Dutch label Reyèm opens new flagship and eyes US expansion

After more than five years in Amsterdam’s Jordaan neighbourhood, local fashion brand Reyèm has relocated to a larger building on Kerkstraat. At the new location, the store and headquarters come together under one roof. Founder Sabrina Meijer speaks to FashionUnited about the move, expanding the collection with knitwear and her plans for further international growth.

Reyèm officially opened its doors at Kerkstraat 365a last week. With a total floor area of 110 square metres, including approximately 75 square metres of retail space, the brand has significantly more room than at its previous location. The former premises had become too small. Inventory was spread across various external storage facilities, and the store itself was becoming increasingly cramped.

“I really enjoyed being there, at a time when I was not actually ready for a store like this one,” Meijer reflects. “However, I felt it was time to create much more of a world around the brand that better suits where we are today.”

Finding a suitable property proved to be a challenge. A previous relocation fell through due to permit issues. Even so, Meijer preferred to wait for the right location rather than open a second store alongside the existing shop in the Jordaan. “I felt that was unnecessary. I think the people who enjoyed visiting us there will also find their way to us here.”

New store with space for entire team

For the interior, Meijer collaborated with interior designer Liza Chloë van Duyn. The existing features of the building served as the starting point. The original stained-glass windows were preserved and combined with subtle art deco details, vintage furniture and an end-grain wood floor.

“I wanted it to still feel relevant in ten years’ time. We deliberately avoided going over the top with art deco; the overall look is classic and timeless,” says Meijer.

Alongside the aesthetic, the layout also played an important role. The store now has two fitting rooms instead of one, which previously led to regular queues at the old location. In addition, a seating area has been created at the back of the shop, while a bespoke display table in the centre of the space doubles as a point-of-sale.

Art also plays a role in the new store. In collaboration with The Pool, an initiative by Homecoming Gallery, Reyèm exhibits rotating works by artists. Photography by British artist Lydia Roberts is currently on display.

Behind the retail space are a courtyard garden, a kitchen and the Reyèm office. Previously, the various business operations were split across multiple locations, whereas the team now works from the same building.

The surroundings are also different from what Meijer was used to. While the store in the Jordaan attracted many passers-by and tourists, she experiences Kerkstraat as a more local neighbourhood. According to her, the initial reactions from local residents have been positive.

Reyèm expands collection with knitwear

It is not only the store that has grown; the collection is also expanding. Since its founding in 2019, Reyèm has focused primarily on multifunctional garments made from Oeko-Tex-certified Italian stretch jersey, produced in the Netherlands and Portugal.

“At the time, I mainly felt there was a lack of clothing that makes you feel effortlessly put-together,” Meijer explains. “A dress you can wear with flip-flops to the beach, yet just as easily with heels to a wedding.” That versatility remains important for the brand, though Meijer also wants to introduce greater variety in materials. For the autumn/winter 2026 season, Reyèm is therefore launching a small knitwear collection for the first time, produced in Italy. For now, this comprises an initial selection that will be expanded further in 2027.

“Stretch very much remains in our DNA, though I enjoy adding new textures,” Meijer notes. “An outfit immediately becomes more interesting when you are not wearing jersey from head to toe, and instead combine contrasting materials.”

Wholesale expansion

Alongside expanding the collection, Meijer is increasingly looking abroad. Reyèm is already stocked at various boutiques across Europe and North America, including L’Ensemble in Brooklyn, Shop Sommer in San Francisco and Misch in Canada.

For the spring/summer 2027 buying season, Meijer aims to further increase the number of international stockists. She views the US in particular as a key growth market. To build greater brand awareness there, Reyèm collaborates with influencers who align with the brand. It is an approach with which Meijer, who has a background as an influencer and blogger herself, is already familiar.

A second standalone store in the Netherlands is not on the agenda for now. Meijer prefers to focus on expanding the international retail network. The new location on Kerkstraat serves as the base for this strategy, bringing the store, inventory and team together in one place for the first time.