Dutch retailer Supertrash has announced the transformation of its physical and online stores into high-end label, ST.Studio. The Supertrash brand continues to be available through wholesale.
 

The transformation starts with the Amsterdam and The Hague stores and will continue with the 30 other branches in The Netherlands and internationally. ST.Studio also plans to focus on the shop-in-shop formula, partnering with department stores around the globe. The first ST.Studio shop-in-shop is situated in de Bijenkorf, Amsterdam.

ST.Studio is aimed at women aged 30-45, while Supertrash targets a younger customer, and will offer upscale items priced between 40 Euros and 350 Euros. ST.Studio also plans on a more exclusive customer experience for its clients.
Since 2009 Supertrash has been owned by Olcay Gulsen. The brand remains available through 350 outlets in The Netherlands, Belgium, China and Qatar.

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By Shomara Roosblad