Lingerie brand Marlies Dekkers to close physical stores, shift to online-only model
Dutch lingerie brand Marlies Dekkers will gradually shut down its physical stores as it transitions to a fully digital business model, a company spokesperson confirmed Thursday. The move marks a significant shift in the brand’s retail strategy and will remove the well-known stores from shopping streets in Amsterdam, Rotterdam, Breda and Utrecht, FashionUnited reports.
The spokesperson did not respond to FashionUnited's questions about how many stores will close or when the closures will occur.
“At their peak, our stores were not only present in the Netherlands but also in Belgium, France, Germany and even Thailand,” the company said in a statement. “Our stores have played an important role in building the Marlies Dekkers experience, and we recognize the emotional value they hold—for our team, our customers, and everyone who has walked through our doors over the past years.”
Although the physical stores will disappear from city centers, the brand emphasized that its collections will remain available via online platforms.
As part of the shift, a redesigned webshop will launch in September. The new site aims to offer “a refreshed brand experience that reflects the way our customers live, shop, and connect with our brand,” according to the statement.
