Riani starts international expansion in the Netherlands

Riani opens her first international store in the Netherlands.

After German shops in Schorndorf, Balingen, Münster, Munich and Hamburg, the Dutch village of Laren follows. A 180 square meter sales area will open there, which was realized together with the Dutch trading agency Röling Import, which, in addition to Riani, also represents brands such as Sportalm and Soluzione, and the Dutch design studio Osiris.

The trading partner explains in an interview why this location was chosen.

Why did Riani decide to open a store in the Netherlands?

For Röling Import, as sales partner and responsible for the Dutch market, this was a logical next step in our successful collaboration with Riani. Since taking over the distribution rights about two years ago, we have achieved strong growth in the Netherlands through carefully selected multi-brand partners. We see that demand continues to increase.

Riani is also one of the best-selling brands in our own multi-brand store Legs Laren. All of this gives us the confidence to now enter the next phase. Having your own brand store makes it possible to present Riani completely as it is intended; in atmosphere, experience and presentation.

It strengthens visibility and the brand experience and offers customers the opportunity to discover Riani in its entirety. This opening underlines our confidence in Riani’s strength. It will contribute to further acceleration of growth in the Netherlands and to even greater success with our multi-brand partners.

Why was Laren chosen instead of, for example, Amsterdam, The Hague or Utrecht?

Laren [ Anm.d.Red.: Gemeinde in der niederländischen Provinz Nordholland und liegt zwischen Amsterdam und Amersfoort] fits Riani’s positioning perfectly. The village has a strong fashion culture, a style-conscious audience and a retail environment where quality and personal service are the focus. For our first international brand store, we were also looking for a retail space in which the new store concept could come into its own. We first found this area in Laren.

We also know the strength of Laren and the success we are already seeing there with Riani in our multi-brand store Legs Laren. The large catchment area, which attracts many customers from large cities, is also a factor. We’re by no means ruling out larger cities, but for this first step everything just came together in Laren.

For Laren, we developed a new interpretation of the new store concept together with Riani and Osiris Hertman. Many elements are recognizable from Germany. However, the implementation is more specific to the Dutch market and unique location.

The tailored design, material selection and overall experience were further refined. This store shows where Riani is developing as an international brand.

Is this a pilot store or are other Dutch stores already planned?

This store is not so much a pilot project, but above all a conscious and strategic step. We see strong and growing potential for Riani in the Netherlands. Whether and when additional stores follow depends on the right locations and the right time.

We’re certainly open to it, but we’re building it carefully. Laren is the first, and as far as we’re concerned, certainly not the last.

Does Riani also want to expand into other countries with physical stores?

Riani has clear international ambitions. The Netherlands is the first step outside Germany. However, there are plans to further expand its presence in other European markets.

This is always done carefully and preferably together with strong local partners. The store in Laren symbolizes the international direction in which the brand is developing.

This interview was conducted in writing.