Dutch brand house Veldhoven, the owner of mainstream womenswear brand Sandwich, has acquired a new brand as part of a move to restructure its portfolio.
Veldhoven Group has acquired Dutch womenswear brand DEPT with immediate effect, adding to its existing portfolio of brands which include Sandwich and Turnover.
This new acquisition forms part of a brand restructure by the group which will also see Veldhoven spin-off its contemporary womenswear brand Stills in July 2013 as well as beginning a search to find a suitable partner to acquire its kidswear brand NoNo.
The Veldhoven Family will still retain ownership of Stills and design manager Martin Tramper will maintain leadership of the brand.
The group has also begun the search for a suitable new owner for NoNo, to be in place by the end of 2013 although insist that the brand’s operations will be unaffected by any changes.
“These changes will focus us completely on the highly-competitive mid-market women’s fashionwear segment,” said Veldhoven chief executive Martijn Veldhoven.
“We must maintain our competitiveness, operate as efficiently and effectively as we can, and go for growth. Our ambition is a highly-focused family of closely-related brands, and a fully-aligned operational structure to realise it.”
Veldhoven Group will be integrating new brand DEPT into its portfolio during the course of 2013.
“As an on-fashion brand that appeals to younger consumers, DEPT is a great fit for Veldhoven Group,” added Veldhoven.
“We firmly believe that these initiatives will make us stronger as an organisation and brand in our core mid-market womenswear segment.”