Amsterdam, the enchanting capital of the Netherlands, is renowned for its picturesque canals, world-class museums, and rich cultural atmosphere. Amid this vibrant heritage, De Bijenkorf stands out as a premier department store that transforms a visit into an unforgettable tourist experience. The name “De Bijenkorf,” meaning “The Beehive” in Dutch, reflects its status as the Netherlands’ most famous luxury department store chain, with flagship stores in Amsterdam, The Hague, Rotterdam, and Utrecht, alongside smaller branches in Amstelveen, Eindhoven, and Maastricht. On a cool evening at 6:00 PM CET on September 25, 2025, I embarked on a personal exploration of the main branch at Dam Square. In this article, I’ll recount my experience, delving into its history, layout, unique offerings, and practical tips.
The Journey Begins: Unveiling De Bijenkorf’s Heritage
My visit to De Bijenkorf Amsterdam began as the sun set, casting an orange glow over the bustling Dam Square. The store’s main facade, a historic six-story building overlooking the renowned Hotel Krasnapolsky, immediately captivated me with its classic Dutch elegance. Founded in 1870 by Simon Philip Goudsmid as a small button and accessories shop on Nieuwendijk Street, one of Amsterdam’s oldest shopping streets, the store grew under family leadership after Goudsmid’s death in 1889 with the acquisition of adjacent buildings. A new building was constructed in 1909, and the Dam Square flagship opened following a reconstruction in the 1930s, cementing its status as a symbol of luxury retail in the Netherlands, spanning 15,000 to 21,000 square meters.
Stepping inside, I was enveloped by a sophisticated ambiance, with the faint scent of luxury perfumes and a gentle hum of activity. De Bijenkorf’s history mirrors the Netherlands’ post-World War II economic growth and was a member of the International Association of Department Stores from 1929 to 2012. For tourists, this historical context transforms a shopping trip into a journey through time, especially when paired with a visit to the nearby Royal Palace, a five-minute walk away, located in Dam Square itself.
Location and Accessibility: A Central Jewel in Amsterdam
De Bijenkorf’s prime location makes it a must-visit for travelers. Situated at Dam 1, Amsterdam, in the heart of the city, it is directly accessible from Amsterdam Centraal Station with a 10-minute walk or a short tram ride on lines 4, 14, or 24. The journey from Schiphol Airport takes about 20 minutes by train, making it convenient for international visitors arriving from across Europe or the world.
The store is nestled in a vibrant district, surrounded by landmarks such as the Nieuwe Kerk and Madame Tussauds Amsterdam, both a five-minute walk away. During my visit, I arrived after a stroll along Kalverstraat, enjoying the autumnal atmosphere. Its proximity to hotels like Krasnapolsky, just a short walk away, enhances accessibility for tourists.
Inside the Store: A Multi-Layered Experience
Entering De Bijenkorf, I was greeted by a spacious atrium adorned with a digital screen announcing a 15% discount on autumn collections. The store spans six floors, each offering a distinct experience. My journey began in the basement, the gourmet food hall, where I sampled handmade Dutch chocolate (5 EUR) and marveled at the variety of delicacies—black forest cake, Dutch cheese, and regional wines—perfect for souvenirs.
Moving to the ground floor, I explored the cosmetics and accessories section, featuring over 80 brands like Chanel, L’Oréal, and Gucci. A courteous staff member offered a free skincare sample, enhancing the welcoming vibe. The 1st to 3rd floors housed men’s and women’s fashion, where I admired a Gucci-designed coat (600 EUR) and a silk scarf as a gift. The 4th floor offered children’s clothing and household goods, while the 5th floor’s dining options ranged from sushi to traditional Dutch herring.
I spent over three hours wandering, captivated by the seasonal pop-up stalls on each floor, showcasing Dutch crafts like Delft pottery. The instant tax refund counter on the 6th floor, supported by Global Blue, was a practical feature for tourists. The store’s pristine presentation, multilingual staff (English, Dutch, French), and free Wi-Fi left a strong impression, echoed by TripAdvisor reviews praising the “exceptional service” and “charming atmosphere.”
Unique Offerings: What Sets De Bijenkorf Apart
De Bijenkorf distinguishes itself with a blend of Dutch craftsmanship and international luxury. The gourmet hall is a highlight, offering regional specialties like Gouda cheese and Dutch chocolate. I purchased a box of chocolate (8 EUR) as a souvenir. The fashion floors feature a mix of global brands (Louis Vuitton, Hermès, Burberry, Gucci) and local labels (Sloane, Fendi), with seasonal collections tailored to Amsterdam’s rainy autumn climate.
The store’s cultural engagement shines through its events. During my visit, a temporary exhibition on modern Dutch fashion occupied the 4th floor, featuring live demonstrations. During festive seasons like Christmas, the store transforms with elaborate window displays accompanied by theatrical performances and lights in Dam Square, a tradition since the 1930s, drawing crowds for photography. The customer card, offering a 5% discount for international visitors with purchases over 50 EUR, added value to my shopping, alongside sustainability initiatives like the “Save the Bee” campaign.
Dining and Relaxation: A Culinary Journey
Dining at De Bijenkorf restaurants is a treat in itself. I enjoyed a late dinner at the 5th-floor restaurant, savoring Dutch fries with cheese (15 EUR) with a view of Dam Square. The 10+ dining options cater to diverse tastes, from sushi to Dutch pastries. Local reviews highlight the quality of these eateries, though some note peak-hour waits.
Rest areas with charging stations and a children’s play zone provided a welcome break. I relaxed with a cup of coffee from a vending machine (2 EUR), observing families and shoppers. This blend of convenience and local flavor makes De Bijenkorf a family-friendly destination.
Tips for Tourists: Maximizing Your Visit
To optimize your De Bijenkorf experience, plan strategically. Arrive early (10:00 AM opening Tuesday to Saturday, 11:00 AM Sunday and Monday) to avoid crowds, especially on weekends or during Christmas sales. Download the De Bijenkorf app for real-time offers—I scored a 10% discount on cosmetics. Carry your passport for tax-free shopping (refundable at the 6th-floor counter), and consider the store’s delivery service for heavy items.
Combine your trip with nearby attractions: a stroll in Dam Square for photos or a visit to the Van Gogh Museum (15 minutes by tram). Wear comfortable shoes, as the multi-level layout requires ample walking. Avoid peak hours (6:00 PM-8:00 PM) unless you enjoy the lively atmosphere. X posts praised the store’s accessibility but cautioned about holiday congestion, with some reviews mentioning issues with tax refund services, so check in advance.
Challenges and Reflections
While De Bijenkorf is a delight, challenges exist. Prices can be steep—my purchases totaled over 650 EUR—potentially daunting for budget travelers. Some online reviews mention occasional stock shortages in popular items, and the multilingual staff, while helpful, may face language barriers during peak periods, alongside complaints about customer service in tax refunds. However, the store’s efforts to cater to international visitors, including English signage and a tourist information desk, mitigate these issues.
Reflecting on my visit, I appreciated the balance of Dutch tradition and global sophistication. De Bijenkorf’s role as a cultural ambassador for Amsterdam was evident, from fashion exhibitions to regional food offerings. It’s a place where shopping becomes a celebration of Dutch hospitality and style.
Address & Location
- Address: Dam 1, 1012 JS Amsterdam, Netherlands
- Located right on Dam Square, in the heart of Amsterdam, within walking distance of Central Station and major attractions.
- Google Maps: View Location
Contact Details
- Phone: +31 20 808 9333
- Email: info@debijenkorf.nl
- Official Website: De Bijenkorf Amsterdam
Opening Hours (typical schedule)
| Day | Opening Hours |
|---|---|
| Monday | 11:00 AM – 9:00 PM |
| Tuesday | 10:00 AM – 9:00 PM |
| Wednesday | 10:00 AM – 9:00 PM |
| Thursday | 10:00 AM – 9:00 PM |
| Friday | 10:00 AM – 9:00 PM |
| Saturday | 10:00 AM – 9:00 PM |
| Sunday | 10:00 AM – 8:00 PM* |
*Some sources mention 11:00 AM opening on Sundays — it’s best to double-check before visiting.
Services & Features
- Tax Refund Lounge for tourists (powered by Global Blue) on the upper floor.
- Multilingual staff (English, Dutch, French).
- Free Wi-Fi throughout the store.
- Luxury brands like Louis Vuitton, Hermès, Gucci, Burberry + Dutch crafts (e.g., Delftware, Gouda cheese).
- Dining options on the 5th floor (Dutch and international cuisine).
- Easy access by tram (lines 4, 14, 24) or 10-min walk from Amsterdam Centraal Station.
- Close to top attractions: Royal Palace, Nieuwe Kerk, Madame Tussauds.
