In a fashion world that is becoming increasingly competitive and more complex, Trench has been able to take a stable, meaningful position for almost four decades. Not as a traditional representative, but as a strategic partner for brands with ambition and retailers with vision. What started in 1985 with a first representation of a German outdoor brand is today a full-service fashion partner with a preference for Italian refinement, a deep-rooted network in the Benelux and a pronounced personal way of doing business.
This year, Trench is 40 years old, a milestone and great opportunity for the family business to reflect on the history, core values and working methods that make Trench so unique.
A family story with commercial depth
The roots of Trench are with founder Ernst van Veen, who started his fashion career with he male fashion, now that we fashion. “I soon knew that I was too stubborn to continue working within the framework of a large group,” he looks back. “I had entrepreneurship in me and decided to continue independently.” In 1985 he started as an agent of a German outerwear manufacturer from Kassel. That turned out to be the start of a company that grew organically: with brands, staff and especially vision.
In 2017, Ernst passed the baton to his son Elmer, with which a new phase was ushered. “With the arrival of Elmer, much more structure has come,” says Ernst. “Professionalization has really become the keyword.” Elmer confirms that: “What has remained the same is the basis: our dedication to quality, relationships and authenticity. What is different is mainly in the way we organize and communicate. The new generation brings a fresh perspective, digital tools and a stronger focus on strategy and brand experience.”
The family culture has remained unchanged. “We work with short lines, trust and a long -term vision, internally and towards our brands and retailers,” says Elmer. “It often feels like an extension of the family. That makes the work meaningful.”
Not an intermediary, but brand partner
Trench does not believe in boxes, but in brand construction. “In our experience, an agency can no longer consist of only the sale of the product,” says Ernst. “In the current time you will have to be distinctive and provide the customer with tools.” That vision translates into a unique approach: each brand gets its own showroom, furnished according to its identity, and is supported by a permanent representative. This gives focus, recognisability and trust, both for the brand and for the retailer.
Trench only works with brands that fit within the DNA of the company: quality, authenticity and growth potential. The portfolio is looked at critically. “We always wonder: this brand fills our offer or overlap is created? What is the vision of the label, where is produced, and does it fit with our culture?”
Broad services, tailor -made
Trench distinguishes itself with a wide range of services. In addition to sales, the team also offers support in the field of distribution, logistics, marketing and even financing options. “Some customers need pure sales power, others on a total package,” explains Elmer. “Our flexibility makes us distinctive”. Ernst adds: “Because of our approach, we not only increase the interest, but also the knowledge of the retailer in our brands, and that causes real synergy.”
With nearly 40 years of experience, Trench has a deep insight into the Benelux retail channel. “We know the players, their customers and their needs,” says Elmer. “That enables us to connect very specifically, at the right time, with the right story.”
Relationship -driven, sharp on results
Personal approach is not a side issue with Trench, but a core value. “You can only be really personal if there is trust and you are in line,” says Ernst. “Elmer knows how to analyze that very well and to focus. We go for that: 100% focus per brand and per customer.”
Retailers appreciate that dedication. No generic presentations or distant communication, but real involvement. That makes the difference – not only in sales, but in building a sustainable partnership.
Future plans are always there. “That’s the beauty of our profession,” says Ernst. “You have to keep walking in front of the music. Anyone looking back stumbles.” Trench therefore continues to invest in digitization, expansion of the portfolio and new collaborations, always with a clear vision. Ernst concludes: “If you look back, you start stumbling, so we keep looking like trench ahead”.
