From the icy roads in winter to beaches of summer – the right accessories can shape a season. The Amsterdam brand Barts has mastered this discipline for over three decades. What started with hand-sewn bathrooms on the beaches of Saint-Tropez has developed into one of the best-known names in Europe for seasonal accessories. Known for warm hats and cuddly scarves, the label has now expanded its offer to airy beach clothes up to UV-protecting baby heads.
While winter with up to 3,500 sales outlets remains the high season of the brand, the summer range is increasingly gaining driving. Since entering the 2018 swimwear, Barts has presence in the warm season to 1,200 to 1,500 retailers: expanded inside and offers playful prints, sporty fit and casual styles for men, women, children and babies-including triangle bikinis, panties, airy cotton shirts and beach hats, the “RoadTrip!” call.
Take summer seriously (without losing fun)
Founder Bart Koene once called the switch from hats to Bikinis a “joyful challenge” that the brand enthusiastically made. Although summer clothing brings your own requirements, such as variety of passport, higher return rates and longer delivery times, Barts has not lost the sense of humor and adventure. Each piece is designed in such a way that it brings both comfort and a smile and is made with the same attention to detail and quality, which also distinguishes the winter collection.
From a strategic point of view, the expansion into the summer was a clever move. It compensates for the seasonal up and down in fashion retail, makes Barts visible all year round and creates new opportunities for storytelling with every collection. It also ensures that the label for buyers: inside and consumers: inside remains interesting in any weather.
Make the ‘little extras’
Accessories often play the second violin compared to clothing in retail strategies, but Barts proves how effective they can be. From tuning pockets to statement sun hats, these so-called extras do a great job: they increase the average shopping cart value, invite you to cross-merchandising and offer an irresistible pulse buying appeal. In a multimarking environment, the colorful barts articles not only fill gaps, they also shine.
Especially when consumer confidence fluctuates, accessories become more important. People may do without the coat, ”Koene explained in an interview with Fashionunited 2023,“ but they still use a hat. ” Accessories offer an affordable, happy and easy to give away even in economically difficult times. It is the purchases that feel good without blowing up the budget.
Everything revolves around a feel -good factor
After all, Barts doesn’t try to be something for everyone. The brand remains true to its roots and focuses on what it can best do: creating accessories that give people a good feeling, whether skiing or by the sea.
From the headquarters in the former Houthavens industrial area in Amsterdam-today a creative junction-the Barts team always finds new ways to surprise. With every new drop, the message remains the same: comfort, quality and exactly the right pinch of fun. Because in the end fashion should put a smile on the face.