"We are excited to open this new location in the heart of the city center. Our brand has always resonated well with the Dutch customer and we've been looking forward to bringing this new shopping experience to them," said Marsha Brady, a creative director for American Apparel.
The store will showcase the company's line of fashionable basics alongside its new lines which feature leather, denim and winter products. Its initial inventory will consist of over 50 styles of women's garments. The concession space officially opened on December 2, launching right into the peak end-of-year shopping season.
The concession with De Bijenkorf will be the company's 3rd in Amsterdam, adding to its two locations in the Jordaan and Grachtengordel neighborhoods. The company also brought its world-famous factory flea market to the city earlier this year. It also joins the company's history of shop-in-shop locations around the world, ranging from nearby London to Sydney, Melbourne, and Hong Kong.
"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. We've also found that it exposed us to new customers and demographics who have gone one to become regular shoppers and fans of the American Apparel, Made in USA brand," said Brady.
About American Apparel
American Apparel is a vertically integrated manufacturer, distributor, and retailer of branded fashion basic apparel based in downtown Los Angeles, California. As of August 31, 2013, American Apparel had approximately 10,000 employees and operated 245 retail stores in 20 countries.
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