As part of its ongoing European expansion strategy
Our portfolio company Secret Sales – an international off-price fashion marketplace – is bringing a beloved name in Dutch retail, V&D (Vroom & Dreesmann), back to life. The company has also acquired To Be Dressed, further deepening its footprint in the Benelux region.
Once a cornerstone of high street shopping in the Netherlands, V&D closed its physical stores in 2016. Under Secret Sales’ ownership, V&D is set for a digital revival.
Chris Griffin, CEO of Secret Sales, commented: “V&D is not just a brand. It holds a special place in people’s lives, with memories and meaning that stretch across generations. This is a rare opportunity to help V&D evolve into something new, while staying true to everything people loved about it.
“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 are 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.”
Leveraging Secret Sales’ tech infrastructure and access to €2 billion in premium inventory, V&D will relaunch with a significantly expanded offer from over 4,500 global brands. The goal is to restore V&D as a household name for fashion-conscious Dutch shoppers, offering value, familiarity and a locally relevant assortment.
To Be Dressed is a platform known for its curated, discounted fashion selection that appeals to younger, price-savvy consumers. Both brands will maintain their distinct identities but will benefit from Secret Sales’ operational scale, speed and marketplace model.
Angus Duthie-Jackson, Investment Manager at Perwyn, said: “This acquisition brings Secret Sales’ reach to seven European markets, 17 million users and a growing catalogue of over one million products. It is the latest in a string of strategic buys, including Dreivip, Dress for Less and Afound. We are eager to connect with like-minded companies across Europe, who want to be part of this dynamic internationalisation journey.”