NEW BRANDS IN THE NETHERLANDS
Several international brands arrived in the Netherlands during Fall 2018 with the opening of their first stores. They include a hot Japanese lifestyle brand, an expanding American brand and a young Swedish brand.
The first was the opening of the 3-level Uniqlo store at the end of September. The large space can be entered from the Rokin or the Kalverstraat. Uniqlo is a division of Fast Retailing which specializes in casual clothing and accessories for men, women and children. This summer, the company announced its latest (and without a doubt biggest in its history) sponsorship and newest brand ambassador, Roger Federer. The tennis legend sported a white and burgundy tennis outfit for the first time at Wimbledon. The Federer collaboration runs for 10 years.
September was also the month that young Swedish brand NA-KD opened its first store in the Netherlands, in the Amstelveen shopping center. Started in 2015, NA-KD has wasted no time in establishing itself as one of Europe’s hottest lines. This awareness was achieved almost entirely through digital channels such as Instagram, working closely with social media influencers and brand ambassadors. NA-KD sells a full range of ladies products, from dresses and jeans to lingerie, outerwear and accessories.
In November, Amsterdam welcomed the first Free People store not just in the Netherlands, but in Europe. Located on the Huidenstraat, at the corner of Keizersgracht, in the city’s Nine Streets neighborhood, the bohemian-inspired brand sells clothing, accessories, shoes, intimate apparel and swimwear for women. Free People is a division of Urban Outfitters, which has also been expanding in the Netherlands over the past few years, with stores in Amsterdam, Rotterdam and Utrecht.