there was one store in Amsterdam that has the potential to set the new standard within menswear’s shopping. About Lifestyle for Men is located on the Haarlemmerdijk and is a store like no other. - about store men mdfsAs the year is coming to an end, there was one store in Amsterdam that has the potential to set the new standard within menswear’s shopping.  ABOUT. Lifestyle for Men is located on the Haarlemmerdijk and is a store like no other. ABOUT is  a one-stop shopping concept: men can not only stop by for a sweater or pants, but also buy socks, shoes, furniture and personal care products at the Amsterdam store.  A true hidden gem for a fashion enthusiast like myself.

A little while ago I had the chance to sit down with Randy, the charming. 26-yearold  store-owner and let him tell me what the idea behind the store is all about.Schermafbeelding 2015-06-01 om 22.38.15

Randy has been working for many years in the men’s fashion industry and he early on noticed that men have a more easy going attitude towards fashion.  The way he saw it, men were not wanting to stroll through the entire city just to buy clothes. Hence the birth of a one-stop shopping concept.there was one store in Amsterdam that has the potential to set the new standard within menswear’s shopping. About Lifestyle for Men is located on the Haarlemmerdijk and is a store like no other. mdfs 2015The collection:

“In terms of clothing, Randy expresses: It’s  is a mix of two styles. I sell the clean Scandinavian look mixed with some typical vintage vibes as we see them here in the Netherlands. Generally shops selling either the one or the other, but the two combine just very nicely. The price ranges from affordable brands such as  Dstrezzed  [of which I later that day purchased some very nice items] to the more expensive, such as Good People. I did this deliberately, because I want to get all the men in the store. The collection should therefore appeal to a wide audience although we focus on a younger generation. “Crowdfundingin4A store for the people by the people

As he continues to explain the concept of the store, he wants to make sure that people understand that ABOUT. is more than a clothing store and embodies the good things in life.  As he expresses, he would love for people to just drop by, have a chat while sipping on a cup of coffee, tea or something else in the store, as some of his regular customers are already doing.

As he continues, he expresses that the store really feels as a place where people can meet and interact while being surrounded by the best menswear and lifestyle products. All thoughtfully selected by Randy ofcourse.  about lifestyle store for men insideThat the consumer is not only a customer at ABOUT, is shown again when Randy takes me back to the birth of ABOUT. The store relied on the consumer to pay for a part of it’s costs. They used Crowdfunding to not only win consumers to invest but to make them part of the store’s journey. With success, as the campaign managed to raise an estimated 16.400,- euros, exceeding the required 15.000,- euros.

I think that service and a personal touch within retail is going to make the difference, lucly Randy feels the same way about this. For him service and  a personal approach towards customers is at the heart of his store.

Randy: “ Men should really want to stay in ABOUT and come here for a chat. I notice that men find it enjoyable just to have a chat. They do not even have to buy anything from me, as long as they are in the store, for example, have a drink or two and work on their laptops. I myself am always in the shop and I try to adapt to everyone who enters the store. To give one more example, ABOUT is open on weekdays until at least 19:00, because men work until 17:00 or go to school. About is also open on Sundays.”about store men foto 3About the future Randy expresses:

“I would like to expand in the future with more shops, but then I’m not going to copy and paste. Then the feeling goes out there for me. So I’m going to think about new ideas and new concepts which could fit in Amsterdam. Maybe even in Rotterdam and Utrecht, as both are really emerging cities. I also think that About will start working with  omni channels , even though it’s a small business. About is currently too small to begin with technology, but maybe I want a delivery service in the future. ”

 

Visit About Lifestyle for Men at: www.aboutlifestyle.nl or in their store.

Haarlemmerdijk 22-1
1013 JC Amsterdam
Netherlands