Secret Sales acquires two Dutch brands to accelerate European growth

V&D (Vroom & Dreesmann) and To Be Dressed have been bought by Secret Sales, with V&D being a much-loved brand in the Netherlands that went bust in 2016.

Secret Sales said it is “proud” to help shape the next part of V&D’s story and to “honour its legacy while reestablishing it as the most exciting, relevant, and trusted fashion destination in the Netherlands”.

V&D will be able to gain access to billions of euros of inventory and over 4,500 fashion and beauty brands through Secret Sales’ platform.

Both V&D and To Be Dressed, a  popular fashion site among younger shoppers, aim to offer customers a variety of brands and ranges, localised products and a simpler, faster shopping experience.

Under the ownership of Secret Sales, both will be able to keep their brand identities but will be bolstered by the marketplace’s technology infrastructure, product offerings, operational scale and brand partnerships.

The move is one of the largest acquisitions in Secret Sales’ history and has been supported by Sellside Partners.

Secret Sales chief executive Chris Griffin 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. We’re equally excited to welcome To Be Dressed to our growing European platform and together, these brands will play an important role in shaping the next stage of our journey.”

Secret Sales now spans seven European markets with over 1 million unique products and 17 million registered users.