ULTRAVIOLET GROUP B.V., known for the luxury lingerie brand ULTRAVIOLET, and founded in 2020 by CEO Annique van der Zande, has raised an investment of 1.6 million euros from business entrepreneur Shawn Harris of Orange Wings Investments. The investment will mainly be used for further international expansion and brand awareness of ULTRAVIOLET, growth of the sister brand SAPPH, the launch of ULTRAMAN and the opening of new brand stores.
In 2020, SAPPH became part of the ULTRAVIOLET GROUP and a major reorganization took place within the brand. The focus has completely switched to brand experience; to prepare the brand and the organization for growth in the coming years. For example, all outlet stores have closed and full price brand stores have returned. In 2021 and 2022, ULTRAVIOLET GROUP BV invested in its own warehouse, in this way quality and personal attention can be guaranteed for every order. In addition, investments have been made in a new ERP system, and the webshop platform has been improved.
International expansion: growth opportunities in European and MENA markets
The investment from Orange Wings will mainly be used for the growth of SAPPH and ULTRAVIOLET as well as the launch of ULTRAMAN. Launching in May, ULTRAMAN is a luxury bodywear collection for men inspired by Hawaiian influences with an exotic, powerful vibe. There are big plans for growth on both B2C levels with expansion of webshops in several countries including the MENA region. Starting in April, a full Arabic webshop and operation will go live in 7 Arabic speaking countries. French webshops and the launch for the UK and USA are also planned for this year. The opening of another 7 brand stores is also on the agenda for the coming years.
“With the investment of Orange Wings Investments, a number of long-cherished dreams come true: three labels, of which finally includes a men's underwear line. In addition, the growth plans can provide even more physical points of sale, such as the new brand store in Antwerp and a pop-up in Amsterdam. The strategic ambitions are great; for example, I would like to see turnover double in 2023. That is why the focus is on conveying the brand mission and experience of SAPPH and ULTRAVIOLET. By expanding our retail activities, the brands gain more visibility among consumers. We want to show that a luxurious look with beautiful products and a large size range is possible at an affordable price, and that the purchasing experience in which the right product choice for the customer is central.” - says Annique van der Zande.
Shawn Harris of Orange Wings Investments comments: “Annique is very talented and knows the lingerie industry inside out. She has worked on all sides of production in Asia, has led teams in large multinationals, and has been running her own company for a few years now. With the support of Orange Wings, I am very much looking forward to working together to strengthen and give wings to their three brands.”
The brand store in Antwerp opens March 17 in the Leopoldstraat right next to the luxurious Botanic Sanctuary Hotel. On March 18, a pop-up will open at the Rokin in Amsterdam, near the Adyen building.