La Dress opens first brand boutique

By

Shomara Roosblad

Published
May 5, 2016

Dutch fashion brand, La Dress, opened its first brand boutique in Amsterdam (Runstraat 33). The brand’s first physical store is an important step in its ambition to further expand. 

Founded in 2006 by Simone van Trojen, La Dress offers dresses and essentials for women and girls. For the first ten years, La Dress was only available via its online store, various pop-up boutiques and at department stores, such as De Bijenkorf in The Netherlands, Galeria Inno in Belgium and Breuninger in Germany.

With a 30 square meter store space, situated at the popular shopping destination, De Negen Straatjes, the La Dress boutique focuses on service and experience and is designed to take women into the brand’s story. Upon entering the store, customers are greeted by roses and photographs, which should help inspirine women with their purchase. 

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“In essence, the perfect dress is about empowerment. When you look good, you feel good. It gives you the power to follow your heart and make your dreams a reality,” says Simone van Trojen, founder of La Dress.

La Dress stocks dresses from sizes xxs to xxl and prices vary from €49 for a under skirt to €345 for a lace dress.