Colruyt Closes 2 Okay Direct Stores in Ghent, Eyes Brussels

Belgian retailer Colruyt Group has closed two of its three unstaffed Okay Direct convenience stores in Ghent city center as of July 28, 2026, while announcing a new location in Etterbeek, Brussels, expected to open by March 2027. The closures mark a strategic shift: after years of testing, Colruyt has determined that its unstaffed stores perform best when located adjacent to staffed supermarkets, enabling shared logistics and flexible staffing.

The two affected stores, located at Belfortstraat and Keizer Leopoldstraat, were standalone locations without an adjoining staffed supermarket. The remaining Okay Direct at Kortrijksepoortstraat 82 will continue operating, as it sits next to an Okay City store.

“We choose to close 2 branches in Ghent,” said An Martel, Director of Okay, in a Colruyt Group press release. “At the same time we are opening a new Okay store in Etterbeek, Brussels. An Okay Direct will be placed alongside it immediately.”

VRT NWS first reported the closures, noting that the Okay Direct concept has been most successful when paired with staffed stores. Martel explained: “An Okay Direct that lies next to a regular Okay store works best. We can supply both stores simultaneously and staff can be deployed more flexibly.”

The Okay Direct Concept

Launched in November 2021, Okay Direct is an autonomous, unstaffed convenience store format that operates 24 hours a day, seven days a week. Customers enter using their bank card or the Xtra loyalty app, select products from smart cabinets that automatically detect items when removed, and pay via a single receipt at checkout. The technology was developed by Colruyt Group Smart Technics in collaboration with Dutch company Innovend.

The stores are approximately 50 square meters and carry around 250 products, focusing on daily essentials, on-the-go items, and quick meal solutions. The concept won the prestigious Mercurius Prize in 2022, recognizing innovation in Belgian retail.

As of March 2026, the Okay chain comprises 152 Okay stores, 24 Okay City stores, and 3 Okay Direct locations.

A Strategic Evolution

The closures represent the culmination of years of testing different configurations. In late January 2023, Colruyt tested a smaller 21 m2 Okay Direct container store in Lennik, which was discontinued in January 2024 after nearly a year, as it was deemed “not an added value” for that location. Two standalone city stores opened in Ghent (Belfortstraat in November 2021 and Keizer Leopoldstraat in October 2023), while a third location at Kortrijksepoortstraat (March 2024) was deliberately placed next to an Okay City store.

The company’s conclusion is clear: the optimal model is an Okay Direct located next to a staffed store, enabling shared logistics where deliveries serve both stores simultaneously, and flexible staff deployment where employees can assist with both formats.

Expansion to Brussels

The new location at Waversesteenweg in Etterbeek, Brussels, represents the first expansion of Okay Direct beyond Ghent. A new Okay store with an adjoining Okay Direct is expected to open by March 2027. Trade publication RetailDetail characterized the move as a strategic pivot, noting that Colruyt is focusing resources on the more viable co-located model.

Analysis

The decision signals that Colruyt Group sees the unstaffed store concept as viable long-term, but only within specific parameters. Gino Van Ossel, Professor of Retail at Vlerick Business School and Chairman of the Mercurius Prize jury, provided independent validation: “It is beautiful to see how Okay Direct has been developed into a profitable format, thanks to a pragmatic and thus affordable technological solution, the right location in the city that generates sufficient turnover, and being next to a staffed store for efficient replenishment.”

The move to Brussels represents expansion beyond the initial test market of Ghent, suggesting confidence in the refined model. It also reflects broader trends in European retail: growing demand for 24/7 shopping convenience in urban areas, the challenge of making unstaffed store formats profitable, and the importance of operational efficiency through multi-format staffing and shared logistics.

What is Next

With construction expected to complete by March 2027, Etterbeek residents will gain a new 24/7 convenience shopping option. The question remains whether Colruyt will expand the Okay Direct format to other Belgian cities, and which locations might be next. For now, the company’s data-driven, iterative approach to retail innovation offers a compelling case study in how traditional retailers can successfully integrate autonomous store formats.