Scotch & Soda has gone through a turbulent period, but everything points to a strong return for this iconic Amsterdam brand. In a recent article about the new design direction of Scotch & Sodaposted on FashionUnited, made it clear that creativity is leading the way in design, under the leadership of Chief Product & Merchandising Officer Eran Kaïm. In this way, a targeted focus and return to their DNA also guides the new commercial direction of the brand.
FashionUnited visited the impressive head office in Hoofddorp, and spoke to Scotch & Soda and United Legwear (ULAC) Chief Sales Officer Sander Born about the brand’s renewed strategic goals, where the emphasis is on product and sales approach. “We may be crazy, but we are also very realistic,” Born summarizes.
Scotch & Soda’s focus on product and partners
With the acquisition by BlueStar Alliance and the associated licensee agreement with ULAC (Men/Kids) and Mamiye (Women) in 2023, Scotch & Soda has taken a new direction in terms of Retail and sales strategy.
United Legwear & Apparel Co is a privately held global entity that designs, responsibly distributes, conscious apparel and accessories for some of the world’s most recognizable brands including Puma, Skechers, Ted Baker, Hurley. Recently Sven Kuchta is the Sales Director EMEA at ULAC.
Mamiye Brothers is a women’s specialist and distributor of popular clothing brands. With a focus on excellence, innovation and integrity, we deliver high-quality products that meet the strictest quality and social standards. Through an extensive distribution network, with 13,000 stores and online channels worldwide, we offer our customers a wide range of clothing categories.
Due to this change, the brand shifts from a strong focus on its own stores (B2C) to Wholesale (B2B) and strategic collaborations with important Retail partners. “Our strength lies in facilitating a product “for” our entrepreneurs,” says Born, who has been working in the company for 12 years. “We don’t just want to supply Scotch & Soda products, but really contribute to the success of our partners.
The first steps in this transition were not easy. Orders from bankruptcy still had to be delivered, while suppliers had to regain confidence in the new structure and at the same time the stores had to be filled again. “We have gone through a difficult phase,” says Born. “But the ship is back on course, and we are now building a stronger foundation. “We notice that people really give Scotch & Soda the space to come back and believe in us.”
Innovation in structure and collaboration
The restructuring within Scotch & Soda has led to a more specialized approach. “We have set up specific teams that are fully focused on the different facets of our industry. From weekly performance discussions with our customers to long-term strategic sessions internally; everything revolves around long-term collaboration and success. We want to hear what works and anticipate it. Sell- out before sell-in. Today it is no longer about selling a lot in the showroom, it is about what is sold on the dance floor with our partners, we are there to facilitate them as best as possible with the right products. and services”.
In addition to the focus on partners, work is also being done to strengthen and develop additional specific product categories, with Barfly perfume being the first to be brought back as an iconic brand recognition. In addition, product extensions such as boxer shorts, socks, hats, scarves, technical outerwear, tailoring as an extra extension to fuel commerce even more.
NOS, timelessness, quality and DNA come first
Another important part of the new strategy lies in a targeted approach to product development and sales. In line with the new strategy, Scotch & Soda has reintroduced a NOS (Never Out of Stock) program, “which allows our retailers to continuously reorder items,” Born explains. This program not only provides stability on store shelves, confidence about sizes and stock, but also flexibility for entrepreneurs to respond quickly to demand.
In addition, there is a renewed focus on the core values of the brand. Scotch & Soda returns to its DNA with collections that are distinctive in color, details and craftsmanship. “We want our items to not only be relevant today, but also to be appreciated years from now,” said Born. “It’s about hidden details and a quality that surprises customers again and again. This surprise is not only the reason for the sale, it’s also about the feeling it creates when you find out at home that the sweater you already have a year, has a hidden label that says, ‘You Rock!’ Go outside and start dancing in the rain – With Love from Scotch & Soda.’ “I mean this feeling, this is what you talk about, this does something to you, this is who we are!”
Focus on the Scotch & Soda product, data and digitalization
Born again emphasizes that a balance is sought between commercial success and creativity: “We want to help our entrepreneurs to be successful, without making concessions to who we are as a brand. This means that we continue to follow our own path, with products that are unique and tell a story.” In addition, the entire organization has been strengthened by the technical implementation of various systems, including a new ERP program, starting up with FashionCloud and a new B2B portal. “We did all this to get things running as quickly and smoothly as possible. Also with the B2B portal, it is all about an easier, clearer, clearer, faster way to serve customers. “And of course also to create uniformity within the organization and the different brands we carry.”
Takeover of E-com site
The former Scotch and Soda webshop was operated by a franchise partner, but due to the bankruptcy, the company saw the opportunity to immediately bring this essential pillar of the brand back under its wings. “By taking control of the management ourselves, we can seamlessly align the quality, appearance, education for our fans and functionality of our online presence with the values of Scotch & Soda, worldwide. We believe that a strong, well-managed webshop is crucial for strengthening our brand identity.”
Looking positively to the future
During the conversation with FashionUnited, one point became very clear: the new strategy for Scotch & Soda focuses on the entrepreneur. With all the steps taken internally – more data-oriented work, product focus, and sales aftercare – the entrepreneur is completely taken into account to enable them to sell the best. The creativity of design and focus on B2B in Wholesale illustrates that Scotch & Soda is not afraid to acknowledge its past and move on to new and improved things. “If you have a good and strong product, the rest will follow.”
With the international launch of the new FW25 collection on December 9, Scotch & Soda is taking a step towards a promising future. Born concludes “We are a brand that dares to go against the tide. By staying true to our DNA and at the same time refining our strategy, we are building a Scotch & Soda that is ready for the challenges of tomorrow.”
