Secret Sales acquires Dutch brands V&D and To Be Dressed

Secret Sales, Europe’s off-price marketplace for fashion and beauty, has acquired V&D (Vroom and Dreesmann) and To Be Dressed in a deal aimed at accelerating growth in the Benelux region.

The move marks the return of one of the Netherlands’ “most recognisable” retail names. V&D, which was known for its department stores, will now relaunch as an off-price digital marketplace, powered by Secret Sales’ e-commerce infrastructure.

According to Secret Sales, both V&D and To Be Dressed will retain their brand identities while gaining access to its technology platform, operational scale and network of more than 4,800 fashion and beauty brands. 

It added that customers in the Netherlands will “benefit from a broader selection of products, faster service and a localised shopping experience”.

The company plans to restore V&D’s position as the “leading” fashion marketplace in the Netherlands, offering direct access to billions of euros of inventory from 4,500 brands. 

To Be Dressed, which targets younger shoppers, will also play a “key” role in strengthening Secret Sales’ reach in the region.

The acquisition, supported by Sellside Partners, is one of the “largest” in Secret Sales’ history. The company now operates in seven European markets, serves 17 million users and offers more than one million unique products.

Chris Griffin, chief executive, said: “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.”

He added: “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.”