What America Today does

America Today (legal entity AT B.V.) is a privately held Dutch fashion retailer founded in 1989, headquartered in Diemen, Netherlands, with 501-1000 employees. The company designs, sources, and sells casual apparel inspired by American college lifestyle to four primary customer segments: young adult women, young adult men, and juniors (girls and boys), with a student discount overlay. Its product portfolio spans the full casual wardrobe — T-shirts, denim, hoodies, sweaters, jackets, swimwear, underwear, loungewear, and accessories — alongside a dedicated sustainability sub-label called 'For Tomorrow'.

The company operates a dual-channel go-to-market: a direct-to-consumer e-commerce webshop powered by Salesforce Commerce Cloud (Demandware) and a chain of owned physical retail stores across the Netherlands, with free in-store returns as an omnichannel bridge. Fulfillment is handled by third-party logistics partner DSV Contract Logistics at a new Amsterdam distribution center. Payment integrations include Klarna (with credit check), iDEAL, Mastercard, Visa, and Apple Pay, with PostNL handling last-mile delivery. Pricing follows a unit-pricing model with member discounts, bundle deals (e.g., 2 T-shirts for €30, 3 pairs of socks for €14), and seasonal sale events, supplemented by a Member Club loyalty program offering a €10 welcome discount and 20% extra off sale items.

America Today's revenue model is one-time retail fashion sales through its own e-commerce and physical stores in a single country (Netherlands), with high-profile capsule collaborations (Cruyff x America Today, Keith Haring) and event-driven collections (WK 2026) used as assortment accelerators. The company emphasizes sustainable materials, with 74% of 2024 collection materials carrying a sustainability advantage under the 'For Tomorrow' label. It is not publicly listed, has no disclosed parent company, no institutional investment, and no disclosed revenue.

Name

America Today

Legal name

AT B.V.

Website

https://america-today.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

501–1,000 employees

Short description

America Today is a privately held Dutch fashion retailer (founded 1989) that designs and sells American college-inspired casual apparel for women, men, girls, and boys through a direct-to-consumer e-commerce webshop and a physical retail chain across the Netherlands, supported by a Member Club loyalty program and a sustainability sub-label.

Ownership category

akta.pro rank

Product category

Casual Fashion Retail

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Family Clothing Stores (5651), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Streetwear & Contemporary Apparel Retail (CRAAABAM)

akta.pro secondary industries

Men’s Apparel Retail (CRAAABAC), Sustainable / Ethical Apparel & Accessories Wholesale (CRAOADAJ)

Keywords

• Casual fashion retail
• American college apparel
• Private label clothing
• E-commerce fashion
• Sustainable casual wear

Headquarters

HQ city

Diemen

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail fashion sales: One-time product sales of casual apparel through owned e-commerce webshop and physical retail stores. Revenue generated from full-price sales, sale items, and bundled deals. Member Club program offers exclusive discounts to drive loyalty and repeat purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

America Today is a Dutch fashion retailer that designs, sources, and sells casual clothing and accessories inspired by American college lifestyle under its own private-label brand. The company distributes its products through a direct-to-consumer e-commerce webshop and a chain of physical retail stores across the Netherlands, serving women, men, girls, and boys with a focus on quality basics, denim, hoodies, swimwear, and seasonal collections.

Product overview

America Today is a Dutch fashion retailer offering a unified e-commerce platform selling casual clothing inspired by American college lifestyle. The product portfolio spans four core customer segments (Women, Men, Girls, Boys) with extensive apparel categories including T-shirts, tops, shorts, swimwear, jeans, pants, dresses, sweaters, hoodies, jackets, knitwear, underwear, loungewear, socks, and accessories. The brand features its own private label alongside seasonal collections and sale items. Notable product lines include the FOR TOMORROW sustainable collection using more responsible materials. The company also operates a Member Club loyalty program. Swimwear specifically features multiple named bikini tops (Willow, Winnie, Agnes, Amber) and bikini bottoms (Wonder, Wida, Aliana, Amona), while men's swimwear includes shorts (Walker, William, Andrew, Andrew AOP, Andrew Stripe). The e-commerce platform integrates with Klarna for payments, various card processors, and PostNL for delivery.

Differentiator

Problem solved

Functional benefit

Brands

• For Tomorrow: Sustainability label indicating products made with more sustainable materials, produced through more sustainable processes, or sourced via Better Cotton Initiative. Products carry this label when they contain Organic Cotton, recycled synthetics, Tencel, Ecovero, or are produced with low-impact washing processes.

Products and services

• Women's Apparel Full range of women's casual clothing under the America Today private label, including T-shirts, tops, shorts, bikinis, linen, jeans, pants, dresses, skirts, sweaters, hoodies, jackets, joggers, knitwear, underwear, loungewear, pajamas, socks, accessories, and sneakers. Targeted at young women developing their own personal style.
• Men's Apparel Complete men's casual clothing collection under the America Today private label, including T-shirts, polos, shorts, swimwear, linen, jeans, pants, shirts, sweaters, hoodies, jackets, joggers, knitwear, underwear, loungewear, socks, accessories, and sneakers. Targeted at young men seeking collegiate-style casual wear.
• Girls' Apparel Girls' casual clothing under the America Today private label, including T-shirts, tops, shorts, bikinis, jeans, pants, skirts, dresses, sweaters, hoodies, jackets, joggers, underwear, loungewear, socks, and accessories.
• Boys' Apparel Boys' casual clothing under the America Today private label, including T-shirts, tops, shorts, swimwear, jeans, pants, sweaters, hoodies, jackets, joggers, underwear, loungewear, socks, and accessories.
• Swimwear Collection Seasonal swimwear assortment for women and men, including bikinis, bikini tops and bottoms with various fits and supports, and men's swim shorts in multiple styles and colors.
• For Tomorrow Sustainable Collection In-house sustainability sub-label applied to products made with Organic Cotton, recycled synthetics, Tencel, Ecovero, or produced with low-impact washing processes, or sourced via the Better Cotton Initiative. 74% of materials in 2024 collections carried this sustainability advantage.
• Member Club Loyalty Program Free-to-join loyalty program that provides members with a €10 welcome discount on first purchase, an extra 20% off sale items, exclusive deals, and early access to sales and trends. Designed to drive repeat purchases and customer retention.
• Cruyff x America Today Collection Co-branded collaborative collection with Cruyff, extending the core casual apparel range with a sporty, lifestyle-themed assortment for men and women.
• Keith Haring Collection Co-branded collaborative collection inspired by artist Keith Haring, featuring graphic-print casual apparel and accessories for men, women, and juniors.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

One partnership is on record.

• DSV Contract LogisticscoreOthersThird-party logistics partner handling distribution center operations. Manages order fulfillment and returns processing for America Today's e-commerce operations. Currently undergoing a distribution center relocation to improve logistics processes.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• G-Star RAW: Dutch premium denim and casual apparel brand with strong Dutch and European DTC and wholesale presence. Comparable on Dutch heritage, casual/contemporary positioning, and similar customer demographic.
• Vero Moda (Bestseller): Danish-origin women's fashion brand sold across Europe including the Netherlands via own stores, wholesale, and e-commerce. Comparable on women's casual segment focus and European specialty fashion retail model.
• State of Art: Dutch casual menswear specialist with American-inspired styling sold via own stores and e-commerce in the Netherlands and Belgium. Comparable on American-heritage positioning, men's casual core, and Benelux DTC model.
• Only & Sons (Bestseller): Men's casual fashion label from Bestseller sold in the Netherlands and broader Europe via e-commerce and wholesale. Comparable by men's casual basics positioning and similar price band.
• Scotch & Soda: Amsterdam-based contemporary casual fashion brand with broad men's, women's, and kids' assortments sold DTC and wholesale globally. Comparable by Dutch origin, American-inspired casual aesthetic, and mid-market positioning.
• Petrol Industries: Dutch casual lifestyle brand with American workwear and college aesthetic, selling men's, women's, and kids' apparel across Europe via wholesale and DTC. Comparable by American-inspired casual positioning and Dutch origin.
• WE Fashion: Dutch-headquartered multi-channel fashion retailer selling affordable casual apparel for men, women, and children across the Netherlands, Belgium, and beyond. Most direct comparable by geography, customer base, and product mix.

Broad incumbents

• C&A: Dutch-origin heritage fashion retailer with deep presence in the Netherlands and broader Europe, selling family and casual apparel at value price points. Comparable by Dutch roots, family demographic, and broad casual assortment.
• H&M: Global fast-fashion incumbent with deep Dutch store footprint and value-priced casual basics for the whole family. Comparable by overlap in basic T-shirts, denim, and family casual categories in the Dutch market.
• Zara (Inditex): Global fast-fashion leader with strong Dutch store and e-commerce presence, competing for the same young adult casual apparel wallet. Comparable by customer demographic and trend-driven casual assortment.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/america-today
• TikToktiktok.com/@america_today?

Revenue estimate

Valuation estimate

Number of profiles

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 America Today