Amsterdam-born fashion brand Scotch & Soda reveals today the launch of its new identity while announcing the expansion of its store network by opening 15 new stores over the next 6 months.
The new brand logo embraces the symbol of unity at the heart of Scotch & Soda’s name which embodies the free spirit of Amsterdam, blending the iconic ampersand with the brand’s initials, while also nodding to the craftmanship that goes into the collections by following the delicate movement of a thread attached to the eye of a needle. The identity reflects Scotch & Soda’s design ethos of connecting the expected with the unexpected, celebrating the power of self-expression and liberal thinking of Amsterdam. The new identity will be first be revealed on the brand’s social media channels, website and dedicated app, as well as in several new stores, before launching on collections in November.
15 new brick-and-mortar stores and 12 shop-in-shops will be opening worldwide over the next 6 months starting today, adding to the brand’s existing retail network of 225 stores and 161 shop-in-shops. The introduction of a new “Free Spirit” store concept highlights the new brand identity. In addition to the new stores, the brand will also add new showrooms and offices in Shanghai (China) and Milan (Italy) this spring.
Key upcoming openings include 3 larger locations in the Netherlands in Utrecht, the Westfield’s Mall of the Netherlands in Leidschendam, and the brand’s largest flagship worldwide in ‘s‑Hertogenbosch (Den Bosch). In Germany, two stores will open, starting with a new location in Hamburg. In France, a new store will open in the Corso wing in the CAP3000 beachfront mall in Nice. A location will open in Ukraine, while in Poland two stores will launch in Warsaw. Additionally, three shop-in-shops will open with Globus in Switzerland, followed by 7 shop-in-shops in Åhléns department stores across Sweden.
Scotch & Soda will open a store in the Seaport district of Boston in the United States in September, following the recent openings of two stores in California in January. In Asia-Pacific, a franchise will open in April in Mumbai, India, as well as in October in Perth, Australia.
Per the company, all new stores are fitted with LED lights, FSC wood herringbone flooring, new hangers made of recycled materials and selected soft furnishings such as sustainable rugs woven in ECONYL®. The Westfield Mall of the Netherlands store is also BREEAM®-certified for sustainability performance. All facades and interiors will carry the new brand identity and play on muted tones, combined with pop accents of sunshine yellow, rose pink, and burgundy. Bespoke fixtures in aged brass, textured tiles, marble, powder-coated steel and a custom bar, as well as selected vintage furniture and wallpapers designed in-house complete the new design concept.
