Maisons du Monde opens omnichannel flagship store in Antwerp
French decoration chain Houses of the world opened its 23rd Belgian store, in the center of Antwerp. The retailer adds more services and brings the online world to the physical store.
Reinforcement of brand awareness
With 1,500 square meters of sales area, it is the chain’s largest city center store in Belgium, in a prime location. “We therefore consider that this is a true flagship store,” says country manager Arielle Dupont. The store will strengthen the reputation of Maisons du Monde in Flanders. Moreover, by opening a new store in the midst of the corona crisis, the chain is confirming its ambitions in the country. “A large furniture store in the city center is a big advantage for city residents,” says regional manager Pieter Deduytsche. “People can come here to see and test all the products and then have them delivered to their homes, without having to take their car to a workshop.
Maisons du Monde is increasing the number of services in its stores. Customers can visit a consulting corner in the basement, where they can browse the entire collection online, as well as view samples of the fabrics and woods available. Another novelty, a 3D style consulting service: the retailer took over the Rhinov startup last year. Customers can submit photos of their home and indicate their style preferences, and a team of interior designers provide interior advice in the form of photorealistic 3D views. “This can be done from 99 euros per room. Soon, this service will also arrive in Belgium”.
The corona crisis represents an opportunity for the interior design and decoration sector: consumers cannot travel and invest in their homes. Since the reopening after confinement, Maisons du Monde stores have seen their turnover increase by 18%. The group’s online growth even reached 51%, with Belgium being one of the biggest increases. In the meantime, around 25% of the retailer’s total revenue is already digital – in other words, coming from the online store or sales with tablets in physical stores. The brand is now also launching a marketplace with competing products that are not available in the Maisons du Monde range. “We are interweaving online and offline and become a true omnichannel player”.