Avenue. consciously opts for real fashion, which is qualitative, stylish and slightly more exclusive. We are the store for people who want to step outside the mainstream fashion brands and create a personal style. Who appreciate our enthusiasm for certain fabrics and cuts and who like to receive honest advice. Our collections are carefully selected every season to always be surprising and fashion-conscious. Avenue., that is stylish quality with character.
At the end of the 19th century, Alphons De Clercq, as a tailor, started a business in “white goods” together with his sisters Leonie and Florentine in 20 Theofiel De Beckerstraat.
1914-1918
When Aarschot is destroyed during the Great War, the family flees to Blairgowrie in Scotland. Upon return, the store appears to be heavily damaged. The family runs the markets until the 1930s.
1936
The store will be reopened at a new address: the current Leuvensestraat 25. In addition to underwear and corsets, soap and perfumes are also offered in the store.
1940-1945
During WWII, Adeline, daughter of Alfons, keeps the shop afloat. (In this photo from the 1930s: Mary on the left, Adeline on the right).
1960
Nora, daughter of Adeline, joins the business.
2000
Two turns of the century are already on the list of achievements of the store!
2009
Christiane, Nora’s daughter-in-law, takes over the business.
2010
Huis De Clercq becomes a BVBA, Arum Lingerie is born. Our logo is the white arum, Zantedeschia aethiopica Linn., also called ‘arum lily’, originally from South Africa but today a widely distributed houseplant, known for its refined and elegant shape.
2011
During the holiday season, the store will move to temporary premises in Martelarenstraat. The Leuvensestraat 25 will soon become a construction site.
2012
A year later the new building is finished and a brand new Huis De Clercq, the shop as you see it now, opens its doors.
At the end of the 19th century, Alphons De Clercq, as a tailor, started a business in “white goods” together with his sisters Leonie and Florentine in 20 Theofiel De Beckerstraat.
1936
Nora, daughter of Adeline, joins the business.
Huis De Clercq becomes a BVBA, Arum Lingerie is born. Our logo is the white arum, Zantedeschia aethiopica Linn., also called ‘arum lily’, originally from South Africa but today a widely distributed houseplant, known for its refined and elegant shape.
A year later the new building is finished and a brand new Huis De Clercq, the shop as you see it now, opens its doors.