Lowest price and open 7/7: 3 promises behind Colos, the new DIY chain that wants to conquer Belgium
A new home-improvement retailer, Colos, says it wants to "conquer Belgium" with a guaranteed lowest price and seven-days-a-week opening, according to Het Laatste Nieuws.
In 30 seconds
- Het Laatste Nieuws reports that a new DIY retailer, Colos, wants to "conquer" the Belgian market.
- Colos's stated pitch: a guaranteed lowest price and opening seven days a week.
- It positions itself against Belgium's established DIY chains such as Gamma, Brico, Hubo and Mr. Bricolage.
- Store numbers, locations, launch timeline and ownership are not established in the reporting available.
Colos is a new do-it-zelf (DIY) / home-improvement retailer that, according to Het Laatste Nieuws (HLN), aims to expand into the Belgian market with a guaranteed lowest price and seven-days-a-week opening. It positions itself against Belgium's established DIY chains — notably Gamma (Intergamma), Brico, Hubo and Mr. Bricolage — which currently dominate household spending on tools, building materials and garden supplies. Beyond the individual retailer, the story engages two structural features of Belgian retail: price competition in home improvement, and the regulated debate over Sunday and weekend shop opening.
Background
Lowest-price guarantees are a long-established discount-retail tactic in Europe, used in groceries and electronics before spreading to other sectors; they function partly as marketing signals designed to pressure competitors. Belgium's DIY market has for years been shaped by a small group of large chains. In parallel, Sunday and late-evening shop opening has been a recurring flashpoint in Belgian retail, repeatedly pitting retailers, trade unions and legislators against one another over workers' hours.
What to do
Belgian DIY shoppers may find a new lowest-price option and extended opening hours, but should treat the price and availability claims cautiously until store details and the durability of the guarantee are confirmed.
Impact
Regional — The report appears in a Flemish outlet aimed at a Belgian audience, and the chains it challenges operate nationwide. Any expansion would touch shoppers and retail employment across the country, with early visibility likely in Flanders given the source and readership.
EvidenceDeveloping · 1 primary source · some details remain unconfirmedExplore evidence →Hide evidence ↑
- Publication date unavailable
- Retrieved by ODIN:
- 7 Aug 2026
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This story was assembled from verified evidence, with its sources and reasoning recorded as it was written.