In two branches in Brussel, INNO has thoroughly revamped its perfumery department, with a focus on glamour and luxury. The complete makeover is part of the department store chain’s strategic repositioning. The new perfume department at Inno Nieuwstraat is the largest in the country at 1,500m². Shoppers will find more than 100 beauty brands there, with shop-in-shops of Dior, Jean Paul Gaultier, Tom Ford, Granado and Guerlain, among others – the latter even has the largest shop-in-shop in Benelux here. The Yves Saint Laurent shop is the only place in Belgium where you can have products personalised with a print. At the beauty bar on the first floor, customers can get manicures, pedicures and hair removal treatments. At INNO Avenue Louise, the perfume department covers 720m², with more than ninety brands. Here, gentlemen can visit the barbershop. Besides perfumery, handbags, watches and jewellery are also strategic departments driving the new positioning. Last financial year, INNO realised a net profit of €1.3mn (€2.6mn a year earlier).