Xandres
Timeless with a Twist
Text: Lisa Hollogschwandtner. Photos: Xandres
The womenswear section of this issue is all about emotion. Is that something that resonates with your brand?
Willem Wijnen, CEO of Xandres:Absolutely. Emotion is at the heart of everything we do. We believe that every woman has a unique personality, and our goal is to help her express it. Our customer is self-confident and discerning. She doesn’t necessarily want to make a loud statement, but she does want to express herself through her clothing. This idea of subtle self-expression is deeply rooted in Xandres’ identity.
How do you translate this philosophy into your collections?
Through clarity and focus. Every garment has a special element—a twist in the fabric, the silhouette, the fit, or a detail. We deliberately avoid “overdesigning.” This allows us to create collections that look modern without losing their timeless character. This approach also creates real added value for retailers and customers: Our collections are designed so that pieces can be mixed and matched across seasons. This versatility increases wearability and opens up more styling possibilities, which in turn has a positive impact on retail sales.
How important is market research for this positioning?
It plays an important role. While our vision comes from the heart of the brand, we also validate it through research and close dialogue with customers. Since Germany is becoming increasingly relevant to us, we conducted a special study among more than 1,000 premium female consumers. The results confirmed our intuition: Women seek timeless elegance, but also individuality and an emotional connection. That’s why we see a strong fit with the German market. Our customers value quality, durability, and understated sophistication—values that are deeply rooted in Xandres. At the same time, we continue to see very strong results in the Netherlands, while Belgium remains our established home market.
Is this philosophy also linked to sustainability?
Very strongly. We believe that longevity is the strongest driver of sustainability. That’s why we focus not only on timeless design, but also on extending the lifespan of our products—for example, through our lifetime repair and care service. One key example is Green Friday, when we pause sales and dedicate the entire day to providing free clothing repairs for our customers. Sustainability is embedded throughout our company, and our commitment has been recognized with an Ecovadis Gold rating.
Inclusivity has also been part of Xandres' identity for many years.
Yes, we made that decision almost 20 years ago, long before inclusivity became an industry trend. We design a collection for all women, from size 34 to 56. We don’t separate or label categories—it’s simply about creating beautiful fashion for everyone.
What are your future plans for Xandres?
First and foremost, we want to stay true to our mission: to help women express their unique personalities. At the same time, we continue to build on a strong business foundation, with consistent growth and profitability over the past nine years—something that is anything but a given in today’s fashion industry. Our goal is to further establish Xandres as a recognized premium women’s fashion brand throughout Europe.
