INNO celebrates its 125th anniversary! New strategy accelerated implemented, another reason to celebrate.

Renewed Loyalty Programme: even more benefits for INNO customers

From 5 May onwards, INNO will be translating its baseline ‘for you’ into the new Loyalty Programme for customers.

Under the motto 'Made for you', each Loyalty member receives the status 'Unique', 'Amazing', 'Exceptional' or 'Premium'. “The system behind it is simple: the most loyal customers enjoy the most benefits. These benefits can range from birthday presents to personalised promotions, gifts, exclusive events and unique services,” says Elly Zwinnen, INNO’s Merchandising and Marketing Director.

125-year-old INNO pampers every customer

In conjunction with the launch of the revamped Loyalty programme, INNO will be marking its 125th anniversary. Monthly anniversary promotions, events and actions will more than ever ensure a fascinating shopping experience for every customer in this jubilee year.

To ensure that the anniversary programme will be a big success, until the end of the year, INNO will be treating shoppers to "Birthday Deals". These are exclusive products and additional discounts on many major brands intended to thank and pamper all customers.

From 'L'Innovation' to 'INNO for you’

The history of INNO goes back to the autumn of 1897, when the first department store 'A L'Innovation' opened its doors on Rue Neuve in Brussels. From the start, the chain has been riding on the wave of innovation which has historically propelled Belgium.

During the interwar period, L'Innovation became the country's main distribution company. The department store offered of high-quality luxury products at accessible prices, just as it continues to do today.

In the decades that followed, the company grew in its role as a fixture of the Belgian retail landscape.

The concept of 'Space for brands' arose in the 1990s. This gives INNO an exclusive image and enables it to compete with the growing competition from specialist shops and supermarkets. And it is still successfully doing so today.

Since the rebranding in 2021, under the baseline "for you", INNO has focused on making the department store and its departments, products and services more familiar to existing and new public.

Customers have known for 125 years what INNO stands for, employees are proud to be a part of it.

New strategy reinforces 125 years of INNO

For 125 years, INNO has been an integral part of the retail landscape of all major Belgian cities. For generations, it has been an indispensable partner for Belgians in their daily lives. In addition, the department store chain is an important employer for several thousand families.

Even after 125 years, INNO is continuously transforming. "Since we developed our new strategy in December 2019 and accelerated the implementation of the strategy in spring 2020, it is evident that INNO is emerging from the corona crisis stronger than ever. With 21 strategic projects, such as the digital marketplace as ‘the 17th department store’, the new ERP system, the rebranding of the brand and the remodelling of the stores, the classic department store is evolving into a modern omnichannel retailer. Our teams have implemented INNO's biggest strategic realignment since more than 20 years at top speed. I am very proud of everyone and of what has been achieved. I would like to express my thanks to them and to all employees and customers,” says INNO CEO, Armin Devender.

Rebranding of the INNO brand, remodelling of the stores

In addition, the new strategy is reflected in a complete rebranding of the INNO brand and a remodelling of its stores. The new look and feel reflects the fact that INNO will also be there in 2022 for all Belgian families. INNO is investing in a visual identity that’s even more accessible and a warm and trendy shop design, which will reinforce the feeling of "coming home" for the customers, and is also bringing back the name INNO.

Moreover, every INNO store responds to the specific wishes of the local shoppers and the local context to attract new audiences.

The stores in Schoten, Liège, Leuven and Waasland were already fully refurbished in 2021. Moreover, INNO Antwerp and Liège also received a cosy coffee corner and juice bar, in collaboration with BON. This collaboration will soon also be launched in the store in Brussels rue Neuve. In Brussels Avenue Louise, a total renovation is underway, which will be completed this autumn. The remodelling of the ground floor and first floor of the Brussels Rue Neuve will be also ready by spring 2023. Most other INNOs will soon have a makeover of their facade to the new style.

INNO and inno.be offer every Belgian the ultimate department store experience. From the loyal customer who now feels even more at home in one of the 16 stores, to the new generation who are discovering it online for the first time. Even after 125 years, INNO remains a rock in the surf for all Belgians and is ready for the future in the continuity of implementing its strategy.