Secret Sales Revives Iconic Dutch Brand Vroom & Dreesmann

Secret Sales, a prominent off-price fashion and beauty marketplace, has acquired the iconic Dutch brand Vroom & Dreesmann (V&D) and To Be Dressed, marking a strategic move to enhance its presence in the Benelux region and accelerate its expansion throughout Europe. The acquisition aims to reinvigorate V&D, a significant cultural entity for generations in the Netherlands, by integrating it into Secret Sales' extensive inventory and technological infrastructure. This initiative seeks to reestablish V&D as a leading fashion destination, offering Dutch consumers an expansive range of products from over 4,500 global brands. To Be Dressed, known for its appeal among younger shoppers, will also benefit from this expansion, maintaining its distinct identity while offering broader brand assortments. Secret Sales CEO Chris Griffin highlights the cultural significance of this acquisition, emphasizing the company's commitment to respecting V&D's legacy while transitioning it into a modern, relevant marketplace. The transaction, involving outgoing owner Jonathan Kahn of Cool Investments, was facilitated by Sellside Partners, marking one of the largest acquisitions in Secret Sales' history.