Creative director, Scotch & Soda
This year’s Scotch & Soda and Maison Scotch collections have dazzled, providing indies and department stores alike with product to lure in shoppers. Presiding over this product direction is creative director Eric Bijlsma, who has helped spearhead a like-for-like sales growth in the UK of 25% across men’s, women’s and kids’ wear. Bijlsma shies away from the limelight, leaving his creative direction to do the talking, which led to luxury stockist Harrods increasing its budget by more than 75% for Scotch & Soda for autumn 12, after only stocking the brand for two seasons. Scotch & Soda also negotiated a shop-in-shop in Harrods’ Men’s Lab department. Such was the strength of the autumn 12 collection that Flannels and Harvey Nichols are also in discussions to expand for next year.
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