{"id":142623,"date":"2026-02-23T12:07:27","date_gmt":"2026-02-23T11:07:27","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=142623"},"modified":"2026-02-23T12:08:35","modified_gmt":"2026-02-23T11:08:35","slug":"van-hobby-tot-omnichannel-succes-hoe-les-jumelles-de-modewereld-kleurt","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/van-hobby-tot-omnichannel-succes-hoe-les-jumelles-de-modewereld-kleurt\/","title":{"rendered":"Van hobby tot omnichannel-succes: hoe Les Jumelles de modewereld kleurt"},"content":{"rendered":"\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\" style=\"--aspect-ratio:calc(682 \/ 1024)\"><div class=\"wp-block-jetpack-slideshow_container swiper\"><ul class=\"wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper\"><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"682\" height=\"1024\" alt=\"\" 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srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/KNOKKE-FACADE-1024x682.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/KNOKKE-FACADE-300x200.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/KNOKKE-FACADE-768x512.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/KNOKKE-FACADE-1536x1024.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/KNOKKE-FACADE-185x122.jpg 185w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/KNOKKE-FACADE.jpg 2000w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"682\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-142675\" data-id=\"142675\" data-aspect-ratio=\"1024 \/ 682\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-16-van-91-1024x682.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-16-van-91-1024x682.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-16-van-91-300x200.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-16-van-91-768x512.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-16-van-91-1536x1024.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-16-van-91-185x122.jpg 185w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-16-van-91.jpg 2000w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"682\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-142673\" data-id=\"142673\" data-aspect-ratio=\"682 \/ 1024\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-21-van-91-682x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-21-van-91-682x1024.jpg 682w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-21-van-91-200x300.jpg 200w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-21-van-91-768x1152.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-21-van-91-1024x1536.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-21-van-91.jpg 1333w\" sizes=\"(max-width: 682px) 100vw, 682px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"682\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-142672\" data-id=\"142672\" 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src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-63-van-91-682x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-63-van-91-682x1024.jpg 682w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-63-van-91-200x300.jpg 200w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-63-van-91-768x1152.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-63-van-91-1024x1536.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-63-van-91.jpg 1333w\" sizes=\"(max-width: 682px) 100vw, 682px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"682\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-142678\" data-id=\"142678\" data-aspect-ratio=\"682 \/ 1024\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-71-van-91-682x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-71-van-91-682x1024.jpg 682w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-71-van-91-200x300.jpg 200w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-71-van-91-768x1152.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-71-van-91-1024x1536.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/knokke-winkel-71-van-91.jpg 1333w\" sizes=\"(max-width: 682px) 100vw, 682px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"682\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-142679\" data-id=\"142679\" data-aspect-ratio=\"1024 \/ 682\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/SCHILDE-FACADE-1-1024x682.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/SCHILDE-FACADE-1-1024x682.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/SCHILDE-FACADE-1-300x200.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/SCHILDE-FACADE-1-768x512.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/SCHILDE-FACADE-1-1536x1024.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/SCHILDE-FACADE-1-185x122.jpg 185w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/02\/SCHILDE-FACADE-1.jpg 2000w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><\/ul><a class=\"wp-block-jetpack-slideshow_button-prev swiper-button-prev swiper-button-white\" role=\"button\"><\/a><a class=\"wp-block-jetpack-slideshow_button-next swiper-button-next swiper-button-white\" role=\"button\"><\/a><a aria-label=\"Pause Slideshow\" class=\"wp-block-jetpack-slideshow_button-pause\" role=\"button\"><\/a><div class=\"wp-block-jetpack-slideshow_pagination swiper-pagination swiper-pagination-white\"><\/div><\/div><\/div>\n\n\n\n<p>Tien jaar geleden begon Magalie Aerts (35) vanuit haar garage met een webshop voor kleurrijke mode. Vandaag staat <strong>Les Jumelles<\/strong> \u2013 een knipoog naar haar eigen tweelingzus \u2013 bekend om zijn opvallende prints, fysieke winkels in Antwerpen, Knokke en Schilde, en een groeiende internationale B2B-tak. \u201cHet startte als een hobby, maar werd al snel mijn eerste kind,\u201d vertelt Aerts, straks ook op het <strong>RetailDetail Omnichannel &amp; E-commerce Congress<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Van klantenservice tot SEO: \u201cAlles deed ik zelf\u201d<\/h2>\n\n\n\n<p>Het verhaal van Les Jumelles begon organisch. Aerts werkte overdag voor het bedrijf van haar ouders, maar na haar uren stortte ze zich op haar passie voor mode. \u201cDe eerste drie jaar deed ik alles zelf: pakketjes maken, foto\u2019s trekken, klantenservice, financi\u00ebn. Zelfs de marketing,\u201d blikt ze terug.<br>In 2017 maakte ze de sprong naar fulltime ondernemer, en in 2020 volgde haar eerste werknemer. <\/p>\n\n\n\n<p>Vandaag heeft Les Jumelles een kantoor in Wijnegem, drie flagshipstores en een internationale B2B-afdeling voor multimerkenboetieks. <a href=\"https:\/\/www.retaildetail.be\/nl\/retail-events\/omnichannel-e-commerce-congress-2026\/\">Op het RetailDetail Omnichannel &amp; E-commerce Congress op 19 maart vertelt de onderneemster hoe ze dat allemaal combineert in een consistente en <em>digital-driven<\/em> omnichannelstrategie.<\/a> \u201cHet moet gezellig werken blijven. Mensen moeten zich goed voelen, want dat straalt uit op de klanten.\u201d<\/p>\n\n\n\n<p>Die mensgerichtheid staat centraal bij Les Jumelles. \u201cCustomer service staat bij mij op \u00e9\u00e9n, samen met het product,\u201d benadrukt Aerts. \u201cAls er een slechte review komt, pak ik de telefoon en vraag ik wat er misliep. Vriendelijkheid kost niets, maar kan iemands dag maken.\u201d Het resultaat? Een Trustpilot-score van 4,7. \u201cWe experimenteren met AI voor marketing en content, maar het persoonlijke contact blijft essentieel,\u201d aldus Aerts. \u201cEen chatbot kan klantenservice niet vervangen.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Fysieke winkels als \u2018feel good\u2019-ervaring<\/h2>\n\n\n\n<p>Les Jumelles groeide van een webshop naar een omnichannelmerk met drie vaste winkels en regelmatige pop-ups. Een opvallende strategie, want tijdens de coronacrisis deden veel fysieke retailers juist het omgekeerde. \u201cIk wilde klanten de ruimte geven om onze merkidentiteit te ervaren,\u201d legt Aerts uit. \u201cPop-ups cre\u00ebren FOMO \u2013 fear of missing out \u2013 en versterken de merkbekendheid.\u201d<\/p>\n\n\n\n<p>Hoewel de webshop verantwoordelijk blijft voor 60 tot 70% van de omzet, spelen de fysieke winkels een cruciale rol in de klantbeleving. \u201cSteeds meer mensen komen binnen met een foto op hun gsm in de hand en weten al wat ze willen. De keuze is vaak al online gemaakt, maar ze willen het toch graag zien en passen,\u201d zegt Aerts.<\/p>\n\n\n\n<p>Digitaal zal weliswaar het grootste kanaal blijven, daar bestaat voor de onderneemster geen twijfel over. \u201cOnline is 24\/7 open, ongeacht het weer of openingstijden. Daar kan een fysieke winkel niet tegenop.\u201d Het winkelnetwerk van Les Jumelles zal zeker nog uitbreiden, maar de formule steunt sterk op social media en e-mailmarketing om onder andere nieuwe \u201cdrops\u201d aan te kondigen.<\/p>\n\n\n\n<p>\u201cHet zijn twee complementaire strategie\u00ebn die goed samenwerken. Onze onlineklanten gaan ook fysiek winkelen, maar het is een andere context: fysiek winkelen is een uitstap.\u201d Aerts kiest daarom bewust altijd voor AAA-locaties, met aandacht voor de buren en de nabijheid van horeca. \u201cAlleen zie ik dat de moeilijkheid om (betaalbaar) te parkeren wel een groeiend obstakel vormt. Steden en gemeenten houden mensen weg uit de winkelstraten zo.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Internationale groei dankzij korte lijnen<\/h2>\n\n\n\n<p>Dankzij sociale media geniet het merk bekendheid over de landsgrenzen heen. Met een eigen label sinds 2021 breidt Les Jumelles daarom internationaal uit. \u201cWe krijgen veel aanvragen uit de Verenigde Arabische Emiraten en de VS, maar eerst willen we Nederland en Duitsland verder aanboren,\u201d vertelt Aerts. \u201cDuitsland is de volgende stap, mogelijk gevolgd door Frankrijk.\u201d<\/p>\n\n\n\n<p>Voelt ze de impact van ultra-fast-fashionmerken als Shein en Temu dan niet? \u201cLogistiek was het een drama\u201d, herinnert de modeonderneemster zich bij de opkomst van de Chinese nieuwkomers zo\u2019n anderhalf jaar geleden. \u201cDoor de enorme instroom uit China liepen douanecontroles enorme vertragingen op. Onze containers stonden soms wekenlang in loodsen.\u201d<\/p>\n\n\n\n<p>\u201cZolang je een sterke merkidentiteit hebt, kan je je onderscheiden. Dankzij onze flexibiliteit kunnen we snel schakelen wanneer dat nodig is. Bovendien garanderen we: online besteld v\u00f3\u00f3r 23 uur, de volgende dag in huis \u2014 een service waarmee we pionier zijn binnen de Belgische modesector.\u201d<\/p>\n\n\n\n<p>De discussie rond fast-fashion ziet ze genuanceerd: \u201cHet kan niet alleen om ultra-goedkoop of ultra-duurzaam draaien. We moeten een middenweg vinden. Vijf jaar geleden lanceerden we bijvoorbeeld al gerecycleerde sari-kleedjes \u2013 unieke stukken die aansluiten bij de groeiende vraag naar bewuste mode. Onze katoen is biologisch, en we werken met langlopende partners,\u201d zegt Aerts.<\/p>\n\n\n\n<p>Meer weten? Ontdek het verhaal van Les Jumelles op het RetailDetail Omnichannel &amp; E-Commerce Congress, op 19 maart in Brussel. Ook op het podium die dag: Laura Toledano, general manager Western Europe bij <strong>Zalando<\/strong>, Kelly Cuppens, CEO van <strong>Drukke Mama\u2019s<\/strong>, en Marlou Mulders, Managing Director bij <strong>Prins Petfoods<\/strong>, over agentic AI klantinteractie, en vele anderen.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-vivid-red-background-color has-background wp-element-button\" href=\"https:\/\/www.retaildetail.be\/nl\/retail-events\/omnichannel-e-commerce-congress-2026\/\">Bestel NU je tickets, want tot 25\/02 profiteer je van vroegboekkorting. Laatste kans dus!<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Tien jaar geleden begon Magalie Aerts (35) vanuit haar garage. Vandaag staat Les Jumelles bekend om zijn opvallende prints, fysieke winkels in Antwerpen, Knokke en Schilde, en een groeiende internationale B2B-tak.<\/p>\n","protected":false},"author":5,"featured_media":142624,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-gallery.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14],"tags":[],"people":[],"extra":[],"company":[1959],"topic":[643,778],"region":[90],"class_list":["post-142623","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","company-les-jumelles","topic-interview","topic-retaildetail-omnichannel-congress","region-belgie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Van hobby tot omnichannel-succes: hoe Les Jumelles de modewereld kleurt - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Tien jaar geleden begon Magalie Aerts vanuit haar garage. 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