PLUS Briljant is a supermarket concept where market feel, visible entrepreneurship, strong value perception, and local relevance come together. In close collaboration with the team of PLUS Retail and affiliated entrepreneurs (among other Double M Retail), Sandenburg Experiences (formerly Sandenburg-DST) further developed the Briljant concept, from strategy and concept development to design and realization. The result is a scalable, future-proof store concept that leaves room for local accents and entrepreneurial expression.

The first realization opened in Eijsden, where entrepreneurs Kevin, Raymond and Esther Custers, with their PLUS store, form the starting point for further rollout within the PLUS supermarket network.

The challenge

PLUS aims to respond to changing consumer behavior and the growing demand for both convenience and experience with the further-developed Briljant concept. Market feel, a strong price and value perception and local anchoring are central to this ambition. At the same time, the concept must offer sufficient flexibility to make entrepreneurship visible and to connect with the local context.

The focus lies on a stronger fresh profile, with produce (fruit and vegetables) as the dominant entrance category, greater visibility of price and value, among other things through a recognizable Promotions Street, clear and distinctive fresh worlds and a store that feels more like a local market.

Our approach

Sandenburg Experiences (formerly Sandenburg-DST) worked with the team of PLUS on the further development of the Briljant concept, bringing together strategy, concept development, design and retail operations. Based on a clear strategic framework, existing strengths were assessed: what works, what can be strengthened, and where there is room for further development. This resulted in a flexible and modular concept that can be tailored per store without losing the cohesion and identity of the formula.

Entrepreneurship is a visible and substantive starting point within the concept. In each store world, this is expressed through a distinctive content-driven and visual highlight, allowing products to take center stage and giving every world a recognizable character. In Eijsden, this is reflected, among other things, in a distinctive local vlaaien unit in the bakery department, a recognizable and locally rooted element within the concept.

Within the further development, deliberate accents were introduced to enhance differentiation and experience. Fresh food takes a more prominent stage, with a powerful produce zone that combines volume, height, value, and market feel, and a strengthened role for AVA fresh, including meat, cheese and food-for-sharing.

In addition, clear focus areas were created throughout the store. Recognizable podiums for fresh meal kits, convenience and the Kitchen, a fully positioned bread and pastry department, and a more dominant Promotions Street provide clarity, rhythm, and commercial strength. The look and feel and communication of the concept were also refined. Visual merchandising, signing and in-store communication contribute to greater cohesion, recognition, and warmth, supporting the store in telling the right story at the right moment.

The result

The further developed PLUS Briljant concept represents a supermarket that is warm, clear and inspiring. A store where products are the heroes, value is made visible, and customers are invited to explore, while the everyday grocery shop remains as convenient as possible.

The result is a supermarket that feels like part of the local market, with visible entrepreneurship, a clear price position, and a strong connection to its surroundings.

The realization within 23 weeks was made possible through intensive collaboration between the team of PLUS Retail, the entrepreneurs and Sandenburg Experiences (formerly Sandenburg-DST). The entrepreneurship of, among others the Custers family played an important role in the success of the first realization. By connecting disciplines and working from a shared vision, a concept emerges that not only works today but is also ready for the future.

Project team

Kim de Groot

Projectmanager & Business Operations

Markus Konings

CEO Sandenburg Experiences

Jamie van de Bilt

Brand Identity Designer

Joram Meruwella

Spatial Design Lead