Exclusive: Jewellery retailer Astrid & Miyu is opening its doors in Amsterdam, the Netherlands, marking its debut store in mainland Europe as it eyes further expansion.

Retail Week can reveal that Astrid & Miyu is opening the doors to its debut store in Amsterdam next week as the retailer ramps up its expansion plans.

The store, which is set to open on October 26, 2024, marks the brand’s first permanent store in mainland Europe and comes amid a period of growth for the business.

The store is located at Runstraat 22A, 1016 GK, Amsterdam, the Netherlands and will be open seven days a week. 

The new store will offer Astrid & Miyu’s in-store experiences including welding, ear piercing and tattoos, and appointments for customers are available to book now.

Astrid & Miyu founder and chief executive Connie Nam told Retail Week: “We’re opening in Amsterdam at the end of the month and we’re looking into other locations.

“The beauty is that we’re a digital-first brand, so we already have an audience there [in Amsterdam]. 

“Amsterdam is an interesting one because it is a very small city and the Netherlands is also small, but we think of Amsterdam as more of an international gateway. We think that our London and US customers would go and visit Amsterdam.” 

Astrid & Miyu is also opening a new outlet store at Kildare Village, near Dublin, next week – a part of the Bicester Village shopping collection.

The new openings bring Astrid & Miyu’s store estate to a total of 20, with a store located in New York, as well as concessions in department stores including Selfridges, Fenwick and Harrods.

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