The Metzingen brand Boss, which belongs to the Hugo Boss clothing group, is taking on the interior design of the department stores in a partnership with De Bijenkorf.
For a month, the brand will be present in three locations of the Dutch luxury department store with huge branding, eye-catching window displays and pop-ups, Boss said in a statement last week.
The brand’s signature slogan “Be your own Boss” and the motto of the SS23 campaign “Bosses are not born, they’re made” are emblazoned on mirrors on the sales floor and adorn escalators and elevators in the branches in Amsterdam, Rotterdam and The Hague. In line with the summer campaign, the acquisition will focus on “inspiring people to reach their full potential and live their lives on their own terms,” the statement said.
For the first time, a brand is also taking over the bars and cafés of the department stores. Customers can visit the Boss Café in Rotterdam and the Boss Bar in Amsterdam. As part of the acquisition, Boss is offering two experiences for Bijenkorf members: an online master class and a styling consultation.