For 155 years, De Bijenkorf has stood as one of the Netherlands’ most recognisable retail institutions. Yet the past decade has tested the department store, from ownership shifts and pandemic shocks to repeated reorganisations and a push to reconcile heritage with profitability. The IADS had the occasion to visit the Rotterdam store. This article walks through the company’s history and the store floor and asks whether De Bijenkorf can create true excitement among its customers. Store pictures are attached to this article.

IADS Exclusive: De Bijenkorf Rotterdam - the quest for retail relevance

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