VCR Penetration Nears 50% Mark In Belgium

The number of VCRs in use in Belgium during 1990 was 1.65 million, an increase of 15% over 1989. VCR penetration nationwide is now very close to 50%.

However, growth in the video rental market has slowed. According to statistics issued by the Belgian Video Federation, which represents most of the country’s distribution companies, the overall turnover for the rental market in 1990 was 3.05 billion francs (approximately $95.3 million), an increase of only 5%. Sell-through was more bullish: The market generated 446 million francs ($14 million) in 1990, an increase of 12% over the previous year.

Super Club, founded in 1983, is the major vid retail chain in Belgium, with 150 stores. The Belgian holding company, with subsidiaries all over the world including the U.S. (Movieland, etc.), is currently changing its nationality. Super Club declared last November that a group of its shareholders, representing at least 51% of the company’s equity, intend to transfer their investment to a new Swiss company called Super Club Holding & Finance, based in Geneva.

Among these shareholders is the Dutch company Philips, which agreed in principle at the end of December to invest 4 billion francs in Super Club, raising its stake from 12% to around 21%.

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