"We want to be trendsetters in design and quality!"
Interview with Jan van den Berg, CEO of Vingino Groep B.V.
'Clothes make the man' is a common saying. This applies to adults as well as to children. Therefore, the Dutch Vingino Groep pays special attention to fashion for children and adolescents. Always on the cutting edge, the company based in Ermelo offers a highly contemporary range for boys and girls. Their own designers create jeans, T-shirts, pants, and skirts as well as sweatshirts and pajamas, along with a wide variety of jeans.
What motivates Jan van den Berg? "I want us to continue to be the best brand," explains the CEO of Vingino Groep B.V. "That drives me. I am proud that we offer beautiful and high-quality products for children that they can wear with pride and confidence." The focus of the Vingino brand is on the target group of 2 to 16 years, located in the middle and top segments.
"Here, we always want to be the trendsetter in design and quality," says Jan van den Berg about the claim. The brand RAIZZED in the middle category is slightly cheaper than Vingino with the target group from six-year-olds to adults, while Fearless Blood is intended as a high fashion brand for men. "Every year, we launch four new collections," says Jan van den Berg, who has been CEO of Vingino Groep since 2018.
Branch in Germany
After Benny Dekker and Marijke van Beek founded the company in 2001, they surprised the fashion world with the world's first fashion jeans for children. "Jeans are our DNA," the CEO also affirms. Over time, the range was continuously expanded and sold beyond the borders of the Netherlands. In 2012, an investor took over 70% of the company shares, while the two founders retained 30%. In addition to the headquarters in Ermelo, the Netherlands, Vingino operates a branch in Germany and a warehouse in Panama.
Among the current 120 employees are 13 designers. "With our brands, we supply more than 1,000 retailers and larger online providers in the upscale segment in the Netherlands and Germany alone," Jan van den Berg points out. Moreover, Vingino has customers in Belgium, Spain, Italy, Eastern Europe, the Middle East, and South America. Overall, exports make up about 70% of the revenue.
Many Customer Contacts
"Our sales staff have at least six to eight personal contacts with our customers each year," the CEO describes. Customers are also supported at the point of sale with displays. "This is unique in the children's fashion sector," explains Jan van den Berg. Vingino is also present on popular social media and presents its fashion at international trade fairs, such as Pitti Immagine Bimbo in Florence, Supreme in Munich, and Modefabriek in Amsterdam.
Exploring New Markets
Of course, Vingino meets all standards in terms of sustainability with its clothing and is also certified by the Business Social Compliance Initiative (BSCI). Regular audits by external partners are also part of their process. "Doing business with us is easy," the CEO describes. "We are reliable, offer very good value for money, and are always looking for new opportunities. Additionally, our brands are well-known in the industry."
The highly motivated team is also largely responsible for the success. Jan van den Berg: "I want the employees to come to work with a smile and go home with a smile." Every two months, a nice event with cozy get-togethers is held, as well as a company outing twice a year. The CEO also plans to keep a close watch on the markets in the coming years.