The Colruyt Group has shared plans to increase the number of its small format Okay City stores in Belgium, aiming to increase its market share in cities from 20 per cent to 30 per cent.

The retailer said it intends to open 30 Okay City stores by 2026 and sees potential for “dozens” more stores in city centres in the coming years.
Okay City grocery stores stock “everything needed for daily shopping”, including fresh products, beverages, and detergents.

The group said it is mainly focusing on expansion in Antwerp, Brussels and Ghent.

Colruyt opened the first Okay Compact store in 2012, a small format stores designed to cater to the needs of city dwellers, and has since expanded the number of stores to 20.

The company is currently rebranding all Okay Compact stores to Okay city stores, aiming to complete the switch by the end of this year.

As part of the rebranding, all Okay City shops will be equipped with self-checkout options. However, the company stressed that customers will always have the option to have their purchases processed by a store employee.

Christophe Dehandschutter, director of Okay, said that the population in cities in growing and urban customers shop differently, often requiring a shop which is nearby and easily accessible on food or bike.

"After location, price is a significant factor for city residents when choosing a shop - at Okay City, we guarantee our customers the lowest prices in the neighbourhood and closely monitor the promotions of our local competitors to adjust accordingly,” he added. “Moreover, we tailor our promotions to suit the preferences of our urban customers.

“In cities, shopping is often done on foot or by bike, making a promotion on a single item is a logical choice."

---