The partnership between cousins Alexandre Lerouge, a professional chef, and Fabian Hennus, an accountant, is inspired by their common passion: the art of cooking. Their family ties, professional experience and shared interest were the perfect reasons to join forces to create Les Secrets du Chef, an innovative retail concept in Louvain la Neuve, Belgium. Although the store is only 167m² (1,800 ft²), the central feature is a cooking island used as a permanent, real-life demonstration counter. Les Secrets du Chef’s concept is compelling and optimistic: Learning about the art of cooking should be easy and entertaining in a welcoming kitchen where experiences are shared. Thistranslates to sales as shoppers return to attend classes, and students return as customers.
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