On March 3, 2021, The Mercer Brand opened its doors on Ferdinand Bolstraat in Amsterdam. Located in the heart of De Pijp, we wanted to create a physical space where our brand could come to life. A place where customers can see, smell, and feel the essence of The Mercer Brand. For us, it was also important to connect directly with our customers and experience firsthand how they engage with our products.
Our target audience primarily resides in and around this neighborhood. De Pijp is a vibrant area that offers a perfect mix of locals and tourists. The blend of trendy new restaurants, the iconic Albert Cuyp Market, and cozy coffee spots makes it an ideal match for The Mercer Brand.
In the store, or as we like to call it, the clubhouse, we strive to convey the true spirit of The Mercer Brand. We do this not only through our products but also by carefully curating the interior design. The space is crafted to evoke the feel of a clubhouse—think dark wood, warm colors, and comfortable lounge sofas—but without the traditional counter. We want customers to relax while trying on new shoes, enjoy a cup of coffee or something stronger, and perhaps explore the fragrances in our perfume corner. Most importantly, we want them to feel inspired in a laid-back, non-intrusive environment.
The clubhouse also features a variety of collectibles that reflect Pim’s (Founder of The Mercer Brand) passion for vintage American sports. You’ll find baseball cards, vintage basketball items, signed tennis balls from world-renowned players, miniature Porsches scattered throughout the store, and sports magazines from the '90s.
In addition to purchasing our products, customers can also bring in their old shoes to the store. In exchange, they receive an 8.7% discount on a new pair. This percentage is not chosen at random; it represents the 87 million pairs of shoes that end up in landfills each year. The shoes collected are recycled by a local company that repurposes them for sustainable uses.