Fashion powerhouse Bestseller is bringing its Jack & Jones x JJXX multi-brand retail concept to Belgium for the first time, reinforcing the group’s strategy to become a true lifestyle destination for both men and women—and eventually, the entire family. With flagship stores set to debut in Sint-Niklaas and Antwerp, the new format marks a bold step in Bestseller’s international retail roadmap and signals a long-term investment in the Benelux market.
A New Era of Experiential, Inclusive Retail
Slated to open in late August 2025, the first Jack & Jones x JJXX store will land at the Waasland Shopping Centre in Sint-Niklaas, followed by a flagship location on Antwerp’s iconic Meir in early September. These launches will serve as a springboard for a wider rollout across Belgium and Luxembourg, with Bestseller aiming to attract a more diverse audience through an immersive and inclusive store concept.
The dual-brand store design is not just a merger of collections—it’s a strategic shift to position Jack & Jones as a lifestyle brand. Combined with JJXX, the brand’s trendy womenswear sibling, the offering now spans fashion for men, women, and families, making it a one-stop retail experience for modern shoppers seeking both style and substance.
JJXX: Retail Debut in Belgium
While JJXX has already been active in Belgium’s wholesale market, this marks the brand’s first retail appearance in the country. Known for its bold, colorful identity, JJXX targets young, self-assured women who are looking for denim staples, elevated basics, and on-trend fashion pieces. Bestseller brings the same denim DNA and attention to quality that built Jack & Jones into one of Europe’s most recognized menswear labels, now tailored for a new generation of women.
Inspired by London, Built for Belgium
The JJ/JJXX concept store first launched in late 2024 on London’s Oxford Street, serving as a blueprint for Bestseller’s international retail evolution. In Belgium, the design and layout reflect the same experiential approach, blending fashion, function, and interactive touchpoints to keep customers engaged.
From open spaces and gender-inclusive merchandising to sustainable materials and digital integrations, these stores aim to match the expectations of today’s omnichannel shoppers.
Leadership Commentary
“Opening our first JJ/JJXX shops is a special moment for our entire team,” said David Van Gansbeke, Retail Manager for Belgium and Luxembourg. “This is the result of months of strategic planning and an unwavering belief in our new direction. These stores lay the foundations for a new era of growth, and together we are shaping the future of our brand.”
His remarks underscore Bestseller’s confidence in both the concept and the market, with plans for further expansion dependent on consumer response and prime real estate availability.
At Star Brands Consulting Group, We Track What’s Next in European Fashion Retail
Bestseller’s expansion illustrates how leading global fashion houses are pivoting toward multi-brand, lifestyle-centric formats to increase relevance and foot traffic. As the lines between fashion, lifestyle, and family retail continue to blur, concepts like JJ/JJXX offer a blueprint for sustainable, scalable store formats across Europe.
From market analysis and retail franchising to brand localization and site selection, Star Brands Consulting Group helps brands and investors navigate fashion retail’s new frontier.
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Contact Star Brands Consulting Group today to explore multi-brand retail expansion opportunities in Belgium, Luxembourg, and beyond.