De Rode Winkel
De Rode Winkel is a Dutch heritage denim retailer (est. 1837) operating a single Utrecht flagship store plus a nationwide e-commerce webshop, curating 50+ premium and sustainable denim brands for Dutch men, women, students, and families.
- Company typePrivate
- Founded1837
- HeadquartersUtrecht, Netherlands
- Headcount11–50
- GTM typeB2C
- OfferingServices
What De Rode Winkel does
De Rode Winkel is a Dutch specialty denim retailer founded in 1837 and headquartered at Lange Elisabethstraat 20 in Utrecht, operating under the self-positioned identity of 'De jeanswinkel van Nederland' (The jeans store of the Netherlands). The company runs an omnichannel model combining a single flagship physical store — offering personal fitting advice, fitting-room reservations, and on-site jeans alteration and repair services — with a nationwide Dutch-language e-commerce webshop (derodewinkel.nl) that ships same-day for orders placed before 16:00. The product offering spans men's, women's, and children's apparel and accessories, centered on denim and curated from a portfolio of more than 50 international brands including Levi's, G-Star RAW, Nudie Jeans, Denham, Carhartt WIP, Kuyichi, Momotaro, and Japan Blue, with price points ranging from approximately €15 for accessories to over €170 for premium denim items.
The business monetizes through one-time unit sales of apparel and accessories across both channels, supplemented by adjacent revenue levers including gift cards, a member loyalty program, a student discount program, and paid alteration/repair services. Supporting operations include an old-jeans recycling initiative, an active multi-platform social media presence (Instagram, Facebook, Pinterest, LinkedIn), an email newsletter with a 10%-off first-purchase incentive, SEO-optimized category and city-level content, and local sponsorship of Utrecht-area student associations and community organizations. The company also operates Broekman Herenmode, a related menswear retail brand accessible via broekman.store, and holds the Dutch Royal Court's 'Hofleverancier' (Royal Supplier) designation.
The underlying technology stack is a standard e-commerce storefront with no proprietary features, no disclosed AI/ML capability, no API or SDK, and no third-party platform integrations — differentiation is delivered through curation, in-store human service, and heritage rather than technology. Customer segments are horizontally distributed across persona types (men's denim enthusiasts, women's fashion shoppers, families with children, students) with no enterprise or wholesale B2B accounts disclosed, and the company serves the Netherlands domestic market exclusively.
De Rode Winkel firmographics
Firmographics- Name
- De Rode Winkel
- Legal name
- De Rode Winkel
- Website
- https://derodewinkel.nl
- Company type
- Private
- Founded year
- 1837
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- De Rode Winkel is a Dutch heritage denim retailer (est. 1837) operating a single Utrecht flagship store plus a nationwide e-commerce webshop, curating 50+ premium and sustainable denim brands for Dutch men, women, students, and families.
- Ownership category
- akta.pro rank
De Rode Winkel industry classification
Industry- Product category
- Specialty Denim Retail
- NAICS
- Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Denim & Casualwear Brands (CRAAAAAE)
- akta.pro secondary industry
- Luxury Denim & Premium Casualwear (CRAAAFAK)
Keywords
Where De Rode Winkel is headquartered
LocationHeadquarters
- HQ city
- Utrecht
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
De Rode Winkel business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Retail Product Sales: Revenue generated through sale of denim jeans, apparel, and accessories through both physical retail store and e-commerce webshop. Product categories include men's and women's jeans, tops, jackets, underwear, and accessories. The company carries multiple premium and sustainable denim brands with price points ranging from approximately €15 for accessories to over €150 for premium denim items.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Accessories and basics |
| Unit Pricing | Pay-as-you-go | Casual apparel |
| Unit Pricing | Pay-as-you-go | Premium denim and outerwear |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
De Rode Winkel product offering
Product offeringCore offering
De Rode Winkel is a Dutch specialty denim retailer that sells men's, women's, and children's jeans and apparel from 50+ international brands through a flagship physical store in Utrecht and a nationwide e-commerce webshop. The core product is multi-brand jeans (with extended fit range including wheelchair jeans), supported by complementary tops, jackets, accessories, gift cards, and value-added services such as alterations, repairs, old-jeans recycling, a loyalty program, and a student discount.
Product overview
De Rode Winkel is a Dutch multi-channel denim retailer founded in 1837, operating as a single unified e-commerce platform complemented by a physical store in Utrecht. The company specializes exclusively in jeans and denim clothing, offering a comprehensive portfolio spanning men's, women's, and children's fashion across over 50 international brands including Levi's, G-Star RAW, Nudie Jeans, Denham, Carhartt WIP, and Kuyichi. The core product is the online webshop and in-store shopping experience featuring jeans in numerous fits and styles, supplemented by broader clothing categories (tops, trousers, jackets, underwear), accessories (belts, bags, caps), and services (gift cards, loyalty program, jeans repair, recycling). The business differentiates through sustainable brand curation, extensive size range including wheelchair-accessible jeans, and value-added services like personal fitting advice and alteration services.
Differentiator
Problem solved
Functional benefit
Brands
- Broekman Herenmode: Related clothing retail brand operated by the same organization, accessible via broekman.store
Products and services
- Men's Jeans Collection Multi-brand men's denim jeans collection offered across a wide range of fits, sizes, and styles, targeted at Dutch male consumers including denim enthusiasts seeking premium and sustainable labels.
- Women's Jeans Collection Multi-brand women's denim jeans collection spanning a wide range of fits and styles from everyday basics to fashion-forward designs, for Dutch female consumers.
- Men's Apparel Range of men's casual apparel and outerwear from premium and sustainable denim-adjacent brands, sold alongside the jeans collection.
- Women's Apparel Range of women's casual, occasion, and outerwear apparel from premium and contemporary denim-adjacent brands, sold alongside the jeans collection.
- Accessories Branded and third-party accessories complementing the core denim and apparel offering, including licensed Nijntje (Miffy) merchandise.
- Kids Clothing Children's apparel assortment, including licensed Nijntje/Miffy character merchandise, for families shopping the store and webshop.
- Denim Brands Portfolio Multi-brand denim and apparel portfolio aggregated under one retailer, offering access to premium, heritage, and sustainable labels in a single Dutch destination.
- Jeans Repair & Alteration Service In-store service offering professional jeans hemming, resizing, and repair to customize fit and extend garment life, sold as a paid service to walk-in and appointment customers.
- Old Jeans Recycling Store-based sustainability initiative enabling customers to drop off old jeans for recycling at the Utrecht flagship location.
- Gift Cards Both digital and physical gift cards redeemable across the De Rode Winkel webshop and Utrecht store product assortment.
- Member Loyalty Program Loyalty/membership program providing enrolled customers with exclusive benefits, discounts, and early access to sales events.
- Student Discount Program Discount offering for students presenting valid student identification, applicable at the Utrecht flagship store.
Quantifiable outcome
- Same-day shipping for orders placed before 16:00
- +1 more outcomes
Companies that use De Rode Winkel
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
De Rode Winkel technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
De Rode Winkel partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- Grit OptiekminorReferral partnership directing customers seeking sunglasses to Grit Optiek, demonstrating cross-business collaboration in the Utrecht retail community.
- Broekman HerenmodecoreRelated menswear retail entity under the same business group, with separate e-commerce presence (broekman.store). May share operational resources, brand relationships, or parent company structure.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
De Rode Winkel competitors and assessment
Company assessmentBroad incumbents
- C&A: Major European apparel retailer founded in the Netherlands, with broad family clothing assortment across price points. Represents the scaled incumbent benchmark against which specialty retailers like De Rode Winkel must position.
- Zalando: Europe's largest fashion e-commerce platform, serving Dutch consumers with a vast multi-brand assortment. Zalando's scale, logistics, and pricing define the competitive ceiling that specialty retailers like De Rode Winkel must navigate around.
- Wehkamp: Long-standing Dutch fashion and lifestyle e-tailer with nationwide reach. Competes with De Rode Winkel for the same Dutch apparel customer but offers a much broader assortment and heavier scale-driven marketing.
- H&M: Global fast-fashion retailer with strong Dutch store and e-commerce presence. Competes for the same mass-premium denim customer with vertically integrated private-label products and aggressive pricing.
Direct peers
- Suitable: Dutch multi-brand menswear and womenswear specialty retailer with physical stores plus webshop, comparable to De Rode Winkel in curating third-party premium fashion brands for a style-conscious Dutch consumer base.
- The Sting: Dutch multi-brand fashion retail chain operating physical stores and webshop, offering curated apparel from contemporary and premium labels — directly comparable business model and target demographic to De Rode Winkel.
- Jean Scene: Dutch specialty denim and jeans retailer with multi-store physical presence and online webshop, offering premium denim brands. Directly comparable category specialist competing for the same Dutch denim-curious consumer as De Rode Winkel.
Others
- Nudie Jeans: Swedish sustainable denim brand with global DTC and wholesale distribution. Comparable as a key brand carried by De Rode Winkel and a reference point for sustainable denim positioning in the European market.
- G-Star RAW: Dutch premium denim brand with both wholesale and direct-to-consumer retail channels. Comparable because G-Star is one of De Rode Winkel's key supplier brands; the relationship highlights both partnership and channel-competition dynamics.
Emerging players
- Scotch & Soda: Dutch-headquartered contemporary fashion brand with growing DTC and wholesale presence. Comparable as a Dutch-born premium fashion label that competes for the same Dutch consumer attention and brand-aisle real estate as De Rode Winkel's curated selection.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
De Rode Winkel social profiles
Digital presenceDe Rode Winkel financial estimates
Financial estimateRevenue estimate
Valuation estimate
De Rode Winkel leadership team
Management profileNumber of profiles
De Rode Winkel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
De Rode Winkel 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 De Rode Winkel
What does De Rode Winkel do?
De Rode Winkel is a Dutch specialty denim retailer that sells men's, women's, and children's jeans and apparel from 50+ international brands through a flagship physical store in Utrecht and a nationwide e-commerce webshop. The core product is multi-brand jeans (with extended fit range including wheelchair jeans), supported by complementary tops, jackets, accessories, gift cards, and value-added services such as alterations, repairs, old-jeans recycling, a loyalty program, and a student discount.
Is De Rode Winkel a public or private company?
De Rode Winkel is a private company. It is classified as unknown and is currently operating.
When was De Rode Winkel founded?
De Rode Winkel was founded in 1837. It employs 11 to 50 people.
Where is De Rode Winkel based?
De Rode Winkel is headquartered in Utrecht, Netherlands, in the Europe region.
How does De Rode Winkel make money?
One revenue line is on record: retail Product Sales.
Who are De Rode Winkel's main competitors?
Broad incumbents on record are C&A, Zalando, Wehkamp and H&M. Direct peers are Suitable, The Sting and Jean Scene. Others are Nudie Jeans and G-Star RAW. Scotch & Soda is listed as an emerging player.
Does De Rode Winkel have an API?
No public API is recorded for De Rode Winkel.
What industry is De Rode Winkel in?
De Rode Winkel's product category is Specialty Denim Retail. Its primary akta.pro industry code is CRAAAAAE, Denim & Casualwear Brands, with a secondary code of CRAAAFAK, Luxury Denim & Premium Casualwear. Its NAICS code is 458 and its SIC code is 5600.