UK-based off-price fashion marketplace, Secret Sales plans to expand its presence in the European market by acquiring two Dutch brands, V&D (Vroom & Dreesmann) and To Be Dressed.
Once a cornerstone of Dutch high street shopping, V&D holds deep sentimental value across generations. Chris Griffin, CEO, Secret Sales, emphasizes, more than just a brand, V&D is a part of the Dutch story. The brand holds a special place in people’s lives, with memories and meaning that stretch across generations. He sees this as a unique opportunity to evolve V&D while honoring its cherished legacy, aiming to re-establish it as the ‘modern, go-to destination for fashion in the Netherlands.
The acquisition also includes To Be Dressed, an established online platform known for its curated, discounted fashion selection, appealing to a younger, price-savvy demographic. Both V&D and To Be Dressed will retain their distinct brand identities, but will benefit immensely from Secret Sales' robust tech infrastructure and access to a vast €2 billion inventory from over 4,500 global brands. The goal for V&D is to relaunch with a significantly expanded product offering, aiming to restore its status as a household name for Dutch shoppers by providing value, familiarity, and a locally relevant assortment.
This strategic acquisition boosts Secret Sales' European footprint, expanding its reach to seven markets, 17 million users, and a growing catalog of over one million products. It follows a series of other impactful buys, including Dreivip, Dress for Less, and Afound, signaling Secret Sales' aggressive expansion strategy.
Jonathan Kahn, Partner, Cool Investments and Outgoing Owner, V&D, affirms, this sale to Secret Sales marks the beginning of an exciting new chapter. With their scale, platform, and ambition, V&D is now perfectly placed to grow beyond that foundation and reclaim its former glory – once again becoming a trusted destination for the Dutch people. This partnership is poised to bring a nostalgic yet modernized shopping experience back to Dutch consumers, he adds.
