Since Bluestar Alliance, the New York brand management company, took over Scotch & Soda in May 2023, the company has been making notable strides to elevate the Amsterdam-based fashion retailer. With more than 250 retail stores globally, the company is looking to expand by opening on Carnaby Street in London and throughout China, the Middle East, South Africa and European regions.
With a successful denim and knitwear business already established, Bluestar Alliance’s management team has developed a strategy to expand in these categories for Scotch & Soda while simultaneously making strides in the tailored and dress sections to gain momentum within the contemporary market. Notably, the company has also targeted expansion in the womenswear sector of the brand.
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“Celebrating our 39 years of heritage, we’re all about embracing the free spirit of Amsterdam of today,” said Eran Kaim, chief product officer at Scotch & Soda. “Our Amsterdam design studio continues to deliver designs that are rich, unexpected and exclusive. We’re pushing the boundaries with inspiring collaborations and connecting with friends of the brand. It’s not just fashion; it’s a celebration of Amsterdam’s free-spirited energy, blending tradition with a touch of rebellious creativity.”
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While the company has deep menswear origins, the fashion brand’s sartorial bold color and details have widely appealed to its women’s customer base. Identifying dresses as a major growth opportunity, Bluestar Alliance has used data and analytical insights to develop “a comprehensive and unique assortment strategy based on core, trend and seasonal categories and styles.” The tailored line collection is sold at a wide range of department stores including Macy’s, Nordstrom, Neiman Marcus, Bloomingdale’s and Le Bon Marché, Mytheresa, Breuninger and Brown Thomas.
“We are expanding our e-commerce and retail footprint in those areas where the brand is already well penetrated and we’ve seen a continued increase in customer demand,” Bluestar Alliance’s chief executive officer, Joey Gabbay, told Fairchild Studio. “Some of the regions we are focusing on include France, U.K., U.A.E., Mexico, South America and the United States. We are redeploying capital to support the build out of shop-in-shops here in the U.S. and improving the customer’s e-commerce shopping experience worldwide.”
Gabbay explains that the company has been putting in the work to carefully examine the strong foundation of the brand’s business and invest money back into the retailer and marketing efforts while looking for the best-in-class licensees for key categories.
When looking to secure licensees for new and additional categories, Bluestar Alliance looks to embrace those that best fit the Scotch & Soda brand DNA to help elevate it to the next level. Currently, the company is looking for cold weather, small leather goods, fragrances, global handbags, and U.S. footwear license partners. Scotch & Soda maintains a close relationship with its licensees, franchisees and distributor partners to act as one team — working quickly and taking every opportunity to ensure mutual growth and success.
“We are dedicated to diversifying our business portfolio by entering the lifestyle and accessories sector,” said Eran Kaim, chief product officer at Scotch & Soda. “This expansion will be facilitated through collaborations with esteemed license partners, leveraging their expertise to curate a collection that seamlessly integrates with our brand aesthetic and identity.”
To build its brand awareness and connect with its audience in 2024 and beyond, Scotch & Soda has announced the company’s first-ever brand ambassador. Tapping international pop icon, songwriter and actor Joe Jonas for the role, he will also lead the creation of a capsule collection debuting in fall 2024. Gabbay said this partnership is just the first of many to come and the company was drawn to his “creative and optimistic sense of style that pays homage to art” that embodies the Scotch & Soda spirit.
“Scotch & Soda has an incredible heritage, with enormous loyalty and new opportunity,” said Gabbay. “We are looking forward to implementing our management and strategic directives to usher Scotch & Soda into this new and exciting era.”