Credits: Aurélien Fashion brand Aurélien has opened a 60 square metre shop-in-shop in the menswear department of de Bijenkorf in Amsterdam. The new location complements the existing flagship store on Van Baerlestraat in Amsterdam and marks the next step in the brand's physical expansion in the Dutch market. The choice of de Bijenkorf is no coincidence. It is a leading destination for the premium segment in the Netherlands. Its brand portfolio appeals to a quality-conscious and internationally oriented audience, meaning the department store closely aligns with the profile Aurélien aims for. Credits: Aurélien Smart luxury in a premium environment Aurélien has created its own position in high-end fashion: Smart Luxury. The brand works with Italian craftsmanship and exclusive materials, including its own Softey® suede and Cashwool®, an exceptionally fine merino wool. Aurélien deliberately keeps its pricing accessible by managing most of the chain from design to sale in-house. This approach appeals precisely to the type of consumer that frequents de Bijenkorf: quality-conscious and material-focused. In the menswear department, Aurélien presents a curated selection of its range. Central to the collection are the suede loafers that established the brand's name, available in cognac, olive and sand, with a distinctive white rubber sole. The clothing includes lightweight shirts; polo shirts; knitwear and jackets in a palette of navy, cream and brown tones, coordinated and presented as complete looks. The interior design complements this, embodying Aurélien's brand mission. Warm tones, soft textures and natural materials exude the Mediterranean joie de vivre that defines…
