Shoe brand Floris van Bommel expands its own retail network in the Netherlands.

The new stores will feature a revamped concept with spacious fitting rooms and a wider range of clothing and accessories. The store in Haarlem is located on the Grote Houtstraat and carries almost the entire women's and men's collection. The location in Breda opens on the Grote Markt and is, according to the company, the largest brand store to date. The store in Groningen is located at the A-Kerkhof, on the corner with Stoeldraaierstraat.

With the expansion, the brand aims to increase the visibility of shoes in the streetscape. “The independent shoe specialty store has been under pressure for years and the number of specialized stores is decreasing,” says Floris van Bommel, creative and marketing director of the shoe brand. “Every store that disappears means less visibility of shoes as a consumer item in the streetscape. We are working against that.”

According to commercial director Pepijn van Bommel, independent retail remains the most important pillar of the distribution strategy. In addition, the company invests in shop-in-shop concepts and online sales via partners such as About You, Breuninger, Omoda, and Zalando. According to the company, turnover currently amounts to approximately 60 million euros.

Store network in Germany adapted

In Germany, Floris van Bommel recently closed the stores in Hamburg, Nuremberg, and Stuttgart. According to the company, the locations or changed consumer behavior no longer matched the brand and the assortment. At the same time, it invests in the remaining locations, including those in Cologne and Düsseldorf.

Floris van Bommel is a Dutch family business from Moergestel that dates back to 1718. The brothers Reynier, Floris, and Pepijn van Bommel make up the ninth generation at the helm. In 2008, they opened their first large own brand store in Antwerp.

Source: Fashionunited