Double Dutch: online marketplace Secret Sales snaps up Vroom & Dreesmann and To Be Dressed

Secret Sales, a European off-price fashion marketplace, has acquired Vroom & Dreesmann (V&D), a Dutch retailer that went bust in 2015 and was resurrected as on online only venture, along with To Be Dressed, a fashion site (also Dutch) for Gen Z and Millennial shoppers.

Financial terms of the deals were not disclosed.

V&D will now be powered by Secret Sales’ tech platform, connecting Dutch shoppers to 2,500+ global brands at unbeatable prices. To Be Dressed, meanwhile, brings traction with younger customers. The moves follow previous acquisitions of Dreivip, Dress for Less, and Afound.

Chris Griffin, CEO at Secret Sales, comments: “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.”

Interview: @Secretsales CEO Chris Griffin talks market disruption and tackling sustainability issues in fashion industry #fashion #sustainability #ecommerce #onlineshopping #RetailTech #retailnews https://t.co/5PWuattS9X

— Retail Technology Innovation Hub (@RTIH_RetailTech) December 20, 2023

Jonathan Kahn, Partner at Cool Investments and outgoing owner of V&D, says: “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.”

With the addition of V&D and To Be Dressed, Secret Sales now spans seven European markets, offers over one million unique products, supports 17 million registered users, and powers a network of 4,815 premium partner brands.

2025 RTIH INNOVATION AWARDS

Online retail will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

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