WE Fashion
Netherlands
WE Fashion is a Dutch fashion retailer that traces back to a men's clothing wholesale business founded in Amsterdam in 1917. It sells womenswear, menswear and childrenswear through around 135 stores, mainly in the Netherlands, Belgium and Switzerland, and online.
| Founded | 1917 |
|---|---|
| Founder | Egbertus Hendricus "Edwin" de Waal |
| Headquarters | Utrecht, Netherlands |
| Stores | About 135 |
| Segment | Mass market and fast fashion |
| Main markets | Netherlands, Belgium, Switzerland |
| Website | wefashion.com |
What is WE Fashion?
WE Fashion, usually branded WE, is a Dutch clothing retailer with a European footprint. Its head office and central distribution centre are in the Lage Weide industrial area of Utrecht.
History
The business was founded on 1 February 1917 by Egbertus Hendricus 'Edwin' de Waal, who started a men's clothing wholesale business in Amsterdam. Kees de Waal took over in 1961, and in 1962 the retail chain was renamed Hij. Expansion into Switzerland, Belgium, Germany and France followed between 1977 and 1994. The company acquired Witteveen in 1986, later rebranded Zij, and consolidated its head office and distribution centre in Lage Weide in 1989. All stores were rebranded to WE in 1999.
Business model and distribution
WE Fashion operates about 135 physical stores, mainly in the Netherlands, Belgium and Switzerland, and reaches customers in more than 20 countries according to the sources consulted. Online sales began around 2009 to 2010, and the brand is sold through wefashion.com and through partners such as Zalando, Wehkamp, About You and Bol. A new store concept debuted on Kalverstraat in Amsterdam in 2019. The company employs more than 1,500 people.
Ownership
The source consulted describes WE as part of the European fashion group Logo International, which also owns O'Neill. Because ownership in the sector has changed often, this profile does not state a current owner and the position for 2026 could not be verified.
Why it matters
WE Fashion is one of the longer-established Dutch fashion chains, and its mix of own stores, its own web shop and marketplace partners is typical of mid-market European retail.
Frequently asked questions
Where is WE Fashion from?
WE Fashion is from the Netherlands. It was founded in Amsterdam in 1917 and now has its head office and distribution centre in Utrecht.
Who owns WE Fashion?
One source describes WE as part of the fashion group Logo International. Current ownership for 2026 could not be verified.