According to a report in the Dutch press, the Hudson's Bay stores in the Netherlands have a high brand awareness but are not performing up to expectations. Although customers are open to the brand, they find the format too expensive, according to Retail Intelligence Lab. Hudson's Bay opened the first store in Amsterdam in September and now operates 12 stores including 2 Saks Off Fifth stores. Another three locations have been announced for this year. Customers are aware of the brand in part because Hudson's Bay took over many locations of the bankrupt V&D chain. However, the current stores have little in common with V&D.