“PUUR succeeds in translating what defines Torfs as a family business into warm, contemporary spaces where both customers and employees feel at home. But looking good alone is not enough: it also has to work. We see this very clearly in Wijnegem, where turnover increased by 30% after the renovation. For me, that makes the collaboration all the more powerful.”

– Lise Conix · CEO Schoenen Torfs

Designing together, based on the Torfs identity

The design process began with a detailed analysis of the existing stores and continued in close collaboration with Torfs. Through workshops and ongoing dialogue with CEO Lise Conix, different departments and employees, we gained insight into daily operations, needs and opportunities. These insights formed the foundation for a new retail concept that reflects the Torfs identity.

A concept that continues to evolve

The concept was first tested in a pilot store and then refined based on feedback from customers and employees. Today, it forms the basis for several refurbished and new stores. The design principles remain recognisable, but are adapted each time to the scale, space and specific needs of each store. Rather than a fixed format, this creates a flexible concept that can continue to evolve alongside Torfs.