Mr Marvis surpasses 25-store target and eyes new European markets

Mr Marvis opened a new store in Berlin in November and currently operates 29 locations. The Dutch menswear brand expects to close the year with 32 stores. For further international growth, the company is looking at markets including Austria, Switzerland, Italy and Spain. FashionUnited spoke with co-founder David Sipkens about the expansion of the retail network and plans for the coming years.

Mr Marvis launched in 2016 as an online retailer specialising exclusively in shorts, before evolving into a clothing brand offering summer and winter collections. Today, the assortment includes trousers, tops and accessories alongside its signature shorts. Following the opening of its first store on Oude Looiersstraat in Amsterdam, brick and mortar retail gradually became a key component of the business strategy. The Amsterdam stores are now located on P.C. Hooftstraat and at Gelderlandplein.

The expansion of the store network accelerated from 2023 onwards. According to Sipkens, it was a logical moment to further capitalise on the opportunities of brick and mortar retail. “Retail has become one of the most important growth pillars for us.”

By then, the brand had built strong brand awareness in the Netherlands, Germany, Belgium, France and the UK. While Mr Marvis reached consumers in these markets through online marketing, not everyone wanted to purchase clothing online. Brick and mortar stores allow the brand to reach customers who prefer to shop in person.

“Whenever we open a new store somewhere, we notice that many people already know the brand. They just had not had the opportunity to buy our clothing yet, as they prefer shopping on the high street.”

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From 25 to 32 stores

International expansion is progressing well, according to Sipkens. The previously stated ambition to open 25 stores has now been surpassed. Mr Marvis currently operates 29 locations, with three more scheduled to open before the end of 2026.

In the UK, a second London store is expected to open in the first week of December. Austria is also on the agenda. Mr Marvis anticipates opening its first store in Vienna in December, making the country the sixth market where the brand has a physical presence.

Sipkens also sees opportunities for further expansion in France, where the brand opened its first store in Paris last summer. Additionally, the company is looking at Switzerland, Italy and Spain, with the development of its e-commerce activities playing a significant role. “We closely monitor the growth of our online business. For instance, we receive many orders from Switzerland, while Italy and Spain are also key markets.”

Customer data as starting point

Mr Marvis considers several factors when selecting new store locations, using its own customer data as a primary starting point. The brand analyses where online customers are based, where they live and which cities and regions generate the highest e-commerce revenue.

However, high online sales figures are not the only prerequisite for a new store. Shopping behaviour and the existing retail landscape also play a role. Sipkens cites Knokke in Belgium as an example of an attractive location. “We do not have many customers living in Knokke, yet when you look at the volume of shopping in the town, it is certainly a very interesting location.”

Mr Marvis has charted its own course since launching its retail concept. The brand deliberately chooses store locations in close proximity to high-end and luxury brands. “Our clothing is of high quality. We want to see that reflected in our store locations and the brands we surround ourselves with, while maintaining an accessible price point and an approachable appeal,” says Sipkens.

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Retail growing faster than online

E-commerce is currently still the largest sales channel for Mr Marvis, though brick and mortar retail is growing at a faster pace. Consequently, the two channels are converging. “We expect to move closer to a 50-50 split over the next few years,” Sipkens notes.

The brand sees particular potential to combine online and physical sales in Southern Europe. Alongside standalone stores, Mr Marvis is therefore exploring alternative retail models, such as shop-in-shops within larger retailers.

Nevertheless, international growth must align with the brand's identity. In September, Mr Marvis achieved B Corp recertification, this time under B Lab's tightened assessment framework. Furthermore, the brand maintains a slow fashion approach, keeping styles in its collection for multiple years. For example, The Originals, the shorts with which the brand launched ten years ago, remain part of the core assortment. Range expansion is achieved in part by introducing existing styles in new colourways.

With further international expansion on the horizon, Mr Marvis shows no signs of slowing down. The brand sees ample opportunity to expand its store network while remaining true to the slow fashion concept upon which it was founded.