The iconic Belgian boutique dresses up in a new, elegant concept in a new location right in the heart of the city. After the recent international openings that saw Liu Jo take centre stage at major new events, the Italian brand keeps being powerfully driven by expansion in the global retail market. Vienna, Berlin, Innsbruck, St Petersburg and Zurich are actually some of the new stores it opened last year, in addition to the impressive restyling of its flagship store in Milan and now the relocation of another store that is at the centre of the Italian brand’s European vision, the one in Antwerp.

An important step that adds weight to Liu Jo’s international position by staking everything on a particularly rewarding location and an updated concept that adds a touch of elegance and depth to the brand-new boutique.

Officially opened in late July, the store is located at number 52 Huidevettersstraat, one of Antwerp’s most vibrant and dynamic shopping streets and the throbbing ‘heart’ of fashion; it has a sales surface of no less than 95 square metres, visible from the street through two windows that tell about the Liu Jo universe at a glance.

The space showcases the Curiosity Refresh retail concept that, in a sophisticated setting, places greatest emphasis on the centrality of the items in the collection. The concept – using design features that recall the early 20th century, all smooth shapes and light nuances – exudes the atmosphere of an early XX-century Italian boudoir and enhances the shopping experience to the max. The store is home to all of Liu Jo’s offering, relying on the availability of the brand’s main line: from the Gold Label to the Black Label, including the Denim, Knitwear, White Label and Sport and of course the accessories and footwear ranges too.

With this important opening – which will be celebrated at a dedicated event in October – Liu Jo strengthens its positioning and central role in the Benelux region as part of its retail vision, thus continuing a season that has been extraordinarily rich and dynamic in terms of openings and that will involve other major European cities as well in the next few weeks.

Liu Jo Store Antwerp - Huidevettersstraat 52, 2000 Anrwerpen

Born of the smart intuition and creativity of Marco Marchi, the Liu Jo brand was founded in Carpi, the Italian go-to knitwear district, in 1995. The creative philosophy of the brand is all about enhancing the natural femininity and beauty of every woman, expressed by a glamorous style that is open to a personal touch. With a multi-brand strategy that can put together a complete offering of outfits, nowadays Liu Jo has stores in 48 countries and 3 different continents – Europe, Africa and Asia – through a network of 490 single-brand stores and 5500 multi-brand and specialty stores across the world. www.liujo.com