A second Dutch Saks OFF 5th store opened in Amsterdam today. The president if Hudson’s Bay’s discount chain says he is happy with the results of the first Dutch store.
Altered store layout
The store is located on the Kalverpassage and has already been slightly altered compared to the store in Rotterdam: the more expensive brands are not at the front of the store, because they apparently scare off a part of the customer base. The more traditional products, sorted by price and size, are also the first thing you see in the clothing division as opposed to the special designer products. The store takes up most of the renovated Kalverpassage thanks to its 3,700 sqm.
According to Saks OFF 5th Europe’s president, Wayne Drummond, the store’s product range is also more internationally focused than that of Rotterdam, because it expects more international customers in Amsterdam. “Obviously, we have an international purchase team that decides on what is sold in Europe, but we do look to what sells on a store-to-store basis”, he told Fashion United.
Drummond is also satisfied with the Saks OFF 5th in Rotterdam, although he would not reveal any results. “We are extremely happy with our first few months in the Netherlands. We have been taken by surprise by how the Dutch consumers reacted. Many of them were already familiar with the formula”, Drummond said.