Théâtre Varia

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.

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

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

• Contemporary theater productions
• Performing arts venue
• Dance performance programming
• Theatrical co-productions
• Community arts outreach

Headquarters

HQ city

Ixelles (Brussels)

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. 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.
2. Bar and Restaurant Services: On-site bar and restaurant services operating at the theater venues, managed through third-party concession.
3. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core 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

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

19 partnerships are on record, tiered core, major and minor.

• Le RideaucoreStrategic or Co-development PartnerCo-presenter of the biennial CRUSH festival celebrating contemporary dramaturgy, along with Les Tanneurs, Théâtre National, and Théâtre Varia.
• Les TanneurscoreStrategic or Co-development PartnerCo-presenter of the biennial CRUSH festival. Also co-presents productions like 'K2-18b' with Théâtre Varia.
• Théâtre National Wallonie-BruxellescoreStrategic or Co-development PartnerCo-presenter of the biennial CRUSH festival. Presented 'Outrage pour bonne fortune' by Héloïse Ravet at their Scènes Nouvelles festival.
• KaaitheatercoreStrategic or Co-development PartnerKey co-production partner sharing 'Pay What You Can' pricing philosophy. Co-presenter of CRUSH festival and hosted final stages of 'PREY' creation.
• Atelier 210coreStrategic or Co-development PartnerCo-presenter of productions and shares 'Pay What You Can' pricing model with Théâtre Varia. Co-producing Habib Ben Tanfous's debut production.
• KlarafestivalmajorStrategic or Co-development PartnerCo-presented final stages of Kris Verdonck's 'PREY' with Théâtre Varia and Kaaitheater.
• Wallonie-Bruxelles Théâtre-Danse (WBTD)coreStrategic or Co-development PartnerMajor public funding and co-production body for theater and dance in the Wallonia-Brussels Federation, supporting many Varia productions.
• Fédération Wallonie-Bruxelles (FWB)coreStrategic or Co-development PartnerPrimary public funding body for culture in the Brussels-Wallonia region, supporting Varia's programming and operations.
• Charleroi dansemajorStrategic or Co-development PartnerMajor dance center in Wallonia co-producing numerous Varia productions including 'À nos chères' by Leslie Mannès and 'K2-18b' by Wooshing Machine.
• Théâtre de LiègemajorStrategic or Co-development PartnerMajor regional theater co-producing productions including 'L'appel des mutantes' and 'Œdipus' by Héloïse Ravet.
• La Coop asblcoreStrategic or Co-development PartnerBrussels-based production company and cooperative that co-produces many Varia shows, working with multiple partner venues.
• Shelter ProdmajorStrategic or Co-development PartnerProduction company co-producing Varia shows including 'Norman c'est comme normal' and 'À nos chères'.
• Pierre de LunemajorStrategic or Co-development PartnerBrussels theater for young audiences, co-presenting 'À nos chères' and 'Grou!' productions at Varia.
• Les BrigittinesminorStrategic or Co-development PartnerPartner in Focus Pro professional development programming along with Les Tanneurs and Varia.
• Théâtre de NamurmajorStrategic or Co-development PartnerRegional theater in Namur co-producing 'L'appel des mutantes' and supporting 'ECOUTE!' by Ifeoma Fafunwa.
• KunstenfestivaldesartsmajorStrategic or Co-development PartnerMajor Brussels contemporary arts festival where Varia participates annually in May programming.
• Les SUBS (Lyon)majorStrategic or Co-development PartnerFrench contemporary arts venue co-producing Varia productions including 'Rodéo' and 'Orchestre vide, longing for you'.
• BUDA (Kortrijk)majorStrategic or Co-development PartnerDance and performing arts center in Kortrijk co-producing Varia productions including 'Rodéo' and 'Spine of Desire'.
• La BelloneminorStrategic or Co-development PartnerBrussels-based house for contemporary creation providing residency and support for Varia productions.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct 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

• YouTubeyoutube.com/channel/UC-bD-0t8pPCcnTeTdfSdtQA
• Facebookfacebook.com/levaria.debruxelles
• Instagraminstagram.com/theatrevaria
• TikToktiktok.com/@theatre.varia
• LinkedInlinkedin.com/company/theatre-studio-varia

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Théâtre Varia