INNO Marketplace: everything you need to know
Best for: fashion, apparel, accessories, beauty, lifestyle and premium consumer brands looking to reach Belgian shoppers through a trusted department store marketplace.
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INNO is a Belgian department store marketplace focused on fashion, beauty, accessories, lifestyle and home-related assortments. The marketplace gives selected sellers access to Belgian shoppers looking for recognised brands, quality products and a curated retail experience.
INNO is especially relevant for brands that need a marketplace environment aligned with premium retail expectations. Sellers should be ready to manage multilingual product content, clean product data, strong imagery, reliable logistics and marketplace-specific offer workflows.
Key figures
Sources: INNO corporate information, Belgian retail reporting and Lengow marketplace data.
Available countries
Who shops here?
INNO attracts Belgian shoppers looking for a curated department-store experience across fashion, beauty, accessories, home and lifestyle products. Customers are typically brand-conscious and value product presentation, trust and service quality.
The marketplace is particularly relevant for brands that need more than broad exposure. Product content must be translated into both French and Dutch, making localisation a key factor for visibility, conversion and customer experience.
Sellers with premium fashion, accessories, beauty and lifestyle assortments are especially well positioned, provided they can meet INNO’s product data, image, logistics and offer requirements.
Fashion
Apparel, footwear, accessories and premium fashion brands.
Beauty
Cosmetics, skincare, fragrance and personal care products.
Accessories
Jewellery, bags, watches and fashion accessories.
Lifestyle
Home, gifting, seasonal and premium lifestyle products.
What you need to know before applying
INNO requires sellers to prepare high-quality marketplace data before launch. Product localisation, offer matching, logistics setup, images and variant management are particularly important for catalogue acceptance and operational reliability.
Seller type
Professional sellers with new products and marketplace-ready operations.
Countries
Belgium mandatory, Netherlands optional.
Languages
Product information must be translated in both French and Dutch.
Time to launch
Moderate, depending on catalogue quality, localisation and Mirakl setup.
Product data
EAN matching, attributes, variants, image ratio and product exclusions must be managed carefully.
Technology
Mirakl marketplace integration with product, offer and order feeds.
How to sell on INNO with Lengow
Selling on INNO requires multilingual product content, accurate product matching, compliant images and reliable offer updates. Lengow helps sellers prepare, transform and automate marketplace workflows so they can launch with cleaner data and manage operations from one central platform.
| Marketplace challenge | What successful sellers do | What Lengow automates |
|---|---|---|
| Complex category structure | Map products carefully into the right INNO categories. | AI Category Mapping suggests the most relevant marketplace categories. |
| French and Dutch localisation | Prepare product titles, descriptions and attributes in both required languages. | AI Content Localisation helps adapt product content for local shoppers. |
| Marketplace image requirements | Use compliant images with the expected ratio and minimum quality level. | AI Image Compliance helps adapt images to marketplace requirements. |
| Offer and product matching | Use EAN or SKU matching correctly to link offers with products. | Catalogue rules and mappings structure product and offer data before export. |
| Marketplace market intelligence | Monitor competitor pricing, assortment trends and marketplace positioning to remain competitive. | Netrivals provides competitive intelligence, price monitoring and assortment benchmarking across marketplaces. |
| Marketplace operations | Track orders, reports, stock, pricing and rejected products regularly. | Centralised order workflows and marketplace performance monitoring. |
With Lengow AI Studio, AI is integrated directly into marketplace execution: category mapping, content localisation and image compliance become part of the same workflow as feed management, stock synchronisation and order handling.
Optimising and automating catalogue adaptation for Liu Jo
Liu Jo is an internationally recognised Italian fashion brand known for its apparel, accessories and lifestyle collections. As marketplace expansion accelerated, the brand needed to adapt its catalogue to each marketplace while preserving consistency and control.
“Lengow enables us to automate catalogue management and adapt our product data to the specific requirements of each marketplace while maintaining full control over our brand.”
Marketplace Team, Liu Jo
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