• Company


  • SectorConsumer Products
  • ActivityE-com fashion boutique
  • Date29 September 2023
  • CountryNetherlands

Sale of founder-owned minority share in e-commerce fashion boutique Orangebag


Orangebag offers a meticulously curated collection of clothes, accessories and shoes in the upper price segment, focused on both women and men. Orangebag distinguishes itself with a unique online ‘boutique shopping experience’ where the customer chooses from smaller brands and receives a lot of personal attention and service. This approach led to a customer base of tens of thousands of loyal customers. Since its founding in 2005, Orangebag has amongst others won an FD Gazelle Award for 8 years in a row. The company is active in Netherlands, Belgium and Germany.  

Nederlands MerkGoed is an investment firm backed by successful retail and consumer products entrepreneurial families focusing on accelerated growth of distinguished consumer brands. It invests in various brands and e-commerce platforms with a unanimous focus on the consumer and distinctiveness within a niche. The investment portfolio of Nederlands MerkGoed comprises amongst others Maison365, Passa Sports, Nomad, Dita International, Stoov and Limeau.

In July 2021, Orangebag founder Tineke Sluiter onboarded Nederlands MerkGoed as majority shareholder to accelerate the growth of the business. Key strategic initiatives included increasing brand awareness, growing the collection, international expansion and further optimization of the customer journey. Throughout 2022, the role of CEO is assumed by fashion industry veteran Arlette Huisman. Now, as a next step in this transitionary phase, Nederlands MerkGoed also acquires the remaining founder-owned shares in Orangebag and increases its shareholding to 100%.

For more information: Orangebag and Nederlands MerkGoed