Secret Sales announces acquisition of two Dutch brands
Secret Sales has acquired Dutch brands V&D (Vroom & Dreesmann) and To Be Dressed.
The move will enable the marketplace for off-price fashion and beauty to build its presence in the Benelux region and accelerate its pan-European growth.
Subscribe to TRBV&D is online department store built on the legacy of Vroom & Dreesmann, one of the Netherlands’ most iconic retail brands with a heritage dating back to 1887.
Meanwhile, online retailer To Be Dressed offers discounted clothing, footwear and accessories from hundreds of partner retailers.
Chris Griffin, chief executive of Secret Sales, said: “Bringing V&D into the Secret Sales family is a proud moment for us. We see the chance to build on its incredible heritage and to re-establish it as the modern, go-to destination for fashion in the Netherlands.
“We’re equally excited to welcome To Be Dressed to our growing European platform – together, these brands will play an important role in shaping the next stage of our journey.”
Both V&D and To Be Dressed will retain their unique brand identities under the new ownership while benefiting from Secret Sales’ technology, brand partnerships, and operational scale.
Secret Sales said V&D will gain direct access to billions of euros of inventory and over 4,500 of fashion and beauty brands through the acquisition, which will position it as the leading marketplace for off-price fashion in the Netherlands.
Jonathan Kahn, partner at Cool Investments and outgoing owner of V&D, said: “We purchased the V&D brand ten years ago and successfully developed it into an online-only business. 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.”
The new acquisitions means that Secret Sales is now present in seven European markets.
