Smashed Lemon
Smashed Lemon is a Dutch direct-to-consumer women's fashion brand founded in 1999, selling dresses, tops, jackets, skirts, and accessories through a Shopify e-commerce store that ships to 50+ countries, targeting fashion-conscious women in the Benelux and broader European market.
- Company typePrivate
- Founded1999
- HeadquartersAmsterdam, Netherlands
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Smashed Lemon does
Smashed Lemon is a Dutch direct-to-consumer women's fashion brand founded in 1999 and operated by Active Cheetah BV, headquartered in Diemen (Amsterdam), Netherlands. The company designs and sells women's apparel and accessories — dresses, tops, blouses, sweaters, cardigans, blazers, jackets, pants, jeans, skirts, jumpsuits, travel wear, and accessories (scarves, belts, bags) — through a Shopify-powered e-commerce storefront at smashed-lemon.com, shipping to 50+ countries with native multi-currency and multi-language support and a catalog of 811 SKUs. The brand emphasizes sustainable fabrics (Rayon Ecovero, viscose, linen, cotton), trend-right prints, and inclusive sizing from XS to 4XL, and it has cultivated an established presence in Dutch women's fashion press, including regular editorial features in LINDA., Libelle, Margriet, Vriendin, Vrouw, Beau Monde, Flair, and Nouveau.
Smashed Lemon firmographics
Firmographics- Name
- Smashed Lemon
- Legal name
- Active Cheetah BV
- Website
- https://smashed-lemon.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Smashed Lemon is a Dutch direct-to-consumer women's fashion brand founded in 1999, selling dresses, tops, jackets, skirts, and accessories through a Shopify e-commerce store that ships to 50+ countries, targeting fashion-conscious women in the Benelux and broader European market.
- Ownership category
- akta.pro rank
Smashed Lemon industry classification
Industry- Product category
- Women's Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Women's Clothing Stores (5621)
- akta.pro primary industry
- Streetwear & Contemporary Apparel Retail (CRAAABAM)
- akta.pro secondary industry
- Luxury Streetwear & Contemporary Designer (CRAAAFAH)
Keywords
Where Smashed Lemon is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Smashed Lemon business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel
Revenue model
- Direct Product Sales: Smashed Lemon generates revenue through direct online sales of women's clothing and accessories. The company operates a single e-commerce channel, selling products at full price, outlet prices, and during sample sale events. Products are sold with pricing in USD on the English site, with free shipping thresholds and seasonal sales driving purchase frequency.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard Pricing - Women's clothing and accessories |
| One time/ perpetual license | Pay-as-you-go | Outlet/Summer Sale - Discounted previous season items |
| One time/ perpetual license | Pay-as-you-go | Sample Sale - Event-based clearance |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Smashed Lemon product offering
Product offeringCore offering
Smashed Lemon designs, sources, and sells women's fashion apparel and accessories directly to consumers through its own branded e-commerce storefront. The company offers trend-driven clothing and accessory collections under its own label, including a sample sale program for discounted past-season inventory. It operates as a direct-to-consumer fashion brand based in the Netherlands under Active Cheetah BV.
Product overview
Smashed Lemon is a women's fashion e-commerce brand operating through a Shopify-powered online store. The product portfolio consists of a core apparel collection organized by category (dresses, tops, pants, skirts, jackets, sweaters, jumpsuits, jeans, and travel wear) plus accessories (scarves, belts, bags), supplemented by curated collections including new arrivals, bestsellers, and outlet items. The brand also operates a B2B retailer portal and hosts seasonal Sample Sale events. The offering includes both regular-priced and discounted inventory, with some items available exclusively online.
Differentiator
Problem solved
Functional benefit
Products and services
- Smashed Lemon Women's Clothing Trend-driven women's apparel collection including dresses, tops, bottoms, and outerwear designed and branded by Smashed Lemon, sold directly to fashion-conscious female consumers via the brand's online store.
- Smashed Lemon Accessories Fashion accessories for women, including items that complement the apparel collection, sold directly to consumers through the Smashed Lemon online storefront.
- Smashed Lemon Sample Sale Discounted past-season and sample inventory of Smashed Lemon women's apparel and accessories sold via dedicated sample sale events on the brand's e-commerce site, targeting price-sensitive existing customers.
Companies that use Smashed Lemon
Customer profileSegments1 record
Ideal customer profiles1 record
Smashed Lemon technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration16 records
Smashed Lemon partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- DPDminorPrimary shipping partner for domestic and international deliveries within Europe. DPD handles standard parcel delivery with track & trace capabilities.
- DHLminorSecondary shipping partner for domestic and international deliveries. DHL handles standard parcel delivery with track & trace. International shipments outside Europe use DHL Express.
- KlarnacorePrimary 'Buy Now, Pay Later' payment option prominently featured on product pages and checkout. Klarna enables customers to pay later, supporting purchase conversion. Logo displayed as preferred payment method.
- PayPalcoreMajor payment processor integrated into checkout, enabling PayPal users to pay securely without entering card details.
- iDEALcoreDominant Dutch online payment method allowing bank transfers directly from customer accounts. Critical for Dutch market conversion.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Smashed Lemon competitors and assessment
Company assessmentBroad incumbents
- ASOS: Major UK-headquartered online fashion retailer with extensive women's contemporary apparel assortment and global shipping. Comparable to Smashed Lemon on DTC-led women's fashion and multi-country reach, though at vastly larger scale and broader assortment.
- H&M: Swedish fast-fashion mass-market incumbent with women's apparel, multi-country online and physical retail, and broad price-band coverage. Comparable to Smashed Lemon on women's apparel category and DTC channel, but with mass-market positioning, physical retail, and global scale that Smashed Lemon lacks.
- &Other Stories: H&M Group's contemporary women's fashion brand offering DTC apparel and accessories across Europe and globally. Comparable to Smashed Lemon on contemporary women's positioning, print-driven design, and DTC emphasis, but with vastly greater scale and H&M Group resources.
Direct peers
- Fabienne Chapot: Dutch contemporary women's fashion brand built around colorful prints and feminine silhouettes, sold DTC and through premium Dutch retailers. Closely comparable to Smashed Lemon on positioning, target customer (fashion-conscious Dutch women), price point, and design aesthetic.
- Scotch & Soda: Amsterdam-headquartered contemporary fashion brand with global DTC and wholesale distribution, offering women's apparel alongside menswear. Comparable to Smashed Lemon on Dutch heritage, DTC orientation, and contemporary women's positioning, though at a larger scale and broader assortment.
- G-Star RAW: Dutch-origin contemporary fashion brand with strong DTC infrastructure, women's apparel line, and international reach. Comparable to Smashed Lemon on Dutch heritage, DTC channel, and women's apparel focus, though G-Star is significantly larger and denim-led.
- Boden: UK-based DTC contemporary fashion brand with strong women's apparel assortment, colorful prints, and multi-country shipping including EU. Comparable to Smashed Lemon on DTC-led model, colorful print-driven aesthetic, and international reach, though at larger scale.
- King Louie: Amsterdam-based women's contemporary fashion brand specializing in dresses, prints, and feminine apparel with strong DTC and wholesale presence in Benelux. Highly comparable to Smashed Lemon in target customer, price band, and product breadth.
- Vanilia: Dutch contemporary women's fashion retailer selling dresses, tops, and event-wear DTC and through showrooms. Comparable to Smashed Lemon on product mix, target demographic, and accessible contemporary price positioning.
Emerging players
- Nasty Gal: Boohoo Group-owned online women's contemporary fashion brand targeting younger fashion-conscious consumers via DTC. Comparable to Smashed Lemon on DTC-led women's apparel, though with different positioning (edgier/younger) and stronger scale via Boohoo Group.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
Smashed Lemon social profiles
Digital presenceSmashed Lemon financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smashed Lemon leadership team
Management profileNumber of profiles
Smashed Lemon funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smashed Lemon M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Smashed Lemon
What does Smashed Lemon do?
Smashed Lemon designs, sources, and sells women's fashion apparel and accessories directly to consumers through its own branded e-commerce storefront. The company offers trend-driven clothing and accessory collections under its own label, including a sample sale program for discounted past-season inventory. It operates as a direct-to-consumer fashion brand based in the Netherlands under Active Cheetah BV.
Is Smashed Lemon a public or private company?
Smashed Lemon is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Smashed Lemon founded?
Smashed Lemon was founded in 1999. It employs 11 to 50 people.
Where is Smashed Lemon based?
Smashed Lemon is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Smashed Lemon make money?
One revenue line is on record: direct Product Sales.
Who are Smashed Lemon's main competitors?
Broad incumbents on record are ASOS, H&M and &Other Stories. Direct peers are Fabienne Chapot, Scotch & Soda, G-Star RAW, Boden, King Louie and Vanilia. Nasty Gal is listed as an emerging player.
Does Smashed Lemon have an API?
No public API is recorded for Smashed Lemon.
What industry is Smashed Lemon in?
Smashed Lemon's product category is Women's Apparel. Its primary akta.pro industry code is CRAAABAM, Streetwear & Contemporary Apparel Retail, with a secondary code of CRAAAFAH, Luxury Streetwear & Contemporary Designer. Its NAICS code is 458110 and its SIC code is 5621.