Emerce Fashion: Guts & Gusto firmly believes in physical retail

Quite a few physical fashion stores have disappeared, but Guts & Gusto is only expanding. After Arnhem, Enschede, Groningen, Rotterdam, Utrecht and the Westfield Mall of the Netherlands, a branch in Tilburg will follow at the end of this year. A new high-rise building of 300 square meters is being built there.

During Emerce Fashion on September 22, you will hear during a fireside chat about how Guts & Gusto works and what choices have been made in recent years. About the development of the brand online and their belief in Clicks & Bricks.

Maarten ten Voorde and his sister Henrieke started Guts & Gusto in 2007 in Oldenzaal. After five years, the two Deldenaren were also in Deventer with a shop and a little later also in Arnhem when the business started to grow strongly. The head office eventually returned to Enschede because the webshop also had to be controlled from here.

Maarten studied Communication Sciences at the University of Twente, sister Henrike is originally a criminologist. Against it AD: ‘We knew nothing about entrepreneurship, except that we had to have a building, stuff and a cash register. And that it had to look a bit nice.’

At first they thought of a catering business. After some market research, it seemed more sensible to them to go into retail. The name Guts & Gusto is derived from No guts, no glory. The daring ballsy style of the company, originally from Twente, turned out to be appealing. Also online, where the retailer has a strong online following.

In 2011, Henrike started marketing campaigns on Facebook. Including catch-of-the-day, where one item was featured. The first small webshop was built by Henrike’s friend Derk. Who still leads the group of developers within the company. Meanwhile, the latest trends are not shunned. TikTok is also used. And more influencer collaborations are coming.

Guts & Gusto cannot be found on marketplaces. Henrike to Fashion United“Yeah, I know it sounds weird because a lot of us in the industry do choose it, but our brand identity is so strong. We want to keep the perception and experience in our own hands.’

Although online sales were strong during the lockdowns, Guts & Gusto continues to believe in physical retail. The clothing company now sells throughout the Netherlands, Germany and Belgium. The range is mainly clothing, bags and shoes, jewelry and some home accessories. Most of the clothing comes from China and Italy. The brand produces a lot itself, but also receives samples of garments.

Emerce Fashion will take place on 22 September in Pakhuis de Zwijger in Amsterdam. Tickets are here too buy.

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Source: Nieuws – Emerce by www.emerce.nl.

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