Secret Sales, a marketplace for off-price fashion and beauty, has announced the acquisition of V&D (Vroom & Dreesmann) and To Be Dressed, in a significant move that will strengthen the company’s presence in the Benelux region and accelerate its pan-European growth.
The acquisition of V&D marks a moment that extends beyond business – it’s an opportunity to bring one of the Netherlands’ most cherished brands back to the forefront. For generations, V&D was the destination where Dutch families shopped, made memories, and shaped traditions. From Christmas displays and La Place lunches, V&D was woven into daily life.
Secret Sales is proud to help shape the next chapter of the V&D story – honouring its legacy while reestablishing it as the most exciting, relevant, and trusted fashion destination in the Netherlands.
Through Secret Sales’ platform, V&D will gain direct access to billions of euros of inventory and over 4500 of the world’s best fashion and beauty brands. This will position V&D as the leading marketplace for off-price fashion in the Netherlands, offering Dutch consumers an unmatched selection, seamless service, and a local shopping experience that feels both familiar and new.
The ambition is simple: to build on V&D’s powerful legacy and grow it into the destination for fashion in the Netherlands once again.
This move also brings To Be Dressed, a popular Dutch fashion site with strong appeal among stylish younger shoppers, into the Secret Sales family. Together, V&D and To Be Dressed will offer customers a bigger, better way to shop – broader brands, deeper ranges, more localised assortments, and an easier, faster shopping experience.
Under Secret Sales’ ownership, both platforms will retain their unique identities and brand essence, significantly enhanced by Secret Sales’ advanced technology infrastructure, operational efficiency, and expansive product offerings.
Chris Griffin, CEO of Secret Sales, commented:
“V&D isn’t just a brand – it’s part of the Dutch story. 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.
“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.”
Jonathan Kahn, Partner at Cool Investments and outgoing owner of V&D, added:
“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.”
This acquisition, supported by Sellside Partners, is one of the largest in Secret Sales’ history and underscores the company’s continued commitment to building Europe’s most connected off-price fashion marketplace.
With the addition of V&D and To Be Dressed, Secret Sales now spans 7 European markets, offers over one million unique products, supports 17 million registered users, and powers a growing network of 4815 premium partner brands.
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