Liebeskind Berlin is back in Amsterdam. After an absence of several years, the Berlin bag brand returns to the Netherlands this week with its own store. The opening of the store is the starting signal for far-reaching expansion plans, which will see the opening of further stores in the Netherlands and other European countries. A new showroom in Seoul is the first step for the Asian market. On the occasion of the opening of the brand store in Amsterdam, FashionUnited spoke to the managing directorFabian Krone..
The absence of Liebeskind Berlin has to do with the repositioning of the brand: “We have been preparing for this over the past two and a half to three years. We’ve gone back to the brand’s DNA,” Krone said in a phone interview a day before the opening of the new Amsterdam store. Krone describes Liebeskind Berlin as a high-quality but accessible brand. “We always use leather and make high-quality products. Inspired by Berlin, the brand is characterized by the versatility and multifunctionality of its designs.”We recently launched The Edit, a limited edition collection only available in the most exclusive stores and through our own channels “, explains the manager. The prices for The Edit bags go up to a thousand euros. “But we don’t forget the products that are at the entry level of the premium market.”
Having largely completed its journey to its original DNA, Liebeskind Berlin is now ready to expand – starting with its own branded shop in Amsterdam. It’s not the brand’s first store in the Netherlands, as a monobrand store opened there about ten years ago. “We had a period of success here too,” says Krone. But, as he points out, tougher times were ahead for the brand and the company decided to temporarily withdraw from the Dutch market and put more focus on the brand itself In the Netherlands, Liebeskind Berlin also withdrew from other markets at the same time. “We’re back at DNA and ready to go,” said Liebeskind Berlin.
The new Dutch store opens in a prime location on the Koningsplein in Amsterdam, because there the brand is highly visible to Dutch consumers and offers enough space to present the collection. “Traditionally, we tended to work at the B2 locations. We are now consciously choosing the A1 locations to give our brand a better platform.” In the last two to three months, some of the German stores have also been moved to A1 locations.
Various architectural elements were used in the shopfitting, which can also be found in the Berlin subway stations. Krone mentions the special lighting, but also the tiles that can be found at almost every station. “The tiles in the subway stations have a warm yet modern look. We also used them in our shop.” The chosen concept enables Liebeskind Berlin to put the product in the foreground, according to the managing director.
Big plans for the European and Asian markets
Although the Amsterdam store has only just opened its doors, further plans have already been made. If the store is a success, other Dutch cities will be considered in 2023. But that’s not all. Krone also names Copenhagen and Zurich, for example, as locations for new shops; Belgium is also being considered, he replied when asked. In the Netherlands, a dedicated Dutch website will initially be set up in September. In 2023, the brand then wants to start with wholesale partners in the Netherlands. “We won’t name names, but you can certainly imagine who we have our eyes on.” Liebeskind Berlin currently has 34 of its own retail stores as well as wholesale stores in Germany, Austria and Switzerland.
Anyone who thinks the expansion ends here is wrong. Another showroom will open in Seoul, South Korea at the end of next month. This is a first step towards the Asian market. Japan, China and Southeast Asia could follow if the South Korean market entry is successful. “We don’t have a concrete plan for the United States yet, but we’re examining that too.” Krone points out that Liebeskind Berlin is a small organization and can therefore switch quickly and react to the current market. “You have to stay flexible. We We couldn’t foresee Corona and we didn’t see the situation in Eastern Europe coming either. We now have a two-year plan and the better things go the faster we can implement it. We are constantly developing the brand. New countries, better customer experience, better product and even better brand positioning,” says the Managing Director. “And so far it seems to be working,” he laughs.
This translated post previously appeared on FashionUnited.nl.