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Boxpark to go Dutch amid brand shake-up

Founder plans Amsterdam opening and says ‘queue of brands’ lined up for Shoreditch refresh.

Pop-up mall Boxpark has unveiled details of its next site in Amsterdam, and revealed plans for a significant refresh of brands in its original Shoreditch location.

Boxpark has agreed a deal to take 107,500 sq ft on a former shipyard in the Dutch capital, and aims to open its doors to customers next summer.

The site will feature a 54,000 sq ft entertainment area, which will host a range of activities including DJs and bands, theatrical performances and pop-up cinemas.

However, unlike Shoreditch, Boxpark NDSM will only open on Saturdays and Sundays, with the creators hoping to keep its doors open 48 hours throughout the weekend. Rent will be determined as a percentage of turnover as a lower-risk option for brands and retailers.

Boxpark founder Roger Wade said he hoped to “export” a large number of British brands to the Continent through the launch. “We hope to attract a lot of Brits,” he said. “I’d say at least half of the Shoreditch brands will come with us to Amsterdam.”

And Wade also revealed plans for a major shake-up of the Shoreditch line-up. A quarter of Boxpark’s launch partners are on single-year leases, and the centre is now looking to attract premium and womenswear brands into units once they are vacated.

Wade said the move would give the mall a chance to “freshen up its brand mix”, having been fully occupied since it opened last December. It is not known which eight of the 32 brands at the mall are expected to shut their stores when their leases expire at the end of the year.

Wade also declined to name possible tenants, but said he had “a queue of brands lining up to join” and that premium and women’s brands were “the missing link”.

At present Boxpark has a strong slant towards menswear and streetwear brands, including Gola and Luke.

Several brands spoken to by Drapers were considering their next move. One said it remained supportive of the concept, although noted it had not translated into strong sales in the initial six months of trading.

The managing director of another brand said it would depend on what terms were on offer. “Footfall during the week is really low and although moves are being made to change this, we are waiting to see if it improves,” he said.

One marketing manager of a third brand, which is tied in to its lease for the next year, said it would leave the site if the opportunity arose.

He added: “We just set it up as a pop-up shop and thought we’ll see what happens but it hasn’t been that great. It’s not money making.”

Boxpark brand consultant Richard Robinson – recently hired from One True Saxon – will be responsible for finding new brands to join both sites.

Park life: premium and women’s brands are “the missing link”, in Shoreditch (main pic); the planned Amsterdam site (inset)


Readers' comments (2)

  • Our store at Boxpark has exceeded all targets and it shows that the correct product with suitable price points can be successful. We look forward to working with Roger at Boxpark Amsterdam.

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  • How far is this project, can we participate in this? i've seen the Boxpark shorditch in London and i love it.

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