American Apparel Adds In-Store Shop in Amsterdam


As of Thursday, December 5, 2013

Los Angeles–based American Apparel opened a 645-square-foot shop-in-shop in the De Bijenkorf department store in Amsterdam.

Located in Dam Square, the De Bijenkorf concession is the company’s third location in Amsterdam. American Apparel operates stores in the city’s Jordaan and Grachtengordel neighborhoods. Earlier this year, the company also hosted a factory flea market in the city.

“We are excited to open this new location in the heart of the city center,” said Marsha Brady, a creative director for American Apparel, in a company statement. “Our brand has always resonated well with the Dutch customer, and we’ve been looking forward to bringing this new shopping experience to them.”

In addition to American Apparel’s fashion basics, the De Bijenkorf concession will carry leather, denim and winter products.

“We’ve found that our shop-in-shop locations are perfect for metropolitan customers who desire access to a variety of products during a shopping trip,” Brady said. “We’ve also found that it exposed us to new customers and demographics who have gone on to become regular shoppers and fans of the American Apparel, Made in USA brand.”

American Apparel operates 245 stores in 20 countries, including the United States, Canada, Mexico, Brazil, United Kingdom, Ireland, Austria, Belgium, France, Germany, Italy, Netherlands, Spain, Sweden, Switzerland, Australia, Japan, South Korea and China. The company employs approximately 10,000 people in its retail and manufacturing wholesale operations.