About Boston Trader
Since 1985, Boston Trader, located in the heart of The Hague's fashion district, has had a clear influence on the city's international streetscape. Founder and owner Johan Willem Koen started a modest shop in the Pasadenha Passage (now known as Haagsche Bluf) with his wife Kristel Koen, which grew into a widely known fashion empire for both women and men.
Sinds 1985
We zullen onze brand mix altijd blijven uitbreiden, veranderen, en aanvullen om zo voor iedere volgende generatie relevant te blijven
The Boston Trader Story
The story of Boston Trader began in November 1985 with a shop that only sold shirts and ties, at the time under the name 'Boston'. This shop in the Pasadenha Passage quickly outgrew its capacity, which made a move to a larger building in the same passage necessary. From that moment on, the name was changed to Boston Trader and the assortment was significantly expanded. The shop mainly offered own label products, which were purchased directly in cities such as Florence and Paris almost weekly. When this building also became too small, an extra floor was added. In 1989, the first high-end fashion brand was added to the collection, Boston Trader proudly introduced the Armani collections as the first in The Hague, which expanded the assortment with an extensive selection of suits.
1992
Boston Raiders
Armani's popularity among shoppers in The Hague led to the opening of a new store in 1992, which exclusively sold the collections of Italian fashion houses. This store, called 'Boston Raiders', was located on the Plaats, opposite the Dutch parliament. Here, collections were sold by Armani, Pal Zileri, Pasqui and the own label, among others. In 1995, when the Pasadenha Passage was completely renovated, the stores Boston Trader and Boston Raiders were merged on the Plaats. This concept proved to be a great success and Boston Trader became a well-known phenomenon in The Hague and the surrounding area.
1999
Armani monobrand store
In 1999, Boston Trader opened another new store; an Armani monobrand store in the Grote Halstraat in The Hague, in the building where the Sting is now located. Here, the collections of Armani Collezioni, Armani Jeans and even Armani Kids were sold. This store was also a great success, with popular jeans from Armani Jeans and luxury collections from Armani Collezioni. In 2008, this store moved to the Prinsenstraat, where, in addition to the Armani collections, other brands were added to the range, such as Frankie Morello and Iceberg, supplemented with EA7 and Armani Jeans. An extensive women's department was also created to optimally serve all valued customers.
2014
Boston Trader Department Store
In 2014, owner Johan Willem Koen was given the opportunity to establish the store in the Prinsenstraat in one of the most historic buildings in The Hague, located at Plaats 20, once the art dealership of Vincent van Gogh. This national monument is still home to the Boston Trader Department Store, including a bar on the middle level and divided into different departments, each with its own atmosphere. Upon entering, one finds the sporty men's collections of Stone Island, CP Company and Emporio Armani, among others, supplemented with classic influences from Ralph Lauren, Tagliatore and Lubiam. Here one finds luxury menswear for men and their future generations. This beautiful ambiance is open to everyone and aims to create a homely feeling.
On the upper floors is the women's 'Paris Showroom', with collections from Elisabetta Franchi, Emporio Armani, Hale Bob and Nenette, among others. Here business women and fashion lovers can enjoy the rich feel of the historic building and the fantastic brands.
Vaak wint de creatieve kant het van de commerciële. Met een eigenwijze, innovatieve scope pikken we dingen uit collecties die bijzonder worden als je ze met elkaar combineert
Boston Trader Menswear
In the meantime, the Boston Trader Menswear Store in 3rd place has also become a household name, where the collections have been expanded further and further. Unique is the exclusive Made to Measure program by Giorgio Armani, which is only available at Boston Trader in the Netherlands. Here, suits, jackets and trousers by Giorgio Armani can be made to measure, with the advisors in the store trained and certified by Giorgio Armani himself. They guide customers through the entire process, from fabric choice and fit to production and after-sales. In November 2023, Boston Trader and Giorgio Armani expanded their long-term collaboration with an official Giorgio Armani corner, supplemented with the interior collection from Armani Casa. Boston Trader has this corner exclusively and is the only store in the Netherlands to offer this. In addition to the Giorgio Armani collection, the Menswear Store also offers many other exclusive brands in the highest segment, including Lardini, Etro, Pal Zileri, Luigi Borrelli and more.
new generation
In order to appeal to the new generation of millennials, including the children of the original customers, Boston Trader has put together a collection under its own label with high-quality suits and shirts at a reasonable price. Fabrics from the best weavers in Italy, such as Loro Piana and Zegna, are used. Boston Trader has also expanded the range with affordable knitwear, polo shirts, t-shirts and trousers, so that the next generation can also succeed in both Boston Trader stores.
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