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MOSAIQUE

11 RUE DU CADRAN SAINT PIERRE
51100 REIMS

0326477823
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SANDWICH

SANDWICH

Our Identity - The story of Sandwich from an agency business to an international brand

Back in the 1970s, Willem Veldhoven was running an agency that his father had established in 1950. The company was initially best known for its velour and towelling sweaters. Later, when it started importing products, it gained a reputation for Shetland sweaters too. Clothing that as it were reflected the sober character of the years of reconstruction: basic, subdued and anonymous. The sweaters were bought by Dutch chain stores such as Vroom & Dreesman (V&D) and Peek & Cloppenburg (P&C) and by members of purchasing groups. But after twenty-five years, Willem Veldhoven began to realise that if he was to ensure his company’s survival, he would have to drastically change its course. Increasing pressure on prices – and consequently profit margins – of the type of clothing he was selling had begun to threaten the company’s existence. Veldhoven felt that this threat could be averted in only one way: via a shift in emphasis in the company’s business. The product would have to be the main focus instead of the price. And that product would have to become more distinct, acquire a character all its own. This was the conviction held by Willem Veldhoven who had meanwhile become the chairman of the group’s Managing Board when, in 1979, he met Henriëtte Daniels. In the seven years since she had graduated at the Visual Arts Academy in Arnhem, Henriëtte Daniels had been working as a purchaser for Vroom & Dreesman, buying clothing for the chain store’s recently established fashion department. There she had learned her first lessons in how to combine creativity with a commercial target-oriented approach. Veldhoven gave Henriëtte Daniels free rein to develop articles for the boutique-like shops and chains that had meanwhile made their appearance in the Netherlands. The small collections of T-shirts, polo shirts, cotton and lambswool sweaters – all ofcourse different from the run of the mill – proved a major success. Within a short space of time a clientele of around a hundred shops was created. Those shops generated an impressive turnover, enabling the company to decide to end its “old” activities and concentrate entirely on “the new”. This metamorphosis took place in only two years time. The company ofcourse, soon felt the need to associate its commercial success with a brand name, and in 1983 that led to the birth of the “SANDWICH” label. For Veldhoven and Daniels – the driving spirit behind Sandwich who had meanwhile been promoted to Creative Director – this marked the beginning of the story of a fashion line which, after 25 years, is still as successful as ever.

Sandwich all over the world
Sandwich clothing is sold in 23 countries all over the world. In the past few years in particular the label has grown tremendously in both existing and new markets. The combination of new customers in new markets and substantial increases in turnover per customer makes for annual growth in the double figures. Sandwich’s customer base has meanwhile increased to more than 2500 on a global scale. There are now 21 Sandwich shops in Europe, 28 in China and 12 in Taiwan, most of which are run on a franchise basis.

Franchise
The first Sandwich shop was opened in 1988. Since then, more than 50 shops have been opened all over the world. Some of the shops are owned by the VeldhovenGroup and some are franchises. At Sandwich, franchising means dynamic interaction with local entrepreneurs and working with a powerful, international retail formula.

Soft Shop
Besides franchises, the VeldhovenGroup has a Soft Shop concept. This concept enables retailers to present the Sandwich brand in a flexible, unambiguous way within a specific number of square metres in their shop.

Our Product
Sandwich is a modern, global fashion label for women who want to combine fashion and comfort. Women who opt for Sandwich like to dress casually, have a preference for natural materials, a personal taste and a keen eye for detail. They have a lively, refreshing attitude. Sandwich offers them precisely what they want. Sandwich has two sub-labels: The first, Sandwich Casual, comprises a collection of leisure items which, as the name suggests, are fairly casual in style and yet at the same time highly distinctive, characterised by close attention to finishing and detail. Sandwich has succeeded in retaining a leading position in the fashion market for more than 25 years. To supplement this casual theme Sandwich also has a trendy, more elegant collection, Sandwich Special, designed for the same target group, but intended to be worn for other occasions. The items’ colours are always the same as those of the Casual line so that they can be ideally combined according to personal preferences or the time of day. Sandwich also has fully coordinated ranges of accesories, shoulder bags and belts. Sandwich offers distinction.The fashion of this label differs from that of other ranges in that it is not afraid of making individualistic, commercial statements. The collection’s success is evident from the growing number of loyal customers all over the world. Sandwich delivers its products to retail partners on a monthly basis, according to two colour concepts – a great advantage. Having complete control over its production, with a total workforce of more than 550, the VeldhovenGroup is able to permanently guarantee the quality and delivery of its products, resulting in an efficient stock-management facility for its retail partners. Our collections are presented four times a year. Sandwich is capable of supplying fashion articles of a high quality on a monthly basis. Thanks to our own production factories we are able to guarantee excellent quality and efficient deliveries. Our collections are presented four times a year and sold from our own showrooms. Our standard collections are sold from a stock from which items can be reordered throughout the season. Stock orders are restricted to a limited number of items and bestsellers based on pre-orders.

The Sandwich_Easy collection consists of items from previous seasons. The great success of our Sandwich Casual line led to a need to reproduce successful articles. Sandwich_Easy comprises a range of trousers in a limited number of colours and qualities. During the sale of our standard collections, four times a year, customers can place pre-orders for delivery after three months. After the first order the most frequently sold articles can be re-ordered from a limited supply.

The Sandwich design team has its head office in Amsterdam. The team consists of two concept designers, four senior designers and two graphic textile designers, who all work under the Creative Director’s management.

Les logos représentés et les marques citées sont la propriété exclusive de leurs concepteurs et créateurs

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