Marie Jo has a new summer address. And it's by the sea.
This summer, Marie Jo opens the House of Feelgood, Zeedijk 760 in Knokke - open June through October 2026.
Iconic feelgood. Now with a seaside address.
Step inside the world of the Daisy Bra.
House of Feelgood is more than a shop. It is a destination. A space inspired by Marie Jo's most iconic piece - the Daisy Bra, celebrating its 30th anniversary this year.
Come for the experience. Stay for what you discover. From exclusive collaborations and art installations to events, workshops and feelgood moments by the sea, there is always something happening at the house. And always something you did not expect.
Not the kind of place you visit once. The kind of place you keep coming back to. IYKYK.
What's happening at the House?
All summer long, House of Feelgood hosts a rotating programme of house guests, events and inspiring moments. Marie Jo leads the way with exclusive collaborations - including pieces by Julie Kegels - and seasonal surprises timed to the rhythm of Knokke's summer calendar.
Think breathwork sessions and sound baths at the beach, followed by coffee in the Marie Jo room. And that is just the beginning. Stay tuned to find out what is blooming this summer.
From 8 July, Aura Coffee from Ghent takes up residence in the lobby. Your iced matcha is waiting.
About the Daisy Bra
The Avero - Marie Jo's iconic Daisy Bra - turns 30 in 2026. For three decades, it has been the signature piece of a brand built on feelgood, quality and effortless wearability. This summer, the Daisy has a seaside home.
And she is not alone. House of Feelgood brings together three brands under one roof. Discover the worlds of Sarda and Primadonna in the other rooms.
House of Feelgood
Zeedijk 760, 8300 Knokke-Heist, Belgium
Open June - October 2026
Monday - Sunday: 10:00 - 18:00
Elise Van de Meulebroucke
About Marie Jo
For over 40 years, Marie Jo has crafted feelgood lingerie built on quality, comfort and effortless wearability. Home of the iconic Daisy Bra - celebrating its 30th anniversary in 2026 - the brand is a trusted authority across generations.
About House of Feelgood
House of Feelgood is a concept store for Marie Jo, Sarda and Primadonna at Zeedijk 760 in Knokke, open June through October 2026. The space was conceived by Profirst, known for premium retail experiences for brands including Loewe and Patek Philippe.