{"id":152142,"date":"2026-07-22T14:27:53","date_gmt":"2026-07-22T12:27:53","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=152142"},"modified":"2026-07-22T14:27:53","modified_gmt":"2026-07-22T12:27:53","slug":"interview-bavo-vanhalst-dreambaby-supra-bazar-pour-diriger-une-entreprise-il-faut-tout-un-village","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/interview-bavo-vanhalst-dreambaby-supra-bazar-pour-diriger-une-entreprise-il-faut-tout-un-village\/","title":{"rendered":"[Interview] Bavo Vanhalst (Dreambaby, Supra Bazar) : \u00ab Pour diriger une entreprise, il faut tout un village \u00bb"},"content":{"rendered":"\n<p><strong>Vanhalst Retail Group<\/strong> (<strong>Dreambaby<\/strong>, <strong>Supra Bazar<\/strong>, <strong>Kabine <\/strong>et <strong>Qiddo<\/strong>) compte d\u00e9sormais une quarantaine de magasins et dispose d&rsquo;une capacit\u00e9 logistique consid\u00e9rable. Cette envergure devient de plus en plus une n\u00e9cessit\u00e9 : \u00ab On dit toujours qu\u2019il faut tout un village pour \u00e9lever un enfant, moi je dis : il faut tout un village pour diriger une entreprise \u00bb, a d\u00e9clar\u00e9 le PDG Bavo Vanhalst lors du <strong>Retail Marketing Day<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab Tout seul, \u00e7a devient difficile \u00bb<\/h2>\n\n\n\n<p>\u00ab Il faut du personnel, des syst\u00e8mes, des comp\u00e9tences, une logistique et un pouvoir d\u2019achat. Seul, c\u2019est difficile \u00bb, explique Bavo Vanhalst \u00e0 propos de l\u2019ascension spectaculaire et de la vague d\u2019acquisitions du groupe de distribution de Flandre occidentale ces derni\u00e8res ann\u00e9es. \u00ab Nous disposons au total d\u2019environ 25 000 m\u00e8tres carr\u00e9s d\u2019espace d\u2019entreposage et d\u2019un entrep\u00f4t de grande hauteur o\u00f9 nous pouvons stocker plus de 12 000 palettes. \u00bb La taille devient indispensable, notamment pour s\u2019approvisionner aupr\u00e8s de marques internationales, fait remarquer Vanhalst.<\/p>\n\n\n\n<p>Y aura-t-il donc \u00e9galement une expansion pour Supra Bazar, la cha\u00eene avec laquelle tout a commenc\u00e9 ? \u00ab La r\u00e9ponse est toujours oui \u00bb, d\u00e9clare l\u2019entrepreneur. Mais il nuance aussit\u00f4t son propos. Les conditions pr\u00e9alables sont strictes : au moins 8 000, voire 10 000 m\u00e8tres carr\u00e9s de surface de vente, plusieurs centaines de places de parking, un environnement commercial pas trop satur\u00e9 et des autorisations pour vendre une tr\u00e8s large gamme de produits non alimentaires. \u00ab La recherche est complexe. Je suis convaincu que de tels emplacements existent, mais ils ne sont pas faciles \u00e0 trouver. \u00bb&nbsp;<\/p>\n\n\n\n<p>C\u2019est pourquoi Vanhalst ne se limite pas \u00e0 la croissance organique. Il s\u2019attend \u00e0 ce que le segment des grands multimarques connaisse davantage de collaborations, de coentreprises ou d\u2019acquisitions. \u00ab Le march\u00e9 s\u2019internationalise, les formalit\u00e9s administratives se complexifient, des cha\u00eenes \u00e9trang\u00e8res s\u2019implantent en Belgique. Si les concepts locaux veulent perdurer, ils devront renforcer leur collaboration. \u00bb <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Des relations interg\u00e9n\u00e9rationnelles<\/h2>\n\n\n\n<p>Au c\u0153ur de la strat\u00e9gie se trouve ce que Vanhalst appelle le \u00ab Circle of Life \u00bb. L\u2019id\u00e9e : ne pas se contenter de servir les clients \u00e0 un moment donn\u00e9, mais tout au long de leur vie. \u00ab La naissance est, au sens propre comme au figur\u00e9, le point de d\u00e9part. Il y aura toujours des enfants qui na\u00eetront, il y aura toujours de jeunes parents qui auront besoin d\u2019\u00eatre inform\u00e9s. Mais l\u2019enfant qui vient de na\u00eetre est aussi le consommateur de demain. Autour de lui gravitent ses parents, ses grands-parents, puis, plus tard, de nouvelles familles. \u00bb <\/p>\n\n\n\n<p>Dreambaby en est le point de d\u00e9part, mais pas le point d\u2019arriv\u00e9e. \u00ab Dreambaby s\u2019arr\u00eate vers l\u2019\u00e2ge de trois ans. Supra Bazar va plus loin : premier jour d\u2019\u00e9cole, premi\u00e8re communion ou f\u00eate du printemps, premier logement \u00e9tudiant, premier amour, premier job d\u2019\u00e9t\u00e9. Nous ne pouvons m\u00eame pas imaginer toutes les possibilit\u00e9s, et le cycle se poursuit naturellement lorsque l\u2019enfant d\u2019autrefois devient lui-m\u00eame parent. Chaque \u00ab premi\u00e8re fois \u00bb dans la vie est un moment o\u00f9 nous pouvons jouer un r\u00f4le important. \u00bb <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Deuxi\u00e8me tentative<\/h2>\n\n\n\n<p>L\u2019objectif est ambitieux : \u00ab la fid\u00e9lit\u00e9 \u00e0 vie \u00bb. Y compris sur le plan num\u00e9rique : le groupe souhaite \u00e9tendre le commerce en ligne \u00e0 l\u2019ensemble de ses diff\u00e9rentes enseignes. Un client Dreambaby qui cr\u00e9e une liste de naissance doit, \u00e0 terme, pouvoir y ajouter par exemple des jouets pour un deuxi\u00e8me ou un troisi\u00e8me enfant. \u00ab Nous voulons r\u00e9compenser les clients qui continuent \u00e0 faire leurs achats au sein de notre groupe de distribution. \u00bb<\/p>\n\n\n\n<p>L\u2019id\u00e9e d\u2019accompagner un client \u00e0 travers les diff\u00e9rentes \u00e9tapes de sa vie n\u2019est pas nouvelle. <strong>Colruyt Group<\/strong> (l\u2019ancien propri\u00e9taire de Dreambaby) s\u2019y est d\u2019ailleurs d\u00e9j\u00e0 essay\u00e9. En quoi cela diff\u00e8re-t-il ? <a href=\"https:\/\/www.retaildetail.be\/fr\/retail-events\/retail-marketing-day-2026-fr\/\" type=\"link\" id=\"https:\/\/www.retaildetail.be\/fr\/retail-events\/retail-marketing-day-2026-fr\/\">Bavo Vanhalst le d\u00e9voilera le 24 septembre 2026 lors du Retail Marketing Day \u00e0 Bruxelles.<\/a><\/p>\n\n\n\n<p><em>Cet entretien constitue la deuxi\u00e8me partie d\u2019une s\u00e9rie de trois entretiens avec Bavo Vanhalst, \u00e0 l\u2019occasion de son discours d\u2019ouverture au<strong>Retail Marketing Day 2026<\/strong>. Cette ann\u00e9e, le Retail Marketing Day met \u00e0 l\u2019honneur les parcours r\u00e9silients et agiles de d\u00e9taillants qui r\u00e9\u00e9crivent les r\u00e8gles du jeu, avec notamment <strong>AVA<\/strong>, <strong>Albert Heijn<\/strong> et <strong>Planet B<\/strong>.<\/em><\/p>\n\n\n\n<p><a href=\"https:\/\/www.retaildetail.be\/fr\/retail-events\/retail-marketing-day-2026-fr\/\" type=\"link\" id=\"https:\/\/www.retaildetail.be\/fr\/retail-events\/retail-marketing-day-2026-fr\/\">Inscrivez-vous d\u00e8s maintenant au Retail Marketing Day<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vanhalst Retail Group (Dreambaby, Supra Bazar, Kabine et Qiddo) compte d\u00e9sormais une quarantaine de magasins et dispose d&rsquo;une capacit\u00e9 logistique consid\u00e9rable. Cette envergure devient de plus en plus une n\u00e9cessit\u00e9 : \u00ab Il faut tout un village pour \u00e9lever un enfant, dit-on souvent ; moi, je dis : il faut tout un village pour diriger une entreprise \u00bb, a d\u00e9clar\u00e9 le PDG Bavo Vanhalst lors du Retail Marketing Day.<\/p>\n","protected":false},"author":5,"featured_media":152143,"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":[15,25],"tags":[],"people":[2074],"extra":[],"company":[1901],"topic":[643,774],"region":[226],"class_list":["post-152142","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","category-general","people-bavo-vanhalst","company-vanhalst-retail-group","topic-interview","topic-retaildetail-day","region-belgique"],"acf":[],"yoast_head":"<!-- This site is optimized 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