With the store in Brussels, Pink Gellac opens its fourth Belgian brand store
Hilversum/Brussels, November 15, 2024 – Pink Gellac, one of Europe's leading gel nail polishbrands, is opening its newest brand store in Brussels today. Over the past tenyears, Pink Gellac has grown from a start-up into an international cosmeticsbrand, enhancing its online strategy with a growing number of physical stores.
The Pink Gellac Colour Boutique in the Belgian capital is located at Nieuwstraat 5, the busiest shopping street in Belgium. Previously, Pink Gellac opened stores in Antwerp, Bruges, and Wijnegem. Thera Strietman, CEO of Pink Gellac, said: “We are thrilled to have a brand store at this beautiful location. We see that stores like this are an important addition to our online presence. Visiting a Pink Gellac store is an essential and fun part of our customers’ brand experience.”
Grand opening for the smallest store
Although this new store is the smallest Pink Gellac Colour Boutique, its opening is being celebrated in a big way on Friday, November 15, and Saturday, November 16. On both days, the first fifty customers will receive a goodie bag, and those spending over 30 euros can spin a prize wheel.
Beauty brand with omnichannel strategy
Pink Gellac believes in an omnichannel strategy where physical stores and the webshop complement each other. The brand’s stores are located in the most beautiful shopping streets in the Netherlands, Belgium, and, as of this summer, also France. Customers don’t just come to Pink Gellac stores to buy products; they come for the complete brand experience. They can find inspiration, check out the latest collections, see over 280 colors in person, and get advice.
Moreover, the stores have demo tables where customers can see how the nail polish is applied easily and beautifully. Many still mistakenly think applying gel polish is difficult. Customers can also find online tutorials that guide them through applying gel polish
Growing Belgian market
In recent years, Pink Gellac has seen significant growth in the popularity of gel polish in Belgium. The number of nail salons is increasing, and more and more users are discovering how convenient it is to apply gel polish at home.
Strietman adds: “We have seen for years the growing desire to apply gel polish at home comfortably. We love to show people how it works and are here for them after their purchase if they have any questions. This support is available in our 14 boutiques, through online tutorials, and with our customer service, which is available 7 days a week.”
