Anna van Toor

What Anna van Toor does

Anna van Toor is a Dutch women's fashion retailer that has operated since 1918 and is headquartered in Meerkerk, Netherlands, structured as a private limited company (Anna van Toor B.V.). It serves Dutch women shoppers through a hybrid omnichannel model: a primary e-commerce webstore at annavantoor.nl complemented by a network of company-owned physical retail stores across the Netherlands that also act as free return points for online orders. The assortment combines the proprietary Anna private-label brand and own sub-brands (Anna Blue, Anna x Mariëlle, plus dedicated Party, Cashmere, and Basics lines) with an extensive curated portfolio of 60+ third-party European and Scandinavian designer labels including Samsøe Samsøe, Baum und Pferdgarten, Mos Mosh, Munthe, Birgitte Herskind, Closed, YAS, and Nümph. The platform is organized around women's fashion categories (dresses, blouses, knitwear, trousers, jackets, shoes, bags, accessories) with editorial features such as Shop the Look, lookbooks, and a Blog Looks content section.

The underlying technology stack is a standard e-commerce storefront augmented with conventional web analytics (Google Analytics, Webtrends), cookie-based retargeting via third-party providers, Google Maps–powered store locator, and trust signals through Trusted Shops. No proprietary technology, AI capabilities, or developer-facing API are disclosed. The business model is direct-to-consumer unit-pricing retail at a price band of roughly €34.95 to €350 per item, with promotional sale pricing, free home delivery in the Netherlands for orders over €50, a 14-day return window, free in-store returns, and a broad set of checkout options including iDEAL, Bancontact, PayPal, credit cards, Riverty (buy now pay later), and Anna van Toor gift cards. Customer acquisition and retention rely on content marketing, a newsletter subscription base, social media presence across Facebook/Instagram/Pinterest/Twitter, and retargeting; there is no disclosed mobile app.

The customer base is a single horizontal persona — Dutch women purchasing contemporary designer fashion for everyday, seasonal, and occasion wear — making the company exposed to discretionary apparel demand cycles and to fashion trend volatility rather than to enterprise customer churn. The company is independently operated with no disclosed parent, external investor, or funding rounds, and revenue is not publicly reported; operations are domestic (Netherlands/Benelux) with 251–500 employees and no disclosed expansion outside this footprint.

Name

Anna van Toor

Legal name

Anna van Toor B.V.

Website

https://annavantoor.nl

Company type

Private

Founded year

1918

Operating status

Operating

Headcount range

251–500 employees

Short description

Anna van Toor is a Dutch women's fashion retailer operating an e-commerce webstore and a network of physical stores in the Netherlands, selling its own Anna private-label brand and 60+ curated European and Scandinavian designer labels to Dutch women shoppers.

Ownership category

akta.pro rank

Product category

Women's Fashion Retail

NAICS

Clothing and Clothing Accessories Retailers (45811), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Women’s Apparel Retail (CRAAABAB)

akta.pro secondary industry

Fashion & Accessories Marketplaces (CRAFABAA)

Keywords

• Women's fashion retail
• Multi-brand clothing
• Dutch fashion e-commerce
• Women's apparel
• Fashion boutique

Headquarters

HQ city

Meerkerk

HQ country

Netherlands

HQ region

Europe

Offices1 record

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. Product Sales: Direct retail of women's fashion apparel and accessories through online webstore and physical stores. Products include dresses, blouses, sweaters, pants, shoes, accessories from multiple designer brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Anna van Toor is a Dutch women's fashion retailer that sells curated designer clothing and accessories through its own e-commerce webstore (annavantoor.nl) and a network of physical retail stores in the Netherlands. The assortment combines the company's proprietary Anna private-label brand and sub-brands with an extensive portfolio of over 60 third-party European fashion labels. The offering is organized by women's fashion categories (dresses, blouses, knitwear, trousers, jackets, shoes, bags, accessories) and supported by editorial features, seasonal collections, gift cards, and store-based returns for online orders.

Product overview

Anna van Toor is a Dutch women's fashion e-commerce retailer and multi-brand fashion boutique operating both online and through physical stores. The offering consists of a unified e-commerce platform (annavantoor.nl) that combines the company's proprietary Anna private-label brand and own sub-brands (Anna Blue, Anna x Mariëlle, Party Collection, Cashmere, Basics) alongside an extensive curated portfolio of over 70 third-party international and European fashion brands. The core platform is organized by women's fashion categories (dresses, blouses, tops, sweaters, knitwear, trousers, jeans, shorts, skirts, jumpsuits, jackets, blazers, vests, gilets, shoes, bags, accessories, jewelry, shawls, belts, hats, cashmere, basics) with editorial features including Shop the Look, lookbooks, blog content, and a store locator. The platform also includes a Sale section, gift cards, and seasonal collections (SS26, AW '26). The proprietary Anna brand items, own sub-brands, and third-party brand products share the same e-commerce infrastructure, checkout, and customer account system.

Differentiator

Problem solved

Functional benefit

Brands

• Anna Blue: Sub-brand collection featuring blue-toned fashion items.
• Anna x Mariëlle

Products and services

• Anna (Own Brand) Anna is the proprietary private-label brand of Anna van Toor, offering a range of women's fashion items including blouses, shirts, tops, sweaters, jackets, trousers, bags, and accessories, with seasonal collections of contemporary women's fashion.
• Anna Blue Anna Blue is a dedicated sub-brand and collection within the Anna van Toor portfolio featuring blue-toned fashion pieces, with its own visual campaigns and lookbooks such as Anna Blue SS26 and Blue Campagne.
• Anna x Mariëlle Anna x Mariëlle is a collaborative collection between Anna van Toor and designer Mariëlle, featuring limited-edition fashion items promoted via a dedicated page and editorial lookbook of curated looks.
• Party Collection Party Collection is a dedicated seasonal collection of occasion and evening wear for women, featuring dresses, skirts, and sparkly tops suitable for parties and special events.
• Cashmere Collection
• Basics Collection Basics is a category of essential wardrobe staple pieces for women, offering foundational clothing items that complement seasonal fashion collections.
• Giftcards Anna van Toor gift cards are available for purchase, allowing customers to give fashion purchases as gifts redeemable against the product range.
• Multi-Brand Portfolio (Third-Party Designer Brands) Anna van Toor retails an extensive portfolio of third-party women's fashion brands including Samsøe Samsøe, Baum und Pferdgarten, Mos Mosh, Munthe, Birgitte Herskind, Co Couture, Copenhagen Muse, Dante 6, Drykorn, Bobo, By Jam, Cambio, Carmens, Closed, Geisha, Haute L'Amitie, Hoff, Josh V, Kocca, Legend, Lois, MAC, Moment. Amsterdam, Moss Copenhagen, Neo Noir, Nümph, Object, R.A. Denim, Reset, Samsoe Samsoe, Scholl, Semicouture, SoSue, Stella Forest, Suncoo, Swing, YAS, Zo, Ame Antwerp, Bullboxer, and others, alongside its own brands.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Partnerships

Six partnerships are on record, tiered core and minor.

• RivertycoreChannel Partner/ Reseller/ DistributorProvides buy now pay later payment solutions; offers installment payment options for customers at checkout; includes creditworthiness assessment
• Trusted ShopsminorGTM or Marketing PartnerProvides trust badge, customer reviews, and buyer protection certification to build customer confidence in the webshop
• iDEALcoreTechnology or IntegrationPrimary Dutch online payment method; enables secure bank transfers for Dutch customers at checkout
• Mos MoshcoreOthersDanish fashion brand whose products are sold through Anna van Toor's retail platform; part of the curated brand portfolio
• Baum und PferdgartencoreOthersDanish fashion label whose products are sold through Anna van Toor's retail platform; one of the premium brands in their collection
• Samsoe SamsoecoreOthersScandinavian fashion brand prominently featured in Anna van Toor's collections; products include sweaters, pants, and accessories

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Wehkamp: Dutch multi-brand online fashion and lifestyle retailer selling women's apparel, shoes and accessories from numerous third-party brands. Closely comparable to Anna van Toor in target customer, multi-brand assortment strategy and Dutch market focus, though Wehkamp is pure-play e-commerce without owned physical stores.
• Brandfield: Dutch online multi-brand fashion retailer stocking a wide portfolio of women's apparel and accessory brands at mid-market price points. Directly comparable assortment strategy and customer overlap with Anna van Toor, with a similar Nordic/European brand mix.
• Miinto: European multi-brand fashion marketplace aggregating independent boutiques and brands. Comparable in curating a multi-brand women's assortment under one destination, though Miinto's model relies on partner boutiques rather than owned inventory or stores.

Broad incumbents

• Zalando: Europe's largest fashion and lifestyle platform, with a major Dutch presence covering women's apparel, shoes and accessories. Overlaps with Anna van Toor on multi-brand marketplace model and customer, but operates at vastly greater scale and breadth across all of Europe.
• de Bijenkorf: Iconic Dutch premium department store selling women's fashion, shoes, bags and accessories from premium and designer brands. Comparable on premium-brand assortment and Dutch omnichannel presence, though positioned more upmarket and with a much broader category footprint.
• H&M: Global fast-fashion retailer with strong Dutch footprint across physical stores and online. Overlaps with Anna van Toor in women's apparel and accessory categories but competes primarily on price and speed rather than curated multi-brand assortment.
• C&A: European fashion retailer with Dutch origins operating both stores and e-commerce across women's, men's and children's apparel. Comparable Dutch heritage and omnichannel model, but broader demographic and price positioning than Anna van Toor's mid-market specialty focus.

Regional players

• The Sting: Dutch fashion retail chain (part of Cortina) operating multiple women's fashion brands across physical stores in the Netherlands. Comparable as a multi-store Dutch women's specialty retailer, though more youth-skewed and private-label-led than Anna van Toor.
• Vente-Exclusive: Benelux-based private-sale club for premium and contemporary fashion and lifestyle brands. Comparable multi-brand premium assortment targeting Benelux consumers, though uses a time-limited flash-sale model rather than always-on retail.
• Otto (Otto Nederland): German-headquartered multi-category online retailer with a dedicated Dutch storefront covering women's fashion, shoes and accessories. Comparable multi-brand online assortment model, though its primary market is Germany and assortment is broader than Anna van Toor's curated Nordic/European mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/annavantoor
• Facebookfacebook.com/annavantoor

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 Anna van Toor