The Amsterdam-based retailer is finding success opening up shops all over the U.S.
At a time when many retailers are closing up their storefronts amidst declining foot traffic and sluggish sales,is one of the few reversing that trend. The Amsterdam-based fashion brand, known for its wordly design sensibility and eclectic, seasonal styles, is in the midst of an aggressive retail expansion that will increase the company's footprint to 40 stores across North America. In April, two new locations opened up in New York City's Lower East Side and in Houston's Galleria.
The executive brings over 30 years of experience, with stints overseeing the U.S. businesses of Gant and Benneton. He was also at Yves Saint Laurent for 12 years.Currently, the retailer is positioned as a premium, contemporary brand with an Amsterdam-cool heritage and global sensibility. In addition to its direct-to-consumer business, Scotch & Soda is carried by several upscale retailers including Neiman Marcus, Bloomingdale's and Nordstrom, in addition to other specialty retailers.
One such aspect of that in-store experience happens right when you walk in thanks to the store's soothing scents. In addition, the stores are staffed by what Hoffman calls"stylists" as opposed to salespeople. Stores will hold events such as wine-tasting and bicycle contests in order for them to be gathering places for existing and potential new customers."Our mission is that you want a customer to walk out happy," he says.
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