“I’m going to open a bar.” That was Henrike ten Voorde’s original entrepreneurial plan. But after some market research, retail proved to be the smarter move. With a sharp marketing instinct and entrepreneurial drive, she launched Guts & Gusto with her equally driven brother Maarten. Their motto? ‘No guts, no glory.’ The brand's bold, ballsy style quickly struck a chord — and the collection flew off the shelves. Together they built Guts & Gusto into the successful fashion label it is today, with stores across the Netherlands and an ever-growing online community.

To boost store visibility and make use of quiet moments, Henrike began marketing on Facebook in 2011 — including a daily ‘Catch of the Day’ item. It took off fast. Soon, Henrike was packing orders full-time. Their first webshop was built by her partner Derk, who now leads the in-house development team. Fun fact: ‘Catch of the Day’ is still one of their most successful campaigns.

What makes Guts & Gusto stand out? Henrike: “We only hire kind people. That’s key. How we treat friends is how we treat each other and our customers. We aim to please.” That includes a top-tier customer care experience and a unique, playful packaging style — no two stores or parcels are the same.

Guts & Gusto continues to grow. Maarten sees space for 1 or 2 more stores in the Netherlands and is eyeing Belgium and Germany for expansion.

But how do you scale without losing identity? Henrike: “It’s all about hiring the right people — not just for their skills, but for who they are.” Guts & Gusto DNA is all about kindness and positive vibes, something that shines through even on social media.

Has the target group changed? Maarten: “Not really. Maybe more people are shopping, but their expectations stay the same.” Henrike adds: “We do see a broader age range. Teens, 30-somethings and even people 60+ are all wearing sneakers now. Fashion is ageless.”

What about COVID-19’s impact on stores? Henrike: “Of course, our physical shops had to close, but we’ve seen strong growth online. That said, returns are higher online than in-store, and customers miss the in-store experience. Still, we’re doing well. Every day we ask: what’s next? How do we stay visible?”

Maarten: “We miss our stores — they embody who we are. But we get that many fashion brands are hesitant. Stores are risky, costly, and time-consuming. Still, we’d never go online-only. We believe in clicks & bricks.”

Online, visibility is everything. Ever considered joining a marketplace? Maarten: “Yes, but it’s not in the cards. We want to stay independent.” Henrike: “It might sound odd since many fashion retailers do — but we value brand identity and customer experience too much to hand it over.”

Whether you're shopping from France or Germany, Guts & Gusto offers the same vibrant experience. But there are cultural nuances. Maarten: “Dutch customers go straight to the sale. Germans head to ‘Über uns’ — they want to know who we are. Style-wise, it aligns well, although our French shoppers may lean slightly more feminine.”

Henrike: “We move fast — something our German customers didn’t expect. We use an ‘underpromise, overdeliver’ strategy. Our goal is to surprise and satisfy every customer.”

TikTok dances, Snapchats, influencer collabs — Guts & Gusto is all-in. Henrike: “We have a young creative team that brings in fresh ideas. One of our influencer partners is Dee, a well-known YouTuber. But we only work with people who truly fit our brand.”

Guts & Gusto processes payments via Buckaroo. What’s key in the checkout? Maarten: “We like a minimalist checkout.” Big buttons, clear payment methods. Henrike adds: “And convenience. If you go back a step, your data should stay. It should just work.” Their payment mix includes: iDEAL, Bancontact, PayPal, AfterPay, Klarna, MasterCard, Visa, Maestro, Cartes Bancaires and Fashioncheque.

What’s your take on pay later? Henrike: “It’s a great service for the customer. For us, it’s not the most profitable option, but it builds trust — and if you’re a major fashion webshop, it’s your responsibility to offer it.”

What’s next? Despite COVID, more stores are coming. The focus is on expansion in Germany and Belgium, plus more influencer collabs. An app? Henrike: “We talk about it a lot. But our tech team says the mobile site works great, so they prefer to keep perfecting that first.”