Table of contents
- Brand overview in Menswear
- Matrix of market leaders in Menswear
- Internationalisation of traffic in Menswear
- Sentiment of the consumer & potential future impact
- Interesting signals we see
- Main growth tactics we discovered
Brand overview in Menswear
The Netherlands has emerged as a significant innovator in menswear retail models. This is most notably exemplified by Suitsupply, which has revolutionised the accessible luxury segment globally. The market shows clear stratification, ranging from traditional luxury players like Oger to innovative direct-to-consumer brands like MR MARVIS.
Brand | Specialization | Traffic Volume (K) | YoY growth (traffic), % | Domestic traffic % | Purchase Conv. estimate | DXP Score | Pages/Visit | Bounce rate |
Suitsupply | Premium suits | 3,117,709 | +37.6% | 4.9% | 1.17% | 5 - Excellent | 5.62 | 38% |
ICON Amsterdam | Premium casual wear | 1,100,000 | +222% | 28% | 1.62% | 4 - Good | 3.68 | 52.5% |
MR MARVIS | Premium casual wear | 470,486 | +52.2% | 36.0% | 2.27% | 5 - Excellent | 2.65 | 71% |
Hang Eleven | Premium casual wear | 339,500 | +331.46% | 85.9% | 3.18% | 5 - Excellent | 4.77 | 33% |
No Label | Premium casual wear | 212,273 | +54.1% | 80.6% | 0.67% | 4 - Good | 3.51 | 28% |
Profuomo | Premium shirts | 149,902 | +15.6% | 70.5% | 0.55% | 4 - Good | 1.59 | 56% |
Girav | Premium t-shirts | 136,992 | +6.4% | 92.4% | 2.93% | 4 - Good | 1.74 | 76% |
McGregor | Premium casual wear | 68,835 | +43.6% | 88.1% | 0.22% | 4 - Good | 4.31 | 26% |
Oger | Luxury suits | 66,100 | -29.8% | 73.7% | 0.25% | 3 - Okay | 5.47 | 16% |
ETQ Amsterdam | Premium casual wear | 64,911 | +90.0% | 44.2% | 0.49% | 4 - Good | 2.96 | 62% |
Four Amsterdam | Street fashion | 56,845 | +7.3% | 88.6% | 0.67% | 3 - Okay | 2.59 | 31% |
LABFRESH | Premium t-shirts | 14,637 | +0.4% | 0.9% | 0.03% | 4 - Good | 6.11 | 11% |
State of Art | Premium casual wear | 14,346 | -15.9% | 37.2% | - | 3 - Okay | 2.77 | 78% |
WAHTS | Street fashion | 10,073 | +2.1% | 12.1% | - | 3 - Okay | 2.25 | 50% |
Average value | 337K | 26% | 52% | 0.93% | 3.38/5 | 3.5 | 45% |
Disclaimer: traffic YoY growth is not equal to company’s overall growth. What we report on is the traffic YoY growth, which might not reflect the overall company’s performance.
Matrix of market leaders in Menswear
- Traffic Giants: Suitsupply dominates with 3.1M monthly visits, followed by ICON (1.1M) and MR MARVIS (470K).
- Conversion Leaders: Hang Eleven leads with 3.18%, followed by Girav (2.93%) and MR MARVIS (2.27%).
- Growth Champions: Hang Eleven (+331%), ICON (+222%), ETQ Amsterdam (+90%), and No Label (+54%) - notably, all growing leaders score 4 or 5 on digital experience.
Internationalisation of traffic in Menswear
- Global players: Suitsupply (4.9% domestic traffic), LABFRESH (0.9%), WAHTS (12.1%), ICON (28%)
- Regional champions: ETQ Amsterdam (44.2%), State of Art (37.2%), MR MARVIS (36%)
- Local specialists: Girav (92.4% domestic traffic), Four Amsterdam (88.6%), McGregor (88.1%), Hang Eleven (85.9%), No Label (80.6%), Oger (73.7%), Profuomo (70.5%)
The Netherlands proves to be an ideal testing ground for premium menswear concepts, evidenced by the global success.
Yet what's equally telling is that the majority of analysed brands remain predominantly local, with 8 out of 14 brands having over 60% domestic traffic.
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Sentiment of the consumer & potential future impact
Interesting signals we see
Dutch menswear shoppers appear to be sophisticated, digitally-savvy shoppers.
01 Premium but not luxury: Sweet spot emerges in "accessible premium" segment - brands like Suitsupply (+37.6%), ICON (+222%), and Hang Eleven (+331%) showing strong growth while traditional luxury (Oger) declines (-29.8%). The success of "accessible premium" over luxury indicates consumers are:
- Value-conscious but willing to pay for quality
- Resistant to pure luxury positioning
- Drawn to brands that justify their premium through clear benefits (fit, quality, service)
- Growing preference for casual over formal wear (post-pandemic shift)
02 High digital adoption in shopping behaviour:
Top performers all score 4-5 in DXP. The brands that achieve both scale and growth (Suitsupply, MR MARVIS) also are known for innovative shopping solutions such as Size Passport, or custom made alterations, or more advanced omnichannel integratons.
Shopping preferences:
- Preference for brands with clear, functional offerings
- Strong research behavior (indicated by high pages/visit for successful brands)
- Appreciation for Dutch brands with international success (validation effect)
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