The Amsterdam-based fashion brand Scotch & Soda has opened its first directly operated store in Italy on Milan's Via Alessandro Manzoni 16, one of the most prominent fashion retail locations in the heart of the city.

 

The opening of the flagship store sets an important step in the brand's retail expansion, marking its fifth location in the country. The brand's wholesale network will be further expanded in the second half of 2022 with the upcoming opening of nine shops-in-the-shop in several branches of the luxury department store Rinascente in key cities such as Milan, Turin, Cagliari and Palermo.

With a sales area of 185 sq. meters spread over two floors, the store in Via Manzoni offers the brand's women's, men's and children's collections, as well as denim, shoes, eyewear and fragrances.

 

The façade combines the building's traditional Milanese architecture with a modern design that echoes the brand's new logo at the heart of Scotch & Soda's name: an ampersand that follows the movement of a thread in the eye of a needle, a reference to the craftsmanship aspect that is increasingly playing a key role in the brand's collections.

Frederick Lukoff, CEO, commented: "The opening of our Milan flagship store strengthens our presence in Italy, a key market where we see great potential. It represents a great opportunity to reach new local and international customers in a prestigious location and introduce them to our brand inspired by the free spirit of Amsterdam. The opening is an important milestone in our current European and global growth strategy"

 

 

The interior design is in line with Scotch & Soda's "Free Spirit" concept, which was launched last March. Inspired by the power of self-expression and the liberal thinking of Amsterdam, the city where the brand was born, the concept mixes warm colors with elegant furniture and design.

Additionally, the store concept features sustainable elements such as LED lighting, FSC wood herringbone parquet flooring and new hangers made from recycled materials. Special features include a wall sconce with the words 'The free spirit of Amsterdam' and a digital screen that displays the brand's current collections.

 

In addition to the Milan opening, Scotch & Soda will expand its directly operated store network in the second half of the year with additional openings in Europe, including a flagship store in London's Covent Garden in August, as well as new locations in the Netherlands, Germany, France, Belgium, Sweden and Denmark.

This acceleration of Scotch & Soda's global retail network coincides with the brand's omnichannel and unified commerce ambitions, which began in the fall  with the opening of a brand new, fully sustainable 27,500-sq.-foot warehouse in Hoofddorp and the integration of RFID technology in partnership with Nedap to optimize inventory.

 

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