Female energy in retail: how female-led brands are enriching Dutch high streets

A new kind of energy is flowing through Dutch high streets - and it’s female.

An increasing number of brands and retail chains are led by women who combine a strong sense of brand and experience with strategy, data and growth. From young entrepreneurs such as Britt van Vondelen (Meet Me There) and Bieke Stienstra (Fashiontiger) to CEOs at the helm of international chains like C&A, HEMA and Action, female leaders are giving the retail landscape a new face.

In the Dutch retail market, 38% of entrepreneurs are now women, up from 31% a decade ago (CBS, 2023). Much of this growth is driven by independent brands in fashion, beauty and lifestyle, segments that bring youth, vibrancy and creativity to the high street. Authenticity and community-driven growth are hallmarks of many of today’s new retail concepts — a broader trend visible across start-ups and consumer brands, but one that is particularly pronounced among female-led businesses, especially where sustainability and identity intersect.

A new generation of entrepreneurs 
What sets many female-led brands apart is their ability to translate online communities into physical experiences. Their stores feel like extensions of their digital presence — recognisable, aesthetic and experience-driven. These are spaces where customers don’t just buy, but belong.

Many of these brands started online, cultivating loyal communities that they now bring into the real world. Their stores are more than retail spaces; they are places where brand, people and experience converge.

Britt van Vondelen (24) grew Meet Me There from a TikTok phenomenon into a €12 million brand with a lifestyle-driven retail experience. Bieke Stienstra (23) started Fashiontiger from her attic and opened three stores in just over a year — her strength lies in staying close to her audience and literally involving her community in the brand.

The lifestyle brand Sophia Mae, founded by Monica Geuze, is also making the move into physical retail — not primarily as a sales channel, but as a stage for brand experience.

Established names such as 10Days, Dante6, My Jewellery, Fabienne Chapot and NIKKIE have already proven that growth doesn’t stop after one store. Physical presence remains essential for visibility, storytelling and brand loyalty.

Growth from within
Most female-led brands grow organically through community and cash flow rather than external investment. Only 8% of venture capital in the Netherlands goes to female entrepreneurs (Invest-NL/ABN AMRO, 2023). That explains why many start small — often with one to four stores — and expand gradually. Their growth is organic rather than investor-driven, focused more on brand value than market share. That approach creates a different kind of retail dynamic: less chain formation, more diversity, and an emphasis on authenticity and experience over scale.

Pre-loved: sustainability and female entrepreneurship
Sustainability plays a major role in this female wave.
According to the Dutch Chamber of Commerce, the number of second-hand clothing stores has grown by 35% in the past five years, largely driven by female entrepreneurs (BNR/KvK, 2025). Women account for 82% of business owners in this segment — far above the national average of 38%. Consumers show similar patterns: 21.8% of women buy second-hand clothing, compared with 13.3% of men (CBS, 2024).

Women tend to make more sustainable choices, reflected in the rise of pre-loved retail concepts that combine conscious consumption with creativity and community.

From boutique to boardroom
Beyond this new generation of entrepreneurs, more women are leading established brands. Hajir Hajji, CEO of Action, started at 17 in a local store and rose through the ranks to lead a chain with over 2,600 stores in twelve countries — a modern-day “American Dream”. HEMA and C&A are also now led by women making their businesses future-ready through sustainability, brand renewal and digital innovation. This is no coincidence: according to CBS, companies with at least one-third women in top management invest 16% more in sustainability than those led solely by men (CBS, 2023).

Women account for nearly half of all working hours in Dutch retail but only about one-third of management positions (CBS StatLine, 2024). The women leading these well-known chains therefore serve as powerful role models.

What this means for the real estate market
At Savills, we see this shift reflected in demand for retail space. While female-led brands may not yet take-up the largest share of square metres, they are reshaping the nature of that demand. They seek locations that are visible and distinctive — spaces that fit their story and support content creation and brand expression. For investors and landlords, this signals a new generation of tenants who bring agility, creativity and a collaborative mindset.

Female-led retail may be the clearest expression of this movement today, but it’s part of a broader trend towards authenticity, purpose and sustainability that’s reshaping how the high street evolves.