Apple took the wraps of its Dutch retail plans Wednesday.

Contrary to existing speculation, the company will not be opening a retail outlet in Amsterdam. Instead, it will sell Apple products in three high-profile designer furniture stores in the Netherlands, beginning September 1.

“We want to show that an Apple product fits perfectly in a lifestyle environment and take it out of the IT corner,” said Ton van Garderen, general manager for Apple in Belgium, the Netherlands and Luxembourg (Benelux).

US only Van Garderen said the concept is unique for the Netherlands, at the same time quashing rumours that Apple might open its own stores in the Netherlands, or anywhere in Europe, repeating that Apple stores are a US concept and “will not come to Europe”.

Apple partner High Tech Request (HTR) Nederland BV of Rhenen, Netherlands, will sell all Apple products in three stores that sell furniture designed by Jan des Bouvrie, a well-known Dutch designer. The Apple islands in the furniture stores, located across the country, will be about 45 square metres in size and will be staffed by HTR.

HTR is new to the retail field; the company specializes in business-to-business sales.