Yaya, a well-known Dutch fashion and lifestyle brand, is embarking on an ambitious expansion plan across Belgium, Germany, and the Netherlands. The brand, under CEO Patrick Draijer, is set to open several new stores over the coming year, marking a significant growth phase for the company.
In May 2025, Yaya will welcome new shoppers in both Hasselt, Belgium, and Rotterdam, the Netherlands. The store in Hasselt will be situated in a newly acquired property in the Waasland Shopping Center, with opening day aimed for the beginning of summer. Meanwhile, Rotterdam will see Yaya establishing a presence on the Meent, securing a former site previously occupied by Lyle & Scott. These openings are part of a broader strategy to regain footing in key European markets.
The next phase of Yaya's growth will see it penetrate deeper into the Belgian market, with a store in Sint-Niklaas opening between late July and mid-August 2025. This was confirmed by Draijer, who noted, “We have a strong commitment to the retail streets and shopping centers in Belgium, Germany, and the Netherlands.” This focus highlights Yaya’s determination to create a recognizable brand across these three nations.
On the German front, Yaya will be opening a store in Münster, projected to open between late September and mid-October 2025. This will mark the brand's continued expansion after a recent re-establishment in the retail landscape, following its separation from former parent company Retail Concepts in 2022. Yaya initially entered the Belgian market in 2016 and had a fluctuating presence until solidifying its current strategy.
Currently, Yaya operates 31 stores across Belgium, Germany, France, Ireland, the Netherlands, and Poland, showing its multinational outreach. The brand has made strides in establishing locations in major cities, already holding stores in Brugge, Gent, Nieuwpoort, and Knokke in Belgium. The upcoming locations will add to this growing portfolio, enhancing visibility and accessibility.
In response to queries about recent expansions, Draijer mentioned, “We're not just opening stores; we're revitalizing our approach to retail in Europe.” The company's ambitious strategy indicates a clear vision moving forward, blending traditional retail with modern consumer preferences for lifestyle brands.
Apart from the openings in Hasselt and Rotterdam, Yaya has also started renovating its existing store in Hasselt, prepping for its future engagement with shoppers. Meanwhile, additional projects are underway in Heidelberg, Germany, where renovations are ongoing, and Mainz is expected to open in mid-April 2025, further solidifying Yaya’s repositioning within European markets.
Yaya's operations are not limited to just these expansions; earlier in 2025, the brand also planned to relocate within the center of Amstelveen and open a new store in Antwerp as part of its ambitious growth strategy across multiple regions. This proactive approach represents Yaya's intention to strengthen its footprint in competitive retail environments.
While some may question the sustainability of such rapid expansion, Draijer reassured that the brand's growth strategy is well-thought-out. “Each new location is carefully selected based on market demand and consumer behavior,” he stated.
By anticipating retail trends and consumer preferences, Yaya aims to maintain its relevance and attract a broader customer base. The brand plans to continue emphasizing its unique offerings and the lifestyle elements associated with its clothing, thereby appealing to fashion-conscious consumers.
Yaya’s growth trajectory signals optimism amid evolving retail landscapes across Europe. As Draijer noted, the journey toward establishing a stronger presence is only the beginning. The coming months will be pivotal for the brand as it opens its doors to new markets, illustrating a commitment to enhancing the shopping experience for its customers.
