Janice Interview for Fashion United

Who is Janice?

Fun, inspiration, quality over quantity, a Dutch fit, great service, and passion. That’s Janice. FashionUnited spoke with Janice and Andy, the two men behind the fashion label. Andy joined the company 2.5 years ago as Janice’s right-hand man; she founded the brand—known for its colors, prints, and feminine collections—in 2008. And it’s been a success, as the label has grown rapidly. Janice is sold both through its own online store and in over 30 Dutch stores, and is also available in Belgium. Andy and Janice talk about their passion, positivity, and how the brand achieved record sales in recent months.

The COVID-19 Situation

Despite the difficult COVID-19 period that has affected many clothing brands and retailers, both men remain purely positive. “Of course we were bummed in mid-March when it all started. The start of the year went incredibly well, but after the announcements, we saw sales drop by 90 percent. We’ve always believed in ourselves and focused on possibilities. You have to think outside the box and see where the opportunities lie. We were able to offer customers something online, focus more on brand awareness, and support our retailers. That’s how we’ve been able to keep doing our thing.”

In addition to the thirty retail locations Janice already has in the Netherlands, the brand ultimately aims to be sold at up to fifty Dutch retailers, which is a unique selling point for the brand. “This way, the brand remains exclusive, and customers have to go to that one specific retail location to buy a Janice item.” But the dream of expanding abroad is definitely there. “In the Netherlands, we first need to get the foundation completely right, but it’s our dream to have a strong presence abroad within three years. Once everything is in place in the Netherlands, Belgium and Germany are next on the list. But Scandinavia and England are also countries we have our sights set on.”

The retailer comes first

Andy passionately explains how he and Janice work on the brand day and night and that they consider their relationship with retailers to be particularly important. Even last year, when many retailers were struggling, the Janice team was there for them and helped wherever necessary. The relationship with retailers is therefore certainly one of the brand’s unique selling points.

This relationship takes precedence above all else. “If one of our retailers calls and says, ‘Andy, I have one of our best customers in the store wearing one of your suits, but the jacket is too small,’ I’ll jump in the car right away to bring the right size of that jacket to make sure a happy customer walks out of their store. Happy customer, happy retailer. I don’t have to think twice about that.”

When asked what the brand thinks of the current fashion system, Janice and Andy are clear: they no longer talk about Spring/Summer or Fall/Winter, because that’s too outdated and doesn’t align well with when you’re supposed to deliver and sell your collection. “If it’s sweltering hot in the summer, no one is going to buy that thick winter coat you just delivered to the retailer.

We create two collections a year that can be worn year-round and call them 20/1 and 20/2, and 21/1 and 21/2. We ship—even before the pandemic—in January–February and July–August. That’s the right time for us.”

Prints

What makes Janice special is that the brand designs its own prints. The fabrics aren’t bought off the shelf; instead, the raw fabrics are carefully selected and then dyed or printed with the brand’s own designs and color combinations. This way, not only is each garment unique, but the brand can also better control and guarantee quality. But where does that inspiration come from?
“If you keep your eyes open, you can find inspiration everywhere. Our first print was a resounding success and was inspired by a meter box in Amsterdam that was plastered with stickers.” “I thought that was cool and decided to turn vacation stickers into a colorful print. That was a huge success!” says Janice. The brand has seen this success grow steadily over the years.

While it started with suits and dressing celebrities, Janice has now grown into a brand that offers casual clothing in addition to suits and appeals to an ever-wider audience. At events, it’s no longer just younger women who are dressed in the brand’s pieces; the collections also appeal greatly to mothers and grandmothers, and there’s something for everyone. Despite the luxurious Italian fabrics in the collections, Janice’s fit is actually not Italian. The cuts are tailored to the Dutch woman, which is why they often hear that their fit is a perfect match for the Dutch market and, as a result, they receive very few returns.

Sustainability

In addition to the cuts and original prints, Janice has been designing her collections sustainably for years. For example, they use only sustainable materials of the highest and finest quality, and the majority of the collection is produced in Europe by manufacturers who also operate “green” and ensure good working conditions for all their staff.

About Janice

We design and produce fashion statements for women who love life. For women who don’t take it all too seriously, who always see the sunshine, and who dare to show who they really are. We design women’s clothing for women who are aware of their natural beauty—women who usually don’t need a lot of fuss, but who can sometimes “spice things up” a bit with that one true key piece .
It’s all about quality. You’ll see that reflected in the materials, finish, craftsmanship, and originality of our collection. With us, you won’t just find clothing—you’ll find a fascination with and adoration for women, expressed through craftsmanship. We believe that in everything you do, fun should come first. It should be palpable, radiating from every detail. Life is a celebration—and we provide the sparkles, fun, and embellishments.