Von Dutch relaunches by betting on the US market

Acquired from the French Royer Group by the WSG Group last June, the Von Dutch brand, already present in Europe and Asia, now wishes to capitalize on its development in the United States. Now steered by longtime industry veterans Jack Cheika and Marc Benitez, WSG’s CEO and COO, the brand born in 1999 in Los Angeles is looking at mid and top-tier retail channels to start leveraging their relationships with specialty channels and category specialists such as Pacsun, Urban Outfitters and Zumiez. FashionNetwork.com spoke to new WSG’s CEO, Marc Benitez, and new Brand director Meryam Khodja.

FashionNetwork.com : Why did you acquire the Von Dutch brand? What does it mean to you?
 
Marc Benitez: We acquired the Von Dutch brand because we see immense potential in revitalizing its iconic legacy while embracing modern values. I remember seeing the brand on every celebrity in the early 00s and always felt a connection to that culture. For me, Von Dutch represents a unique blend of heritage and contemporary culture, allowing us to connect with both loyal fans and new audiences. It’s not just about fashion; it’s about telling a story of boldness, inclusivity, and creativity. This journey means fostering a community that celebrates self-expression and celebrates the brand’s rebellious spirit, all while driving sustainable growth and innovation.

FNW: You said that Von Dutch is not just a brand but a movement, what do you mean by that?
 
M.B.: I’m emphasizing its deep cultural significance and the powerful connections it fosters. Von Dutch embodies a lifestyle that resonates with creativity, individuality, and rebellion, making it more than just apparel—it’s a symbol of self-expression. This movement is rooted in the brand’s rich history and its ability to adapt and evolve, appealing to a diverse audience that values authenticity and community. By harnessing these cultural connections, we can inspire a new generation to embrace the bold spirit of Von Dutch, turning it into a powerful catalyst for change and engagement in the fashion landscape
 
FNW: Is the US market the first market you’re targeting for the brand’s relaunch? What other international markets are you targeting? 
 
M.K: Right now we have 18 brick and mortar stores across Europe and 15 stores across Indonesia and 2 in South Korea. We are looking to expand our EU business with additional stores, but right now we are def prioritizing the US as this region is the foundation to build awareness and a story that can be carried on into other territories across the world.

FNW: After a pop-up in Los Angeles, a project to open a boutique was announced. Is Melrose one of the neighborhoods you’re targeting for this opening, and in what timeframe? 
 
M.K.: It is definitely a neighborhood that is top of mind for us, but there are other locations that we think Von Dutch would be a good fit for across major cities in the US. Timeline hasn’t been solidified yet, but it is on the radar for the next two years.
 
FNW : What’s your retail strategy? 
 
M.K.: We are looking at mid and top-tier retail channels to start and leveraging our relationships with specialty channels and category specialists such as Pacsun, Urban Outfitters, Zumiez, etc. We are looking to roll-out more stores in the future, in the US and in the EU.
 
FNW : Von Dutch was born at a time when social media didn’t exist. What’s your global strategy for reaching today’s younger generations? 

M.K.: We are looking to have an open dialogue with our consumers, we want them to be part of our community and vice versa, so digital initiatives are a key attribute to our marketing plans. We want to listen to our customers, and be able to apply their feedback to our go to market plans.
 

FNW: How is Von Dutch approaching sustainability? 

M.K.: We are looking to incorporate sustainable packaging as a new brand initiative and there has been conversations on making an organic collection range down the line. We have been privileged to work with best in class licensing partners who prioritize these sustainable initiatives within their supply chain.

FNW: How will the Von Dutch style evolve over the next few collections? 
 
M.K.: We are looking to apply a more evergreen approach to the brand, again honing in on that classic All-American vintage feel, taking those heritage attributes tying them back to the overall aesthetic and the brands DNA. The bold prints, colors, and patterns will still be there, but in a much more subdued and subtle way. 
 
FNW: A new e-commerce site will be unveiled in a few days. What should we expect? 
 
M.K.: We’re looking at a much cleaner aesthetic overall and will be incorporating new initiatives that are e-com exclusives, but you’ll need to stay tuned to find out!