The move replicates M&S's successful return to France in 2011 with a ‘clicks & bricks' strategy which will also see three new full-line stores open in Paris this financial year. Following the launch of its dedicated Belgian website in November 2012, M&S also plans to open a flagship store at Toison D'Or, Brussels in 2015. Additionally, M&S is launching a dedicated website for customers in Luxemburg.
The approach will see M&S offer the very latest in online and offline shopping experiences to customers across the Netherlands. M&S's strategy for the Netherlands comprises:
A brand new Dutch website serving customers right across the country that launches 17 April – in Dutch, priced in Euros and with local delivery and payment options;
A complementary mobile optimised site that also launches tomorrow;
A world class multi-channel M&S store located on the Kalverstraat in the heart of Amsterdam's shopping district. Showcasing the future of retail with cutting-edge world first technology to improve and enhance the customer experience, the store will open at 11:30am tomorrow morning. Alongside M&S's outstanding quality food, customers will be able to browse and buy the latest London style from M&S's new E-boutique which features a truly unique Virtual Rail;
A new agreement with BP to open six M&S Simply Food pilots at BP forecourts at key locations in Randstad – with the first store opening in Utrecht in September 2013;
The opening of two full-line M&S stores at De Markies in The Hague in spring 2014 and a flagship store at The Rokin in Amsterdam by autumn 2015 – both offering a full clothing, homeware and food offer.
Speaking from Amsterdam, Marc Bolland, Chief Executive of Marks & Spencer, said: “We're extremely happy to be coming back to Holland in response to huge customer demand. We're coming back in a new way because Holland is one of the most internet savvy countries in Europe