Colruyt Group to Close Ghent Okay Direct Stores and Open New One in Brussels

Colruyt Group announced that its autonomous Okay Direct stores in Ghent will be scaled back after a pilot test that showed standalone locations were less efficient. The stores on Belfortstraat and Koning Leopoldstraat will close on 28 July 2026, while the Kortrijksepoort outlet will stay open temporarily.

The retailer will open a new Okay Direct branch on Chaussée de Wavre in the Etterbeek district of Brussels, located next to a traditional Okay shop. The new store is expected to open before the fiscal year ending March 2027. CEO An Martel said the format works well in cities, offering customers a 24/7, card‑only shopping experience that they treat like a personal refrigerator.