Brussels stands as Belgium's largest retail market in terms of both population and retail spending, establishing itself as a major and highly diverse retail hub. Thanks to its exceptionally diverse consumer market, Brussels has become a strategic location where international retailers frequently choose to launch new brands or test innovative retail concepts before expanding into other markets.

Market size and growth outlook

• Brussels is Belgium's leading retail market. Retail spending is expected to exceed €12 billion in 2025.
• The population of Brussels is nearly 1.3 million people, while the broader metropolitan area of Brussels has a population exceeding 2.5 million people, making it the largest in Belgium.
• Retail sales in Brussels are forecast to grow by 3.6% annually over the period from 2025 to 2029, in nominal terms. Notable sales growth is forecast from 2026 onwards.
• The average disposable income per household in Brussels is €59,700, which is comparable to the Eurozone average.
• In 2024, Brussels recorded approximately 9.9 million overnight stays, a new record for the city, corresponding to roughly 3.7 million unique overnight visitors. Those visitors generate close to €7.5 billion in retail and tourism-related revenue.
• The highest retail rents in Brussels can be found on Rue Neuve in the downtown area, a key destination for mainstream brands. Prime retail space on Rue Neuve commands up to €1,650 per square meter annually at the end of Q3 2025.
   

The Brussels Retail City Profile unveils key insights to help you make informed decisions about your next retail location. Complete the form to access a detailed market outlook and digital maps featuring key retail destinations, international retailer presence, and notable store openings.