Pieces opens in Leuven and targets twenty Belgian stores

Pieces has opened a new store on Diestsestraat in Leuven, Belgium. This brings the Bestseller fashion brand’s network to two stores in Belgium and twelve across the Benelux region, RetailDetail reported on 25 September 2026. The opening forms part of a renewed focus on stores trading under its own brand, with a longer-term ambition of around twenty Belgian locations.

Leuven marks the next step in store expansion

According to RetailDetail, the new Leuven store opened on Thursday. It is Pieces’ second Belgian location, extending the brand’s physical presence following its renewed emphasis on stores under its own name.

The Diestsestraat opening turns the expansion plans into something tangible: this is not simply a growth target, but an operating store that customers can visit. For those following Belgium’s franchise market, this shift from ambition to an actual trading address is particularly relevant. An opening provides a firmer basis for tracking a brand’s development than a general expansion announcement.

The report provides no information on the Leuven store’s floor area, staffing levels or investment costs. Nor does it give details of how this particular store is operated. The opening therefore cannot automatically be described as a new franchise outlet.

From four to twelve stores across Benelux

The Leuven opening brings Pieces’ Benelux store network to twelve locations. A year earlier, the brand had just four, according to RetailDetail. Its store count has therefore tripled over that period, a net increase of eight locations.

This growth underlines Pieces’ return to physical retail. The story is not about a brand entering store-based retail for the first time, but about one placing renewed emphasis on its own branded network. RetailDetail describes the shift as a notable comeback in physical retail.

The geographical distinction matters here. The twelve existing stores are spread across Benelux — Belgium, the Netherlands and Luxembourg — and include the two Belgian locations. It would therefore be incorrect to attribute all of the growth to Belgium. The available information also contains no breakdown of individual openings.

For entrepreneurs tracking the brand’s development, the current store count is primarily a benchmark. It shows where Pieces stands today, but says nothing in itself about sales, profitability or the performance of individual stores. The source report provides no figures on these matters.

Belgian ambition: around twenty locations

Pieces ultimately aims to have around twenty stores in Belgium. For Belgium and the Netherlands combined, RetailDetail reports an ambition of approximately 45 stores. This would represent a substantial increase on the current network, although these figures are targets rather than a confirmed list of future openings.

According to the report, Wijnegem is at the top of the brand’s wish list. This makes the Belgian town worth watching in future expansion announcements. A preferred location is not, however, a confirmed store: the available information does not establish that an agreement has been reached, an opening date set or a specific address secured in Wijnegem.

No deadline is given for the broader Belgian ambition either. The longer-term nature of the target is therefore important. This news provides no basis for claiming that the roughly twenty Belgian stores will open by any particular year.

Distinguishing between a completed opening, a preferred location and an eventual target helps keep the developments in perspective. Leuven is open, Wijnegem is on the wish list, and around twenty Belgian locations is the ambition. Each carries a different degree of certainty.

What this means for prospective franchise operators

For those interested in Belgium’s franchise market, Pieces is primarily a brand to watch because of its renewed commitment to physical retail. The combination of a second Belgian store and a stated growth target makes future location announcements relevant to entrepreneurs interested in fashion retail.

The report does not mention franchisee recruitment or terms for independent operators within the network. Anyone exploring a potential partnership should therefore first check with the brand whether opportunities exist and what operating model is envisaged. The expansion ambition alone does not answer those questions.

In practical terms, treat Leuven as a confirmed opening and the remaining plans as ambitions. If you are interested, ask about available locations, timescales and partnership terms before making a business assessment.