{"id":131753,"date":"2025-10-16T10:53:51","date_gmt":"2025-10-16T08:53:51","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=131753"},"modified":"2025-10-16T16:32:40","modified_gmt":"2025-10-16T14:32:40","slug":"interview-nous-courons-un-marathon-joachim-rubin-lolaliza","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/interview-nous-courons-un-marathon-joachim-rubin-lolaliza\/","title":{"rendered":"[Interview] \u00ab Nous courons un marathon \u00bb (Joachim Rubin, LolaLiza)"},"content":{"rendered":"\n<p>Le nouveau grand magasin urbain de <strong>LolaLiza <\/strong>\u00e0 Malines sert de mod\u00e8le pour la poursuite de l&rsquo;expansion de la cha\u00eene de mode belge, explique le CEO Joachim Rubin. Le cap des cent magasins est en vue.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Partir d&rsquo;une page blanche<\/h2>\n\n\n\n<p>Avec l&rsquo;ouverture r\u00e9cente de <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/en-images-lolaliza-devoile-son-nouveau-concept-de-magasin-a-malines\/\">son grand magasin phare sur l&rsquo;IJzerenleen \u00e0 Malines<\/a>, LolaLiza affiche clairement ses ambitions. \u00ab Nous voulons ouvrir davantage de magasins de cette taille dans les villes \u00bb, explique M. Rubin. \u00ab Nous voulons montrer que LolaLiza s&rsquo;adresse \u00e0 toutes les femmes, \u00e0 tout moment. Notre marque ne se limite plus aux imprim\u00e9s color\u00e9s, nous proposons des articles pour tous les go\u00fbts et toutes les tailles, avec une gamme tr\u00e8s large. \u00bb<\/p>\n\n\n\n<p>\u00ab Notre concept de magasin actuel n&rsquo;est pas d\u00e9pass\u00e9 \u00bb, souligne le directeur g\u00e9n\u00e9ral. \u00ab Ces magasins ont toujours l&rsquo;air frais. Mais nous voulons franchir une nouvelle \u00e9tape en vue de l&rsquo;avenir de la marque. C&rsquo;est pourquoi nous sommes partis d&rsquo;une page blanche. Nous avons plong\u00e9 l&rsquo;architecte d&rsquo;int\u00e9rieur Ernesto Sanchez Chanona pendant trois semaines dans l&rsquo;univers de LolaLiza, afin qu&rsquo;il puisse s&rsquo;impr\u00e9gner de notre ADN. \u00bb Car si LolaLiza \u00e9volue, son ADN reste le m\u00eame. \u00ab Nous sommes et restons une marque belge proche de ses clients. Nous essayons de suivre autant que possible les tendances, avec une collection en constante \u00e9volution, large et accessible. \u00bb Et dans un <em>magasin phare<\/em> comme celui-ci, les clients peuvent pleinement d\u00e9couvrir l&rsquo;univers de la marque.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Stocks d\u00e9centralis\u00e9s<\/h2>\n\n\n\n<p>Selon le CEO, la flexibilit\u00e9 est la cl\u00e9 du succ\u00e8s de LolaLiza. \u00ab Depuis six mois, nous travaillons avec des stocks d\u00e9centralis\u00e9s. Nous avons toujours notre centre de distribution \u00e0 Wavre, mais chaque magasin peut livrer des commandes \u00e0 d&rsquo;autres magasins, \u00e0 des clients priv\u00e9s et \u00e0 l&rsquo;\u00e9tranger. Nous nous <em>approvisionnons<\/em> \u00e0 65 % en Europe, ce qui nous permet de r\u00e9agir rapidement. \u00bb Le magasin de Malines propose pas moins de 5 000 articles. Les magasins re\u00e7oivent jusqu&rsquo;\u00e0 quatre livraisons par semaine.<\/p>\n\n\n\n<p>L&rsquo;am\u00e9nagement du magasin est \u00e9galement con\u00e7u pour \u00eatre adaptable : les rayons sont facilement modulables afin de s&rsquo;adapter rapidement aux nouvelles collections. Le concept est modulaire, ce qui permet de le d\u00e9ployer aussi bien dans les grands magasins en p\u00e9riph\u00e9rie que dans les petits magasins en ville. Et c&rsquo;est bien l\u00e0 l&rsquo;objectif : \u00ab Nos meilleurs magasins vont rapidement adopter ce nouveau concept. Le prochain sera celui de Saint-Nicolas. \u00bb Une attention particuli\u00e8re a \u00e9t\u00e9 accord\u00e9e \u00e0 la conception des cabines d&rsquo;essayage, dans une ambiance chaleureuse : \u00ab C&rsquo;est l\u00e0 que doit se faire la conversion. \u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Potentiel d&rsquo;expansion<\/h2>\n\n\n\n<p>LolaLiza se d\u00e9veloppe sur trois fronts, explique Rubin : avec ses propres magasins physiques en Belgique, en ligne en Belgique, aux Pays-Bas et en France, et avec le <em>wholesale<\/em> \u00e9galement en Allemagne. \u00ab Nous voulons ouvrir d&rsquo;autres magasins plus grands. Je vois un potentiel de trois \u00e0 quatre nouveaux points de vente par an, pour les deux \u00e0 trois prochaines ann\u00e9es. Nous en avons actuellement 91, nous allons donc franchir le cap des cent magasins. \u00bb<\/p>\n\n\n\n<p>L&rsquo;entreprise est financi\u00e8rement saine, ajoute notre interlocuteur. \u00ab Nous visons un chiffre d&rsquo;affaires d&rsquo;environ 110 millions d&rsquo;euros, nous sommes rentables, nous n&rsquo;avons pratiquement pas de dettes. Je vois encore un potentiel de croissance \u00e0 l&rsquo;\u00e9tranger. Mais nous ne voulons pas nous pr\u00e9cipiter : nous courons un marathon. \u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le nouveau grand magasin urbain de LolaLiza \u00e0 Malines sert de mod\u00e8le pour la poursuite de l&rsquo;expansion de la cha\u00eene de mode belge, explique le PDG Joachim Rubin. Le cap des cent magasins est en vue. <\/p>\n","protected":false},"author":3,"featured_media":131754,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14,22],"tags":[],"people":[1275],"extra":[43],"company":[290],"topic":[643],"region":[226],"class_list":{"0":"post-131753","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"people-joachim-rubin","10":"extra-plus","11":"company-lolaliza","12":"topic-interview","13":"region-belgique"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[Interview] \u00ab Nous courons un marathon \u00bb (Joachim Rubin, LolaLiza) - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Le 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