Carrefour has opened a new Carrefour Express store on Avenue Marcel Thiry in Woluwe-Saint-Lambert, Brussels, introducing its latest Express 4.0 concept with a focus on premium products, organic ranges, international cuisine and convenience services.
The new store is operated by franchise partners Ali and Mustafa Koyuncu, who already manage eight Carrefour stores in the Brussels region, including a Carrefour Market in Evere and seven Express outlets.
The opening reflects Carrefour’s strategy of tailoring neighbourhood stores to local demographics and expanding premium convenience retailing in urban areas.
For the Belgian supermarket sector, the new Express 4.0 store highlights growing demand for premium produce, organic products, international foods and more sustainable store operations.
The store is located in an affluent residential district with a large international community, including expatriates, families and professionals working at nearby multinational companies.
Customers will find a premium fresh produce range featuring SanLucar fruits and vegetables, while office workers can use a new salad bar to create customised fresh meals.
To serve the area’s diverse population, the store has expanded its international food offering with French, Spanish, Italian, Polish and Mediterranean products. The Asian section is three times larger than in a typical Express store, reflecting strong local demand.
The retailer has also partnered with local Brussels caterers to offer Korean and Lebanese food selections, alongside products from local producers including eggs, fruit juices and beers.
The store features more than 180 Carrefour Selection and Carrefour Bio products and includes a dedicated organic section showcasing brands such as Biona, Jardin BiO and Ethiquable. Carrefour has also introduced sports nutrition products and alcohol-free wines as part of its health-focused assortment.
Under the Express 4.0 concept, the store includes several new services and mini-concepts, including a smoothie machine, coffee station, photo printer, photocopier and a “viral wall” featuring trending sweets and snacks.
Traditional convenience services such as fresh flowers, fresh fruit juice and hot snacks remain available, while customers can also order products through Uber Eats and Deliveroo.
Sustainability also played a role in the store’s development. Carrefour said gondolas, cabinets and refrigerated equipment from a previously closed store were reused in the new location, while all refrigeration systems now operate using CO₂, a lower-emission alternative to conventional refrigerants.
The opening highlights how major supermarket groups are increasingly adapting convenience formats to local communities by combining premium products, international food ranges, digital services and sustainability initiatives.
Carrefour will celebrate the opening with a neighbourhood after-work event featuring tastings, music and demonstrations of the store’s new concepts.
Editor’s Note: This article is based on information provided by Carrefour Belgium in a company press release issued on 24 June 2026 regarding the opening of a new Carrefour Express 4.0 store in Woluwe-Saint-Lambert, Brussels.
