A new pop-up shop has opened on London's renowned Regent Street, showcasing the best Brussels has to offer.
The Belgian capital's Minister-President Rudi Vervoort was present at the grand opening of the Brussels Boutique on Tuesday, which will sell Brussels-made products to Londoners from July to December 2023.
The shop will highlight Brusseleers' fashion and designs from 11 to 30 September, at the same time as London Fashion Week. Jewellery and homemade crafts will also be sold from 28 November to 17 December.
Members of the Brussels government, including Minister-President Rudi Vervoort, were in attendance for the opening of the boutique, which Vervoort described as "a remarkable place where Brussels comes to life."
Tweet translation: "Opening of our Brussels Boutique on London's prestigious Regent Street! A remarkable place where Brussels comes to life, where its gastronomic marvels, its innovative "made in Brussels" designs and its refined craftsmanship meet the public from across the Channel."
The temporary store forms part of Brussels' efforts to promote and implement itself within the UK since the country left the European Union in 2020. The initiative also benefits from European funding as part of the EU's Brexit Adjustment Reserve which was set up to help European companies cope with the consequences of Brexit.
The Brussels government had tasked the regional agency hub.brussels to set the boutique up to better inform the capital's companies of the new rules and standards concerning trade with the UK.
The government opened a similar pop-up shop in Milan earlier this year. The 'Brussels House' also aims to "show the knowledge and products of Brussels to the world in strategic locations," according to government spokesperson Damiaan De Jonge.
