Dutch fashion brand Aurélien has opened a 60 square meter shop-in-shop in the men’s department of Amsterdam department store de Bijenkorf. The new location complements the existing flagship store on Van Baerlestraat in Amsterdam. It marks the next step in the brand’s physical expansion into the Dutch market.
The choice of de Bijenkorf is no coincidence. As a leading address for the upscale segment in the Netherlands, the brand portfolio appeals to a quality-conscious and internationally oriented audience. Therefore, the department store fits exactly the profile that Aurélien is aiming for.
Smart luxury in a premium environment
Aurélien has created her own position in high-end fashion: ‘Smart Luxury’. The brand works with Italian craftsmanship and exclusive materials. These include the in-house Softey® suede and Cashwool®, an exceptionally fine type of merino wool. Aurélien deliberately keeps the prices accessible because the chain, from design to sale, is largely in her own hands. This approach appeals to exactly the consumer for whom de Bijenkorf is a permanent point of contact: quality-conscious and material-oriented.
In the men’s department, Aurélien presents a careful selection of the range. The focus is on the suede loafers that made the brand famous. They are available in cognac, olive and sand and have a white rubber sole profile as an identifying feature. The collection includes lightweight shirts, polos, knitwear and jackets in a palette of navy, cream and brown tones. These are coordinated and presented as a complete look. The furnishings of the room match this and embody Aurélien’s brand mission. Warm colors, soft textures and natural materials radiate the Mediterranean joy of life that characterizes the brand.
Second location Amsterdam
The flagship store on Van Baerlestraat in the Museum Quarter already serves a local and tourist audience. The shop-in-shop at de Bijenkorf reaches a different type of visitor: shoppers who already know de Bijenkorf as a regular point of contact and are coming into contact with the brand for the first time.
Amsterdam is increasingly establishing itself as a retail location in Northern Europe. The city attracts a large international shopping audience and has a strong offering in the premium segment. The collaboration with de Bijenkorf offers Aurélien a double reach: physically in store and online at de Bijenkorf. De Bijenkorf is not the end point. A new location is also planned for June in London.
Aurélien’s shop-in-shop is located on the first floor of the men’s department of de Bijenkorf Amsterdam. The range is also available via the brand’s website and at the flagship store on Van Baerlestraat in Amsterdam.
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