Bijenkorf scraps annual Drie Dwaze Dagen sale

Department store Bijenkorf is scrapping its annual Drie Dwaze Dagen, Three Crazy Days in English, Sale. According to CEO Giovanni Colauto, the sale no longer suits the department store chain's new concept - focusing on luxury. "That is our focus. Price driven promotions do not fit with that", Colauto said to the Telegraaf. "We have enough success. In the first six months our turnover increased with ten percent. The people do not come for discount, they come for experience." The Bijenkorf already reduced the sales period to five weeks in the last season. "That's six weeks less than last year". The Drie Dwaze Dagen sale started in September 1984 and over the past decades developed into one of the most awaited sales in the Netherlands. The latest edition of the Bijenkorf's annual stunt days takes place next months.