Dutch luxury with global ambitions: LynnSophie® expands into key markets

Rooted in the Netherlands, the luxury fashion brand LynnSophie® is making waves across Europe, with the Middle East poised as its next frontier. Driven by founder Myrthe van der Zanden’s dedication to quality, sustainability, and timeless elegance, the brand is emerging as a fresh name in high-end fashion tailored for career mothers. As LynnSophie® extends its reach, van der Zanden reveals insights into the brand’s strategic journey, discussing partnerships, cultural aspects, and preparations for the Modefabriek trade fair in Amsterdam.

Targeted expansion into new markets

LynnSophie®’s recent expansion into international markets, including Ireland, Germany, Switzerland, Austria, Northern Italy, and soon the Middle East with a focus on thriving cities such as Dubai, reflects a growing demand for high-quality, versatile clothing. The brand’s appeal is strongest among career-driven mothers who value quality, longevity, and an elegant yet practical style. Each new market has opened doors for LynnSophie® to connect with boutiques and retailers that align with its aesthetic and values, strengthening the brand’s European footprint.

This growth has been significantly facilitated by Distribution Specialist Ralf van Kempen, whose extensive network has provided crucial introductions across Europe. “Our goal is to work with partners who not only understand our brand but also appreciate the importance of ethical luxury,” explains van der Zanden. With van Kempen’s expertise, LynnSophie® has been able to access reputable distributors and retailers, building relationships essential for sustained growth. His role has proven indispensable in strategically positioning LynnSophie® among high-end retailers, ensuring a smooth entry into competitive regions.

Supporting brand visibility

In addition to cultivating relationships with physical retailers, LynnSophie® embraces digital marketing strategies to expand its reach. From targeted social media campaigns to interactive online promotions, the brand is building a loyal community of followers who resonate with its mission and products. Currently, the team is exploring social media giveaways and Google Ads. “Testing and experimenting with new strategies is crucial,” says van der Zanden. “These efforts have significantly increased our visibility and attracted new followers.” LynnSophie® remains committed to refining both its digital and in-person strategies to enhance its presence and engage a broader audience.

Catering to career mothers across cultures

LynnSophie®’s collection is designed with a distinct focus on career mothers who value style, quality, and versatility. While women in many European markets have long embraced this blend of elegance and practicality, adapting to the Middle Eastern market requires consideration of cultural preferences and fashion sensibilities. According to van der Zanden, the brand’s approach to markets like Dubai is grounded in sophistication and elegance.

In contrast to certain European cities like London, where females may embrace bolder, more daring fashion, LynnSophie® remains focused on creating pieces that are refined, classy, and professional—perfectly suited for career-driven mothers in the Middle East. These women, balancing professional ambitions with cultural expectations, seek clothing that enhances their image with a sense of timeless elegance.

Trade fairs as key platforms for international exposure

LynnSophie® is set to debut at Modefabriek, one of the Netherlands’ most prestigious fashion trade events, taking place from 26 to 27 January 2025 in Amsterdam. This fair represents a significant opportunity for the brand to introduce its collection to a broader audience of industry professionals, buyers, and potential retail partners. “We chose Modefabriek for its reputation and the calibre of its attendees,” explains van der Zanden. “It’s the perfect platform to engage directly with key industry players looking for distinctive, high-quality brands.”

The participation also offers a chance for retailers to experience the brand's exceptional quality and craftsmanship firsthand—something that is crucial in the luxury fashion market. The brand prides itself on using superior fabrics that speak for themselves in both look and feel. The tactile experience of these materials is essential, as the rich textures and high-end materials become even more convincing when touched. As van der Zanden puts it, “Our customers need to feel the fabrics, see the quality, and understand the craftsmanship. That’s something online marketing can’t fully convey.”

What to expect at Modefabriek: The LynnSophie® collection

At Modefabriek, LynnSophie® will present an expanded collection that beautifully combines the brand’s signature fashion highlights with deeply personal, family-inspired elements. A standout piece is the ‘Lauren’ blazer, crafted from premium Italian fabrics, which has quickly become a signature item thanks to its timeless elegance and versatility. Another standout is a three-piece women’s suit, inspired by a poignant moment from van der Zanden’s wedding day. “When I saw my husband standing there in his three-piece suit, I thought, ‘This looks so powerful and polished. Women should have the opportunity to experience this same feeling,’” she shares. The suit captures this sentiment, blending strength and sophistication into a professional design that empowers women.

The collection also pays homage to van der Zanden’s family and the love that forms its foundation. Several new pieces were inspired by her wedding, where she created her own bridal gown, while her daughters designed their own dresses. These original ensembles have been reimagined into stunning pieces that seamlessly align with LynnSophie®’s vision of timeless elegance and versatility.

Another eagerly anticipated item is the ‘Jade’ jumpsuit, which carries profound personal meaning. Named after the unborn twin sister of van der Zanden’s eldest son, five-year-old Jax, the jumpsuit is more than just a piece of clothing—it is a way for the family to honor and remember Jade, giving her a cherished place in their lives. This emotional connection extends to the family’s villa in Spain, also named ‘Villa Jade,’ further reflecting the deep ties between van der Zanden’s personal journey and the brand’s story.

The collection’s carefully chosen color palette—featuring shades such as teal green, Bordeaux red, and royal blue—embodies both current trends and timeless appeal. These colors ensure that the pieces remain stylish and relevant for years to come. To give visitors a true sense of LynnSophie®’s designs, a live model will be present at Modefabriek, allowing attendees to experience the exceptional fit, quality, and craftsmanship firsthand.