Amsterdam Fashion Group extends board with COO Rende Luitjes

To manage the tremendous growth the company has experienced in recent years, CEO/owner Bart J. Verkruissen of Amsterdam Fashion Group has decided to expand the management team by appointing a COO. In addition to the CEO and the new COO position, CCO/partner Kevin Straatman has been with AFG for 12 years.

Bart J. Verkruissen and Rende Luitjes have known each other for many years, and at some point, the discussion arose about whether there would be interest in taking on the role of COO within AFG. “Of course, I knew Bart’s plans for AFG in broad strokes, but in more extensive conversations, it became clear that what has been achieved in recent years is quite remarkable, but even more interesting are the plans for the future. After a few discussions, I could see myself in that role, and that’s how we got started.”

Rende Luitjes has built an impressive track record with major names such as Sony, bol.com, Sonos, and Chello Media, where he has held various marketing management and executive positions. He then spent 10 years as an entrepreneur, co-owner of a marketing consultancy firm. In the past year, he has worked as an independent consultant, helping management teams of mainly SMEs with digital transformation projects focusing on data and e-commerce.

“This actually came across my path by chance, and after the discussions with Bart, I immediately had a clear picture of the role I could play within AFG. First and foremost, it’s important to thoroughly examine the primary processes and systems and then make them future-proof. But then, to really act as a sounding board for Bart and Kevin. There are ambitious plans to also play a clear role abroad with our own sales offices, to represent new brands within the Italian premium fashion segment, to further develop and position our own brand Ferilli internationally, and there are also interesting online opportunities. In short, a serious challenge that I am going to tackle with a lot of energy,” says Luitjes.

Furthermore, AFG has just completed phase 1 of the renovation and expansion of its showroom/office on Courbetstraat in Amsterdam-Zuid. By the end of next year, there will be another expansion, creating a showroom/office of over 1,000 m2. “An incredibly inspiring place to work and welcome our customers.”

Amsterdam Fashion Group (AFG), founded in 1998, has grown into a leading luxury men’s and women’s fashion distribution partner with a strong preference for Italian collections. With a proven track record and many successful brand launches, AFG aims to be a full-service partner for its clients. Other brands sold by AFG include XACUS, FILIPPO DE LAURENTIIS, CIRCOLO, CRUNA, DUNO, BRIGLIA, and FERILLI.