Les Atelier expands to Harvey Nichols Riyadh and new locations at De Bijenkorf

Dutch fashion brand Les Atelier is further expanding its physical points-of-sale. In addition to new locations at De Bijenkorf in Amstelveen and Eindhoven, the brand will make its debut at department store Harvey Nichols in Riyadh this autumn, Emna Kallel told FashionUnited on behalf of the brand.

With the launch at the British department store chain in the Saudi capital, Les Atelier is taking a targeted strategic step within the Gulf Cooperation Council (GCC). At the same time, the label is strengthening its position in the Dutch market. While the brand debuted at De Bijenkorf last year with pop-ups in cities like Amsterdam and Rotterdam, Amstelveen and Eindhoven are now being added as permanent points-of-sale. The autumn collection will be available from the first week of November in De Bijenkorf's physical stores and webshop. Sales at Harvey Nichols in Riyadh will start later this autumn.

From personal void to expansion

The physical expansion stems from the original mission of founders Leyla Mazouz and Esma Hmadouch. “As young girls, we looked at the fashion world with admiration, but we hardly saw ourselves reflected in it,” Kallel explained on behalf of the brand. “As young women, we therefore decided to create that space ourselves.” The brand targets women who want to dress stylishly and modestly. Kallel continued: “The fact that our designs are now available at De Bijenkorf and we are expanding to the Middle East makes us incredibly proud. We can offer more and more women the choice we used to look for ourselves.”

Collection focused on knitwear and earth tones

This season, that choice translates into a collection of versatile basics with a modern twist. The range includes cable-knit jumpers, trousers with wrap details and twin pieces that can be combined separately. A long camel-coloured windbreaker adds a sporty accent to the silhouettes. The colour palette consists of warm earth tones such as mulberry red, olive green and ochre yellow. Prices range from 89 euros for knitted items to 149 euros for the long windbreaker. The line will be available to order from its own webshop from October 24.