At Katoo everything is all about peace, timeless fashion and quality. Dian, the owner of this special store, talks about her journey of a modest start with second -hand clothing to a successful women’s fashion store where simplicity and elegance are central. In this interview she shares her vision of trends, her collaboration with Knit-Ted and the power of staying faithful to yourself.
Katoo has been around for 22 years now. How did you start the store?
“A friend of mine had a beautiful women’s fashion store, but wanted to stop. Then I thought: I take it over and start selling second-hand clothing there. That’s how I started, with children’s clothing and women’s clothing. I found the name ‘Katoo’ very strong: short, powerful and clear.
My women’s collection started with simple items, such as linen pants. My mother -in -law made the pants shorter because they were often too long. I sold gypsy skirts with large belts-extremely popular at the time. Later the children’s clothing went out and I continued to focus on women’s fashion.
Before the current building I sat in two other buildings. When my current building, which was always my dream location, came for sale, I took the step. After a major renovation, we have been here for more than six years. “
What made you decided to buy Knit-Ted?
“Knit-Ted fits me perfectly: the good basics, the beautiful quality, the simplicity. I don’t like prints and screaming colors, so Knit-Ted fits seamlessly with that. It is a brand that can be combined well with other brands in my store. If you look on the street, you see that people often opt for neutral colors and simple items. Prints and colors usually have an expiration date, but timeless pieces always remain relevant. ”
How do you think Knit-Ted has grown in recent years?
“For me, Knit-Ted is a very steady brand. I am pretty brand loyalty anyway. What I appreciate is that the quality is always good and the service excellent. The collaboration really feels like a partnership, and that is very important to me. “
Are there trends that Knit-Ted responds to?
“I don’t buy trends, but by feeling. It must suit me. If I like it, it also suits my customers and my store. Take this vest, for example, that I am wearing now: you can keep wearing such good jackets for years. It’s timeless. I think that is much nicer than a trend that has disappeared after a season. Since I stopped chasing trends, my store also runs better. I now focus on peace and quality, and that works. “
How do customers respond to the new KNIT-Ted collection?
“They often recognize the brand immediately and are always enthusiastic. They are particularly pleased with the quality. Knit-Ted sells itself. My customers now know that if I recommend something from Knit-Ted, it is always good. The picture is just right. ”
What do you think are real Knit-Ted Must-Haves?
“The jackets in the Cotton Milano quality always do well. The cotton and the stitches are beautiful. I also think the Double Faced Soft Wool items is fantastic. And not to forget: the teddy jackets. They are really for a broad target group, from young to old. “
How would you describe the atmosphere in your store?
“Quiet and timeless. We also hear that from customers. They often say on arrival: “There is so much peace in this store.” I greatly appreciate that. “
Finally, what makes fashion special for you?
“Fashion must be comfortable and suit you, but it can also radiate something. With the right clothing you feel confident and beautiful, regardless of the opportunity. I think that is important, and that is why I like to work with brands such as Knit-Ted that support that feeling. ”
In the ‘Knitwork Stories’ series, Knit-Ted talks to the boutiques where the brand is sold, and discusses developments, challenges and more. Curious about Knit-Ted? Take a look at their website.
