Creating clothing that helps women feel confident and beautiful.
Peter van ‘t Veen is a true fashion professional. His journey began in 1985 in Enschede and Groningen, where he ran stores with his brother. His sister-in-law and brother were at the cradle of the Me & Mrs. Jones brand, and Peter naturally rolled into the business as well. As a child, he already loved going shopping with his mother; it was never a chore, but always an adventure. That love for fashion has never faded.
From Juffrouw to JANSEN Amsterdam: A New Direction
In 2006, Peter, together with his wife Barbara de Bruijn, launched the brand Juffrouw Jansen Amsterdam. But after years of growth and change, it was time for a fresh start. In 2023, they, along with his team, decided to renew and reposition the brand. ‘Juffrouw’ was let go, and JANSEN Amsterdam was born: younger, trendier, and more contemporary, but still true to its original DNA. “It was exciting, but the positive reactions gave us confidence that we had made the right choice,” Peter explains.
Quality, Teamwork, and Close Collaborations
What makes JANSEN Amsterdam special is the sense of family that flows through the entire company. Peter has been working with the same manufacturers and suppliers for years. “We understand each other, and that brings peace of mind,” he says. He also emphasizes the importance of being among your team, not above them. “It’s all about collaboration. You have to get through the day with a smile.” This mentality is reflected in the workplace and in the collection.
Growth Through Innovation: More Complete Than Ever
In recent years, the brand has become broader and more complete. In addition to the familiar jerseys, the assortment now includes woven fabrics and denim. The collection has been expanded and refined, attracting new customers and retaining existing ones. “We have become stronger in quality and offerings. That feels like a wonderful victory.”
2024: A Year of Confirmation
2024 was a special year for Peter and his team. The new direction paid off: more customers, more partners, and above all, more confidence. “The puzzle pieces fell into place,” Peter reflects. “After a period of doubt and searching, everything came together. That gave us extra energy.”
Looking Ahead to 2025
Ambitions for 2025 are also high. JANSEN Amsterdam aims to continue making clothing that is not only beautiful but also functional and personal. “People are looking for clothing that truly makes them feel something – that emphasizes their personality. We want to contribute to that with our designs.”
The Role of EK Fashion as a Valuable Sounding Board
An important link in the development of JANSEN Amsterdam is the collaboration with EK Fashion. Peter speaks with appreciation about the role of Alm Wiggers – de Boer and Anneke Heurckmans, Fashion Retail Consultants at EK Retail. “They are a valuable sounding board. They bring market insights back to us and keep us sharp,” Peter explains. EK Fashion helps JANSEN Amsterdam stay in touch with practical realities. How do members experience the season? What are their wishes, what do they still miss in the collection? “It’s a kind of barometer, or perhaps better said: a thermometer, with which we can sense what is happening. That is invaluable.”
Keep Innovating, But Stay True to Yourself
Peter remains grounded despite the success. “Today is today and tomorrow is tomorrow. You have to stay true to yourself,” he says. He knows better than anyone that the fashion world is intense and demanding. Yet, passion remains the driving force behind everything he does: creating clothing that helps women feel confident and beautiful.
JANSEN Amsterdam shows that courage, teamwork, and passion are the keys to success. Fashion with a story, made for women who want to express themselves – that is what Peter van ‘t Veen and his team stand for every day.
