Trying to apply a business approach from Amsterdam
has not always worked for Canada. But that’s not the case for Scotch & Soda, which has been given the green light to
make its North American debut in Toronto.
Bringing “Amsterdam couture” to the newly renovated location (former home of Lululemon Athletica) inside of Sherway Gardens mall, Scotch & Soda opened their store in August. The
glass-front shop is filled with dark tones of wood and brick to provide a chic and cozy lodge feel, creating
a comfortable atmosphere for customers to select clothing to suit their style.
Eric Bijlsma, creative director for Scotch & Soda, has been with the company since 2001. The
brand, which mostly retailed online and in other retail (department) stores around the world, is now choosing
to expand globally, with stores to open in New York, Madrid and Budapest. But Toronto was chosen first for a
reason.
“Toronto could be seen as one of the leading cities in North America and, therefore, an important entrance to
this part of the world by showcasing the brand towards all people in such a pure store environment. This
store will be the first of hopefully many more to be opened within the near future, where our aim remains
opening quality stores instead of heading for quantity,” he explained.
Quality over quantity is a developing trend in the retail market. Many retailers have faced downsizing and
store closures, due to the economic downturn in 2009. To remain strong and competitive in the retail market,
it’s all about identifying and targeting the unique customer but keeping things simple, according to
Bijlsma.
“We just make products they consider attractive, of good quality, contemporary, genuine and affordable. The
clothes do the talking, not big-bucks advertising. Scotch & Soda wants people to love their clothes and
have fun wearing them. Therefore, marketing is defined as achieving maximum results with minimum outlay.”
Just in time for the fall season, Scotch & Soda has incorporated chunky knits, tailored
jackets and comfy sweaters to help customers look comfortable and stylish while facing the cold front this
season.
For men, Bijlsma breaks down the company’s clothing themes from its Fall/Winter 2011 collection.
“For an effortlessly cool winter, ‘Weekend Warriors’ will get you ready for anarchy on the weekend.
Monochrome sets studded and embellished are complemented by felted bowler hats and funky ties.”
For guys who like to be more rugged, Bijlsma recommends the brand’s “Run for the Hills” themed pieces.
“We stylishly prepare you for the great outdoors in your favourite burgundy-coloured corduroy chinos,
lightened up by a crisp and fresh superlight blue shirt.”
For the working man, Scotch & Soda has updated some classic pieces with some
modern, funky details.
“This season we are also inspired by original work wear for the theme ‘Work Wear Review.’ So throw a denim
worker shirt over a singlet and pair this together with paint-spattered distressed chinos and a military cap
for some yesteryear charm."
To look cool, even when you’re feeling cold, Bijlsma recommends the “Homecoming” themed pieces.
“We offer a whole range of feel-good clothes that are a ‘“must have’” for warm winter dressing. Layer up in a
wide range of knitted garments varying from the lightest-weight sheer V-neck knit to chunky wrap-around
cardigans and knitted jogging pants. Girlfriends will love you for this.”
For women, Bijlsma says to say goodbye to borrowing your boyfriend’s clothes and create a feminine yet strong
look for the fall.
“Our new classic peacoat, the duffle coat and fine woolen blazers, all tailored for perfect fit, will keep
you warm this winter. We love to wear them with paint-spattered chinos, for a sexy yet rugged look.”
For something on the edgier side, Bijlsma recommends pairing strong, statement pieces with a playful
t-shirt.
“We combine biker pants (to be worn with a studded belt) with a slub jersey love & peace theme printed
tee. Or we show off our love for bohemian, flannel farmer checks with washed leather worker elbow
patches."
To heat up your wardrobe, Scotch & Soda has some classic pieces to add style and
function to your fashion.
“If you're feeling cold, you could combine a vintage check with a big waffle-knitted chunky cardigan! When
you go out, you dress up and wear a vintage black leather biker jacket combined with a statement silky dress,
looking effortlessly cool.”
But the key in any season is to accessorize, he says.
“To spice up the whole look, big drape-y scarves, stone-washed long-length gloves, our lovely vintage
doctor's bag and the beautiful dandelion-make-a-wish-jewelry.”
Unlike the popular coin magic trick, Scotch & Soda isn’t looking to disappear anytime
soon.
“Based on previous experience (brand adoption) within North America we are confident that the brand will add
something special to the existing retail market,” says Bijlsma.
We say, cheers to that.
To purchase Scotch & Soda, the clothing is also available online at
scotch-soda.com. •
