Paprika buys Promiss and takes it online

Paprika buys Promiss and takes it online
Photo: Paprika lookbook

Belgian plus size fashion label Paprika takes over the Dutch FNG daughter brand Promiss from entrepreneur Martijn Rozenboom. The company wants to turn it into a fully digitalized brand.

 

New webshop

Until recently, Promiss was part of the FNG Group. But when the group was declared bankrupt earlier this year, the brand, together with Miss Etam, Claudia Sträter, Expresso and Steps, came into the hands of Martijn Rozenboom. The latter is now selling the label and its customer base to Paprika, reports NU.nl, a Dutch news site.

 

Paprika, the Belgian brand for plus size women, wants to turn Promiss into a hundred per cent online brand, with a selected offline presence in high-end department stores across Europe. Within two months there should be a new webshop. The collections will preserve the essence of the brand: "chic with urban elegance for the active woman", is said in a press release.

 

The acquisition fits within Paprika's ambition to become Europe's best plus size fashion brand. Also, it brings the company closer to its strategic goal of generating over fifty per cent of its turnover from online sales and thus becoming a digital brand in the first place. Paprika was founded in 1994 in Belgium, but also has branches in France, Germany and the Netherlands.