by Stephen Garner
Utrecht Oudegracht Store, The Netherlands

Scotch & Soda has revealed its new brand identity on Tuesday, as the Amsterdam-based fashion brand while also announced it will expand its store network.

The new brand logo blends the ampersand with the brand’s initials, while also nodding to the craftsmanship that goes into the collections by following the delicate movement of a thread attached to the eye of a needle.

Scotch & Soda said that its new branding reflects its “design ethos of connecting the expected with the unexpected, celebrating the power of self-expression and liberal thinking of Amsterdam.” The new identity will 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.

The brand has also made plans to open 15 new brick-and-mortar stores and 12 shop-in-shops worldwide over the next six months starting today, adding to the brand’s existing retail network of 225 stores and 161 shop-in-shops. The acceleration of its global retail network in key markets across Europe, North America, the Middle East, and Asia-Pacific, with the introduction of a new “Free Spirit” store concept that highlights its new brand identity, will be combined with the brand’s unified commerce integration and omnichannel capabilities to be completed by early 2022.

In addition to the new stores, the brand will also add new showrooms and offices in Shanghai, China and Milan, Italy this spring.

“With our new identity, we want to define our evolution, mark a new era of brand expression and storytelling with a renewed ambition for growth whilst still managing the negative effects of the COVID-19 pandemic on our current performance,” said Frederick Lukoff, CEO of Scotch & Soda. “We are relentlessly optimistic about the future and the next chapter of the brand and its story based on the profound values of unity that drive the unique spirit of Amsterdam.”

Westfield Mall of The Netherlands Store

Key upcoming openings include three 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 seven 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, adding to the existing 43 store portfolio in North America, all while currently looking into securing additional locations in key cities in California, North Carolina, and Pennsylvania.

Continuing its expansion in the Middle East, the brand enters the new market of Israel in April, followed by Qatar, UAE, and Kuwait. In Asia-Pacific, a franchise will open in April in Mumbai, India, as well as in October in Perth, Australia.

Each store is unique, blending the original architecture, and characteristics of each building with the brand’s own signature design to embody the new store concept. 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.

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.

Addressing sustainability is also at the core of Scotch & Soda’s approach to creating responsible collections. For the current summer 2021 season, 41 percent of all styles across all lines meet our standard of 20 percent use of responsible material by item, aiming to increase this so that 70 percent of styles to be made by early 2024 meet such standards.

From the summer 2022 collection onwards, Scotch & Soda will be increasing the responsible standard of materials used to a minimum of 50 percent of these materials. These are certified fibers that are organic, recycled, regenerative, or renewable from a biological or technical source, such as organic cotton, recycled polyester, or Econyl, except in the use of recycled cotton, in which our threshold is 20 percent to ensure that we maintain the durability and quality of the fabric as the fibers of recycled cotton are shorter.


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