Overview
INNO is Belgium's leading premium department store chain, with 16 stores and more than 24 million store visitors a year. Since 2021 it has run inno.be as a curated online marketplace, where shoppers buy directly from partner brands and retailers in fashion, beauty, accessories, home and lifestyle. For a premium brand that wants to reach Belgian shoppers, INNO is a department store channel without the need for a store listing.
Who is behind INNO
INNO is a long-established Belgian department store chain, formerly known as Galeria Inno. In 2021 it dropped the "Galeria" name and launched inno.be on 06.05.2021 as its "17th store", built on Mirakl. The online marketplace was INNO's first real e-commerce presence and is a key part of its strategy to become Belgium's leading omnichannel retailer.
The INNO marketplace
inno.be mirrors a department store floor, with fashion, shoes, accessories, beauty, home linen, watches and jewellery, luggage, sport and toys. It offers more than 50,000 products online. It is a curated marketplace aimed at premium brands, and shoppers buy directly from the partners who sell there.
How selling on INNO works
- Professional sellers with new products only. INNO does not accept second-hand goods.
- High-quality product data mapped to INNO's categories, in Dutch and French.
- Belgium first. Belgium is the main market, with the Netherlands as an option.
- Fees. According to integration partners, INNO charges a monthly fee plus a commission that depends on the assortment.
- A Mirakl connection, directly or through tools such as Lengow or Tradebyte.
Why INNO matters for brands
INNO's name carries weight with Belgian shoppers, and its curated marketplace offers a premium environment that general marketplaces cannot match.
How eBrands looks at INNO
eBrands works with brands on marketplaces across Europe and North America. If you want to see how INNO could sit alongside the channels you already use in Belgium, we are happy to talk it through.
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