What Shoeby does

Shoeby is a privately held Dutch fashion retailer founded in 1982 and headquartered in Rosmalen, Netherlands, operating an omnichannel model that combines approximately 220 physical stores nationwide with the shoeby.nl e-commerce platform and native iOS and Android mobile apps. The company's assortment is organized into four customer lines — Dames (women, primary), Heren (men, primary), Meisjes (girls) and Jongens (boys) — covering clothing, footwear, and accessories, with unit pricing ranging from €2.99 to €119.99 and recurring promotional mechanics including seasonal sales up to 50% off and bundle offers (e.g., '2 tops for €20'). The retail technology stack runs on Salesforce Commerce Cloud (Demandware), with payments supported via iDEAL, Mastercard, Visa, Klarna, MisterCash/Bancontact, PayPal, and several Dutch gift-card schemes, and fulfillment offering next-day delivery for weekday orders placed before 23:59 alongside free in-store returns.

Revenue is generated almost entirely through direct-to-consumer one-time transactions across the four product lines, complemented by gift card sales and the Style Club loyalty program. Marketing is driven by organic social (Instagram, TikTok, Facebook, YouTube, X), email, and a recurring slate of Dutch-celebrity designer collaborations — Monica Geuze, Fred van Leer, Lonneke Nooteboom, and Mieke van Deursen (By Mieke) — together with capsule collections such as 'Style Your Moment'. The company maintains an in-store Personal Stylist service and dedicated kids' styling parties as engagement layers. No revenue figures, funding rounds, M&A activity, or institutional investors are disclosed; ownership appears private and management/founder-led under CEO Mitch van Deursen.

Name

Shoeby

Legal name

Shoeby

Website

https://shoeby.nl

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Shoeby is a privately held Dutch fashion retailer founded in 1982, operating roughly 220 physical stores across the Netherlands alongside a shoeby.nl e-commerce site and mobile apps, serving women, men, and children with mid-market apparel, footwear, and accessories.

Ownership category

akta.pro rank

Headquarters

HQ city

Rosmalen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail Fashion Sales: Shoeby generates revenue through direct retail sales of fashion apparel, accessories, and footwear to consumers through its 220 physical stores in the Netherlands and its e-commerce platform. The company offers seasonal collections with regular sales promotions offering discounts up to 50% off. Revenue is generated through one-time product transactions both in-store and online, with additional revenue from gift cards and a Style Club loyalty program.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Shoeby operates a Dutch fashion retail chain selling clothing, footwear, and accessories for women, men, girls, and boys through approximately 220 physical stores across the Netherlands and the shoeby.nl e-commerce platform. The assortment covers everyday basics, seasonal trends, and exclusive influencer-designed capsule collections, supplemented by in-store personal stylist services and a Style Club loyalty program.

Product overview

Shoeby is a Dutch fashion retailer operating both an e-commerce platform (shoeby.nl) and approximately 220 physical stores across the Netherlands. The company offers a comprehensive fashion portfolio organized into four main demographic categories: Dames (women), Heren (men), Meisjes (girls), and Jongens (boys), each encompassing clothing, accessories, and footwear. The core online and offline retail offering is complemented by mobile applications (iOS and Android), a Style Club loyalty program, and personal stylist services. Shoeby differentiates through influencer collaborations (Monica Geuze, Fred van Leer, Lonneke Nooteboom, Mieke van Deursen) and seasonal capsule collections like Style Your Moment. The business model integrates promotional mechanisms including SALE sections (up to -50%), Special Deals bundle offers, and approximately 220 store locations supporting buy-online-return-in-store capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Shoeby Women: Women's fashion line offering clothing, accessories, and footwear
• Shoeby Shoes
• Shoeby Accessories
• Monica Geuze Collectie
• Fred van Leer Collectie
• Lonneke Nooteboom Collectie
• By Mieke Collectie
• Shoeby Style Club
• Personal Stylist

Products and services

• Shoeby Online Store E-commerce platform (shoeby.nl) offering the full Shoeby fashion assortment with next-day delivery for orders placed before 23:59 on weekdays, for individual consumers in the Netherlands.
• Shoeby Store Network Approximately 220 physical retail stores across the Netherlands where consumers can shop the full fashion assortment, return online purchases, and use in-store personal stylist services.
• Dames (Women's Collection) Women's clothing line featuring dresses, tops, T-shirts, shorts, pants, blazers, jeans, skirts, jackets, blouses, gilets, swimwear, vests, sweaters, and knitwear for women shoppers.
• Heren (Men's Collection) Men's clothing line including T-shirts, polos, shorts, jeans, pants, overshirts, jackets, sweaters, and shirts for male shoppers.
• Meisjes (Girls' Collection) Girls' fashion including T-shirts, tops, shorts, pants, jeans, blazers, gilets, sweaters, hoodies, vests, blouses, dresses, skirts, jackets, jumpsuits, and accessories for girls.
• Jongens (Boys' Collection) Boys' fashion including T-shirts, shorts, jeans, sweaters, hoodies, overshirts, pants, jackets, and shirts for boys.
• Accessoires (Accessories) Fashion accessories line including jewelry, bags, belts, scarves, sunglasses, hair accessories, brooches, bag charms, panty hose, socks, and gift cards.
• Schoenen (Shoes) Shoe collection including heels, boots, loafers, sneakers, and slippers for women and children.
• Shoeby iOS App Official iOS mobile application providing shopping, store locator, wishlist, and account management functionality for Shoeby customers.
• Shoeby Android App Official Android mobile application providing shopping, store locator, wishlist, and account management functionality for Shoeby customers.
• Shoeby Style Club Customer loyalty program offering members exclusive benefits, early access to new collections, special events, and a personalized shopping experience.
• Personal Stylist Service

Quantifiable outcome

• 4.5/5 customer satisfaction rating from 3807 reviews

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Partnerships

Four partnerships are on record, tiered core.

• Monica GeuzecoreGTM or Marketing PartnerInfluencer collaboration featuring exclusive Monica Geuze collection including polkadot prints, party dresses, and trend-focused pieces. The collaboration leverages her social media following to reach target demographics and drive sales through limited-edition products.
• Fred van LeercoreGTM or Marketing PartnerDesigner collaboration creating an exclusive fashion collection with Fred van Leer, targeting women seeking stylish and expressive clothing options.
• Lonneke NooteboomcoreGTM or Marketing PartnerExclusive collection collaboration with Lonneke Nooteboom featuring contemporary women's fashion pieces.
• Mieke van Deursen (By Mieke)coreGTM or Marketing PartnerExclusive By Mieke collection featuring wide leg fit jeans, barrel fit jeans, and other contemporary women's fashion items designed in collaboration with Mieke van Deursen.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• HEMA: Iconic Dutch variety retailer with a meaningful apparel and accessories assortment alongside general merchandise. Comparable to Shoeby in domestic Dutch brand strength, mid-market positioning and integrated store/online model.
• ONLY (Bestseller): European womenswear brand from Bestseller, distributed via wholesale, own stores and online. Comparable to Shoeby in affordable women's fashion, fast trend rotation and broad European retail footprint.
• C&A: European family-fashion retailer with strong Benelux presence offering affordable clothing for the whole family across physical stores and online. Comparable to Shoeby in family-wide assortment, mid-market pricing and multi-country store footprint.
• Vero Moda (Bestseller): European women's fashion brand under Bestseller, sold through own stores, concessions and e-commerce. Comparable to Shoeby in trend-driven womenswear focus, mid-market pricing and omni-channel retail execution.
• WE Fashion: Dutch mid-market fashion retailer operating physical stores and e-commerce across the Netherlands and several European markets. Closely comparable to Shoeby in assortment (women, men, kids), price positioning and omni-channel model.

Broad incumbents

• Primark: International value-fashion retailer with multiple Dutch stores, competing with Shoeby on price-led family fashion. Differs by being predominantly off-price and lacking Shoeby's influencer/loyalty layer.
• H&M: Global fast-fashion incumbent with a dense Dutch store network and large e-commerce operation. Competes with Shoeby across the same family-fashion, mid-market price segment but at significantly greater scale and brand reach.
• s.Oliver: European mid-market fashion brand with multi-category family assortment and own-store plus wholesale distribution, broadly comparable to Shoeby's family-apparel positioning at a larger European scale.
• Zara (Inditex): Global fast-fashion leader with strong Dutch omni-channel presence, competing directly with Shoeby in trend-driven womenswear and accessories at the mid-market price tier.

Peers

• Esprit: European casual fashion brand retailed through stores and online, comparable to Shoeby in mid-market women's and men's casualwear positioning and omni-channel distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/shoebyfashion
• YouTubeyoutube.com/shoeby
• Facebookfacebook.com/ShoebyFashion
• Instagraminstagram.com/shoeby
• TikToktiktok.com/@shoeby.official

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Shoeby