The first Hotel Lifestyle brand in Europe is opening a unique retail concept.

In March, DOUXE opened its first flagship store in Amsterdam. DOUXE develops high-quality beds, bedding, and bath products that can be found in luxury hotels around the world. In the Netherlands, DOUXE has created private collections for hotels such as Pulitzer Amsterdam, Mainport Design Hotel, and Hotel Okura. The DOUXE Concept Store is the first of its kind, where everyone can experience the atmosphere and ambiance of five-star hotel luxury. The unique concept is not that of an ordinary store; the Concept Store combines hospitality and retail, allowing customers to enjoy a fashionable shopping experience while the collection is displayed and offered. In the DOUXE Concept Store, it’s not a case of “less is more”; everything has been carefully curated to create an opulent feel.

“We were inspired by the hotels that have shaped our lives when designing the retail concept. The design pays homage to these historic hotels that embody the true five-star hotel experience. The Concept Store should not feel like a store. Our desire was for customers to literally step into the world of hotels. The DOUXE retail concept is a symbiosis of hotel and retail design,”
Liselotte Koenders, Managing Director of DOUXE Hotel Luxury.

DOUXE Concept Store is an experience; those who want to indulge in the luxury of a five-star vacation can visit DOUXE Concept Store. Like any high-end hotel, the Concept Store welcomes its customers with a drink at the ‘Pillow Bar.’ The collection of authentic hotel bedding, bath products, and accessories are presented in various hotel-inspired spaces. Customers can relax in the Cotton Lounge with voluminous hotel towels and bathrobes, and in the Oriental and Raffles Suites for different hotel bed concepts. The Fragrance Lobby, whose function is given away by its name, is saturated with a niche assortment of luxury home fragrances and cosmetics, including Jardins D’Ecrivains, Baobab, and Zenology. In the Cloud 9 testing room, customers can test everything from luxury hotel mattresses to king-size hotel pillows and lightweight down comforters.

Numero magazine, had the pleasure of visiting the DOUXE brandstore in Amsterdam, before it officially opened.. The store’s sleek and hotel interior design created a serene and stylish atmosphere, which perfectly complemented their luxurious bedding products.

From the moment we arrived, I was greeted by a team of knowledgeable and fashion-savvy staff, who guided me through their range of products. Our editor’s pick would be their FeatherBed topper, which was exquisitely soft and provided a plush cushioning effect that felt like I was sleeping on a cloud.

In addition to their bedding, DOUXE also offers personalized Okura Robes that are made from the finest materials, making them the perfect accessory for any fashion-forward bedroom. Of course, no stylish bedding set would be complete without the perfect sheets, and DOUXE offers a stunning range of Percale and Satin sheets.

If you’re looking to upgrade your bedding game and indulge in some luxury, we highly recommend visiting the DOUXE brandstore at Oostenburgermiddenstraat 126 in Amsterdam. Or visit their website at to explore their range of premium products to bring the true hotel feeling to your home.