Fashion chain Esprit has opened the first store of its new formula (every.day.counts) in the Kalverstraat in Amsterdam.
Every.day.counts's collection has some 150 pieces, ranging from 19 to 170 euro. The 160 sqm store has a minimalistic and industrial feel with Scandinavian flair. It not only sells denim and knitwear, but also a varied range of accessories like ear plugs and phone covers.
The first store in Amsterdam and the new formula's website are considered a trial according to Esprit CEO Jose Manuel Martinez. If it is successful, other cities like Berlin and Antwerp might get their own stores soon after.
Armin Broger and Rosey Cortazzi will lead the every.day.counts brand. The former had worked for Levi's and joined Esprit in 2012, while the latter had worked for Levi's and Nike before she joined Esprit in 2011.