EK Fashion: A Successful Retailer is Always Revolving

In the run-up to the summer edition of Modefabriek, we spoke with Natascha van Ree, account manager at EK Fashion (formerly Euretco), the central hub of independent fashion retail in the Netherlands and a key liaison for Modefabriek. With her extensive industry knowledge and up-to-date business intel, one thing is crystal clear: if you take yourself seriously as a retailer, staying relevant is non-negotiable. “Attending Modefabriek twice a year is an absolute must. Make it an event, bring your team and stay inspired and informed.”

Natascha van Ree is armed with the latest figures in fashion retail. EK Fashion serves “the premier league of Dutch retailers” and maintains close contact with all players in the field – retailers, suppliers, and even policymakers in The Hague – all with the aim of elevating the industry. “Sure, I can share some numbers: right now, our EK-affiliated retailers are showing an average increase of 8% compared to last year. But it’s more than just data.”

Let’s zoom out for a moment. Where do we currently stand, and what are the major shifts in fashion retail today?

NvR: “City centres are becoming less appealing due to rising costs and the influx of large international chains. Fortunately, some of our members are notable exceptions. I often see them in B or C, sometimes even D locations – really in the middle of nowhere. And yet, they are thriving. These are stores that offer a wide variety of services, from free parking to a great lunch spot. Customers are welcomed with genuine care, supported by a well-curated selection and innovative campaigns. The key for these retailers is to continuously ride the wave of relevance.”

Can you give another example of how stores can stay top-of-mind with their audience?

NvR: “This season, we’ve seen several large and mid-sized stores undergo major renovations. They’ve created a fresh, modern look and feel – and that’s translated into significant revenue growth. Customers simply enjoy shopping in an updated environment. Consumers are constantly exposed to visual ‘newness’ on Instagram and other platforms, so they really appreciate it when their local store makes the effort to evolve. My advice for independent retailers is: always keep renewing. That doesn’t require massive investments. Just take a critical look at your store – your atmosphere, your window displays, your layout, your online presence. A fresh coat of paint, an engaging visual merchandising theme, and an updated logo can already make a big difference. But above all: stay relevant.”

And what about product selection? It needs to be familiar, yet still surprising?

NvR: “Over the past five years, we’ve seen a big shift in how people dress – and the occasions they dress for have changed too. This applies to all target groups, and your store and assortment need to reflect that. It’s a continuous process that requires you to stay curious about change and constantly seek out what’s new. That’s why Modefabriek is essential – it’s where you discover what aligns with your customer. Time and again, suppliers are there to showcase what’s evolving and who their intended customer is. It’s also about visibility – your marketing, your online presence – everything has to align. If you’re not evolving and just doing the same thing over and over, then frankly, you’ve chosen the wrong profession.”

The upcoming summer edition of Modefabriek – taking place on 6 & 7 July at Taets Art and Event Park, located on the HEMbrugterrein in Zaandam – will be anything but a chore. Treat yourself and your team to at least one day surrounded by the best and newest fashion brands, connect with passionate industry peers, and get inspired by the latest trends for SS26. Get your tickets here!