From 30 January 2025, customers at the Colruyt Lowest Prices stores in Bruges Sint-Pieters and Aalst will find an additional range of 200 products specifically intended for the hospitality sector. The products come from Solucious’ assortment. The butcher’s department will also provide a tailored offering for hospitality customers. This test aligns with Colruyt Group's ambition to further expand in the B2B market.
The Colruyt Lowest Prices stores in Bruges Sint-Pieters and Aalst are the first locations where Colruyt Group will launch a brand-new pilot project. The stores will each receive an assortment of 200 products fully aimed at the hospitality sector, but these products will also be available to private customers. The assortment includes products such as fresh, pre-cut vegetables in larger packaging, specific frozen products, and gloves. All these products are part of the Solucious range, Colruyt Group's foodservice specialist, and have been carefully selected. Yves Vandenbrande, responsible for Solucious, explains: “Solucious already supplies products to more than 25,000 customers, a large portion of which are hospitality clients. By making our products available at Colruyt stores, we can serve our customers even better.”
The stores in Aalst and Bruges were specifically chosen for this test because they are spacious stores in strategic locations. Bruges is a tourist hotspot and also serves as the gateway to the coast, with numerous hospitality businesses. Aalst is an interesting location and strategically positioned between Brussels and Ghent. Filip Ghillebaert, responsible for Colruyt for Professionals, adds: “The stores in Aalst and Bruges will each feature a broader assortment of hospitality products. Additionally, the butcher’s department plays an important role: the meat can be packaged according to theclients preferences, including vacuum packing, which is available in the Bruges store.
The pilot project in Aalst and Bruges fits within Colruyt Group’s ambition to grow further in the B2B market. Yves Vandenbrande notes: “We see consumer behaviour changing: customers are increasingly switching between cooking at home, dining out, picking up meals, or consuming on-the-go. As a Belgian retailer, we want to adapt to these changing customer needs. On the one hand, by focusing on on-the-go and convenience for customers, and on the other hand, by investing heavily in hospitality.”
Colruyt Group has built extensive expertise in the B2B sector over the years, focusing on four key industries: hospitality, retailers, B2B2E, and Health & Public.Yves Vandenbrande notes: “Through Solucious, we supply products to a variety of clients, including many within the hospitality sector. Solucious is experiencing significant growth. We are actively attracting new customers and expanding through acquisitions, such as the takeovers of Valfrais and Délidis last year.”
Growth in B2B is also being addressed through Colruyt for Professionals. Filip Ghillebaert says: “We currently have four Colruyt for Professionals stores: in Wandre, Jumet, and two in Brussels. We see clear potential to at least double that number of stores. At the same time, we also find it important to explore how we can further serve professional customers in our Colruyt Lowest Prices stores. That’s why we’re very excited about the pilot in Aalst and Bruges. And, of course, customers will be able to enjoy these products at the lowest prices in the B2B market.”
.jpg)
.jpg)
.jpg)
.jpg)
