The German lifestyle brand Kapten & Son expanded into the Netherlands in October. It is the first time that the brand has opened a store outside of its home market of Germany, Austria and Switzerland (DACH), but the expansion does not seem to be over yet.
The brand encourages people to adventure and travel, but will also travel more in the coming years, as founder Johannes Theobald explained in an interview.
Kapten & Son opens its first store outside the DACH region. Why did you choose the Netherlands and Amsterdam in particular?
We are very excited to open our first store outside the DACH region in the Netherlands. Amsterdam is the perfect place for this. Not only do we have a very strong, loyal and growing customer base in the Netherlands, but we also think Amsterdam is a perfect fit for our brand. Amsterdam is a vibrant, international city with a very positive, open mentality that fits our way of thinking perfectly.
What can customers expect in the new store?
The stores are the physical point of contact between our brand, our products and our vision with customers. We are currently in the process of redesigning our Kapten & Son corporate identity. And our store in Amsterdam is the first to carry this new identity. We are moving to a new, calmer look that makes our products stand out more. We have also reduced the number of products on display to increase the exposure of the styles shown. We are very satisfied with the initial feedback from our customers who support these steps.
Their first pop-up in Cologne in 2017 looked completely different. How has the store concept evolved since then?
Our first pop-up was more playful and focused on the lifestyle of travel, which was our core theme at the time. Since then, we at Kapten & Son have expanded our communication to be a companion for all life situations – from the everyday to the extraordinary.
But beyond looks and storytelling, we have incorporated many other features into our stores. We have an in-store repair service, additional video content and screens and a glass cleaner refill station, as well as the option for opticians to carry out eye tests in many stores.
Are there any plans for further stores in the Netherlands or other countries in the near future?
In any case. Amsterdam is a milestone, but not the end of our journey. We are currently examining locations in other European markets and of course in the Netherlands.
You founded Kapten & Son as an online brand and, in addition to direct sales, are now also available from retail partners. What is the relationship between the different channels?
The ideal structure as a digital native brand is a diversified channel approach. Our online shop is certainly our largest channel, but it also creates the need for physical contact points for our customers. Many people want to see and feel the products in our own stores, but also in our extensive partner network. In summary, it is the ideal combination of direct sales and trading partners that meets the demand of our customers.
Who are the ideal trading partners for Kapten & Son and do you want to expand your network?
We focus on mid- and high-end retailers who can optimally present Kapten & Son and offer a comprehensive experience in a fashionable environment. This can be a fashionable optical store, a fashion boutique – for both women and men – a concept store and a high-quality bag store. We operate from our showroom in Rotterdam and new partners join every week. We currently have more than 90 points of sale.
Which are currently the largest markets for Kapten & Son and where do you still want to grow?
In addition to our core market DACH, it is currently Belgium, Luxembourg and the Netherlands as well as other Western European markets in which we are recording the most dynamic growth. We are very satisfied with this development.
A look into the future: Kapten & Son focuses on products that help travelers. Are there any products that you would like to add to your range?
Yes, we have recently added our beautiful jacket collection. From mackintoshes to fleece jackets and vests. We are happy and grateful that our customers have placed their trust in us so that we could develop a corresponding collection. Our collection of check-in suitcases was also an instant hit. We will do more in these areas in 2024! ‘Stay tuned!’
This translated and edited interview was conducted in writing and first appeared on FashionUnited.nl.