Miniso, Tom&Co and Jumbo set out Belgian growth plans

A new international brand, expansion plans at an established chain and talks with operators from rival networks: Belgium’s franchise sector is seeing several different approaches to growth. Miniso has announced its first Belgian shop through franchisee Firce Capital. Tom&Co wants to expand its Belgian network, while Jumbo’s new director is making contact with franchisees from other chains.

Miniso plans Belgian debut at Broeklin

Chinese lifestyle retailer Miniso has chosen Broeklin Brussels for its first Belgian shop. RetailDetail reported the news on 5 November 2026, citing an announcement by the retail development. The shop will be operated by franchisee Firce Capital, making franchising the brand’s announced route into the Belgian market.

Miniso sells products including everyday design-led items, collectables and gifts. According to the report, the chain operates in more than 110 countries and now has over 8,300 shops. The planned Belgian opening will add a new destination to that international network.

The opening is not imminent. Broeklin Brussels, described as a new business and shopping district alongside the Brussels ring road, is due to open in autumn 2029. Miniso’s announced arrival forms part of that future development; it is not a shop already welcoming customers.

Miniso is the sixteenth retailer announced by the development. Belgian Italian delicatessen chain Prego! has also announced an outlet there, while Mango plans a flagship store across three floors. These names provide context for the future retail setting; in Miniso’s case, the franchisee responsible for its Belgian entry has also been explicitly named.

Tom&Co combines expansion with company-operated shops

For Tom&Co, the focus is not on entering a new market but on expanding its Belgian shop network. The pet retailer aims to open up to 70 new shops by 2030, RetailDetail also reported on 5 November.

That Belgian ambition contrasts with developments in France. There, Tom&Co is reducing its shop network as losses continue to mount. The chain is therefore not pursuing the same pace of growth in both countries: French consolidation sits alongside a clear Belgian expansion plan.

A second development is particularly relevant to the franchise sector. Tom&Co is also taking franchised shops back into company operation. Its growth ambition should therefore not be read as an announcement of 70 new franchise outlets. The figure refers to new shops; separately, the operating model of existing franchised shops is changing.

That distinction matters for entrepreneurs assessing a network. The total number of planned outlets does not automatically indicate how many opportunities will become available to new franchisees. At Tom&Co, the expansion and the return of franchised shops to company operation each warrant separate attention.

Jumbo approaches existing franchisees

At Jumbo, commercial ambition coincides with a completed leadership transition. Peter Isaac has ended his involvement with Jumbo Belgium entirely, RetailDetail reported on 4 November. After handing over his executive responsibilities, he had remained temporarily as a strategic adviser.

Isaac launched Jumbo in the Belgian market in 2019. Looking back, he cites a network of 44 shops and turnover of almost €500 million at the end of 2025. Those figures explicitly describe the position at that time, rather than the latest position in November 2026.

Anrico Maat took over as the new director for Belgium in March 2026. He sees growth potential in the combination of price, product range, service and local connections. In an interview with RetailDetail, he also said he was holding talks with franchisees from other organisations.

Jumbo is therefore focusing not only on its brand and shops, but also on entrepreneurs already operating within another network. However, the reported discussions do not yet amount to announced moves between chains or signed franchise agreements.

Three approaches to growth, different questions for entrepreneurs

The three reports illustrate distinct routes: Miniso is entering Belgium with a named franchisee, Tom&Co is combining expansion plans with the return of shops to company operation, and Jumbo is talking to entrepreneurs from other networks. For Belgium’s franchise sector, the key distinction is between a specific outlet announcement, a growth target and an exploratory discussion.

Practical takeaway: always assess growth announcements against opening dates, operating models and specifically confirmed opportunities for entrepreneurs. A larger shop network does not automatically mean more franchise outlets are available.