Belgian retail networks are growing, but not always through franchising

A larger Spar in Asper, new Geely dealers and expansion into Brussels for Fritapapa: Belgium’s market is seeing several forms of network growth in September 2026. Coolblue is also planning additional shops. For prospective franchisees, the key is to distinguish between a local reopening, a dealership agreement, a growth target and shops operated directly by a chain.

Spar Asper reopens at a larger location

Spar Asper, in the municipality of Gavere in East Flanders, reopened on Thursday 24 September in significantly larger premises. The shop remains on Stationsstraat, but has moved a little further along the road, according to L’Express Franchise’s report on the reopening.

The news is therefore about the relocation and expansion of an existing shop, not the addition of a new location to the Belgian network. This distinction matters when reading expansion announcements: larger premises do not automatically mean that a retail network has more shops.

The reporting provided gives no precise floor area, investment figure or sales forecast. Nor does it include details of any changes to the product range or staffing levels. The confirmed development is therefore clearly defined: Spar Asper is continuing to trade from larger premises on the same street.

For entrepreneurs comparing retail concepts, this reopening is primarily a reminder to look at the development of existing shops as well as new openings. However, the available information does not allow an assessment of the financial impact of the move.

Geely expands its Belgian dealer network

Geely’s news does concern further network expansion. According to New Mobility’s report of 23 September, the Belgian network has reached sixteen locations six months after the brand entered the market. Geely Auto Benelux is adding two new Belgian dealer partnerships or expansions to its presence.

One involves a fourth Car Avenue branch, in Nivelles in Walloon Brabant. The other is a new partnership with Di Nitto Autogroep covering Limburg. This partnership includes plans for a permanent sales outlet in Dilsen-Stokkem and a pop-up shop in a shopping centre in Genk. A dedicated after-sales service facility and a showroom are due to follow.

These steps therefore combine different types of presence: a permanent sales outlet, a temporary retail format and further development of services. It is important not to count every announced element as a fully fledged showroom that is already open.

Geely is targeting around 35 sales and service locations across the Benelux region by the end of 2026. That target covers Belgium, the Netherlands and Luxembourg together, rather than Belgium alone. The reporting refers to dealers; it provides no basis for automatically describing these partnerships as franchise agreements.

Fritapapa heads to Brussels, while Coolblue plans more shops

There is also expansion news in the food service sector. On 23 September, DH reported on Fritapapa’s move into Brussels. The chain links this step to its ambition to reach forty outlets by 2030, with several locations in Brussels if its plans succeed.

Those forty outlets are a future target, not a description of the current network. The available information also gives no specific breakdown of the planned outlets by municipality or region. For prospective operators, the report does not set out the terms on which they might be able to participate in the expansion.

Coolblue also has growth plans in Belgium, but it is explicitly not a franchise opportunity in this comparison. According to L’Express Franchise, the retailer wants to open at least ten additional Belgian shops over the coming years, alongside Sint-Niklaas. The planned formats range from 1,000 to 1,500 square metres and are intended for major cities.

The same source states that the Belgian shops are operated directly by the company, with no recruitment of prospective franchisees. According to that reporting, no franchise offering has been published, and Coolblue is not listed among the full members of the Belgian Franchise Federation. Its expansion is therefore relevant as retail news, not as a confirmed opportunity for franchisees to join the business.

Assess growth by both its form and its status

These reports show several different developments, but together they do not constitute market statistics for the Belgian franchise community. A larger Spar, more Geely locations, a Fritapapa target and company-operated Coolblue shops cannot be added together to produce a single figure for franchise growth.

Practical takeaway: with every expansion announcement, check what has already been delivered, which geographical area the target covers and what type of partnership is actually on offer. Only then ask about investment terms and available locations. A growing brand is not automatically one that an independent entrepreneur can join.