Amac opens flagship store in The CubeHouse in Amsterdam's Zuidas business district

Greater focus on business customers in store at 'unusual location'

Apple specialist Amac will open a flagship store in Amsterdam's Zuidas business district later this year. The new store will be located on the ground floor of the sustainable office complex The CubeHouse. With a surface area of approximately 300 square metres, the Amac store will be the largest Apple Premium Partner store in the Netherlands.

This is the first time since 2018 – when the shop in The Wall shopping centre in Utrecht opened – that Amac has opened a completely new location. Over the past seven years, the Apple specialist has regularly moved existing branches to larger locations within the same city. According to managing director Roelof de Rijk, it was a long-cherished wish to start a second shop in Amsterdam. "We have been looking for a suitable location on the outskirts of Amsterdam for years. The city has the highest iPhone density in the Netherlands, and the Zuidas, as the most famous business district in the Netherlands, is a prime location for companies. It is an atypical place for us to open a shop, because our branches are usually located in busy shopping areas. But the success of the shop in The Wall and the fact that the Zuidas is the business heart of the Netherlands make this a place that we believe deserves an Amac shop. The flagship store in the Zuidas could well become our most successful shop." 

Strategic location

The new store is expected to open at the end of the first quarter or beginning of the second quarter of 2026. ‘With this location, we are targeting a different audience than our store on Prins Hendrikkade,’ says De Rijk. "The flagship store in the Zuidas is interesting for students, consumers and business customers alike. It is located within walking distance of one of the largest public transport hubs in the Netherlands, on the walking route to the VU University, in the business heart of the Netherlands and also in the middle of Amsterdam-Zuid. We also expect customers from outside Amsterdam to find us, thanks to its strategic location next to the A10 motorway, which is used by more than 100,000 vehicles every day."

The flagship store is located in The CubeHouse, on the corner of Parnassusweg and Claude Debussylaan in Amsterdam-Zuid. This unique office complex was developed by G&S& and is owned by the ASR Dutch Mobility Office Fund. In addition to Amac's flagship store, The CubeHouse will also house the new headquarters of the European bank BNP Paribas and the headquarters of the consulting and engineering organisation Arcadis.

Extra focus on business customers

The Amac store in the Zuidas business district has been designed according to Apple's latest retail concept, with Apple products and related accessories for iPhone, iPad, MacBook and Apple Watch displayed directly next to the product tables. In addition, the Amsterdam branch no longer has a counter with a cash register. Because the store is located in the most famous business district in the Netherlands, it offers an extra-large range of products for business customers. The shop has plenty of space for protective covers, sleeves and bags, as well as accessories for the home or office workplace, such as monitors, keyboards, mice and headsets.

‘Permanent employees from our business division Amac Pro are always on hand, so we can provide business customers with the best possible service in the shop,’ says De Rijk. ‘There is also a service desk for repairs and a technician who can often repair iPhones on the same day. In addition, training sessions are held several times a week with tips and tricks on how to get the most out of Apple devices.’

About Amac

Amac is the only Apple Premium Partner in the Netherlands and one of the largest in Europe. Amac has 47 branches throughout the country, a webshop and Amac Pro for business customers and education. Amac offers a complete range of Apple products and accessories for Mac, iPad, iPhone and Apple Watch. The company also provides other services to Apple users, including a repair service, transfer service, one-to-one sessions and training in the use of Apple products. A Managed Service Provider proposition is available for business customers, as well as Apple Consultancy, management and security solutions.