Our Story

Fueled by the imagination of a young entrepreneur and fashion aficionado, CAMELEON has become, in just 2 decades, the leading private sales outlet in the Benelux !
In 1988, harnessing the experience gleaned from private sales he would organise on the weekends at private venues while still a student, Jean-Cedric van der Belen decided to share this expertise with a wider public and thus founded CAMELEON.
This novel concept has, since day one, sparked into dramatic life! Organised on certain days each month during the 90s at Cinquantenaire, the CAMELEON private sales have since been extended to three weeks of each month at Woluwe since 2010, even opening on Sundays and public holidays
In March 2009, to meet the growing demand from its large base of members, CAMELEON decided to relocate and set up an all-new outlet in Woluwe-Saint-Lambert. This retail space of 8,000 m2 is the first ecologically-constructed building in Europe, earning the title thanks to every aspect of the design featuring maximum respect for the environment.

Today, CAMELEON offers its members 2 private sales venues: Woluwe and Genval.
They house all the most famous ready-to-wear fashion and shoes for men, ladies, children as well as accessories (sunglasses, watches, jewellery,...), handbags, luggages, decorative items and household linen at prices up to 70% less than in-store prices.