"We have everything a family needs!"
Interview with Bavo Vanhalst, CEO of Supra Center NV
The Vanhalst family has been in retail for three generations. In addition to the five SupraBazar stores of Supracenter BV, the family-run company has recently opened more stores focused on young families and their environment. The brothers Lowie and Bavo Vanhalst, who have been managing the company for several years, are responsible for this expansion of the traditional business. They continue to rely on growth and aim to continue the successful formula of their parents and grandfather.
Wirtschaftsforum: Mr. Vanhalst, how many supermarkets and stores belong to Supracenter BV?
Bavo Vanhalst: We have five large SupraBazars in Belgium in Gullegem, Lievegem, Tielt, Hulste, and Harelbeke. In addition, there are three Kabine Family Concept Stores along the Belgian coast in Koksijde, Oostende, and Blankenberge. Also, there are 27 Dreambaby stores. So, in total, we currently have 35 stores.
Wirtschaftsforum: How do the three segments differ from each other?
Bavo Vanhalst: In our SupraBazars, besides groceries, there is everything a family needs, in total more than 150,000 different items. Our Kabine Family Concept Stores carry lifestyle items from hip A-brands for babies, children, and adults. Our Dreambaby stores cover the age range from 0 to 3 years.
Wirtschaftsforum: Please tell us about the history of the corporate group.
Bavo Vanhalst: My grandfather Marcel Vanhalst founded the company in 1964, which was taken over by my parents Geert and Mieke 20 years later. They professionalized the concept, opened three new markets in addition to the two that already existed, and achieved strong growth. They also started our first webshop in 2010. For a few years now, my brother Lowie and I have been responsible as the 3rd generation. We have changed the structures and further optimized our processes. In 2023 we took over the Kabine stores, 2024 Dreambaby. Of our total of 575 employees, 240 work at SupraBazar. The group turnover is 120 million EUR, of which 67 million are attributable to our five SupraBazar markets.
Wirtschaftsforum: What would you consider the success concept of the SupraBazar markets in particular?
Bavo Vanhalst: With us, you can find everything, as we are a one-stop shop. Our target group is families with an age range from 0 to 99+. We are not located in city centers and there are ample parking spaces. We also place great importance on good and as long-lasting as possible relationships with our suppliers.
Wirtschaftsforum: What do your marketing activities look like?
Bavo Vanhalst: We issue a printed brochure every month, also engage in social media, and send out newsletters regularly. 2.5 million customers have our Loyalty Card. Essentially, we would like to have as much data from our customers as possible so we can target them as precisely as possible. Additionally, we present ourselves at various trade fairs, including the Nuremberg Toy Fair, Ambiente and Christmas World in Frankfurt, and the Cologne spoga+gafa.
Wirtschaftsforum: How sustainable is Supracenter?
Bavo Vanhalst: We have electric cars in our fleet, generate our own electricity with a maximum number of solar panels and are thus CO2-neutral. We sort our waste, have a paperless office, and use reusable shopping bags.
Wirtschaftsforum: What are your goals for the coming years?
Bavo Vanhalst: First of all, we want to further expand our Dreambaby stores' position as market leaders. We want to continue to grow organically with our SupraBazar markets. Growth is also on the agenda for our Kabine Family Concept Stores. Here, we aim to open two to three new stores per year. By the end of 2026 alone, five additional stores will be added to the existing 27.