Vroom & Dreesmann

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Vroom en Dreesmann
Genre Department Store
Founded 1887
Founder Willem Vroom, Anton Dreesmann
Parent Sun Capital Partners
Divisions 64 branches (2015)
+3 La Place stand alones
Slogan Leef je uit
Website www.vd.nl
Old V&D logo outside its Almere branch
Vroom & Dreesmann store in Rotterdam

Vroom & Dreesmann (also known as V&D) is a Dutch chain of department stores. In 2015 V&D has 67 branches throughout the Netherlands, out of which 3 are branded La Place. La Place is a restaurant chain owned by and operated in V&Ds. It also has stand-alone restaurants throughout the country.

All V&D stores sell designer clothing & shoes, jewellery, cosmetics, a wide selection of books, CD & DVD home entertainment, electrical goods, stationery, cards & posters, furniture, homewares and a selection of delicatessen. The average V&D store also features one or more restaurants, a travel agent and a Postbank ATM. Larger branches also have an in-store bakery and full Postbank branch.


19th century[edit]

V&D was founded in 1887 by Willem Vroom and Anton Dreesmann. The first V&D store opened in Weesperstraat in Amsterdam.

20th century[edit]

Vroom & Dreesman expanded rapidly throughout the Netherlands.

The ownership of V&D was reorganized into Vendex in 1972 and Vendex International in 1982.[1] In 1987 the popular La Place restaurant chain was opened in the V&D warehouses. In 1988 Anton Dreesman was replaced as CEO of V&D by A.J. Verhoef.[2]

Vendex merged in 1999 with the De Bijenkorf holding company, owners of warehouse De Bijenkorf and Hema, a variety store.

21st century[edit]

Vendex KBB was sold to a new investor group in 2004 that included KKR, Alpinvest, and Permira. In 2005 Vendex KBB was rebranded as Maxeda. On 8 September 2007 Vroom & Dreesmann introduced a new logo, replacing the old red and blue logo after 10 years. In 2008 the vd.nl website was established, much after other warehouses started selling online.

Since the end of 2010 V&D is a subsidiary of Sun Capital Partners. In 2015 it is on the verge of bankruptcy.[3] Among the reasons mentioned for its demise:

  • The rise of the Internet with online shopping and the late start of V&D e-commerce.
  • Cheaper brick and mortar stores such as the Swedish H&M and Irish Primark that compete successfully for V&D's market share.[1]
  • A lack of clear identity,[4] in comparison with these affordable stores and the more exclusive ones, such as De Bijenkorf.[1]
  • The sale of the V&D real estate, possibly increasing the warehouse's operational costs, although it is contested whether this is part of the problem.

At the beginning of February 2015 it is unclear if V&D will continue to exist. Owners of real estate agreed to reduce the area and costs of the rental properties, employees agreed to a gradual pay cut, and the owners of V&D agreed to a inject capital, but not the amount needed. Eventually this problem was also resolved. In Mid-March 2015 the rent reduction in Den Bosch and Heerlen remained unresolved.[5] In May 2015 V&D keeps working on reducing the rents and a new business plan, to be implemented in the short term, said to make V&D profitable again in 2 years.


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