Amsterdam-born fashion brand Scotch & Soda has today launched its new brand identity whilst announcing the expansion of its store network by opening 15 new stores over the next 6 months.
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.
The new brand logo puts the symbol of unity at the heart of Scotch & Soda’s name, blending the ampersand with the brand’s initials, whilst nodding to the craftmanship that goes into the brands collections.
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 2021.
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 acceleration of its global retail network in key markets across Europe, North America, the Middle East and Asia-Pacific, combined with the brand’s unified commerce integration and omnichannel capabilities, are to be completed by early 2022.
Frederick Lukoff, CEO, commented: “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. 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.”
Each store is to be 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.
Addressing sustainability is also at the core of Scotch & Soda’s approach to creating responsible collections. From the Summer 2022 collection onwards, Scotch & Soda will be increasing the responsible standard of materials used to a minimum of 50%.
These are certified fibres that are organic, recycled, regenerative or renewable from a biological or technical source, such as organic cotton, recycled polyester or ECONYL.