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04/13/2021

Scotch & Soda opens its largest store — in a theater

Marianne Wilson
Editor-in-Chief
Marianne Wilson profile picture

The Amsterdam-based fashion brand Scotch & Soda has opened its largest location yet, in the Dutch city of 's-Hertogenbosch, also known as Den Bosch. The store is housed in a theater built in 1919, which became a cinema after World War II.

The design blends the colorful history and architecture of the building with modern touches. With some 5,000 sq. ft. of selling space, the three-floor store carries Scotch & Soda’s complete collection, including womenswear, menswear, kidswear, eyewear, footwear and fragrances.

In line with the retailer’s "free spirit" store concept, the new location is intended as a social as well as retail space, with a bar serving complimentary soft drinks and a dedicated family fitting room where kids will be encouraged to get creative with an art wall and a series of “laughing” mirrors. A reservations-only lounge with a private dressing room is available for a more personalized experience.

In a statement, CEO Frederick Lukoff said the opening of the new store was” a pivotal moment in our history despite the obstructive effects of the COVID-19 pandemic on our current retail performance.”

“We recognize the significant importance to connect with our customers no matter the circumstances, and we remain confident that better days will come,” he said. “It will remain fundamental to connect with our customers one-on-one in stores, in combination with all the growing digital distribution channels, in order to offer the best possible experience to our customers in the future."

The opening of the Den Bosch store follows the recent openings of two additional Scotch & Soda Dutch locations earlier this month, in Utrecht and the Westfield Mall of the Netherlands in Leidschendam. Following the recent openings, Scotch & Soda will be opening at least another 12 stores worldwide by the end of October, adding to the brand's existing retail network of 227 stores and 161 shop-in-shops. Key openings in existing markets will include the United States, Germany, France, Israel, Australia, Middle East, Ukraine, Switzerland, Sweden and its first-ever store in Poland in September. 

Celebrating the uniqueness of each location is at the heart of the store concept strategy, blending the original architecture and characteristics of each building with the brand's own signature design. All facades and interiors will carry Scotch & Soda’ updated brand identity and play on muted tones, combined with pop accents of sunshine yellow, rose pink, and burgundy. Custom fixtures in aged brass, textured tiles, marble, powder-coated steel and a custom bar, as well as selected vintage furniture and wallpapers designed in-house complete the design concept of the new stores. 

In addition, all new stores are fitted with LED lights, FSC wood herringbone flooring and new hangers made of recycled materials and selected soft furnishings such as sustainable rugs woven in Econyl, which is made from regenerated nylon.