Secret Gross sales is bringing a beloved title in Dutch retail again to life. The UK-based off-price trend market has acquired V&D (Vroom & Dreesmann) and To Be Wearing a transfer that deepens its footprint within the Benelux area.
As soon as a cornerstone of excessive avenue purchasing within the Netherlands, V&D closed its bodily shops in 2016. Now, below Secret Gross sales’ possession, the platform is ready for a digital revival.
Chris Griffin, CEO of Secret Gross sales, commented: “V&D isn’t only a model – it’s a part of the Dutch story. It holds a particular place in individuals’s lives, with recollections and that means that stretch throughout generations. It is a uncommon alternative to assist V&D evolve into one thing new, whereas staying true to every little thing individuals cherished about it.
“Bringing V&D into the Secret Gross sales household is a proud second for us. We see the possibility to construct on its unbelievable heritage and to re-establish it as the trendy, go-to vacation spot for trend within the Netherlands. We’re equally excited to welcome To Be Dressed to our rising European platform – collectively, these manufacturers will play an necessary function in shaping the subsequent stage of our journey.”
Leveraging Secret Gross sales’ tech infrastructure and entry to €2 billion in premium stock, V&D will relaunch with a considerably expanded provide from over 4,500 international manufacturers. The purpose: to revive V&D as a family title for fashion-conscious Dutch customers, providing worth, familiarity and a regionally related assortment.
The deal additionally contains To Be Dressed, a platform identified for its curated, discounted trend choice that appeals to youthful, price-savvy shoppers. Each manufacturers will keep their distinct identities however profit from Secret Gross sales’ scale, pace and market mannequin.
The acquisition brings Secret Gross sales’ attain to seven European markets, 17 million customers and a rising catalogue of over a million merchandise. It is the most recent in a string of strategic buys, together with Dreivip, Gown for Much less and Afound.
Jonathan Kahn, Associate at Cool Investments and outgoing proprietor of V&D, added: “We bought the V&D model ten years in the past and efficiently developed it into an online-only enterprise.
“This sale to Secret Gross sales marks the start of an thrilling new chapter. With their scale, platform, and ambition, V&D is now completely positioned to develop past that basis and reclaim its former glory – as soon as once more turning into a trusted vacation spot for the Dutch individuals.”
