2_DiscoverBenelux_Issue21_Sep_2015_Q9_Scan Magazine 1 28/08/2015 20:46 Page 57
Discover Benelux | Top Boutiques in the Nine Streets | Smaak Amsterdam
brand), he noticed that bags weren’t one of the top accessories. “They were either not nice to look at or too expensive.” You can tell the man is quite an expert in the field when he says he knows most of the bags out there. “I have to, I need to look at other bags for my own brand. I still look closely at the bags women are wearing on the streets, to find out what is important. Small things I try to integrate in my own bags. Details are a part of that. Studs? Yes, but not too many. And maybe a small piece of leather attached on the zipper. It makes the bag what it is,” Grundmann says.
Every season, Grundmann monitors his collection closely. “I know what I like in a bag and it seems as though my clients like what I like,” he says with a smile. “Sometimes I get feedback, saying that I should include more colours or other models, but my experience is that I should keep doing what I think is best. I know I like to look at all those expensive bags as well, but Smaak bags are practical. Those are the bags that are being used every single day.”
feel comfortable to be around in his store. He makes it his business to sometimes work along the other Smaak-colleagues to find out how customers react to his brand. “It’s kind of a game we are playing, that I enjoy very much. I do not want be ‘pushy’ around people. If customers aren’t sure about a bag or if they even aren’t sure if they want a bag at all, I always tell my staff: make them fall in love with the bag. Let them feel it, tell about it, show other colours, show other models. Let them tell you about what they are looking for. It works.” And what does the expert say? “I like small bags. Just a hint of detail, to complete the look.” A fresh new collection has taken over the website of Smaak. Take a look today. www.smaakamsterdam.com
Zing Grundmann is the kind of man with a warm zing in his voice, who makes you
Issue 21 | September 2015 | 57
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