Retailer of Week: WE Fashion

 WE Fashion

We would like to welcome our Retailer of the Week – the Dutch brand WE (also known as WE Fashion) operating over 240 shops in 7 European countries with the headquarters located in Utrecht (the Netherlands). They are part of the European fashion conglomerate Logo International. .

This popular fashion retail chain, selling clothing, shoes, bags and other accessories for men, women and children, currently employs over 3,000 people in the Netherlands, Belgium, Germany, France, Luxembourg, Austria and Swirzerland. They have 3 different store formats: WE Women dedicated to women’s clothing and accessories, WE MEN – for men’s apparel and WE Store – for women, men and children. The company is about to develop a new store format: a kids department for 2-12 years old kids.


WE exists since 1917 (under another name). It was founded by Engelbertus Hendricus de Waal, a Dutch entrepreneur  who opened in Amsterdam a wholesale business for men’s clothing which became the largest wholesale operator for men’s fashion in the Netherlands at the time. In 1962, as De Waal’s son Karel took over leadership of the company, a retail chain was created selling fashion for men and boys. Its name was ‘Hij Mannenmode’ which literally means “He Men’s Fashion”. At the same time, the family sold the wholesale business and concentrated on retail operating over 75 shops in the country. Once the company conquered the Netherlands, they started their expansion abroad, first to Switzerland with taking over ten menswear businesses (1977), then to Belgium (1983), Germany (1992), France (1994) and Austria (2010). The company continues its expansion to other countries.

In March 1999, all shops were renamed to WE, starting the new fashion brand. Since the end of 2009, they launched their e-commerce website in the Netherlands, Belgium, Germany and France enabling the customers to purchase WE clothing online.

WE Fashion

Nowadays, their brand WE Fashion is well known in all Western Europe. They design their entire collection “in house”. They also have a sales training facility called WE University which has a good reputation within the retail industry.

WE Fashion heads to Cannes this November in order to participate in MAPIC, connecting over 8300 participants under the roof of Palais des Festival, to show off their brand and find new shopping areas for their stores in other European and non-European cities.

Participate as a visitor or exhibitor!

Click here to see the current list of 2014 MAPIC exhibitors

Image credit: and

Top image credit: Masson

About Author

James Martin

As Head of Social Media for Reed MIDEM, James Martin oversees social strategy and deployment for MIPIM and MAPIC shows, as well as MIPTV/MIPCOM (TV industry) and Midem (music industry). He is based in Reed MIDEM's Paris office.

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