From customer to community: Why connection makes all the difference in retail

Trademart Launches Second Edition of “Curated by Trademart” During Retail Happening, Featuring a Panel Discussion on the Power of Community

A store is no longer an island. In a retail market where consumers are increasingly conscious of where, how, and from whom they shop, a good product selection is just the beginning. A compelling story, a recognizable identity, a pleasant experience, and above all—the feeling of belonging—make all the difference today. Retailers who create genuine connections not only build trust and loyalty but also foster a community that loves to come back. This evolution is at the heart of the second edition of “Curated by Trademart,” Trademart’s biannual magazine, which was launched today during the Trademart Retail Happening.

With more than 1,500 brands in fashion, home & living, and baby & kids, Trademart is Europe’s largest B2B sourcing center. At the same time, it is evolving into a hub for knowledge, inspiration, discovery, and networking. This issue, therefore, isn’t just about what’s on the shelves, but primarily about how retailers connect with their customers and partners.

Veerle De Taeye, Marketing Director at Trademart, sums up this idea:“Retail today is about so much more than what’s on the shelves. Consumers want to feel seen and understood and are looking for places and brands with which they can connect. A community is therefore no longer just a nice-to-have. It builds bridges between retailers and customers, as well as between retailers and exhibitors.”

From a shopping destination to a meeting place

The launch of this issue of the Curated by Trademart magazine took place during the Trademart Retail Happening, where retailers, brands, and experts gathered to discuss what drives retail today and tomorrow. The magazine’s central theme, “From Customer to Community,” was also discussed live during a panel discussion featuring Els Keymeulen (Feeling), Magalie Dierckx (MMBSY), and Amber Platteau (CADET), moderated by Nathalie De Schepper.

Drawing on their diverse areas of expertise, they discussed how retailers today can build a strong brand and an engaged community, focusing on topics such as brand identity, authenticity, the interplay between physical and online retail, and the role of social media and creators.

The Retail Happening thus underscores the broader role Trademart aims to play within the retail sector: as a meeting place where retailers, brands, and experts come together, exchange knowledge and ideas, and collaborate on the future of retail.

From Customers to a Lasting Community

As a retailer, how do you build a community? And how do you ensure that customers not only shop with you but also feel connected to your brand? “Curated by Trademart” seeks answers from retailers, exhibitors, and other industry voices.

For example, Eliza De Waele of Kabine explains in the magazine how she expanded her business to four locations over the course of ten years and deliberately positions it as more than just a store. Customers come not only to shop, but also to drink coffee, grab a bite to eat, spend time, and meet one another. Drawing on that experience, Eliza shares five insights for retailers who want to strengthen their community: start with the feeling you want to convey, make your DNA felt everywhere, give customers a reason to stay, build trust, and connect the online and offline worlds. Her most important lesson?“A customer buys from you, but a community lives and breathes your brand.”

Studio LouLou in Ostend also demonstrates how identity and community go hand in hand. There, Amber Leune is building a colorful boutique that deliberately doesn’t try to please everyone. Precisely by creating a distinct signature, the store manages to attract the right customers.

Connection works both ways

Moreover, community building isn’t just about the relationship between retailer and consumer. The relationship between retailers and exhibitors is also becoming increasingly important. That’s why Curated by Trademart also gives various exhibitors a platform to share their perspectives.

Hannelore Engelbosch of Woodville Agency sees personal contact and meaningful relationships as important counterweights to the uniformity that is emerging in today’s retail market. According to her, consumers are looking for stores with character, a clear identity, and an experience they can’t find just anywhere.

Karim Al Abdaoui of the Malibu showroom also emphasizes the enduring relevance of brick-and-mortar retail. People still want to see, feel, and try on fashion. For him, Trademart is a place where collections, ideas, and people come together—and where the dialogue between brands and retailers takes center stage.

From Trend to Asset

In addition to the community aspect, the second edition of Curated by Trademart also looks ahead to the developments that will help shape the retail of tomorrow. For example, architect, photographer, and content creator Amaël Hazza takes readers through the SS27 trends, in which maximalism, color, vintage, and objects with character once again play a prominent role.

And in fashion, the boundaries between athletic, casual, and formal styles are increasingly blurring. Dominique Nzeyimana, a journalist and podcast host with deep expertise in fashion, music, and culture, delves into this evolution toward hybrid dressing. Drawing on her broad perspective on fashion, she shows how retailers can inspire customers with styling and unexpected combinations, rather than clinging to traditional product categories. Her key advice?“Know yourself, know your audience, and dare to surprise without alienating.”

Trademart as a place where retail comes together

With “Curated by Trademart,” Trademart aims not only to showcase what’s currently available for sale but, above all, to highlight what’s relevant to retailers. Drawing on its broad mix of categories and direct contact with retailers and exhibitors, the magazine brings together diverse perspectives from the industry and translates current trends into concrete insights and inspiration for retailers.

Through other initiatives, such as events, lunch & learns, mood corners, and tours, Trademart continues to emphasize this focus on knowledge and inspiration throughout the year.

The second edition of Curated by Trademart is available via this link.

^{About Trademart}

^{With more than 1,500 brands in fashion, home & living, and baby & kids, Trademartis Europe’s largest B2B sourcing center. Since its founding in 1975, the six-story Brussels complex has evolved from a traditional sourcing site into a hybrid platform that combines showrooms with digital tools and strategic partnerships.}

^{Retailers find not only collections there, but also knowledge, inspiration, and connections. The interplay of tangible experiences and digital efficiency takes the purchasing process to the next level, making Trademart a vibrant hub where the future of retail takes shape.}