snastore has once been part of the group.Even if the concept was innovative, it was a financial chasm.It had to be sold.

Used Articles Working Group

The company is looking for a solution in accordance with its ecological values. « Peut-être avec du click & collect ou des livraisons à vélo.But if this implies a multiplication of shipping and polluting returns of articles, we can also choose not to do it.In any case, we want to remain faithful to our identity and not make the mistake of going too fast in work again.»»

Chameleon also works on the second -hand market.An internal working group - composed of a seller, a buyer and a member of the marketing service - studies the possibilities of introducing this idea in stores.Ideally, retailer would like customers to be able to bring their own clothes in exchange for a voucher.The upcycling could then be the next step, in accordance with the circular model.