Kentucky Horsewear and Woosh Take Top Honors at the Prestigious 2026 Becom Awards in Brussels

The annual Becom Awards ceremony, held yesterday in the heart of Brussels, showcased the remarkable evolution of the Belgian e-commerce landscape by honoring the nation’s most innovative and high-growth digital retailers. Organized by Becom, the Belgian trade association representing the digital commerce sector, the event served as a platform to recognize excellence across 10 distinct categories. While the competition was fierce, with over 120 candidates vying for recognition, the coveted Diamond Awards were ultimately bestowed upon Kentucky Horsewear and the sustainable startup Woosh.

The event, which saw 29 finalists progress to the final evaluation stage, highlights a pivotal moment for Belgian retail. As the digital economy matures, the Becom Awards have transitioned from a local networking event into a bellwether for the country’s economic vitality. A panel of ten industry experts meticulously evaluated the candidates based on metrics ranging from fiscal growth and market penetration to sustainability initiatives and digital transformation strategies.

A Chronology of Excellence and Industry Evolution

The history of the Becom Awards reflects the rapid shifts in consumer behavior and technological adoption over the past decade. Established to bridge the gap between traditional retail and the burgeoning digital marketplace, the association has seen a marked shift in the profile of its winners. In previous years, the focus was predominantly on established retailers making their first foray into online sales. Today, however, the criteria have evolved to favor companies that exhibit "digital-first" mentalities, complex logistical capabilities, and a genuine commitment to circular economic models.

Last year’s winners—Flo Féa, Rootsum, and Baunat—set a high bar, focusing on niche specialization and international scalability. The 2026 edition, however, pushed these boundaries further. By incorporating categories such as "Digital Innovation" and "Sustainable Impact," Becom has signaled that the future of Belgian commerce is inextricably linked to technological prowess and environmental responsibility. The inclusion of over 120 candidates this year represents a 15% increase in participation compared to the 2025 cycle, suggesting that despite a challenging macroeconomic climate, Belgian digital entrepreneurs remain bullish on expansion and innovation.

Diamond Award Winners: Scaling Niche Markets

The Diamond Awards serve as the pinnacle of the competition, representing the highest standards in both Business-to-Consumer (D2C) and Business-to-Business (B2B) models.

Kentucky Horsewear’s victory in the D2C category is a masterclass in organic business growth. Founded in 2011 with a modest initial revenue of 200,000 euros, the company has transformed into a dominant player in the equestrian gear sector. With a current revenue nearing 27 million euros and operations spanning 75 countries, the company’s trajectory is illustrative of the power of specialized e-commerce. The jury noted that Kentucky Horsewear succeeded by transitioning from a standard wholesale-based retail brand to a sophisticated D2C powerhouse that leverages data analytics to maintain a direct relationship with its global customer base.

Conversely, Woosh, the winner of the Diamond Award for B2B, represents a different kind of success—the creation of an entirely new market segment. By introducing a circular service model for diapers, Woosh effectively addressed a sustainability gap in the Belgian childcare market. Being a finalist in three separate categories underscored the company’s versatility. The jury emphasized that Woosh’s ability to build a circular infrastructure—a complex task involving logistics, hygiene certification, and customer retention—demonstrates a level of operational maturity rare in startups.

The Full List of 2026 Becom Award Winners

The diversity of the winners list reflects a broad spectrum of retail disciplines, from local artisan-focused shops to high-tech marketplace operators.

• Rising Star: X-Oats
• Growth Champion: Just Russel
• Reinvention: Zelektro
• Digital Innovation: Qallo
• Winning Concept: Couvert
• Sustainable Impact: Rootsum
• Experience Excellence: Curafyt
• Channel Excellence: In den Olifant
• Marketplace Excellence (Big Company): Louis de Poortere
• Marketplace Excellence (Small Company): Gigacrea
• Global Growth Out: Baunat

Perspectives on Innovation and Industry Leadership

Greet Dekocker, managing director of Becom, addressed the attendees with a sentiment that resonated throughout the auditorium: "These winners prove that you do not have to be a multinational to innovate, grow internationally, or transform an entire sector."

This statement addresses a growing concern among policymakers and economists regarding the competitiveness of European SMEs. There is a prevailing fear that without the massive capital buffers of global conglomerates, smaller firms will struggle to keep pace with rapid digital advancements. However, the success stories of firms like Qallo (Digital Innovation) and Just Russel (Growth Champion) suggest that agility and a hyper-focus on customer experience can effectively offset the resource advantages of larger competitors.

Industry analysts suggest that the success of these 13 winners is rooted in their ability to leverage "platform-agnostic" strategies. By diversifying their sales channels and utilizing sophisticated CRM (Customer Relationship Management) tools, these firms have managed to insulate themselves against the volatility of single-channel retail.

Analysis: Implications for the Belgian Economy

The implications of the 2026 Becom Awards extend beyond mere accolades. For investors, the awards act as a curated list of high-potential companies that have survived the "proof of concept" phase. For the Belgian government, these companies represent the vanguard of the "Digital Belgium" initiative, which seeks to modernize the nation’s retail infrastructure and improve cross-border trade competitiveness.

The rise of sustainable leaders like Rootsum—which secured the Sustainable Impact award—indicates that Belgian retailers are responding to tightening EU environmental regulations by turning compliance into a competitive advantage. Rather than viewing the circular economy as a cost center, these companies are integrating it into their core value proposition, thereby attracting a growing demographic of eco-conscious consumers.

Furthermore, the prominence of companies like Baunat and Louis de Poortere in the "Global Growth" and "Marketplace Excellence" categories highlights a maturation in the Belgian e-commerce export strategy. Historically, Belgian retailers were often criticized for being too focused on the domestic market. The current cohort of winners demonstrates a proactive approach to international expansion, utilizing digital platforms to overcome the geographical limitations of a small domestic market.

Looking Toward the Future

As the 2026 Becom Awards conclude, the focus shifts to the challenges of the coming year. Rising logistical costs, the ongoing integration of artificial intelligence into customer service and supply chain management, and the increasing complexity of data privacy regulations will test the resilience of these winners.

However, the consensus among the jury and industry observers is one of cautious optimism. The 29 finalists have demonstrated a capacity for pivot and adaptation that is essential for long-term survival in the digital age. By fostering an environment where small, agile businesses can compete on a level playing field with global players, Becom is effectively strengthening the backbone of the Belgian economy.

In the coming months, the association plans to host a series of webinars and workshops featuring these winners, allowing them to share the "playbooks" that led to their success. This knowledge-sharing initiative is intended to lift the entire sector, ensuring that the lessons learned by the 2026 awardees can be applied by the next generation of retailers.

Ultimately, the 2026 Becom Awards have solidified their position as the gold standard for digital retail excellence in Belgium. By highlighting companies that prioritize innovation, sustainability, and global scalability, Becom is not only honoring the achievements of the past year but is also charting a course for the future of the nation’s digital commerce landscape. As the retail sector continues to blur the lines between physical and digital experiences, the winners honored in Brussels this week will undoubtedly remain at the forefront of this ongoing transformation, setting the benchmarks for years to come.