Anyone who enters Tessa Koops’ new boutique on Amsterdam’s Herenstraat is immersed in a world full of whimsy, color and a large portion of creativity. In true Tessa Koops style, she never stands still. In an interview with FashionUnited, the Dutch designer shares her thoughts on new collections and the role of her boutique. She also talks about her search for a person who not only represents the brand but who fully identifies with it, a real brand ambassador.
From external agencies to your own sales professional
Tessa Koops is about more than just beautiful clothes. “We are charting a new course for 2026,” says Koops enthusiastically. Not only is the range being expanded to include new styles and its own denim line, there is also a lot going on behind the scenes. Koops would like to say goodbye to the traditional collaboration with external sales agencies and is instead looking for a sales account manager who will truly become part of the team, both in the office and externally, with an even greater focus on the brand experience. This person should also look after the B2B shop and ensure faster communication for repeat orders and tracking of bestsellers. “I believe that internal collaboration creates greater consistency, better relationship building, and ultimately a stronger brand story.”
Boutique & Showroom: The place where everything comes together
At the end of 2020, Koops opened her own boutique on Herenstraat, in a cozy, listed building. “I wasn’t actually looking for my own store, but I knew immediately that this special building was a unique opportunity. My love for interior design, visual merchandising and window design could fully develop here.” She created a real Tessa Koops world on one of the most beautiful streets in the heart of Amsterdam. “I can live out all my creativity in my boutique.”
This passion for interiors and the creation of a holistic experience now also gives rise to the desire to launch our own home line in 2026. This will include homewear such as pillowcases and home accessories that will bring the characteristic Tessa Koops DNA into your own home in the future.
During the Corona pandemic, when fewer tourists and visitors came, Koops had time to try out new things. “When the pandemic was over and customers returned, we realized that the building was too small. I already had a second property on the Herenstraat, but the decision still took a while. The reopening for my twelve and a half year anniversary was not only a new start, but also resulted in a doubling of sales,” she reports. Her collections are known for their expressive prints and their special character. They fit perfectly with the art-loving, cosmopolitan tourists who come to Amsterdam, people who appreciate art and are not afraid to go their own way.
The brand is growing not only physically, but also digitally. Through the combination of a brand boutique, online shop and international sales, Koops is getting an increasingly clear picture of its target group. “We now know very well who the Tessa Koops customer is, what she is looking for, what fits she likes and what motivates her.” These insights flow directly into collection development, pricing strategy and positioning.
A vision for the fashion industry: quality, originality and playfulness
For Koops, her own fashion world is anything but monotonous – on the contrary. In the larger context, however, she sees the industry facing challenges: “The industry is struggling with a certain level of flattening and loss of quality. But I see this as an opportunity to invest more in fit, tailoring and material selection.” Koops repeatedly emphasizes the importance of originality and a personal signature, both in the B2B and B2C sectors. “I don’t make clothes for the general public, but for women who are courageous and go through life with confidence.”
From innovative prints to petit fours
With an eye on autumn/winter 2026, Koops is looking for new shapes, surprising prints and inspiration from modern folklore. “Sometimes the prints are less loud or even more tonal, more tone-on-tone and also more subtle, but always with that certain something.” Her designs remain a tribute to women with courage and passion. She is always concerned with what makes women happy, what is comfortable to wear and looks good at the same time. “In the fashion world there is enough space and taste for everyone. Just like everyone likes apple pie, I’m perhaps a bit idiosyncratic, I prefer making petit fours.”
As the brand grows and moves towards more internal collaboration, the independent brand DNA remains intact. Koops is still keeping to himself what specific plans are still on the agenda for 2026 and beyond. One thing is certain: inspiration, ambition and playfulness abound. The new denim line will be a creative focus, as will the design of the homewear line. “I love playful surprises – I like to surprise others, but also myself.”
This article was created using digital tools translated.
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