With 35,000 employees and 1,300 post service points, De Post/La Poste was the largest postal organisation in Belgium.
In 2011, the postal market in Belgium opened up to competition. DePoste/La Poste chose to prepare themselves for this by developing their profile and public image to reflect the modern organisation it had become. Important internal changes were introduced to improve the brands customer orientation and competitive strength. In 2010, De Post/La Poste chose to rebrand as bpost.