Xandres Refined Strategy After Leadership Shift
The fashion brand cut product lines and expanded in the Netherlands to boost profitability under new leadership.
Updated on Oct. 13, 2026 in Business Strategy
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Since Willem Wijnen became CEO in January 2025, Xandres implemented a strategy focused on core product categories and disciplined international growth. This shift coincides with a 14 percent increase in EBITDA for the 2025-2026 financial year.
Why it matters
By discontinuing non-core categories like footwear and bags, the company improved profitability and refocused on its primary identity. This disciplined approach serves as a case study in narrowing product scope to support a broader international expansion strategy.
Xandres reported total revenue of 36.6 million euros in 2025-2026, a 1.2 percent increase versus the 36.1 million euros recorded in 2024-2025. During the same period, the brand saw a 27 percent revenue spike in the Netherlands.
The players
Willem Wijnen
The CEO of Xandres who took office in January 2025 to lead the brand's international growth strategy.
Xandres
A Belgian premium fashion brand for women and a subsidiary of the French Damartex Group.
Damartex Group
A French retail parent company that holds Xandres as a subsidiary.
The details
Under CEO Willem Wijnen, Xandres shifted to a one-by-one country expansion model while streamlining its retail operations. The company implemented a new store concept and prioritized wholesale distribution to premium boutiques to sharpen its brand positioning. These operational changes were designed to support the goal of becoming a leading premium fashion brand in Europe within ten years.
Timeline
January 2025: Willem Wijnen assumed the role of CEO.
June 2026: Xandres opened a retail store in Laren.
Late October 2026: A new store is scheduled to open in Haarlem.
December 1, 2026: The brand will launch in German premium multi-brand boutiques.
Spring 2027: New collections become available through German retail partners.
Market Landscape
Xandres's deliberate, phased international entry marks a departure from the rapid, multi-market saturation efforts often seen in European retail rollouts. This approach contrasts with the aggressive, multi-region entry strategies typical of larger fashion conglomerates.
Operators looking to scale internationally should evaluate the trade-offs of a focused, one-by-one market entry strategy versus broad expansion. Reducing product complexity in favor of core competencies can provide the operational margin needed to fund new geographic growth.
The takeaway
Narrowing your product portfolio can clarify your brand identity and improve financial performance during periods of market expansion. Monitor how this disciplined, single-market rollout impacts Xandres's long-term profitability as it enters the German retail space next year.
Further reading
For more insights on brand development and growth, visit our Business Strategy section.
Source note: This article includes information reported by FashionUnited.
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