De Bijenkorf Utrecht opens renovated cosmetics department
Dutch department store de Bijenkorf presented its new cosmetics department on 14 September. After the renovation, the department has tripled in size from 350 m2 to 1,100 m2. With this move, the section has become the largest point of sale for cosmetics in the Dutch city of Utrecht.
Available products range from make-up and skin care to perfumes from brands, such as MAC cosmetics, Rituals, Estée Lauder and Chanel. De Bijenkorf also offers brands that are new to the Netherlands and currently only on offer at the department store; these include Charlotte Tilbury, Kiehl's and Nars. In total the cosmetics department offers 42 brands.
In 2015 the renovation of the Utrecht branch was announced. The department store plans to be completed in 2018. It will grow from 9000 m2 to 15000 m2, adding new space at the men’s department, the new City Café and a section dedicated to leather good and accessories.
The renovation is part of De Bijenkorf’s “premium experience strategy” where the department store focuses on brands, service and shopping experience.
De Bijenkorf opened its first department store in Amsterdam in 1870. It currently has three flagship stores in Amsterdam, The Hague and Rotterdam. Amstelveen, Utrecht, Eindhoven and Maastricht houses the “medium” branches.
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