De Bijenkorf is a department store, providing its users with luxurious, premium brands in fashion, cosmetics, accessories, and home or living. Its strategy is to strengthen the positioning through upgrading of the brand portfolio and optimizing the look and feel of the stores. De Bijenkorf’s 10 stores are located in the larger cities, with the flagship store in Amsterdam. Other stores are located in Rotterdam, The Hague, Utrecht, Amstelveen, Maastricht, and Eindhoven. Three smaller stores are located in Groningen, Den Bosch, and Breda. De Bijenkorf was founded in 1870.