De Bijenkorf

A sustainable business is a future-proof business, is something the Bijenkorf knows. The Netherlands’ oldest department store is doing everything it can to inspire customers to make more sustainable choices. Fitzgerald was asked: how can we bring de Bijenkorf’s sustainable vision to the attention of the target audience?

We did this by developing several initiatives and campaigns, complemented by a retainer partnership focusing on the ongoing sharing of said vision. The campaigns included:
‘The Future Is Green,’ where we held a competition among children: the future generation. What could be better, according to them? They got to work and the winning team presented their vision to the Bijenkorf Board. With success! It has become an annual event.

‘Style Studio,’ a concept where you can rent occasional wear, instead of buying it. Pretty sustainable, right?

Development of an ambassador program consisting of influencers with an uncompromising opinion on sustainability and the importance of sustainable fashion. They are also invited to launches and PR events.


  • Publications in top tier news media about de Winkel van de Toekomst, including Algemeen Dagblad, Telegraaf Utrecht and RTV Maastricht.
  • Total reach: 13.7M
  • Publications in top tier news media about the Style Studio including Harper’s Bazaar, Elle, LINDA.
  • Total reach: 9.1M