Long queue for the opening of the Pink Gellac colour boutique in Amstelveen
AMSTELVEEN, 18 September 2025 – The Pink Gellac Colour Boutique in Stadshart Amstelveen shopping centre officially opened this morning with a festive celebration and was immediately met with great interest. Early in the morning, dozens of fans queued up to get a first look inside the latest store of the popular Dutch brand. In the boutique, visitors are offered advice, inspiration, and live demonstrations on how to apply gel polish effortlessly and professionally.
The Pink Gellac store is located right next to De Bijenkorf and opposite Skins Cosmetics, in the unit previously occupied by fashion retailer Purdey. The newly opened boutique is the latest addition to Pink Gellac, which is delighted with this new milestone. “Amstelveen felt like a logical next step,” says CEO Thera Strietman. “We have many customers here who already know us online, but who are keen to see and try all the colours in real life. This store makes that possible. In addition, Stadshart Amstelveen attracts many visitors from Amsterdam and areas like Het Gooi, who can now also come here.”
Iconic design and complete brand experience
With its tall glass façade decorated with large droplet-shaped pink and purple designs, the Pink Gellac Colour Boutique is impossible to miss for visitors to the shopping centre. The store itself offers an inspiring setting where customers can explore over 300 colours. There are also demo tables where visitors can try the products themselves or receive expert advice from specialists. In addition, customers can discover the latest innovations, such as the popular gel nail stickers.
Strietman explains: “We have an audience here that is passionate about beauty, and now we can give them the opportunity to see and try our products in real life. This brings the brand closer to them, in a way that perfectly fits Amstelveen. We are proud of this milestone.”
The arrival of Pink Gellac is part of the ongoing renewal of Stadshart Amstelveen. The shopping centre is currently investing in a broader and future-proof range of beauty, fashion, food and entertainment. The opening of a new Zara flagship store later this year and the development of a greener, multifunctional public space are also part of this transformation.
What began as a webshop in 2013 has grown into a much-loved brand with millions of customers in the Netherlands and abroad. Pink Gellac now has twelve stores in the Netherlands, including in Amsterdam, Utrecht, Maastricht and Rotterdam. There are also stores in several Belgian cities and in Paris. The physical boutiques complement the webshop, enabling customers to experience the products first-hand, compare colours, and get inspired.
Customers who spend at least €30 in this brand-new Pink Gellac Colour Boutique today or tomorrow will have the chance to win fantastic prizes by spinning the Pink Gellac Wheel.
About Pink Gellac
Pink Gellac’s mission is to make salon-quality gel manicures accessible to everyone. Since its founding in 2013, the brand has grown into one of the leading names in nail care in Europe. With more than 300 colours and new collections launched every two months, the brand now serves millions of customers in seven countries.
Pink Gellac follows a digital-first strategy, supported by seventeen physical Colour Boutiques across Europe. There are now twelve stores in the Netherlands, including in Amsterdam, Utrecht, Rotterdam, The Hague, Maastricht and The Mall of the Netherlands. Pink Gellac also has stores in several Belgian cities and in Paris. Since October 2024, Pink Gellac has proudly held B Corp certification. In both 2024 and 2025, Pink Gellac was named Retailer of the Year for ‘Best Retail Chain’ and ‘Best Webshop’ in the Health & Beauty category.
