Meet The Buyers at Modefabriek: Wehkamp

04 Nov 2021
Door Modefabriek

In Meet the Buyers at Modefabriek we introduce you weekly to buyers of various multi-brand stores, sustainable stores and great boutiques. This week: Wehkamp buyers Heidi Korterink and Joyce Hol. 

Wehkamp started 70 years ago as a mail order company but has grown into a pure e-commerce player. “Every day we work on our ambition to conquer the minds and hearts of families in the Netherlands. We do this through a continuous focus on offering the ‘most inspiring, curated and relevant online shop for fashion and living’. For SS22, this means that we are responding to a growing demand for the latest trends for the younger target group. But also that we want to serve the growing target group of 60+ even better with a relevant offer.”



Heidi is one of the buyers for Ladies Fashion at Wehkamp. “Last year has been a challenging but also a very good year for us. Due to the accelerated growth to online, we have broken several records. Even when there were less restrictions and we went back to ‘normal’ more, we were able to maintain this strong growth. The challenge was a changing demand within categories and product groups. For example, the turnover in dresses shifted more to casual wear, such as Knit-wear, Sweat and also Jeans. This required the necessary flexibility from us and our suppliers. Fortunately, together, we were able to switch on this well.

Within Wehkamp we serve different segments; from old to young, from trend to more main-stream and classic and from the low priced segment to middle and high segment. In order to be and remain relevant, we are constantly looking for innovation and expansion within all these segments. We see that, especially in the higher segment, the results are getting better and bet-ter. 

For Wehkamp, inclusivity in supply is also important. That is why this time I am looking for ex-pansion in the size range. We therefore see many opportunities for brands that will also bring Curve lines and want to convey that every woman can look beautiful, regardless of her size!”


Joyce is buyer for Ladies Fashion within Wehkamp and co-responsible for the style clusters Fashion Lover and Classic. Wehkamp works with different clusters to optimally serve the customer. “Our vision is to be inspiring, curated and relevant. With our Fashion Lover cluster we can respond well to this by ensuring that we offer the latest trends for Dutch women. We no-tice that our customer, after 1.5 years in comfortable clothing, dares to buy more and more daring outfits and that price does not matter as long as the product is good. This is a big challen-ge for me as a buyer and offers many new opportunities for Wehkamp”.  

Starting from SS22, Wehkamp adds a new cluster called ‘Classic’, with this cluster we are responding to the ‘long-term trend’ of ageing. From SS22 we can serve the 60+ woman in a better way with a diverse range in order to offer relevance in this segment as well. 

Why is it relevant for you as a buyer to visit a trade fair like Modefabriek? 

Heidi: “In addition to the international trade fairs, Modefabriek is definitely interesting because we can see the trends that are suitable for the Dutch market. The Dutch woman is just ‘diffe-rent’ and has different requirements in terms of color, fit and quality. Some trends are suitable, others less so.” 

Joyce: “Wehkamp is a Dutch company in which Dutch brands are well represented. Modefabriek is a relevant fair because all the brands present their Dutch selection. That makes Modefabriek a unique fair and important as a buyer to go to.” 

What are you most looking forward to in the coming buying season? 

Heidi: “I think it would be wonderful to meet old acquaintances and colleagues live again and I am very curious which trends the brands have picked up, especially in the field of dresses! In addition, I like to see the total picture of brand offerings again and I would like to be inspired in the field of sustainability!” Joyce: “First of all, to go to a trade fair with the whole team. In addition, I can’t wait to meet all representatives, former colleagues and new partners (again). I look forward to inspiring collections and a lot of innovation in the field of materials and winter trends.”

Category Retail Fashion
Tags Buyers

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