La Vie Claire is entering the Belgian market against a backdrop of restructuring in the sector. The French organic retailer has announced the takeover of six shops from the former Biocap network, which was declared bankrupt on 16 March by the Neufchâteau company court.

The demise of this Belgian mini-chain, which was founded 25 years ago with a first shop in Bouge, still involved several active outlets in Erpent, Bouge, Arlon, Libramont and Marcinelle. It is on this basis that La Vie Claire is now building its presence in Belgium, gradually transforming these shops into franchises under its banner.

The deal is part of a European expansion strategy driven by the growth momentum claimed by the group, which is forecasting sales of €348.1m in 2025, up 7.4% on a like-for-like basis.

At the same time, the Belgian organic market is showing signs of recovery. Household spending on organic food products reached €1.285bn in 2024, up 8.6% year-on-year, with an even more marked increase in Wallonia.

“Cap Clair”, the plan that seeks to breathe elsewhere

The partnership signed with Eurefi provides for a gradual transformation of the six shops, with an operational roll-out in two phases to ensure business continuity. In particular, a showcase shop is due to open in Libramont at the beginning of June under the brand's full concept.

La Vie Claire intends to adapt its model to local conditions by maintaining relations with Belgian suppliers while integrating its own-brand offering, which includes more than 2,000 references. The company also plans to roll out its promotional operations, a key element of its business model. In the longer term, the group plans to structure its development in Belgium via a master-franchise model, based on a local partner responsible for steering the network's expansion.

For Christelle Le Hir, chairman of the management board, “this alliance marks a decisive step in our desire to accelerate our development in Europe, particularly in cross-border European countries”, she explains, without explicitly mentioning Luxembourg. For his part, Xavier Dethier, managing director of Eurefi, points out that “joining forces with a recognised brand like La Vie Claire [...] is a fantastic opportunity to accelerate our development”. With this transaction, La Vie Claire is continuing to implement its “Cap Clair” strategic plan. For the brand, Belgium represents a first milestone in a European expansion strategy, relying on the acquisition of existing assets to accelerate its rollout.