Scotch & Soda Unveils New Brand Identity as it Debuts Largest Store Worldwide

Amsterdam-based lifestyle fashion brand Scotch & Soda has opened its largest store worldwide in the Dutch city of ‘s‑Hertogenbosch, also known as Den Bosch. The store is housed in a former theater, built in 1919 in the Amsterdamse School style by the architect A.J. Hekker. It became a cinema after WWII, known over the years as the “Luxor Theatre.”  

Celebrating the uniqueness of the location, the store blends the monument’s colorful history and architecture with modern touches and provides a customized shopping experience spread over three floors. At nearly 5,500 square feet, it is the brand’s largest store worldwide and carries all the brand lifestyle collections, including womenswear, menswear, kidswear, footwear, eyewear and fragrances, as well as its premium denim line “Amsterdams Blauw.”  

The opening of the Den Bosch store follows the recent openings of two Scotch & Soda locations in March, located in Utrecht and the Westfield Mall of the Netherlands in Leidschendam. The new openings coincide with the launch of a new brand identity, featuring a new logo embracing the symbol of unity at the heart of the brand name.  

Following the recent openings, Scotch & Soda will be opening at least another 12 new brick-and-mortar stores and 12 in-store shops worldwide before the end of October 2021, adding to the brand’s existing retail network of 227 stores and 161 in-store shops. Key openings in existing markets will include the U.S., Germany, France, Israel, Australia, the Middle East, Ukraine, Switzerland and Sweden. Additionally, the brand will open its first outpost in Poland in September, as well as expand its presence in China and Italy with the opening of showrooms in Shanghai and Milan in June.  


A New ‘Free Spirit’ Communal Store Concept

Embodying a new “Free Spirit” store concept, the Den Bosch location is conceived as both a social and retail space, featuring a custom-designed bar serving complimentary drinks and encouraging a communal experience. There also is a dedicated family fitting room area where kids are encouraged to get creative, equipped with an art wall and a series of laughing mirrors. For a more personalized experience, a reservations-only lounge with a private dressing room is available.  

Celebrating the uniqueness of each location is at the heart of the store concept strategy, blending the original architecture and characteristics of each building with the brand’s own signature design. All façades and interiors will carry the new brand identity and play with muted tones combined with accents of sunshine yellow, rose pink and burgundy. The design concept of the new stores includes bespoke fixtures in aged brass, textured tiles, marble, powder-coated steel and a custom bar, as well as vintage furniture and wallpaper designed in-house.

All the new stores are fitted with LED lights, FSC wood herringbone flooring, new hangers made of recycled materials and selected soft furnishings such as sustainable rugs woven in ECONYL, made from regenerated nylon.  

This acceleration of Scotch & Soda’s global retail network will be combined with the brand’s omnichannel and unified commerce ambitions, which are scheduled to be realized following the opening of a brand new, fully sustainable warehouse in Hoofddorp, Netherlands in 2022, along with the integration of RFID technology for stock level optimization.  

“This week’s opening is a pivotal moment in our history despite the obstructive effects of the COVID 19 pandemic on our current retail performance,” said Frederick Lukoff, CEO of Scotch & Soda in a statement. “It will remain fundamental to connect with our customers one-on-one in stores, in combination with all the growing digital distribution channels, in order to offer the best possible experience to our customers in the future.” 

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