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In 1989, three Dutch friends opened a fashion store in the Amsterdam Sarphatistraat where they sold some of the best American labels, for the lowest possible price. They named their store 'America Today'​. The concept was brand new in The Netherlands and right from the start this 'American heritage'​ store attracted customers from allover the country. Through the years, the initial concept evolved. America Today still stands for American heritage fashion, but the main focus nowadays is on its own label: 'America Today'​. Besides this change of focus, the company has widely expanded its retail activities: there are now 70 America Today stores in The Netherlands, 15 in Belgium. In 2006 America Today became part of Excellent Retail Brands (ERB).

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