Schmidt opens in Auderghem and seeks entrepreneurs in Belgium

Schmidt has opened a new showroom at Waversesteenweg 1205 in Auderghem, Brussels. The opening forms part of the brand’s ambition to strengthen its presence in Belgium. In a post published on Franchise.be on 9 November, Schmidt links this expansion to a call for entrepreneurs who want to build their own bespoke interiors business.

A new showroom offering more than kitchens

The Auderghem showroom offers more than kitchens. Walk-in wardrobes, storage solutions and living room furniture are also part of the concept. Schmidt is positioning the showroom as a destination for a range of bespoke interiors, with personalisation and customer relationships at its heart.

This broad positioning also matters to prospective business owners. The concept described is not simply about selling kitchens, but about guiding customers through a variety of home projects. The product range provides the foundation for a business that brings together design decisions, sales and service, and customer relationships.

The Auderghem opening is a concrete step towards Schmidt’s growth ambitions in Belgium. The announcement gives neither an exact number of additional Belgian outlets nor a timetable for further openings. The new showroom and the search for entrepreneurs are therefore confirmed, but do not amount to a detailed expansion plan with targets and deadlines.

Independent ownership with an established brand

Schmidt presents its business model as a combination of independent ownership and support from an international brand. According to the company, it has 90 years of expertise and operates in 22 countries. That experience is used to support entrepreneurs looking to develop their own stores.

The local business owner builds their own team, develops the customer base and sets the direction of the business. The brand, in turn, provides products, expertise and support. For those considering the Belgian franchise market, this division of responsibilities is particularly important: the model provides a framework, while responsibility for developing the local business remains with the owner.

Schmidt refers to prospective partners as concession holders. Candidates should therefore look beyond the sales pitch and examine the precise contractual structure of the partnership. The label attached to the business model is no substitute for assessing the actual terms.

No entry fee, but a financial plan is still essential

A notable part of the offer is that Schmidt states there is no entry fee and that business owners do not need to finance stock. The brand also mentions financing options intended to help put the project’s finances in place. These terms are presented as features of the business model, rather than as a complete budget for a new store.

The absence of an entry fee does not, in itself, mean a showroom can be opened without investment. The announcement gives no total start-up cost. Prospective business owners therefore still need a separate financial plan, clearly identifying which costs they must cover and what support is actually available.

Schmidt also mentions an open-ended contract. This, too, calls for a careful reading of the terms: the duration alone does not explain either party’s rights and obligations. Reviewing the full contract is more useful than making a decision based on one apparently favourable feature.

Commercial leadership as a selection criterion

When recruiting new partners, Schmidt emphasises entrepreneurial drive, commercial acumen, customer service and the ability to motivate a team. Knowledge of kitchens is not the sole focus of its recruitment message; leadership skills receive at least as much attention. The business owner must be able to build both customer relationships and their own organisation.

The brand promises comprehensive training covering the trade, tools, management and sales methods. According to Schmidt, tailored support begins during project planning, continues through the store opening and remains available as the business develops.

Schmidt identifies Brussels and its surrounding areas, Wallonia and Flanders as places where it wants to strengthen its presence. This broad invitation does not establish which individual locations are available, but makes clear that the search extends beyond Auderghem.

Practical advice: if you are interested, ask for a specific location proposal, a full investment budget and the contract terms. Then assess whether the training and support suit your commercial experience and your ability to lead a team.