Retail Vision Diepenbeek 2023

CityD assisted the municipality of Diepenbeek in drawing up a retail vision: from analysis to action plan. Not as a theoretical exercise, but as a strategic translation of figures, trends and local reality into a workable roadmap for the future. And that is precisely what more and more Flemish municipalities need. Under the motto “with vision and ambition towards a livable centre”, CityD developed an update and deepening of the commercial vision for the centre of Diepenbeek, based on the earlier vision from 2013.

How a future-oriented vision gives new direction to the infrastructure of public facilities

Throughout Flanders, cities and municipalities face the same challenge: how do we create vibrant, economically resilient centres in a retail world that is changing faster than our policy regulations can keep up with? New retail concepts, but also less shops, e-commerce, an ageing population, economies of scale, smaller households, hyperlocal habits, changes in mobility, the need for convenience but also for quality of life, the rise of 24/7 consumer behaviour: all this is forcing local authorities to make well-considered choices.

Diepenbeek is no exception. But the municipality is demonstrating how a clear, data-driven retail vision can provide new direction —to trade, investors and spatial development.

Why every Flemish municipality needs a commercial vision today

A strong commercial vision is not a luxury. It is a strategic priority!

1. Consumer behaviour has changed fundamentally

The Diepenbeek study shows how strongly developments are affecting local trade: ageing, smaller households, a large group of dual-income households, a growing demand for convenience and the continuing impact of e-commerce.

Diepenbeek currently has 19,241 inhabitants, with a growing proportion of people over 65 and young households. Both target groups have different expectations of a town centre: proximity, safety, catering, multifunctionality and accessibility.

2. The retail core must once again take on its role as a daily magnet

Local shopping loyalty in Diepenbeek is 36.3%, which is below the benchmark average. This means that too many residents do their shopping elsewhere. Without action, a municipality will become merely a place to stay, not a place to live.

3. Flanders explicitly requires a retail vision

The  Integrated Trade Location Policy obliges municipalities to:

• strengthen liveable centres
• avoid undesirable ribbon development
• concentrate provision of goods and services
• balance mobility and trade

But above all: to dare to make choices. A retail vision is the instrument for this.

4. Spatial pressure is increasing, investments need direction

Project developers, retailers and property investors are looking for clarity: where can trade take place, what scale, what profile, what opportunities?

Without a framework, we witness fragmentation. With a vision, we get direction.

And that is precisely why the approach in Diepenbeek is an example for other municipalities: clear, substantiated and future-oriented.

Diepenbeek: from analysis to strategic insight

A solid commercial vision starts with facts. The analysis in Diepenbeek revealed four crucial elements:

1. An exceptionally strategic location

Between Hasselt, Genk and Bilzen, with excellent connections via the E313, N2 and N76 motorways and its own railway station.

This is both an advantage and a risk: there is a high level of shopping leakage to neighbouring cities, but also high customer potential.

2. Three different commercial areas

• Diepenbeek Centre (small-scale offering, limited property size, need for renovation)
• Carrefour site + WWW area (potential regional dynamism)
• Nieuwstraat – Lutselus (neighbourhood-oriented, functional product range)

Each area requires a different strategy. One vision, multiple speeds.

3. Vacancy rates are low, but quality must improve

With a vacancy rate of only 6.1%, Diepenbeek is doing well. However, the centre contains many outdated properties, which discourages new entrepreneurs and limits economies of scale.

4. Untapped potential in specific sectors

Diepenbeek has room for growth in:

• food
• hospitality
• flowers & greenery
• leisure

At a time when municipalities are searching for their DNA, these niches offer opportunities for positioning.

From data to dynamics: the CityD-WES approach

The strength of a good commercial vision lies in the combination of analysis and implementation. This is where CityD-WES stands out: research and strategy are seamlessly translated into feasible actions.

1. Data-driven insight

CityD combines:

• socio-economic trends
• Locatus supply analysis
• purchasing and commuting flows
• spatial substantiation
• participation of traders and stakeholders
• field observations (property quality, routing, experience)

Data forms the basis. But data in itself does not change anything — the translation does.

2. Tailor-made spatial-economic vision

For Diepenbeek, the core shopping area was clearly defined and the role of each zone was clear: where should trade grow, where should it remain limited, where should there be functional integration?

3. A concrete action plan with impact

The recommendations are based on four pillars: