Sephora opened its first Belgian retail location on Thursday, June 25, 2026 [1], at the Docks Bruxsel shopping centre in Schaarbeek, Brussels [2].
The expansion marks the retailer's first physical entry into the Belgian market. The move addresses long-standing consumer demand, as many Belgian shoppers previously traveled to nearby cities in France to access the brand's specific product range.
Large crowds gathered at the Docks Bruxsel site for the opening, resulting in long queues of customers waiting to enter the store [3]. The retailer aims to meet the strong demand of Belgian consumers while expanding its broader European footprint [4].
Cathérine Spindler, President of Europe & Middle East for Sephora, said the company is committed to the new market. "We komen om te blijven," Spindler said [5].
The Brussels launch is the beginning of a phased rollout. A second Belgian Sephora store is scheduled to open two weeks after the initial June 25 launch [6].
The retailer's entry into Belgium follows a strategy of targeting high-traffic shopping hubs to capture the "hunger" of the local consumer base [4]. By establishing a presence in the capital, the company is positioning itself to compete directly with established local beauty retailers, and pharmacies.
“"We komen om te blijven."”
Sephora's entry into Belgium signals a strategic shift to capture a market where consumers were already demonstrating brand loyalty through cross-border shopping. By launching in a major shopping center like Docks Bruxsel, the company is testing the scalability of its model in Belgium before further expanding its physical footprint across the country.
