In B2B fashion, marketing and brand strategy to attract trusted retailers is just as crucial as the products themselves. Dutch fashion brand Dstrezzed, known for its casual yet sophisticated menswear, has made great strides in recent years to redefine its market position. As the brand looks to expand into the German market, a key growth area within Europe, Dstrezzed relies not only on strong partnerships with agencies like Ben&, but also on maintaining a strong strategy and brand identity.
The evolution of Dstrezzed: from basics to a full range
Dstrezzed has undergone a transformation in recent years, evolving from a menswear line focused on basics to a versatile brand with a strong ‘never-out-of-stock’ collection, complemented by seasonal lines. These changes were prompted by previous attempts to enter the German market, which were hampered by the outbreak of the COVID-19 pandemic. This setback, and the pandemic itself, led the brand to rethink its strategy, resulting in the project “Dstrezzed 2.0”, aimed at rebranding and strengthening the brand within the premium segment. This rebranding included a new logo, improved product quality and an adjusted pricing strategy, all designed to better align Dstrezzed with the wishes of consumers in the Netherlands and other potential markets.
Dstrezzed’s rebranding wasn’t just cosmetic; the brand invested heavily in its production, marketing and design teams, and brought in new talent to help realize this vision. The goal was clear: transition from a basics-focused label to a brand known for style, quality and market relevance, with a wide range of products. By using EDI and VMI systems, Dstrezzed can see that the changes have made an impact. Sales Director Roy van de Kamp says the company is experiencing significant growth, especially with its strong never-out-of-stock collection.
Ben&’s role in Dstrezzed’s German strategy
When Dstrezzed strengthened its brand strategy, the need for a strong partner in Germany became clear. Dstrezzed sees great potential for international growth in the neighboring country. Van de Kamp indicates that their products are a good fit for the German market and offer a balance between fashionable design and competitive prices. The collaboration with leading fashion agency Ben&, which represents brands such as Mason’s, APC and Filippa K, was the ideal choice. Dstrezzed’s collaboration with the agency and the inclusion in Ben&’s premium segment will help the brand to gain more exposure among both German retailers and consumers.
Marketing as a catalyst for growth
Dstrezzed, originally a sales-driven company, is shifting to a more comprehensive approach. Dstrezzed’s success in the Benelux, where it plans to open its 12th store in Eindhoven, has provided a strong foundation.
This physical presence is complemented by a strong online presence, wholesale distribution and social media campaigns, also exploring partnerships with football clubs and influencers to increase brand awareness. In addition to the brand stores in the Netherlands, Dstrezzed can be found in approximately 400 stores. By creating an equivalent brand experience across multiple channels, Dstrezzed aims to have a similar approach in Germany. In 2025, they hope to open a flagship store in the dynamic city of Düsseldorf, as a hub and central point for expansion in the country.
Looking Ahead: A Future Built on Strategy and Execution
Dstrezzed’s brand strategy and marketing shift have been key in redefining its market position and positioning within the premium segment. By improving product quality and investing in a cohesive brand experience across multiple channels, the company has strengthened its identity and appeal. These changes lay a foundation for Dstrezzed’s growth in the competitive fashion industry.
Germany in particular looks promising, with Ben&’s Head of Premium Department Fabian Weiss noting: “When you have a strong backbone like Dstrezzed, not only in terms of finances but also in terms of NOS and driven by passion, you stick together and focus on the same goal. This makes us very excited about the future.”
