Overview
Wehkamp is one of the Netherlands' best-known online department stores, selling fashion, beauty, sport, home and living products to Dutch shoppers. It combines its own brands with local and international brands, and runs a partner programme for third-party sellers. In 2026 it was acquired by the Dutch fashion group Omoda. For a fashion, beauty or home brand, Wehkamp is one of the key online channels in the Netherlands.
Who is behind Wehkamp
Wehkamp was founded more than 70 years ago as a mail-order business and became fully online in 2006. It is based in Zwolle, where it runs a distribution centre of about 140,000 square metres. Wehkamp serves around 2.3 million active customers. From 2015 it was owned by the British private equity firm Apax Partners. In June 2026 Omoda, a family-owned Dutch fashion group from Zierikzee that runs Omoda and Assem shoe and fashion stores, agreed to buy Wehkamp, together with the children's fashion webshop kleertjes.com. The combined group has annual revenue of around EUR 600 to 640 million and aims to offer a strong local alternative to large international platforms. Wehkamp's CEO Martijn Hagman will become co-CEO of the combined group.
What the shopper sees
Wehkamp offers a broad range of fashion, shoes, beauty, sport, home and living products, with its own brands next to local and global brands. Omoda plans to use its shoe expertise to grow Wehkamp in footwear, and has not ruled out opening physical Wehkamp stores.
How brands can work with Wehkamp
- As a supplier, selling products to Wehkamp, which sells them online.
- Through Wehkamp's partner programme, where brands and sellers offer products directly to Wehkamp's customers. Sellers apply through Wehkamp's seller registration page.
A brand considering Wehkamp should be ready with:
- Dutch product content and strong imagery, with size information for fashion.
- Fast delivery and easy returns that meet Dutch shoppers' expectations.
- EU compliance for each category.
- An eye on changes as Wehkamp is integrated into the Omoda group.
Why Wehkamp matters for brands
Wehkamp is a household name in the Netherlands, and as part of Omoda it is set to become one of the country's largest fashion and lifestyle retailers.
How eBrands looks at Wehkamp
eBrands works with brands on marketplaces and retail channels across Europe and North America. If you want to see how Wehkamp could sit alongside the channels you already use in the Netherlands, we are happy to talk it through.
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