Since the bankruptcy of the European retail division in 2024, there are no longer any stores for the fashion brand Scotch & Soda on Dutch shopping streets. However, branches have already reopened in the rest of Europe. FashionUnited spoke to Sander Born, Chief Sales Director of Scotch & Soda, about how the brand is doing today and what its plans are.
What progress has been made towards the goal of opening 30 stores?
Significant progress has been made over the past year. Scotch & Soda now operates 90 of its own stores worldwide. In our European core markets, we have successfully reopened 22 branches in Germany, Belgium and Austria. There is also one store in London and two stores in France. This marks a strong return of our physical retail presence in our most strategic regions.
Outside the core markets, the presence was expanded to new countries such as Albania and Bulgaria. This is supported by clear plans for future expansion. At the same time, growth with existing partners continues rapidly – from South Africa with six stores, to India and Asia with three stores each, to our partner in the Middle East, who operates 22 branches. In short: the original goal of 30 branches was not only achieved, but exceeded. We now have a broader and more balanced global branch network that is firmly established.
How many wholesale outlets and shop-in-shops does the brand currently have?
Scotch & Soda currently works with around 1,500 wholesale customers worldwide. We operate around 150 shop-in-shops within this network. These range from international department stores such as the US Macy’s to important European partners such as Breuninger in Germany. Strong “local heroes” are also included, such as the kids shop-in-shop at Le Bon Marché in France.
From an organizational perspective, Scotch & Soda remains in full control. We have internal sales organizations with our own showrooms in the Netherlands, Germany, France and the United Kingdom. All other territories are managed through distributors and agents who are collectively responsible for 64 countries worldwide.
What are the focus markets for Scotch & Soda?
The focus markets are clearly defined around our core countries, where brand recognition, tradition and commercial relevance are strongest. The Netherlands is at the heart of the brand, closely followed by Germany. Germany has proven to be a true “love at first sight” market and has historically been one of the most important drivers of international growth.
From these two markets, Scotch & Soda naturally expanded into surrounding European countries, establishing a strong, coherent regional presence. Outside Europe, the US remains an important market, with a strong presence at nationwide retailers and a robust online presence. Women’s fashion has shown significant growth and strong performance over the past year.
To support this structure, the organization was deliberately built with dedicated local teams in the core markets. These ensure full focus on brand building and implementation in retail and wholesale. At the same time, we work with specialized teams for franchise and sales partners so that international markets are served with the same level of attention and brand discipline. This two-pronged structure ensures that each market receives the right focus and expertise, allowing Scotch & Soda to grow sustainably and maintain the brand DNA across all regions.
The collection has been expanded to include new categories: What are the currently strongest ones?
The expansion of the collection primarily affects categories outside of apparel, including shoes, eyewear and sunglasses. Newly launched handbags, bags and small leather goods will be added in the Fall/Winter 2026 season. These categories are currently in a start-up and development phase. The focus is clearly on long-term brand expansion rather than short-term volume.
Scotch & Soda’s strength lies not in a single category, but in a broad lifestyle range. The most successful categories vary depending on region, climate and seasonal rhythm. What works best in Northern Europe is different from Southern Europe or international markets. The categories of men’s, women’s and children’s fashion play an important but different role depending on the market. This diversity is intentional. Rather than relying on a single “Hero” category, the brand’s strength lies in the breadth and balance of the collection. This allows partners to put together locally relevant ranges while remaining true to the overall brand DNA.
What opportunities are there for the brand in the future?
There are many opportunities for Scotch & Soda, both short and long term. In addition to a strong e-commerce business, opening a new physical store in the Netherlands as quickly as possible is a top priority. This is an important step to reconnect with the roots and strengthen the direct relationship with Dutch consumers.
Outside of retail, the biggest opportunity lies in continuing to deliver great products with strong, on-brand aesthetics. Scotch & Soda’s archives are used to translate traditional brand elements into relevant, contemporary products for 2026 and beyond. At the same time, there is potential to further improve product marketing and storytelling so that every touchpoint does justice to the collections.
Ultimately, the goal remains to surprise end consumers with Scotch & Soda products that they love – this strengthens loyalty and ensures long-term brand relevance.
This interview was conducted in writing.
This article was created using digital tools translated.
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