The Dutch fashion world has a new, ambitious player. With the founding of the Lions Fashion Group (LFG), the brands Malelions, Croyez and Duquezzi are pooling their strengths under one roof. “We want to give next-gen brands the space to grow,” says Jimmy van der Pas, Marketing Director at Lions Fashion Group. “Not just in terms of sales, but also in terms of character, creativity and culture.”
The founding of LFG occurred during a phase of natural growth in which the need for structure and synergy became increasingly clear. “We had various projects running in parallel,” says Van der Pas. “The introduction of Duquezzi and the official launch of LFG Productions were the logical moment to strategically bring everything together.”
This structure not only brings operational efficiency, but above all a scalable approach. Specialists can use their knowledge across brands, contracts with partners become easier, and retailers benefit from a broader offering. “We can work smarter internally and be stronger with our partners and retailers,” explains Van der Pas. “Whether a retailer is looking for a broad, commercial range or a more sophisticated men’s brand – we can always offer something suitable.”
‘Empowering next-gen brands’
The group’s slogan, ‘Empowering next-gen brands’, forms the central theme of the strategy. The LFG sees itself as a creative ecosystem in which brands have space to develop. “We promote entrepreneurship and self-realization, but always within a culture of warmth and transparency,” says Van der Pas. “Ambition and perseverance are a given for us, but it is just as important to allow each other to succeed. We grow not in spite of, but thanks to and with each other.”
This idea can be described as a balance between down-to-earthness and ambition: building with courage, but without showing off. The organization focuses on sustainable growth, not only in numbers but also in identity. “We do this out of a real inner drive to create something.” “There is great gratitude for everyone who contributes. This feeling of building something together, with a common goal, that is at our core.”
Three brands, one vision
Although the Lions Fashion Group brands each have their own character, there is a clear connection. It is based on authenticity, quality and a strong sense of the zeitgeist. The group consciously relies on independent creative teams to ensure that each brand identity is retained.
Malelions appeals to a broad mainstream target group and positions itself as a family brand that connects generations. Croyez embodies streetwear – innovative, urban and trendy. Duquezzi, which will soon be launching its first collection, is in the upscale segment. The brand has a reserved, adult appeal and is aimed at the modern man who values quality and style. “By allowing these brands to coexist, we can serve very different target groups without them cannibalizing each other,” explains Van der Pas. “The portfolio complements each other perfectly.”
From production to partnership
In addition to the brands, LFG Productions also plays a strategic role within the group. This internal production division handles private label production for external partners – including influencers and companies from the event, automotive and lifestyle industries. “The demand for production services has existed for years,” says Van der Pas. “We deliberately kept this area small for a long time. But now that we have expanded the organization, we have been able to create our own department and specifically hire staff for it. This gives us the freedom to help others without losing focus on our own brands.”
Looking ahead with courage
For LFG, future orientation is not a buzzword, but a business strategy. The group makes targeted investments in data-based and AI-supported corporate management. In this way, it supports brands in understanding their target groups better and making processes more efficient. “For us, AI is not a replacement for creativity,” emphasizes Van der Pas. “It is a tool for working smarter. By simplifying operational processes, we create more room for innovation.”
The goal is clear: LFG wants to grow into a leading collective on the Dutch fashion and lifestyle market. It’s not just about commercial success, but also about being perceived as an inspiring employer and cooperation partner. “We want to be the company that people want to be a part of,” says Van der Pas. “Both internally and externally, a group in which energy, passion and entrepreneurial spirit are palpable.” “Like a pride of lions, we form a collective in which independence and cooperation strengthen each other.”
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