# Bijenkorf Replaces Iconic Climbing Pieten with Bears After 63 Years The department store ends a six-decade tradition by introducing bears to its seasonal displays. - **Source:** [RTL Nieuws](https://www.rtlnieuws.nl) - **Published:** 2026-11-10 - **Topic:** [culture](https://brifing.si/c/culture) - **Original article:** - **On Brifing:** https://brifing.si/s/8e4fcfda-54b3-4733-b59b-6c85dc4ad92a ## End of a Tradition The department store chain de Bijenkorf has officially ended its sixty-three-year tradition of featuring climbing Pieten during the Sinterklaas festivities. Since 1963, these figures have been a staple of the store's seasonal decor. This year, the company decided to replace the iconic climbing dolls with bears across its various retail locations. ## Scope of the Change This significant visual transition will be implemented across four specific branches of the department store. The locations affected by this policy change include the stores in Amsterdam, Amstelveen, Utrecht, and The Hague. These sites were previously known for the climbing figures that ascended toward the ceiling during the annual holiday season. ## A New Chapter The company describes this shift as the beginning of a new chapter for their holiday celebrations. By moving away from the traditional climbing figures, the retailer is altering a display format that remained consistent for over six decades. The decision marks a departure from the historical aesthetic established back in 1963. ## Historical Context Established The tradition of climbing figures at de Bijenkorf dates back to 1963, creating a long-standing association between the store and the Sinterklaas holiday period. For sixty-three years, these figures were a recognizable feature of the retail environment. The replacement with bears represents a fundamental change in the store's long-term holiday branding strategy. ## Retail Display Evolution Retailers frequently update their holiday displays to align with evolving corporate identities or public preferences. While the specific reasons for this transition were not detailed beyond the company's statement, the move reflects a departure from established norms. The shift to bears suggests a desire for a different thematic approach this year. ## Operational Implementation Details The change involves removing the dolls that historically climbed toward the ceiling in the designated stores. These physical installations were a core part of the customer experience during the Sinterklaas season. Replacing them with bears requires a complete overhaul of the seasonal decorative setup previously maintained at these four major Dutch branches. ## Public and Corporate Impact The decision to replace the figures impacts the visual atmosphere of the stores in Amsterdam, Amstelveen, Utrecht, and The Hague. Customers accustomed to the climbing figures will encounter a different aesthetic this year. The company has framed this as a deliberate update to their holiday tradition rather than a temporary seasonal adjustment. ## Future Holiday Outlook With the removal of the climbing Pieten, the future of holiday displays at de Bijenkorf remains focused on this new bear-themed direction. The transition effectively closes a sixty-three-year era of retail history. Observers will now look to see if this change influences other seasonal decorative choices made by the department store chain. ## Sources covering this story - [RTL Nieuws — Bijenkorf Replaces Traditional Pieten with Bears After 63 Years](https://www.rtl.nl/nieuws/artikel/5664261/bijenkorf-pieten-klimpieten-beren-traditie-stopt) - [NU.nl — Bijenkorf Replaces Iconic Climbing Pieten with Bears After 63 Years](https://www.nu.nl/economie/6416108/bijenkorf-vervangt-bekende-klimpieten-na-63-jaar-door-beren.html) --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._