The City of Kortrijk Launches “Trade with Character”

A well-maintained facade, an attractive storefront, or a thoughtfully designed interior make a big difference in how visitors experience a place. After all, stores, restaurants, and other businesses help shape the atmosphere of a street and determine how appealing a neighborhood is for living, doing business, and visiting. With “Trade with Character”, the City of Kortrijk aims to support business owners in taking that step.

The project focuses on businesses in Kortrijk’s central areas and combines professional design advice with financial support for implementing improvements. Selected business owners are paired with a professional designer. Together, they explore how the business can better enhance its image, visibility, customer experience, and commercial appeal. The focus is not only on aesthetics but also on sustainable and feasible solutions that offer long-term added value for both the business owner and the streetscape.

“With ‘Trade with Character,’ we are building on the success of ‘Design in Shops,’ through which we have already proven that design makes retail businesses stronger and more attractive. As a UNESCO Creative City of Design, we are convinced that good design helps entrepreneurs stand out. At the same time, this project aligns perfectly with our vision of ‘slow shopping,’ in which experience, quality, and authenticity are central for both residents and visitors.” -Ruth Vandenberghe, mayor

"Kortrijk is known for its strong entrepreneurial spirit, and through this project, we’re bringing that—along with pure creativity—to the shopping district. By connecting our retailers with professional designers through a matching process, we’re taking the appeal of their businesses to the next level and generating tangible commercial value. A store’s facade and window display are its calling card, and with this project, we aim to increase the appeal and commercial value of our businesses.” -Wouter Allijns, Alderman for Small Business

Trade with Character

The project’s name was chosen deliberately. “Trade with Character” is not about imposing a particular style or creating uniform businesses. On the contrary: the process starts with the entrepreneur’s own identity and the unique character of the business.

Every business has its own story, its own audience, and its own character. Sometimes that strength is already inherent in the business itself, but isn’t sufficiently reflected in its interior design, presentation, or overall image. By bringing entrepreneurs together with professional designers, the city aims to help them make that character more visible and further strengthen it.

At the same time, “Trade with Character” is also a call to action—an invitation to entrepreneurs to consciously reflect on their business’s image, invest in quality, and help build attractive shopping streets and village centers. Because strong businesses not only strengthen their own operations but also contribute to the character of their surroundings.

"Trade with Character is about more than just a beautiful facade or a well-curated storefront. Every business has its own story, its own identity. With this project, we want to help business owners highlight and showcase that character. After all, the quality of a street is determined not only by the public space but also by the businesses that bring color and life to it. Those who invest in the appearance of their business are also investing in the visual quality and appeal of our commercial districts." -Hannelore Vanhoenacker, Alderman for Spatial Planning, Community Life, and Higher Education

Grant of up to 5.000 euros

For this initiative, the City of Kortrijk is providing a grant of up to 5,000 euros per business. The grant can be used, among other things, for the design process and for modifications to facades, lighting, storefronts, product presentation, or interior design. Each business is eligible to receive one grant per edition.

Business owners must submit an application to participate. A jury, composed of representatives from the city, the city center management, Designregio Kortrijk, and an independent designer, will then make a selection. The selected businesses will be paired with a designer who will develop a concrete improvement plan.

Building on a successful concept

Trade with Character builds on the experiences of the European project “Design in Shops,” which was launched in Kortrijk several years ago in collaboration with Designregio Kortrijk. At that time, some forty retail stores received customized makeovers. Examples include Ton sur Ton, Descaplant, and Zoen. Their revamped image not only gave them a fresher look but also strengthened their brand recognition and appeal.

Part of a Broad Vision for Entrepreneurship

Through “Trade with Character,” Kortrijk aims not only to invest in attractive shopping streets but also in strong entrepreneurship. The project is part of a broader approach focused on strengthening the city center, enhancing its visual appeal, and promoting economic development. Together with partners from higher education, business organizations, and other support agencies, the city is exploring how entrepreneurs and startups can be supported even better—including in the areas of business operations, marketing, branding, the in-store experience, and commercial development.

“Trade with Character” is a visible component of this effort, bringing together design, entrepreneurship, and revitalization.

Practical Information

Business owners will be able to submit their applications for the first edition throughout the month of September via the “Trade with Character” website. There, they will also find all the eligibility requirements and practical information. After reviewing the applications, the jury will select the participating businesses. “Trade with Character” will be held every two years.

Premie tot 5.000 euro

Voor het traject voorziet Stad Kortrijk een premie van maximaal 5.000 euro per handelszaak. De premie kan onder meer ingezet worden voor het ontwerptraject en voor aanpassingen aan gevels, verlichting, etalages, productpresentatie of inrichting. Per editie kan een handelszaak één premie ontvangen.

Ondernemers dienen hiervoor een kandidatuurdossier in. Een jury, samengesteld uit vertegenwoordigers van de stad, het centrummanagement, Designregio Kortrijk en een onafhankelijke ontwerper, maakt vervolgens een selectie. De gekozen handelszaken worden dan gekoppeld aan een ontwerper die een concreet verbetertraject uitwerkt.

Verder bouwen op een succesvol concept

Handel met Karakter bouwt voort op de ervaringen van het Europese project Design in Shops, dat enkele jaren geleden in Kortrijk werd uitgerold in samenwerking met Designregio Kortrijk. Toen kregen een veertigtal handelszaken een make-over op maat. Voorbeelden daarvan zijn onder meer Ton sur Ton, Descaplant en Zoen. Hun vernieuwde uitstraling zorgde niet alleen voor een frissere look, maar versterkte ook hun herkenbaarheid en aantrekkingskracht.

Onderdeel van een brede visie op ondernemerschap

Met Handel met Karakter wil Kortrijk niet alleen investeren in aantrekkelijke handelsstraten, maar ook in sterk ondernemerschap. Het project past binnen een bredere aanpak rond kernversterking, beeldkwaliteit en economische ontwikkeling. De stad onderzoekt samen met partners uit oa. het hoger onderwijs, ondernemersorganisaties en andere begeleidingsactoren hoe ondernemers en starters nog beter ondersteund kunnen worden, onder meer op vlak van bedrijfsvoering, marketing, branding, winkelbeleving en commerciële ontwikkeling.

Handel met Karakter vormt daarbij een zichtbaar onderdeel waarbij ontwerp, ondernemerschap en kernversterking samenkomen.

Praktisch

Ondernemers zullen hun kandidatuur voor de eerste editie kunnen indienen tijdens de volledige maand september via de website van Onderneem in Kortrijk. Daar vinden ze ook alle voorwaarden en praktische informatie. Na de beoordeling van de dossiers selecteert de jury de deelnemende handelszaken. Handel met Karakter zal tweejaarlijks georganiseerd worden.