Published
Oct 24, 2017
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Kruidvat to launch new store concept in Antwerp

Published
Oct 24, 2017

According to media reports, Dutch drugstore chain Kruidvat is launching its new store concept Kruidvat in de Stad (Kruidvat in the City) in Antwerp, Belgium. The store, which is scheduled to open next week, is the first Kruidvat in de Stad branch in Belgium.


Kruidvat in de Stad - Photo: A.S. Watson


Kruidvat in de Stad carries a different assortment to the general Kruidvat stores. The new concept focuses more on beauty products, snacks and a weekly discounted range. In regard to its beauty focus, the drugstore chain has added new cosmetics brands to its range, including Bronx, Pro Artist and I Heart Makeup.

In addition to beauty, Kruidvat in de Stad, with its transformed layout, also focuses more attention on health products. The store is designed to offer a quick service to leisure shoppers, which is why the new store concept is located at popular shopping destinations.

Kruidvat first launched its new formula in November 2016 in Amsterdam, followed by other cities in the Netherlands. At the time the company commented: “We want to respond to our customers' needs as best as possible. In busy shopping areas, customers are more oriented to beauty products and fashion accessories. We created more space for this in our concept store. For more convenience, there is a free Wifi service in the store.” The new store concept is still regarded as a trial for the company.

Kruidvat is part of A.S. Watson Health and Beauty Benelux. Drugstore chains Trekpleister and Pricemepper are also part of the portfolio. Kruidvat counts more than 1,140 stores in the Netherlands, Belgium and France. The drugstore chain is market leader in the health and beauty sector and has more than 15,000 employees.

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