The Bulldog Amsterdam | Brand History

History of The Bulldog brand

How did The Bulldog brand become an empire?

1970

Henk de Vries starts a small business selling Marijuana in small matchboxes at the Kralingende Festival in Kralingen-Crooswijk in the Netherlands. His business, although flourishing, is not enough for him, he wants more.

1974

Henk is turning his father's sex shop into a completely different business. He decides to open the first Coffee Shop in the Netherlands. He was the first to invent the concept under the name 'The Bulldog', a name that comes from the breed of his dog Joris, an English bulldog.

The Coffee Shop No. 90 marks the beginning of an empire. Henk likes to call this place: the Amsterdam lounge where people feel at home and where they are free to smoke a joint and be as they are!

"I want to create a lounge atmosphere. A good atmosphere, relaxing music. A place where people can smoke, talk and feel good. I want to provide a completely different atmosphere than most other bars, where people drink and get aggressive." HdV

This kind of freedom obviously doesn't please everyone. The Bulldog fights daily against the police and is kept under surveillance by the Warmoessrast police station. But it takes more than that for Henk to give up. On the contrary, after every raid he launches new offers, much to the despair of the police who realise how much time is wasted. This is when the policy of tolerance takes shape.

1976

The legal difference between soft and hard drugs is defined under the Opium Act. The use of soft drugs is officially tolerated.

"We have to break the rules to make the rules." HdV

1985

The Bulldog empire expands and opens 'The Palace' in Leidseplein: a large café/coffee shop in a former police station, as a tribute to the police interventions of the 70s.

The Bulldog is now an international company with 5 Coffee Shops, 2 hotels in Amsterdam and Canada, 3 souvenir shops, 1 English Pub and 1 large coffee shop and many merchandising products.

"It's a good start, but we're not there yet. The bulldog is still just a puppy." HdV

The Bulldog is
REBELLE

The brand likes to say that it doesn't do what others expect of it. The Bulldog is stubborn, combative, adventurous and loves his freedom.

The Bulldog is AUTHENTIC.

The brand likes to say that it doesn't say what others want to hear. The brand's commitment and interests are sincere. The Bulldog remains true to its Dutch origins: the teams are pleasant, resourceful and honest in the image of their customers.

The Bulldog is
SOCIAL

The brand likes to say that it doesn't exclude anyone. The Bulldog is open-minded and accessible, respecting everyone's cultures, religions and beliefs. The Bulldog does not judge people for who they are or what they do, but listens to their stories. It's the living room where people feel comfortable.

The Bulldog is GENEROUS

Helping and caring for people has been essential to The Bulldog since the early days of its existence. It even gave birth to The Bulldog foundation with the evocative slogan "The brand that has heart". The foundation invests in many local and international charity projects.

The Bulldog sells many derivative products on its website shop.thebulldog.com and in its souvenir stores.

You will find sweaters, t-shirts, tank tops, shorts for men, women and children with the brand's logo. The dog's head is also stamped on a range of hats and caps, bags and other goodies such as The Bulldog flag, magnets, phone accessories, key chains and many more.

In addition to these products, The Bulldog offers a wide range of smoking accessories such as rolling papers, filters, toncars, grinders and lighters.

Rolling sheets The Bulldog

The Bulldog Cigarette Filters

The Bulldog Lighters

Cigarette boxes The Bulldog

Grinder The Bulldog

Ashtrays The Bulldog