DreamLand revamps its Waterloo store and opens a temporary pop-up during the work

The Waterloo DreamLand store will undergo a transformation as from 4 January. During the renovation work, a temporary pop-up will welcome customers nearby, at 511-513 Chaussée de Bruxelles. The reopening on 10 March will reveal a new, lighter and more playful store concept where online orders can be picked up even faster.

Monday, January 4, 2021

Closure for renovation and opening of a temporary pop-up

The Waterloo DreamLand store opened its doors in 2003 at 269 Chaussée de Bruxelles. In the past 17 years, it has been freshened up several times, but today, it will be completely revamped to present a new store concept. The store will be closed as from 4 January for a little longer than 2 months (reopening being scheduled on 10 March).

From 6 January until the end of the renovation work, the team of DreamLand Waterloo will welcome its customers in a temporary pop-up, located 2.5 km further in the direction of Mont-Saint-Jean at 511-513 Chaussée de Bruxelles.

A new store concept focusing on children

The renovated Waterloo store will distinguish itself from the other stores in more than one way. Danny Jenquin, director of the DreamLand Sales department: "We want to offer adults a store where they can feel 'zen'. Uniform colours and indications as well as low racks will give our customers a nice overview of the whole store.”

But this store will focus even more on children. Indeed, there will be several play areas: tables to test toys, a bicycle track to try out bikes and steps... And most importantly: the birthday bell! Danny Jenquin: "The principle has existed for years in our stores. When the birthday boy or girl presses the bell, they activate a nice birthday song. They can then sit on the throne and are spoiled by our co-workers with a crown, a small gift and a photo souvenir. This bell will have a new look to become the absolute centre of attention in our new store.”

The assortment remains the same: apart from indoor and outdoor toys, you can find multimedia, video games, school and office supplies, a gift area with original gadgets for young and old, and comic strips and books.

Greater synergy between brick store and web shop

In recent years, DreamLand has invested considerably in a multi-channel strategy "clicks & bricks" in which web shop and brick store reinforce each other. The Waterloo store will be such a store with a pick-up area near the entrance. Customers will be able to pick up the articles they ordered at dreamland.be fast.

Practical information

Address of the DreamLand store temporarily closed for renovation:

Chaussée de Bruxelles 269
​ 1410 Waterloo

Closed from 4 Januart to 9 March 2021 included.

Reopening on 10 March 2021


Address of the pop-up DreamLand during renovations:
​ Chaussée de Bruxelles 511-513
​ 1410 Waterloo

Open from 6 January to 9 March included

Opening hours:
​ Monday to Thursday: from 10.00 to 18.30
​ Friday: from 10.00 to 19.00
​ Saturday: from 9.30 to 18.30
​ Closed on Sundays and holidays