Fashion retailer Promiss unveils additional stores in the Netherlands, expands online presence

By

Shomara Roosblad

Published
Mar 26, 2018

Fashion retailer Promiss is expanding its store portfolio as well as its digital presence. The retailer opened two new stores in the Netherlands and announced a partnership with Amazon Germany.

On Thursday, Promiss opened a new store in the city of Maastricht, followed by a branch in Rotterdam on Saturday. The Maastricht store is located in the city centre, amongst retailers such as Scotch & Soda Kids and Hilfiger Denim Store. The Rotterdam shop is housed at the Alexandrium shopping center, which is home to Dutch and international retailers, including C&A, CoolCat, Didi, Primark, Adidas, Ecco, H&M, Hema, G-Star and Foot Locker.

Promiss said that it expects to open additional stores in the Netherlands this year. Furthermore, the retailer is also increasing its online presence. From April, Promiss will be available on Amazon Germany. In October 2017, the retailer already announced partnerships with Dutch online department store Wehkamp and German e-tailer Zalando. In addition to being available on these online fashion platforms, Promiss also operates its own web store.

By expanding its store portfolio, Promiss currently operates 16 brick-and-mortar branches across the Netherlands. The retailer focuses on fashion for women aged forty and over. Promiss is part of the Dutch-Belgian FNG Group, after a takeover from former parent company, Etam Groep Retail, which went bankrupt in 2015. At the time, the retailer closed all of its 70 stores. In 2016, FNG Group (then named R&S Retail) fused with Etam Groep Retail and took the brand over via a reverse takeover. After the takeover, FNG rebranded as Promiss and announced a slew of new stores. In July 2016 the brand opened a 188 m2 flagship store in the town of Hoofddorp.