Katia Housiaux, 74, is seeking a buyer for Herela on Koningin Elisabethlaan in Ghent, the city’s oldest lingerie boutique, which has been in operation since 1933. Founded initially by an entrepreneur named Latour and later run by Elza Verlinden before Housiaux took over in 1999, the shop supplies bras ranging from cup size A to cup size K.
Operating from Tuesday through Saturday between 10 and 18 hours at Koningin Elisabethlaan 94, the store maintains a deeply personal connection with its clientele. Housiaux notes that customers frequently share major life events inside the fitting rooms, ranging from pregnancies and cancer diagnoses to upcoming weddings and travel plans.
Founding History and Family Management
The boutique traces its roots back to 1933 when a merchant named Latour established several lingerie locations across Belgium, including spots in Brussels, Liège, and two in Ghent on Langemunt and Veldstraat. When Latour wanted to open a third Ghent branch near the Sint-Pietersstation, he consulted his veterinarian, who happened to be Housiaux’s grandfather. That introduction brought Housiaux’s mother, Elza Verlinden, into the business.
Verlinden managed the store from its inception and eventually acquired it. The family integration was absolute from the start. When Verlinden fell ill, her daughters skipped school to keep the doors open rather than close for a single day. Housiaux officially assumed ownership of the establishment in 1999.
Buyer Requirements and Patient Search
Housiaux insists that she will not sell the business to just anyone, requiring an incoming owner who demonstrates genuine dedication to the clientele and the trade. “They literally bare themselves in our fitting room, which creates a bond of trust,” Housiaux said, pointing out that purchasing patterns often reveal personal milestones long before formal announcements.
While acknowledging that finding the right successor could take time, Housiaux remains willing to wait until the ideal candidate steps forward. She intends to remain active afterward, noting that sitting still does not suit her, but retirement has become a necessity after decades at the helm.