'Foreign retailers don't understand Dutch high street'

International retail chains look at opening stores in Amsterdam but rarely choose the Dutch capital for their first location in Europe, according to Richard Dallinga of Jones Lang LaSalle.

'Foreign chains have difficulties with the Dutch retail market. They don't understand the market structure, being more familiar with shopping centre formats than the high-street retail on prime shopping streets such as Kalverstraat in Amsterdam,' Dallinga, director of retail at JLL Netherlands said.

Dallinga was speaking during a panel discussion on the first day of the Provada real estate trade fair in Amsterdam on Tuesday. The discussion on attracting more foreign business was organised by Buck Consultants International.

Several US-based retail chains are seeking to expand in Europe, Dallinga said. The new entrants include Forever 21, GAP and Hollister.