Lingerie brand Marlies Dekkers to close physical stores, shift to online-only model

Lingerie brand Marlies Dekkers to close physical stores, shift to online-only model

Dutch lingerie brand Marlies Dekkers will gradually shut down its physical stores as it transitions to a fully digital business model, a company spokesperson confirmed Thursday. The move marks a significant shift in the brand’s retail strategy and will remove the well-known stores from shopping streets in Amsterdam, Rotterdam, Breda and Utrecht, FashionUnited reports.

"Marlies Dekkers to close own stores" - RetailDetail EU

Dutch lingerie chain Marlies Dekkers is gradually closing its physical stores, committing to a digital future. The brand previously sold primarily through multi-brand boutiques anyway. New course In that new strategic course, online sales will take centre stage, the label said. It did not specify if it would close “some” or “all” stores, nor in what timeframe, Fashionunited reports. Marlies Dekkers currently only has a handful of own stores in t…