Retailers across central Brussels are stepping up security measures ahead of a new demonstration scheduled for Saturday, with businesses fearing further looting following violent incidents during protests earlier this month. A wave of calls to action circulating on TikTok and other social media platforms, many reportedly generated using artificial intelligence, has heightened concerns among shopkeepers.
Rue Neuve, one of the Belgian capital’s busiest shopping streets, has undergone a striking transformation as businesses rush to protect their premises. Wooden boards now cover the windows of almost every shop along the street, while retailers in other parts of Brussels are adopting similar precautions.
The preparations have intensified considerably since the beginning of the week, when only a small number of businesses had reinforced their storefronts. By Friday, the protective panels had spread across much of Rue Neuve, including the premises of major fashion, footwear, telecommunications and food outlets.
Among the businesses taking action are Levi’s, Hunkemöller, H&M, Uniqlo, Etam, Mango, Guess, Snipes, Lego, Orange, Base, Five Guys and Courir. Shops in the City 2 shopping centre area are also preparing for possible disorder. Their measures follow those already introduced by Nike, JD, New Yorker and Foot Korner, which were targeted by looters during demonstrations on 9 and 17 October.
For local retailers, the preparations reflect growing anxiety about the potential consequences of the latest gathering. Businesses are seeking to protect not only their merchandise and property but also their employees and customers.
Julie, a manager and cashier at Hunkemöller, described the situation as deeply disappointing. The store’s management arranged for contractors to install protective panels on Thursday morning, while an additional security guard has been recruited to help safeguard the premises both during opening hours and overnight.
“We’re worried about our windows and our stock. This isn’t pleasant for us, but we have to protect ourselves,” she explained, adding that the safety of staff and customers was also a major concern.
Additional security measures are being introduced at the company’s other Brussels locations, including branches on Avenue Louise and near Porte de Namur.
Contractors have also been working at speed to meet demand from businesses across the city. Miguel Sarria, who owns the contracting company MS Indutek, began installing wooden protections early on Friday. After completing work at Levi’s, he was preparing to secure Mango and several other shops in Brussels.
Sarria stressed that the right to demonstrate should be respected, but argued that violence and theft undermine legitimate public expression and place an unfair burden on ordinary workers and business owners.
“People are allowed to protest and make their voices heard, but smashing things just for the sake of it and looting is unacceptable,” he said. He pointed out that the businesses at risk support employees and families whose livelihoods depend on their continued operation.
With protective barriers now covering much of the city centre’s retail frontage, businesses are preparing for an uncertain Saturday. The scale of the precautions reflects fears that the latest demonstration could once again lead to damage and theft, leaving shopkeepers facing disruption and potentially costly repairs. Photo by CrazyPhunk, Wikimedia commons.
