Wisevoter
World

Xandres Refined Strategy After CEO Appointment

CEO Willem Wijnen led a strategic shift at Xandres that resulted in increased EBITDA and international expansion.

Updated on Oct. 13, 2026 in Business Strategy

Isometric editorial illustration showing neat stacks of wool fabric swatches on a minimalist work surface, symbolizing refined business focus.
Xandres CEO Willem Wijnen has sharpened the Belgian fashion brand’s European expansion strategy, prioritizing core apparel and improving operational profitability. AI Illustration. Upload story photo >

Live Poll

Is it better for a growing brand to expand slowly rather than as quickly as possible?

Since Willem Wijnen became CEO of the Belgian fashion brand Xandres in January 2025, the company has pivoted to focus on European growth. This strategic refinement included discontinuing footwear and bags to prioritize the brand's core identity.

Why it matters

By narrowing its product focus and targeting international markets, the company aims to establish itself as a leading premium fashion brand for women in Europe within ten years. This pivot towards profitability and core specialization is designed to drive long-term sustainable growth.

During the 2025-2026 financial year, the company achieved a 14 percent increase in EBITDA to 1.6 million euros. Furthermore, revenue in the Dutch market saw significant growth of 27 percent.

The players

Willem Wijnen

He has served as the CEO of the Belgian fashion brand Xandres since January 2025.

Xandres

This Belgian fashion label is a subsidiary of the French Damartex Group.

Damartex Group

This French retail holding company acts as the parent entity for the fashion brand Xandres.

The details

Xandres implemented a new store concept and strengthened its wholesale distribution to premium boutiques to support its growth goals. The brand is now focusing on a methodical, country-by-country international expansion strategy.

Timeline

  1. Willem Wijnen assumed the role of CEO in January 2025.

  2. A new Xandres store opened in Laren in June 2026.

  3. The brand will open its fifth Dutch store in Haarlem in late October 2026.

  4. Xandres launches in German multi-brand boutiques on December 1, 2026.

  5. Collections will reach German retail partners in the spring of 2027.

Market Landscape

Xandres is moving away from a broad product mix to focus on core competencies, mirroring a wider trend of premium brands streamlining portfolios to defend market share. This strategy aligns the company with the one-by-one country approach to international retail expansion, favoring controlled entry into neighboring European territories over rapid, diversified scaling.

Customers in the Netherlands will see increased local accessibility with the opening of the Haarlem store. Consumers can expect a more focused product selection in premium boutiques as the brand scales its European footprint.

The takeaway

Companies can often improve profitability by shedding non-core categories to sharpen their brand identity. Focusing on a methodical, regional expansion strategy allows brands to maintain high service standards while entering new international territories.

What happens next

Xandres will launch in German premium multi-brand boutiques on December 1, 2026, followed by a broader collection rollout in German retail locations in the spring of 2027.

Further reading

For more on corporate planning, visit the Business Strategy section.

Source note: This article includes information reported by FashionUnited.

Live Poll

Is it better for a growing brand to expand slowly rather than as quickly as possible?