Miss Etam is preparing for a return to the shopping street. Driven by the clear wish of her loyal customer to be able to physically experience the collection again, the Dutch fashion chain is working on a broad retail strategy. An important part of this is the launch of a renewed B2B approach, with which the brand, for the first time in its centenary history, enters the Wholesale market. The reason? A persistent question that always comes back: “We want to see Miss Etam in the store again.”
From digital relaunch to physical presence
Since the restart of the webshop, the brand has been in full swing again. “We have a very nice, loyal customer base.” “And actually when we went live with a webshop again in 2022, after two years, we were able to reach a lot of fans again.” Melanie Barneveld and Thomas Zonneveld, both have been connected to Miss Etam for years and nowadays part of the three -headed management together with Ilse Molendijk. “The call for physical presence became too strong to ignore.” Every day we were asked through customer service and social media: where can we fit and buy Miss Etam again? ”
The customer as a starting point: comfort, fit and current affairs
Miss Etam serves the Dutch woman, often around 50 years old, with trend -oriented fashion in the middle segment. The collections combine a strong price-quality ratio with a wide dimensions of 36 to 54. Comfort is leading, without compromising on style. “Our customer wants to buy an item that she can handle immediately,” says Zonneveld. “That is why we work with weekly drops that fit perfectly with the season and the current need. Because of these fast drops that are trend sensitive, are physical locations where our customer can fit the items essential”
The brand offers a combination of Noos products (never out of stock), such as well-fitting pants in different lengths for all body types, and fashionable tops in print and color. The collection is exclusive and is fully designed in -house. “See now, buy now is not a trend with us, but the standard.”
Flexibility as an asset within the B2B model
Unlike traditional wholesale structures, Miss Etam does not work with long lead Times. Retail partners can purchase in the short term, allowing stores to respond flexibly to fluctuating demand and seasonal changes, without maintaining large supplies.
Miss Etam is looking for the right partners: working together on growth
For the rollout, Miss Etam is looking for an agent or retail partner who believes in the power of the brand and can make the right translation to the shop floor. “We are looking for a progressive partner with a strong and established network that understands what Miss Etam stands for,” explains Barneveld. “Not necessarily high-end boutiques, but accessible points of sale where our customer feels at home.”
The collaboration is open, equivalent and based on trust. Miss Etam supports marketing, logistics and collection management. The ambition from the brand is to set up a workable structure together, and to scale up to several regions and points of sale if success. “We are going to make this brand big together.”
Grow with preservation of identity
Both agents and retailers can report to Miss Etam. The opening of strategically chosen brand stores is also part of the broader retail strategy in the future. “We think it is important to be where our customer is, also physical. That is part of who we are as a brand.”
“We are not the brand that dictates fashion,” concludes Zonneveld. “We listen to our customer and offer what she needs now. That makes us reliable and distinctive.” After the successful restart in 2022 and the renewed confidence of the consumer, Miss Etam now wants to build further together with the right partners and firmly anchoring its name in the Dutch fashion landscape.
