Omoda Brands Acquires Wehkamp Retail Group to Expand Fashion Footprint

Omoda Brands, a leading Dutch fashion and lifestyle retailer, has agreed to acquire Wehkamp Retail Group Holding BV (WRG), a prominent e-commerce player in fashion, beauty, and home & living. The transaction, announced on June 4, 2026, brings Wehkamp back under Dutch ownership after 11 years under British private equity firm Apax Partners.

The acquisition will create a broad retail group encompassing the brands Omoda, Assem, Wehkamp, and kleertjes.com. This combined entity will serve a wide market spectrum, from premium to mid-market segments, through both online platforms and physical boutiques. The deal is subject to customary regulatory approvals before completion.

Omoda Brands, headquartered in Zierikzee, Netherlands, has grown substantially through a series of strategic acquisitions over the past seven years. The family-owned company, now in its fourth and fifth generation, operates 42 Omoda boutiques and 20 Assem boutiques, alongside strong e-commerce platforms. Its portfolio focuses on footwear, apparel, and accessories, targeting mid to premium market segments.

Wehkamp, founded in 2003, is a well-established Dutch e-commerce retailer known for its extensive assortment in fashion, beauty, and home & living. It has built a loyal customer base over decades and is recognized as a pioneer in the Dutch online retail space. Kleertjes.com, part of WRG, specializes in children’s clothing and accessories and is a leading player in the Dutch market for young families.

Jan Baan, CEO of Omoda Brands, states, “The acquisition of Wehkamp Retail Group aligns with our ambition to build a comprehensive group that serves the full breadth of the Dutch fashion market. Wehkamp is a retail icon with a strong and loyal customer base and a state-of-the-art logistics operation.”

The deal is expected to generate significant synergies, including cross-selling opportunities between Omoda’s footwear and Wehkamp’s broader fashion assortment, expansion of the combined customer base, and operational efficiencies through supply chain consolidation and shared technology infrastructure.

Market analysts note that this acquisition strengthens Omoda’s position in the Dutch and Benelux fashion e-commerce market, creating a formidable competitor against international platforms. The combined group will offer an enhanced product portfolio covering fashion, beauty, sports, and home & living, with a seamless online and offline shopping experience.

Financial terms of the deal have not been disclosed. The acquisition involves a full 100% stake transfer from Apax Partners, which had owned Wehkamp since 2015.

Looking ahead, Omoda Brands plans to integrate Wehkamp’s operations carefully to maintain customer experience and leverage combined data analytics for targeted marketing and improved loyalty programs. The group also aims to streamline inventory management and unify customer service platforms.

Completion of the transaction awaits regulatory approvals. Once finalized, the combined entity will be one of the largest Dutch fashion and lifestyle retailers, poised to capitalize on evolving consumer trends and digital retail growth.