{"id":52988,"date":"2021-12-15T09:08:28","date_gmt":"2021-12-15T09:08:28","guid":{"rendered":"https:\/\/www.retaildetail.be\/wonen\/overstock-verdwijnt-volledig-ook-tuinketen-hernoemd\/"},"modified":"2021-12-15T09:08:28","modified_gmt":"2021-12-15T09:08:28","slug":"overstock-verdwijnt-volledig-ook-tuinketen-hernoemd","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/wonen\/overstock-verdwijnt-volledig-ook-tuinketen-hernoemd\/","title":{"rendered":"Overstock verdwijnt volledig: ook tuinketen hernoemd"},"content":{"rendered":"<p><strong>Overstock Garden<\/strong>, met 24 winkels een van de grootste verkopers van tuinmeubelen in Belgi\u00eb, heeft zichzelf hernoemd tot <strong>Exterioo<\/strong>. Het is de laatste in een hele reeks rebrandings binnen de <strong>Beliving<\/strong>-groep.\u00a0<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Toch nieuwe naam<\/h2>\n<p>Precies een jaar na de opening van de eerste Exterioo-winkel in Knokke krijgen ook alle bestaande winkels van Overstock Garden de nieuwe naam. In december\u00a02020 klonk het nochtans dat Exterioo een apart concept zou worden en dat de <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/wonen\/overstock-garden-lanceert-eerste-conceptstore-exterioo\" target=\"_blank\" rel=\"noopener\">bestaande winkels niet zouden worden hernoemd<\/a>, maar de drie nieuwe conceptwinkels hebben CEO Dominique Motte toch overtuigd van de nieuwe naam.<\/p>\n<p>\u00a0<\/p>\n<p>Na twintig jaar verdwijnt de naam Overstock zo definitief: eerder was Overstock Home al <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/wonen\/overstock-home-wordt-juntoo\" target=\"_blank\" rel=\"noopener\">omgedoopt tot <strong>Juntoo<\/strong><\/a>, precies om het outletimago dat aan de oude naam kleefde af te schudden. Ook de overkoepelende groep kreeg <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/wonen\/overstock-moeder-wordt-beliving\" target=\"_blank\" rel=\"noopener\">eerder dit jaar een nieuwe naam<\/a> (Beliving).\u00a0<\/p>\n<p>\u00a0<\/p>\n<h2>Expansie<\/h2>\n<p>Met een naam die meer klasse moet uitstralen, mikken CEO Motte en marketingdirecteur Thomas Vaarten op de grotere budgetten die Belgen sinds het begin van de pandemie uittrekken voor hun woning en tuin: de winkels moeten een &#8216;retailtheater&#8217; worden die meer beleving moeten bieden en beter moeten aansluiten op de (ook al vernieuwde) website.\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>Daarbij mikt de groep ook op expansie in Belgi\u00eb en in Nederland, waar Exterioo momenteel vijf winkels heeft. De eerste nieuwe vestigingen moeten in de komende maanden al de deuren openen, maar de groep meldt nog niet waar precies.\u00a0<\/p>\n<p>\u00a0<\/p>\n<h2>Nieuwe eigenaar<\/h2>\n<p>Dit alles moet van Exterioo (en bij uitbreiding de hele Beliving-groep) een aantrekkelijke bruid maken, nu eigenaar Jan Ollevier <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/doe-het-zelf\/x%C2%B2o-overstock-exterioo-en-juntoo-op-zoek-naar-nieuwe-eigenaar\" target=\"_blank\" rel=\"noopener\">op zoek is naar een overnemer<\/a>. In oktober raakte bekend dat de meerderheidsaandeelhouder zakenbank JP Morgan had ingeschakeld om (een deel van?) zijn aandeel van bijna 70% in Beliving van de hand te doen.\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>De groep, waarin ook badkamerformule <strong>X\u00b2O<\/strong> zit, profiteerde van de pandemie met een omzetstijging van 42% (naar 252\u00a0miljoen euro) en een winststijging van liefst 124% (naar 47\u00a0miljoen). Over de drie formules samen heeft de retailgroep een tachtigtal winkels.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Overstock Garden, met 24 winkels een van de grootste verkopers van tuinmeubelen in Belgi\u00eb, heeft zichzelf hernoemd tot Exterioo. Het is de laatste in een hele reeks rebrandings binnen de Beliving-groep.\u00a0 \u00a0 Toch nieuwe naam Precies een jaar na de opening van de eerste Exterioo-winkel in Knokke krijgen ook alle bestaande winkels van Overstock Garden [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":52986,"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":[21],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-52988","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-wonen"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Overstock verdwijnt volledig: ook tuinketen hernoemd - RetailDetail BE<\/title>\n<meta name=\"description\" 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