De Bijenkorf chooses Diamond Partnership with ATCB

On August 24 2010 De Bijenkorf and Amsterdam Tourism & Convention Board (ATCB) renewed their partnership. With a Diamond Partnership De Bijenkorf is now the largest partner of ATCB in the field of shopping. Tourists are of increasing importance to the Amsterdam retailers, as shown by this intensified cooperation between De Bijenkorf and ATCB.

With the new partnership De Bijenkorf actively contributes to the promotion of the Amsterdam Metropolitan Area both in the Netherlands and abroad. ATCB will involve De Bijenkorf in a wide range of marketing activities. These contain campaigns and products aimed at tourists, but also the business market (MICE), the travel industry and the press. In addition, the Bijenkorf Kitchen will get a Silver Partner status.

Amsterdam on the map as a city of shopping

Stefan Diender, CEO of ATCB: "Next to culture and history, shopping is an important reason for tourists and business visitors to visit Amsterdam." A visitor survey recently conducted by ATCB indicates that as much as 60 percent of the visitors of the Amsterdam Metropolitan Area go shopping during their stay. More than 11 percent of the visitors indicate that shopping is their main reason for visiting the city. Stefan Diender: "When you consider shopping in Amsterdam, De Bijenkorf is absolutely a leading brand. I am pleased that Amsterdam underlines its importance as an attractive shopping city, due to the intensified partnership with De Bijenkorf."

Robert Bohemen, Marketing director of De Bijenkorf: "The tourist is important to De Bijenkorf. With the creation of a luxury accessories department, we hope to further strengthen our relation with the tourist. The cooperation with ATCB contributes to this objective, as does the intensification of communication with the tourist in the city of Amsterdam."