Last week it was announced that the Dutch branches of the originally Belgian fashion chain Paprika would be closed.
In a statement on social media and in an email to regular customers, the fashion chain said: “Paprika is adapting its network to market conditions. In a market characterized by ultra-fast fashion, Paprika reiterates its commitment to quality, sustainability and service. In this changing environment, we are unfortunately forced to close the Dutch stores.”
Paprika will continue to be active in the Netherlands via the online shop.
Paprika decides to reposition itself
Paprika is a Belgian fashion brand founded in 2003 and specializes in plus size fashion up to size 54. The brand has been working on a new brand identity since last year. This is characterized by a contemporary style and a strong focus on inclusivity.
The collections focus on comfort, quality and fit. The designs flatter different silhouettes and are suitable for different occasions. Inclusivity is not only a starting point for design, but also for contact with customers – both offline and online, as FashionUnited has already reported.
Since 2020, the parent company Cassis Paprika has been going through a turbulent phase. At the end of 2020, the company initially took over the Promiss fashion brand. A few years later it sought additional capital for international expansion, but the news became increasingly negative.
At the beginning of 2024, the sister brands Cassis and Paprika applied for bankruptcy protection. The holding company of the two brands went bankrupt, but the brands themselves continued to operate together. At the beginning of September 2024, silent insolvency proceedings were filed with a view to a possible takeover after restructuring plans had previously failed.
In the following months, the Luxembourg investment fund Futura Capital Fund made an offer for around 70 percent of Cassis Paprika’s branch network and employees. This offer was later declared binding. The court agreed to a partial restart under the direction of the fund. 89 branches and hundreds of jobs were retained, while around 30 percent of the shops were permanently closed. FashionUnited has reported on this regularly in recent years.
Due to the takeover, the Dutch Paprika branches and the online shop were temporarily closed in October 2024. The branches reopened after just a week, and the online shop followed in December of the same year. In May 2025, the brand announced that it operates 89 stores in Belgium, France, Luxembourg, the Netherlands and Germany.
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