Marketplace Insider: VAN GRAAF – Fashion with Quality
Anyone aiming for success in the online premium fashion segment should keep VAN GRAAF on their radar. Founded in 2001 under the Peek & Cloppenburg group, the brand has always stood for high-quality fashion, lifestyle, and an exclusive brand environment. With the launch of its online shop in 2012, VAN GRAAF has grown into a true multichannel powerhouse. Here’s why the platform is attractive for retailers and what matters when integrating – based on our experience and insights.
Premium Fashion for Women, Men, and Children
VAN GRAAF offers a carefully curated assortment of around 300 brands – from established premium labels to trend-focused newcomers. The selection includes high-quality fashion, accessories, businesswear, outdoor and casual styles, as well as seasonal highlights.
With this clear focus on quality and brand consciousness, VAN GRAAF appeals to a style-conscious, high-spending audience that values longevity, style, and a premium shopping experience.
A Strong Brand with History
As part of the Peek & Cloppenburg group, VAN GRAAF benefits from decades of textile expertise and an extensive brick-and-mortar network. The online shop, active since 2012, combines this tradition with modern e-commerce, making the platform a key player in the premium fashion segment. For retailers, this means a platform with strong brand recognition, customer trust, and a clear positioning in the high-end market.
Selective Platform Focused on Quality
VAN GRAAF places great emphasis on a carefully curated brand portfolio and a high-quality customer experience. Each new brand is strictly evaluated to ensure it fits the platform’s premium environment. Key criteria include brand image, product quality, assortment, and proper data preparation. Through our close collaboration with VAN GRAAF and the many brands we have successfully launched, we are familiar with the onboarding process and requirements – from initial coordination to final approval.
High Standards for Product Data
Product data standards are particularly important at VAN GRAAF. To ensure a consistent brand experience, the platform expects precise and fully maintained data, including clean text and specific image requirements. While demanding, these standards are manageable when the platform’s processes and expectations are understood. We have extensive experience in preparing data so that it is accepted and processed smoothly.
Integration & Technical Interfaces
The technical integration may seem straightforward: product data, pricing, and stock can be uploaded via APIs, middleware, or partner solutions. In practice, however, professional data preparation and stable integration are essential. Incorrect product data quickly causes issues – which is why expertise pays off. The most efficient way to get started is through an experienced service provider who regularly manages the platform and understands its requirements in detail.
Marketing & Visibility on VAN GRAAF
VAN GRAAF offers brands not only a sales platform but also additional visibility. Retailers benefit from CRM initiatives and newsletter campaigns that are targeted directly at a loyal customer base. There are also opportunities for onsite ads, sponsored product promotions, and native brand placements. A special advantage: products that we activate on VAN GRAAF automatically go live on Peek & Cloppenburg as well, expanding their reach even further.
Key Benefits for Retailers at a Glance
Access to a well-positioned premium fashion platform
High-spending, quality-focused target audience
Clear brand presence linked to brick-and-mortar retail
Structured onboarding with defined quality guidelines
High standards for product data (easily managed with professional support)
Ongoing platform collaboration and continuous development
Conclusion: VAN GRAAF provides retailers with an environment focused on quality, brand consistency, and a premium shopping experience. The platform is ideal for brands looking to reach a discerning audience and maintain a clear positioning in the premium segment. With the right setup, well-prepared product data, and an experienced service provider by your side, integration can be successfully managed – offering strong potential for sustainable growth.
In short or – FAQ:
How does integration with VAN GRAAF work?
Via APIs, middleware, or partner solutions – ideally with an experienced service provider who understands the platform’s processes and requirements.
What are the benefits of VAN GRAAF for retailers?
Access to a premium target audience, a strong brand, a high-quality environment, and clearly structured quality management.
Is VAN GRAAF open to all retailers?
Only partially – brands are carefully evaluated beforehand. If quality and data requirements are met, a go-live is fully achievable.
