YDENCE
YDENCE is a Dutch womenswear brand founded by designer Lara de Graaf. It makes feminine dresses, blouses, tops and co-ords designed to mix and match, sold through fashion retailers and its own webshop.
| Founder | Lara de Graaf |
|---|---|
| Origin | Netherlands |
| Focus | Feminine womenswear |
| Channels | Wholesale and own webshop |
| Website | ydence.com |
What is YDENCE?
YDENCE is a womenswear label from the Netherlands, started by designer Lara de Graaf, who designed and sold the clothing herself. It began as a webshop and, around 2010, was among the young Dutch fashion businesses highlighted by the entrepreneurship press.
Products and positioning
The brand offers feminine dresses, blouses, tops and co-ords designed to be combined. The current assortment also covers:
- Knitwear, cardigans and sweaters
- Blazers, jackets and gilets
- Skirts, skorts and shorts
- A dedicated tall collection
Prices sit in the mid-market, aimed at women looking for feminine, versatile everyday fashion.
Distribution
After starting online, de Graaf shifted the company's focus to wholesale, selling to independent fashion retailers; by 2014 the brand had 50 points of sale. Today YDENCE combines this retail network, which customers can find via a store locator, with its own webshop, and the brand is also stocked by Dutch online department stores.
Why it matters
YDENCE illustrates a route many small Dutch labels have taken: from a founder-run webshop to a wholesale brand for independent boutiques, while keeping direct online sales.
Frequently asked questions
Who founded YDENCE?
YDENCE was founded by Dutch designer Lara de Graaf, who started the brand as a webshop.
What does YDENCE sell?
YDENCE sells feminine womenswear such as dresses, blouses, tops, co-ords, knitwear and blazers, including a tall collection.