The Smaak Amsterdam label was founded by André Grundmann and has rapidly grown into a popular brand with outlets throughout Europe. Andre started with a multi brand store in Amsterdam. Finding the best brands for his store wasn’t that difficult but finding nice quality bags was an issue, either the quality was not up to standard or just not the right models, and if he did find the perfect bags, they would just be too expensive That’s when Andre thought to himself “Why don’t I design and produce my own bags?”. He designed high quality; beautifully designed bags able to compete with the bigger fashion brands. SMAAK was an immediate success in The Netherlands and later Europe. SMAAK Amsterdam is loved by Gen XYZ for the designs and the colours.