Three Stores in the Netherlands
Steve Madden
In just three weeks, Steve Madden opened three new stores in the Netherlands—located in Leidschendam, Rotterdam, and Eindhoven. With a distinctive retail concept, developed in collaboration with General Contractor Bulsink and Concrete Amsterdam, the shoe brand is betting on total experience. Each store breathes the spirit of New York: from yellow cabs to raw skyscrapers—translated into the European shopping street.
New York Energy Translated to the European High Street
a Bold Retail Experience
With three locations opening back-to-back between late March and mid-April—at Westfield Mall of the Netherlands, Rotterdam’s Lijnbaan, and Eindhoven’s Demer—Steve Madden has officially made its return to the Dutch market. But this comeback is not a repeat performance; it marks the beginning of a new strategy.
“Ten years ago, we relaunched in Europe, this time as a 100% subsidiary of Steve Madden America,” says Jüri Coenraad, Marketing Director of Steve Madden Europe. “Our next objective was to open fully owned Steve Madden stores.”
Concept Development in European Hands
The brand deliberately opted for a local approach. “We were given carte blanche to create a European concept tailored to regional needs and standards. Together with Bulsink, we made it happen,” explains Coenraad. “In Europe, we’ve chosen a clear ‘bottom of the top’ market positioning.”
Store experience also requires a different strategy here. “In the U.S., you mainly have large malls where people shop for clothing and shoes. In Europe, department stores exist but play a smaller role, so in-store experience is much more crucial. That’s why it was essential that anyone stepping into our stores would encounter a total experience,” Coenraad says. “So, together with our U.S. headquarters, we designed a distinctly European concept with a Steve Madden signature.”
Inspired by New York
The concept draws heavily from New York’s urban landscape, referencing skyscrapers, yellow cabs, and Central Park. “New York has two faces: the towering world of skyscrapers with its own life high above the ground, and life on the street—with steam rising from manholes and the city’s raw edge. We wanted to capture that dynamic contrast,” Coenraad explains.
That translation is carried through in every detail. “It’s all about New York, so we literally placed yellow cabs inside the store,” says project manager Harm Kempers. “But we didn’t stop there: we added a zebra crossing that doubles as a catwalk leading to a mirror, topped with lights inspired by the Statue of Liberty’s crown. Green benches for trying on shoes reference Central Park.”
Collaboration in a Pressure Cooker
The timeline was tight. “We had just eight months to go from nothing to a fully delivered store—and then a new opening each week after that. Flexibility from all parties was essential to bring the design concept to life,” says Coenraad. “We engaged the right partners who could make that translation within a short timeframe.”
According to Giel van Roosmalen, Retail Director at Bulsink, collaboration ran smoothly despite the pressure: “Opening three stores within three weeks is far from ideal, but luckily the vibe was great. We were in a real pressure cooker, and flexibility from all sides was key to maximizing the concept.”
Attention to Detail
Details in materialization and feasibility were carefully addressed. For example, using aluminum “skyscraper” pillars on the shop floor proved tricky. “Fingerprints kept showing up,” recalls Kempers. “In the end, we switched to untreated, raw aluminum—which solved the problem.”
Lighting also required custom solutions. “Light has a big impact on anodized aluminum—it can change the look completely,” adds Van Roosmalen. “That’s why we chose adjustable lighting with multiple white color temperatures.”
Walking Through the Store—Virtually
To make the design tangible, the team developed it in 3D and held multiple VR sessions. “It really felt like walking through the store already,” says Coenraad. “That was especially valuable since this was such a radically different concept.”
Three Locations, Three Layouts
The three Dutch stores differ in setup. Kempers explains: “The Westfield Mall store is the largest and located on a corner—ideal for showcasing the design. Eindhoven’s location is narrow and deep, while Rotterdam’s is wide but shallow. Still, the concept works consistently across all spaces.”
Logistics were also optimized. “The biggest frustration in shoe retail is waiting too long for your size. At Steve Madden, that doesn’t happen,” Coenraad emphasizes. “With lifts and smart stockroom layouts, customers get their shoes faster.”
A Visual Statement
Coenraad is proud of the result: “Our products are true luxury statement pieces: they elevate your look, highlight your personality, and help you express your style. The boldest models are displayed on pillars, creating striking visual eyecatchers.”
She acknowledges the risk of going bold: “There’s no other concept like this. That was also a gamble—would people find it too much? Would they even get it? Those were questions we had. But I believe customers do understand.”
A Future-Proof Formula
This new concept will form the blueprint for all European stores. One location in Portugal will soon be converted, and Coenraad sees even broader potential: “In Dubai, a new store was planned. When I showed the team what we’re doing in Europe, they were immediately excited. You can already see the concept being applied there too.”
The collaboration with Bulsink continues. “Behind the scenes, we’re refining the concept manual,” says Van Roosmalen. “The goal is to make the rollout of this store concept even simpler and more efficient in the future.”
