Olaf Van den Brink tells us all about starting a new brand, the plans for the future, and the unique experience of running the company alongside his son, Thomas.
The Dutch bridal fashion specialist, known for building the Ladybird brand, co-organizing the Modatex and Interbride trade fairs, and later leading the Pronovias hub in Huizen, Netherlands, is once again making waves in the industry with Azuree Bridal.
“My heart has always been in bridal fashion,” Olaf explains. “After leaving Pronovias, I took a two-year break and then started Azuree Bridal. We are a Dutch brand based in Holland, and I’m fortunate to have a great team. Many of my former colleagues, some of whom have worked with me for over 20 years, joined me on this journey. We also brought in young talent to learn from this wealth of experience and to bring fresh ideas and perspectives.”
Introducing the Next Generation
Family has always played a significant role in Olaf’s vision. “My goal has always been to run a family business,” he says. “I come from a family deeply rooted in the bridal industry—it’s in our blood, so to speak.”
Olaf’s 26-year-old son, Thomas, now works closely with him, receiving training in every aspect of the business, from client relations to design and marketing. “Thomas brings a balanced approach to work and life, as well as a fresh perspective,” Olaf adds. “It reminds me of how my own father spent four years teaching me the ropes.”
Thomas is expected to take over the business in a few years, and Olaf hints that other family members might join the company as they grow older. Furthermore, a young team of social media and marketing specialists have joined Olaf and Thomas at Azuree Bridal.
The Story Behind the Name
The name Azuree is inspired by the French Côte d’Azur, a region that Olaf his older sister Ingrid and her team always adored and where they’ve often conducted photoshoots. “The butterfly symbolizes beauty and happiness, and the azure color reflects the vibrant blue waters,” he shares. The brand’s imagery has already received a positive response from customers, and Olaf looks forward to unveiling more of their visuals.
Showcasing the Collection
Azuree Bridal’s collection will debut in Munich from March 2-3, followed by an unveiling in their Huizen showroom March 9–19. The brand will also have a cozy booth at the European Bridal Week in Essen, near the Champagne Lounge. “We’re excited to be surrounded by many friendly manufacturers and hope to welcome plenty of customers,” Olaf says.
Munich: Stand D102, Atrium 3
Essen: Stand 3.B74
Looking Ahead
Currently, the brand is currently finalizing photoshoots and preparing to launch with 80 designs, aiming for a total of 120, including a Curvy collection. “We’ll release new collections throughout the year, with major launches in February/March, with additional launches in summer and fall. We also plan to visit customers to present our latest designs,” Olaf explains. “Great customer service and a maintaining a good relationship with our shops has always been our focus.”
Azuree Bridal’s website, www.azureebridal.com, is live and offers retailers exclusive access. Soon, the collection will also be available for brides. A new logistics center is also under construction in Huizen, set to open in June, which will enhance operations further.
The Collection’s Aesthetic
The Azuree Bridal collection is designed for brides who embrace their romantic side while staying authentic and confident. “We focus on creating dresses that are fashionable yet timeless, avoiding superficial trends,” Olaf says. “We’re enhancing the structure and fit of our dresses, including boning, while keeping prices reasonable. Our goal is to create gowns that are easy to sell, understand, and love.”
The collection is led by Chief Designer Ingrid Jellema, who has worked with Olaf for 15 years. “Ingrid’s expertise in patterns, design, and technical craftsmanship is unmatched, and she is supported by a talented team of designers,” Olaf adds.
A Trusted Nordic Partner
Agent Carsten Tue Danielsen has been selling wedding dresses since May 2006. Over the years, Carsten has built strong professional relationships, including a longstanding partnership with Olaf Van der Brink. For a decade, Carsten served as the Nordic agent for Ladybird, during which Olaf owned the brand.
Carsten operates across the entire Nordic region, including Finland, and has established himself as a key agent for bridal shops in the area. Currently, Carsten also represents Monica Loretti and its associated brands, Angela Bianca, Daniel de Marino, and Serena. In addition to these, he also collaborates with select clients to create private label collections.
Given his deep understanding of Olaf’s professional approach and business acumen, Carsten was confident that Azuree Bridal would quickly become a success across Europe. This confidence made it an easy decision for him to re-establish their collaboration when Olaf proposed it. In addition to Olaf’s leadership, his son Thomas has recently joined the brand, bringing fresh energy and ensuring the family’s dedication to its success. This collaboration between generations promises to strengthen the company’s innovative approach and customer focus.
Carsten is eager to showcase the brand to Nordic customers, saying, “I’m thrilled to introduce Azuree Bridal to brides and retailers in the region—it’s a brand that truly stands out!”
Carsten believes that Azuree Bridal, with its innovative designs and outstanding fit, is destined to become one of the leading brands in the bridal market within a few years.
Get in touch!
marlies@azureebridal.com – marketing
Carsten: supreme@supreme-agency.dk