What America Today is known for

Dutch casual-wear chain opened 1989 on Amsterdam's Sarphatistraat by three friends selling American labels. Introduced its own America Today house label in 2002; now runs roughly 70 stores in the Netherlands and 15 in Belgium under Excellent Retail Brands.

America Today opened its first store in 1989 on Sarphatistraat in Amsterdam, founded by three Dutch friends who built the shop around imported American clothing brands sold at accessible prices, a concept that was new to the Dutch market at the time and quickly drew customers from across the country under the banner of 'American heritage' fashion.

The chain expanded through the Netherlands over the following years and opened its first store in Belgium in 1996. In 2002, the company shifted its focus by introducing its own in-house label, also called America Today, translating an American-inspired casual aesthetic, denim, basics and sportswear, into its own designed collections rather than relying solely on imported third-party brands.

In 2006, America Today became part of Excellent Retail Brands (ERB), a Dutch retail group. Under that ownership the chain continued to expand its store footprint, reaching roughly 70 locations in the Netherlands and 15 in Belgium. The business has kept its founding American-heritage positioning even as its own house label became the dominant part of what it sells, continuing to operate as a mid-market casual clothing retailer across the two countries.