Secret Sales snaps up Dutch retailer V&D in major European expansion

Secret Sales is bringing a beloved name in Dutch retail back to life. The UK-based off-price fashion marketplace has acquired V&D (Vroom & Dreesmann) and To Be Dressed in a move that deepens its footprint in the Benelux region.

Once a cornerstone of high street shopping in the Netherlands, V&D closed its physical stores in 2016. Now, under Secret Sales’ ownership, the platform is set for a digital revival.

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."

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: to restore V&D as a household name for fashion-conscious Dutch shoppers, offering value, familiarity and a locally relevant assortment.

The deal also includes To Be Dressed, a platform known for its curated, discounted fashion selection that appeals to younger, price-savvy consumers. Both brands will maintain their distinct identities but benefit from Secret Sales’ scale, speed and marketplace model.

The acquisition brings Secret Sales’ reach to seven European markets, 17 million users and a growing catalogue of over one million products. It's the latest in a string of strategic buys, including Dreivip, Dress for Less and Afound.

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."