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FASHION INDUSTRY NEWS
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etnies opens Amsterdam location

The store marks the second European location for the Lake Forest-based brand.

By Elaine MurphyPublished: October 03, 2011 12:35 PM

Lake Forest-based lifestyle brand,etnies has partnered with retailer Eberhardt to open a flagship store in Amsterdam. The store is located in Damrak, at the entrance to Amsterdam, and the company says it is in a highly visible location. etines estimates 1 million people will pass the shop every day.

 “The energy from this will resonate across Europe for the etnies brand and fuel the brand’s retail expansion over the next few years,” said James Appleby, European sales and marketing director for Sole Technology, which is etnies’ parent company.

Continuing its Buy a Shoe, Plant a Tree project, etnies has placed 100 small trees around Amsterdam. Customers who find these tiny potted trees and bring them to the store will receive a gift. The project will plant one tree in Costa Rica for every pair of recycled-material shoes purchased.

The store is part of Amsterdam’s plan to clean up the red light district by opening nearby retail locations. This is the company’s second European location, as it opened a store in London earlier this year.

"It's important for etnies to continue to support authentic partners who back skateboarding and work with them to accelerate the demand,"  said Sole Technology owner and CEO Pierre-Andre Senizergues.


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