Wehkamp returns to Dutch ownership

Wehkamp is returning to Dutch ownership after 11 years.

The well known online retailer is being bought by Omoda Brands, a Dutch family company best known for shoes, fashion and physical stores. The purchase price has not been disclosed.

Wehkamp is currently owned by the British investment firm Apax Partners. The company had tried to sell Wehkamp several times before.

The takeover brings together 2 very different retail histories. Wehkamp began as a Dutch mail order company in 1952. Customers used to order from a printed catalogue. Today, it is one of the country’s best known webshops.

Omoda started as a shoe retailer and has grown strongly in recent years. It now includes brands such as Van den Assem, Shuz, Leurink and Mijn Modewereld.

Together, Omoda and Wehkamp have an estimated turnover of around €600 million. Wehkamp accounts for about €400 million of that total, making it larger than Omoda.

The deal also includes Kleertjes.com, which is owned by Wehkamp and is a major player in children’s clothing.

Omoda says the combination should help the companies compete better with large international platforms. Dutch retailers face heavy pressure from companies such as Amazon, Zalando, Shein and Temu.

The takeover may also change logistics. Omoda wants to move all distribution to Wehkamp’s distribution centre in Zwolle over time. That could create efficiency, but also raises questions about jobs, operations and integration.

Wehkamp has had difficult years. Its latest published figures showed a revenue decline and a larger loss. Omoda is buying a famous name, but also a business that needs improvement.

The deal is therefore not only about nostalgia. It is about whether a Dutch retail group can build enough scale to compete in a fast changing online market.

For consumers, the short term effect may be limited. The bigger question is whether the new owner can make Wehkamp more competitive while keeping the brand familiar.