In November the store will unveil a Louis Vuitton pop-up store, which will be followed by Valentino, Saint Laurent and Gucci shop-in-shops. The expansion of the luxury range at the Rotterdam branch is part of the department store chain's recent strategy, which was launched five years ago. DeBijenkorf invested €200 m in the seven remaining branches in Amsterdam, Rotterdam, Utrecht, The Hague, Eindhoven, Maastricht and Amstelveen. Dutch consumers account for 90% of the overall sales at the department store chain. In recent years, the Rotterdam branch already added some changes to its range. In November 2017, the store unveiled the largest cosmetics department in the Netherlands. And, in April of this year, the branch introduced a new department for watches, jewellery and leather goods.