{"id":145472,"date":"2026-04-07T10:30:26","date_gmt":"2026-04-07T08:30:26","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=145472"},"modified":"2026-04-07T10:30:29","modified_gmt":"2026-04-07T08:30:29","slug":"apres-70-ans-ava-continue-de-developper-son-empire-festif","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/loisirs\/apres-70-ans-ava-continue-de-developper-son-empire-festif\/","title":{"rendered":"Apr\u00e8s 70 ans, AVA continue de d\u00e9velopper son empire festif de 100 millions d&rsquo;euros"},"content":{"rendered":"\n<p>Le d\u00e9taillant belge <strong>AVA <\/strong>f\u00eate cette ann\u00e9e ses 70 ans \u2013 avec ses propres guirlandes, bien s\u00fbr. La cha\u00eene compte aujourd\u2019hui 52 magasins en Belgique et au Luxembourg, et mise d\u00e9sormais sur les pop-ups, un nouveau concept de magasin et le d\u00e9veloppement de son activit\u00e9 en ligne.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Trois g\u00e9n\u00e9rations<\/h2>\n\n\n\n<p>Ce qui a commenc\u00e9 en 1956 comme une petite boutique dans la Brederodestraat \u00e0 Anvers est devenu une cha\u00eene r\u00e9alisant un chiffre d&rsquo;affaires annuel d&rsquo;environ 100 millions d&rsquo;euros, avec une boutique en ligne et son propre d\u00e9partement de production de nappes en papier. Pourtant, AVA reste une v\u00e9ritable histoire de famille : le concept a vu le jour peu apr\u00e8s la Seconde Guerre mondiale, lorsque Armand Van Weddingen a ouvert une papeterie \u00e0 Louvain. Le v\u00e9ritable essor a eu lieu \u00e0 Anvers, o\u00f9 le premier magasin sous le nom d\u2019AVA \u2014 \u00ab Armand Van Antwerpen \u00bb \u2014 est devenu une r\u00e9f\u00e9rence en mati\u00e8re de papier cadeau, d\u2019articles de f\u00eate et de fournitures de bureau. <\/p>\n\n\n\n<p>Sous la direction de la deuxi\u00e8me g\u00e9n\u00e9ration, l\u2019entreprise s\u2019est rapidement d\u00e9velopp\u00e9e \u00e0 partir des ann\u00e9es 80. Apr\u00e8s le d\u00e9c\u00e8s d\u2019Eric Van Weddingen en 1992, son \u00e9pouse Mia a poursuivi l\u2019expansion. Au cours des 24 ann\u00e9es suivantes, elle a d\u00e9velopp\u00e9 l\u2019entreprise en ouvrant 44 nouveaux magasins. \u00ab \u00c0 l\u2019\u00e9poque, il n\u2019existait pas encore de logiciels ni d\u2019analyses chiffr\u00e9es pour d\u00e9terminer les meilleurs emplacements d\u2019ouverture de magasins. C\u2019\u00e9tait du pur travail de terrain. \u00bb Mia Van Weddingen parcourait le pays, discutait avec les commer\u00e7ants locaux et comptait elle-m\u00eame le nombre de passants devant les magasins situ\u00e9s le long des routes. \u00ab C\u2019\u00e9tait une question d\u2019intuition, mais \u00e7a a port\u00e9 ses fruits \u00bb, se souvient-elle.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">B2B et exportation<\/h2>\n\n\n\n<p>Aujourd\u2019hui, Koen et Fay Van Weddingen, la troisi\u00e8me g\u00e9n\u00e9ration, dirigent l\u2019entreprise en tant que co-PDG. AVA se positionne d\u00e9sormais clairement comme bien plus qu\u2019une simple cha\u00eene de magasins. Depuis un entrep\u00f4t de 10 000 m\u00e8tres carr\u00e9s \u00e0 Sint-Niklaas, le groupe approvisionne ses magasins et traite les commandes de la boutique en ligne. Les ventes en ligne repr\u00e9sentent 10 % du chiffre d\u2019affaires. Au total, plus de 500 personnes travaillent dans les magasins, l\u2019entrep\u00f4t et la production \u00e0 Temse.<\/p>\n\n\n\n<p>\u00c0 Temse, 380 000 rouleaux de papier de table, 670 kilom\u00e8tres de chemins de table, 48 millions de serviettes et 18 millions de sets de table sont sortis des cha\u00eenes de production en 2025. Cette production est destin\u00e9e non seulement aux magasins du groupe, mais aussi aux entreprises et aux clients du secteur de la restauration, tant en Belgique qu&rsquo;\u00e0 l&rsquo;\u00e9tranger. Le volet B2B repr\u00e9sente environ 25 % du chiffre d&rsquo;affaires du groupe. Le Luxembourg, les Pays-Bas, la France, l&rsquo;Allemagne, la Suisse et l&rsquo;Autriche constituent les principaux march\u00e9s d&rsquo;exportation.<\/p>\n\n\n\n<p>Le groupe voit dans les services suppl\u00e9mentaires un moyen de se d\u00e9marquer sur un march\u00e9 de d\u00e9tail o\u00f9 la concurrence des grands acteurs (discounters) s&rsquo;intensifie : les clients peuvent s&rsquo;adresser \u00e0 AVA pour des solutions sur mesure, allant des paniers de bapt\u00eame \u00e0 la d\u00e9coration compl\u00e8te d&rsquo;\u00e9v\u00e9nements. L&rsquo;entreprise a d\u00e9j\u00e0 collabor\u00e9 \u00e0 des projets pour le Casino de Knokke et Het Witte Paard \u00e0 Blankenberge.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pop-ups et relookings<\/h2>\n\n\n\n<p>Pour la prochaine phase de croissance, la famille mise sur une combinaison de renouveau et de proximit\u00e9. En 2025, AVA a test\u00e9 des pop-ups de No\u00ebl au Wijnegem Shopping Center, aux Docks de Bruxelles, \u00e0 Tournai et \u00e0 Li\u00e8ge. L\u2019\u00e9t\u00e9 prochain, l\u2019entreprise souhaite \u00e9tendre ce concept \u00e0 la c\u00f4te, notamment lors du Zoute Beach Flower Festival. La boutique en ligne attire en outre des clients \u00e9trangers, ce qui <a href=\"https:\/\/www.tijd.be\/ondernemen\/retail\/in-de-fabriek-van-papierwarenspecialist-ava-we-zijn-graag-baas-over-wat-we-maken\/10653587.html\">pourrait ouvrir la voie \u00e0 une expansion physique \u00e0 l\u2019\u00e9tranger \u00e0 l\u2019avenir<\/a>, explique Koen Van Weddingen au journal De Tijd.<\/p>\n\n\n\n<p>Parall\u00e8lement, le r\u00e9seau de magasins fait peau neuve selon un nouveau concept inspirant. \u00ab Nous voulons rapprocher encore davantage AVA des gens \u00bb, d\u00e9clare Fay Van Weddingen. Le d\u00e9taillant investit \u00e9galement dans une imprimante num\u00e9rique, qui lui permettra de proposer des serviettes personnalis\u00e9es en petites s\u00e9ries.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.retaildetail.be\/fr\/retail-events\/\" type=\"link\" id=\"https:\/\/www.retaildetail.be\/fr\/retail-events\/\">Vous souhaitez en savoir plus sur la strat\u00e9gie et les projets d&rsquo;avenir d&rsquo;AVA ? L&rsquo;entreprise familiale belge interviendra lors du RetailDetail Marketing Day le 24 septembre 2026. Notez donc cette date dans votre agenda !<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le d\u00e9taillant belge AVA f\u00eate cette ann\u00e9e ses 70 ans \u2013 avec ses propres d\u00e9corations, bien s\u00fbr. La cha\u00eene compte aujourd\u2019hui 52 magasins en Belgique et au Luxembourg, et mise d\u00e9sormais sur les pop-ups, un nouveau concept de magasin et le d\u00e9veloppement de son activit\u00e9 en ligne.<\/p>\n","protected":false},"author":5,"featured_media":145473,"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":[28,20],"tags":[],"people":[],"extra":[43],"company":[655],"topic":[276],"region":[226],"class_list":["post-145472","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-loisirs","category-vrije-tijd","extra-plus","company-ava","topic-expansion","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>Apr\u00e8s 70 ans, AVA continue de d\u00e9velopper son empire festif de 100 millions d&#039;euros - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"AVA f\u00eate cette ann\u00e9e ses 70 ans. 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