“We Are a Social Brand”

JOSH V “WE ARE A SOCIAL BRAND”

JOSH V seamlessly intertwines design, marketing, and data. “It’s a very personal brand,” says founder Josh Veldhuizen. Now the Dutch label intends to gain a foothold in the German-speaking markets via a highly selective sales strategy.

Interview: Martina Müllner-Seybold. Photos: JOSH V

I would describe JOSH V as a 21st century brand: driven by a purpose, natively embedded in content and social media. You, as CEO and role model, are the perfect storyteller to fuel constant communication. To what extent was this strategy, to what extent gut feeling?

Josh Veldhuizen, founder of JOSH V: It was primarily strategy. Launching the brand ten years ago was already part of a bigger plan, as I wrote a reality TV show about me launching this brand for the biggest broadcasting company in the Netherlands. So, my collection had to hit the stores the day after the first episode aired. As you can imagine, I had plenty of preparatory work to do, not least the task of convincing buyers that the brand would take off as soon as the TV show started. It did just that immediately, and I still feel very blessed that all the puzzle pieces fell into place so perfectly. The show attracted loads of media attention and, what is most important, created instant demand for the brand and its products. Still, we are creating more demand than we can cater for, and this strategy is at the core of everything we do in marketing. Ultimately, this is our commitment to sustainability. Most people in this industry are not yet aware of how much they destroy with overproduction.

JOSH V has ambitious growth plans and will expand its brand further. Tell us about your plans in the Germanspeaking markets?

We strive to grow steadily and slowly, as we did in the Netherlands and other countries. I believe in the long run, and I believe in focus. We are a social brand to the core – not only marketed on social media, but also in the sense of real and deep relationships with our retail partners. This is why we are very selective in choosing whom to partner with. We want to provide our partners the best sell-through, which is only possible when we consider it a shared mission.

JOSH V is a true lifestyle brand, debuting this fall with its premium line and plans to expand the range subsequently…

The brand has matured a lot in ten years. We are proud to present a premium line moulded within the accessible luxury core of JOSH V. We care passionately about quality, fabrics, and details. For me, as a designer, a dream came true when I was no longer limited to the price points of the accessible luxury segment. Of course, JOSH V will honour its DNA and continue to offer premium quality at reasonable prices. Furthermore,

Entrepreneur Josh Veldhuizen has led her Dutch brand JOSH V to international attention and growth.

we will include activewear, home wear, and home accessories, all very personal projects that started during the pandemic, when I sensed this demand for working out, cuddling, cosiness at home, or decorating your place.

What makes JOSH V different? What fields are you championing?

We are completely data-driven. We know what will sell very well and why. We excel at predictive planning, and all our marketing and social media efforts are part of a big matrix that connects and analyses data. This is why we can offer the highest service level to retailers. We are not based on sentiments; we are based on facts.