Scotch & Soda speeds up growth with 22 new shops globally
Dutch fashion brand Scotch & Soda on Monday announced an “acceleration of its growth strategy”. This includes the opening of 15 new physical stores and seven new concessions by year-end across Europe, Asia-Pacific, North America, and the Middle East.
This will take in new directly-operated and franchise stores in key global cities such as Paris, Madrid, Philadelphia, Charlotte, Gothenburg, Riyadh, Mumbai, Bucharest, Dortmund, Stuttgart and Perth.
And just as importantly, after a soft launch in August, it’s also officially launching its first digital store on Tmall in China.
The Tmall debut is the label’s first commercial initiative since it started operating directly in the country in July. And it said physical stores will “follow soon in key Chinese cities”. Clearly, China is a major focus for the brand and as well as online and physical stores, it also recently launched its Weibo, Little Red Book, WeChat and Douyin social media accounts to drive awareness there.
If that wasn’t enough for an already-busy period, the label is also adding new products for the upcoming festive season and for SS22. Each item will feature its new brand identity, and three new styles of bags will be introduced to celebrate the new logo.
They include a reporter bag and a cross body in faux leather, plus a “functional foldable” tote bag made with recycled nylon, available in six colours. Those styles will be exclusive to its franchise and directly operated stores as well as online for the first season.
And the Barfly fragrance line is being expanded into new categories such as home and travel size, as well as gift sets.
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