Théâtre Varia
Théâtre Varia is a Brussels-based nonprofit performing arts institution operating two venues (Théâtre Varia and Studio Varia) since 1982, presenting contemporary theater, dance, and multidisciplinary works under a Pay What You Can pricing model for general public, family, and educational audiences.
- Company typePrivate
- Founded1982
- HeadquartersIxelles (Brussels), Belgium
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Théâtre Varia does
Théâtre Varia is a Belgian nonprofit performing arts institution (asbl) founded in 1982 and headquartered in Ixelles, Brussels. It operates two physical venues: the main Théâtre Varia at Rue du Sceptre 78 and the smaller Studio Varia at Rue Gray 154. The institution presents a year-round seasonal program of contemporary theater, dance, and multidisciplinary performance, with programming structured around co-productions with regional and international partner theaters, family-oriented 'En Familles' programming, and educational outreach via the 'Les Fabriques' program targeting schools and associations.
The core 'product' is live performance presented across two stages, distributed through a physical box office (Tuesday-Friday), the Utick online ticketing platform, and subscription passes (Varia Pass, Studio Pass). Pricing follows a Pay What You Can model (€10-€30 for the main venue, €7-€25 for Studio Varia), with the suggested price underlined; accessibility vouchers (Article 27, Arsène 50, Sodexo/Edenred Sport & Culture) are accepted. A co-produced bar and restaurant service operates on-site. Underlying technology is limited to standard operational tools — Utick for ticketing, Mailchimp for email marketing — with no proprietary platforms or AI/ML components.
The business model combines ticket revenue, bar/restaurant concession income, co-production revenue sharing with partner institutions, and substantial public funding from Fédération Wallonie-Bruxelles, COCOF, Wallonie-Bruxelles Théâtre-Danse (WBTD), and Loterie Nationale, supplemented by Belgian federal tax shelter arrangements with Inver Tax Shelter, ING Belgium, and other financial partners. The institution is led by director Coline Struyf (entering her second mandate in 2026) and operates as an independent association under Belgian nonprofit law, with no parent company or external ownership. Audience segments are diversified across general public/families, educational institutions, independent artists and companies, and cultural associations.
Théâtre Varia firmographics
Firmographics- Name
- Théâtre Varia
- Legal name
- Théâtre Varia asbl
- Website
- https://varia.be
- Company type
- Private
- Founded year
- 1982
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Théâtre Varia is a Brussels-based nonprofit performing arts institution operating two venues (Théâtre Varia and Studio Varia) since 1982, presenting contemporary theater, dance, and multidisciplinary works under a Pay What You Can pricing model for general public, family, and educational audiences.
- Ownership category
- akta.pro rank
Théâtre Varia industry classification
Industry- Product category
- Performing Arts
- NAICS
- Theater Companies and Dinner Theaters (71111), Performing Arts Companies (7111)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Classical & Contemporary Theatre (Plays/Drama) (MPAGABAH)
- akta.pro secondary industries
- Regional & Repertory Theatre Companies (MPAGABAB), Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB)
Keywords
Where Théâtre Varia is headquartered
LocationHeadquarters
- HQ city
- Ixelles (Brussels)
- HQ country
- Belgium
- HQ region
- Europe
Offices2 records
Markets served
Théâtre Varia business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Ticket Sales: Primary revenue from ticket sales for theatrical performances, dance, and other performing arts events at both the main Théâtre and Studio Varia venues. The theater employs a Pay What You Can pricing model to maximize accessibility.
- Bar and Restaurant Services: On-site bar and restaurant services operating at the theater venues, managed through third-party concession.
- Co-production and Copresentation Revenue: Revenue generated through co-production arrangements with other theaters and cultural institutions, sharing production costs and programming responsibilities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Pay What You Can - Théâtre Varia |
| Usage-based | Pay-as-you-go | Pay What You Can - Studio Varia |
| Unit Pricing | Pay-as-you-go | Standard Performance Pricing (Individual Shows) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Théâtre Varia product offering
Product offeringCore offering
Théâtre Varia is a Brussels-based nonprofit performing arts institution that programs and presents a seasonal lineup of contemporary theater, dance, and multidisciplinary productions across two venues—the main Théâtre Varia (Rue du Sceptre 78) and Studio Varia (Rue Gray 154). It sells tickets through an on-site box office and online via Uticket under a Pay What You Can model, and supports the productions through co-productions with a network of Belgian and international partner theaters.
Product overview
Théâtre Varia is a performing arts institution in Brussels operating two venues: the main Théâtre Varia (175-seat theater) and Studio Varia (smaller studio space). The institution presents a diverse seasonal program of theatrical productions, dance performances, and multidisciplinary art, featuring coproductions with partner theaters and original creations. The venue offers ticketing services through an online platform with a 'Pay What You Can' pricing policy, on-site bar and restaurant facilities, and extensive educational outreach through 'Les Fabriques' program targeting schools, associations, and the broader public. Programming includes main stage works, family-friendly 'En Familles' shows, and artist residency opportunities.
Differentiator
Problem solved
Functional benefit
Products and services
- Théâtre Varia (main venue programming) The main theater venue and seasonal program of contemporary theater, dance, and multidisciplinary productions presented at the Grande Salle at Rue du Sceptre 78, Ixelles, with shows such as Rodéo, L'invisible n'est pas inexistant, Œdipus and others. The venue seats approximately 175 and is the primary site for co-productions and creator-driven contemporary work.
- Studio Varia (secondary venue programming)
- Théâtre Programming (Saison 26-27 and seasonal lineup) Year-round curatorial program of theatrical, dance and multidisciplinary productions organized by season (e.g., Saison 26-27 under the theme 'Métamorphose'), featuring creations, reprises, coproductions, and family shows across both venues.
- Billetterie (Ticketing service) Ticketing service providing on-site and online ticket sales for both venues, structured under a Pay What You Can tiered pricing model (€30/€24/€19/€14/€10 for Théâtre Varia, €25/€20/€15/€11/€7 for Studio Varia) and accepting cultural vouchers (Article 27, Arsène 50, Sodexo Sport & Culture, Edenred).
- Bar & Restaurant On-site bar and restaurant hospitality service for theatergoers at the venue, operated via a third-party concession and offered as a complementary service to ticket holders.
- En Familles Programming Family-oriented performance series designed for all ages with specific productions for young audiences and intergenerational theater experiences, presented across both Théâtre Varia and Studio Varia.
- Les Fabriques Educational and community outreach program including workshops, school partnerships, association collaborations, and audience development initiatives, structured around schools, secondary schools, higher education, and associations.
- Espace Pro (Professional services) Professional services hub offering programming support for programmers, press services for journalists, technical resources for artists, and industry networking opportunities such as the Focus Pro development track.
Quantifiable outcome
- 5 nominations for Maeterlinck Awards for plays created and/or diffused at Varia
Companies that use Théâtre Varia
Customer profileSegments4 records
Ideal customer profiles3 records
Théâtre Varia technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Théâtre Varia partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core, major and minor.
- Le RideaucoreCo-presenter of the biennial CRUSH festival celebrating contemporary dramaturgy, along with Les Tanneurs, Théâtre National, and Théâtre Varia.
- Les TanneurscoreCo-presenter of the biennial CRUSH festival. Also co-presents productions like 'K2-18b' with Théâtre Varia.
- Théâtre National Wallonie-BruxellescoreCo-presenter of the biennial CRUSH festival. Presented 'Outrage pour bonne fortune' by Héloïse Ravet at their Scènes Nouvelles festival.
- KaaitheatercoreKey co-production partner sharing 'Pay What You Can' pricing philosophy. Co-presenter of CRUSH festival and hosted final stages of 'PREY' creation.
- Atelier 210coreCo-presenter of productions and shares 'Pay What You Can' pricing model with Théâtre Varia. Co-producing Habib Ben Tanfous's debut production.
- KlarafestivalmajorCo-presented final stages of Kris Verdonck's 'PREY' with Théâtre Varia and Kaaitheater.
- Wallonie-Bruxelles Théâtre-Danse (WBTD)coreMajor public funding and co-production body for theater and dance in the Wallonia-Brussels Federation, supporting many Varia productions.
- Fédération Wallonie-Bruxelles (FWB)corePrimary public funding body for culture in the Brussels-Wallonia region, supporting Varia's programming and operations.
- Charleroi dansemajorMajor dance center in Wallonia co-producing numerous Varia productions including 'À nos chères' by Leslie Mannès and 'K2-18b' by Wooshing Machine.
- Théâtre de LiègemajorMajor regional theater co-producing productions including 'L'appel des mutantes' and 'Œdipus' by Héloïse Ravet.
- La Coop asblcoreBrussels-based production company and cooperative that co-produces many Varia shows, working with multiple partner venues.
- Shelter ProdmajorProduction company co-producing Varia shows including 'Norman c'est comme normal' and 'À nos chères'.
- Pierre de LunemajorBrussels theater for young audiences, co-presenting 'À nos chères' and 'Grou!' productions at Varia.
- Les BrigittinesminorPartner in Focus Pro professional development programming along with Les Tanneurs and Varia.
- Théâtre de NamurmajorRegional theater in Namur co-producing 'L'appel des mutantes' and supporting 'ECOUTE!' by Ifeoma Fafunwa.
- KunstenfestivaldesartsmajorMajor Brussels contemporary arts festival where Varia participates annually in May programming.
- Les SUBS (Lyon)majorFrench contemporary arts venue co-producing Varia productions including 'Rodéo' and 'Orchestre vide, longing for you'.
- BUDA (Kortrijk)majorDance and performing arts center in Kortrijk co-producing Varia productions including 'Rodéo' and 'Spine of Desire'.
- La BelloneminorBrussels-based house for contemporary creation providing residency and support for Varia productions.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Théâtre Varia competitors and assessment
Company assessmentDirect peers
- Kaaitheater: Brussels contemporary performing arts venue that shares Théâtre Varia's Pay What You Can philosophy and is a core co-production/co-presentation partner (CRUSH festival, PREY). Directly comparable in mission, audience, and programming approach.
- Théâtre National Wallonie-Bruxelles: Brussels's flagship French-language theater producing contemporary work; co-presenter of CRUSH festival and frequent co-production partner. Comparable scale and mission, with larger venue capacity.
- Les Tanneurs: Brussels contemporary theater venue and core CRUSH partner with similar programming scope. Directly comparable in size, mission, and French-language contemporary dramaturgy focus.
- Pierre de Lune: Brussels theater for young audiences co-presenting Varia productions like 'À nos chères' and 'Grou!'. Comparable peer in Brussels theater ecosystem with related family/education programming.
- Le Rideau: Brussels theater and CRUSH festival co-presenter, with contemporary programming aligned to Varia's mission. Comparable peer in size, audience, and curatorial approach.
- Atelier 210: Brussels contemporary performance venue that shares the Pay What You Can pricing model with Varia and co-produces emerging-artist work. Closely comparable peer in philosophy and scale.
Broad incumbents
- Théâtre de Liège: Major regional theater in Wallonia and co-production partner on Varia productions like 'L'appel des mutantes' and 'Œdipus'. Larger institution with broader programming scope but similar mission.
- Charleroi danse: Major Wallonia dance center and key co-producer of Varia's dance programming (e.g., 'À nos chères', 'K2-18b'). Comparable in programming overlap but distinct as a dedicated dance venue.
- BUDA (Kortrijk): Flemish dance and performing arts center that co-produces Varia productions ('Rodéo', 'Spine of Desire'). Comparable as a regional producing house though operating across the language border.
Emerging players
- Kunstenfestivaldesarts: Major Brussels contemporary arts festival in which Varia participates annually. Comparable as a curated contemporary programming platform, though operating as a festival rather than a venue.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Théâtre Varia social profiles
Digital presenceThéâtre Varia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Théâtre Varia leadership team
Management profileNumber of profiles
Profiles1 record
Théâtre Varia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Théâtre Varia M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Théâtre Varia
What does Théâtre Varia do?
Théâtre Varia is a Brussels-based nonprofit performing arts institution that programs and presents a seasonal lineup of contemporary theater, dance, and multidisciplinary productions across two venues—the main Théâtre Varia (Rue du Sceptre 78) and Studio Varia (Rue Gray 154). It sells tickets through an on-site box office and online via Uticket under a Pay What You Can model, and supports the productions through co-productions with a network of Belgian and international partner theaters.
Is Théâtre Varia a public or private company?
Théâtre Varia is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Théâtre Varia founded?
Théâtre Varia was founded in 1982. It employs 11 to 50 people.
Where is Théâtre Varia based?
Théâtre Varia is headquartered in Ixelles (Brussels), Belgium, in the Europe region.
How does Théâtre Varia make money?
Three revenue lines are on record. Ticket Sales are the primary driver. The others are bar and Restaurant Services and co-production and Copresentation Revenue.
Who are Théâtre Varia's main competitors?
Direct peers on record are Kaaitheater, Théâtre National Wallonie-Bruxelles, Les Tanneurs, Pierre de Lune, Le Rideau and Atelier 210. Broad incumbents are Théâtre de Liège, Charleroi danse and BUDA (Kortrijk). Kunstenfestivaldesarts is listed as an emerging player.
Does Théâtre Varia have an API?
No public API is recorded for Théâtre Varia.
What industry is Théâtre Varia in?
Théâtre Varia's product category is Performing Arts. Its primary akta.pro industry code is MPAGABAH, Classical & Contemporary Theatre (Plays/Drama), with a secondary code of MPAGABAB, Regional & Repertory Theatre Companies. Its NAICS code is 71111 and its SIC code is 7900.