About us

BEHIND THE CIRCLE is an online platform that was established to offer smaller fashion labels an opportunity online against the violence of the big brands and chains.

Here you will only find unique items that are all produced in a responsible and transparent way. A brand will only be admitted to us if it meets all our requirements with regard to quality and sustainability. All fashion, accessories and beauty products with their own and honest story. Our mission is to create a place where new and small designers are helped with full dedication to showcase their brand across Europe.

BEHIND THE CIRCLE was founded by Martijn en Anne in 2020. Anne worked as a designer herself for a number of years, but continued to run into a number of recurring problems when it came to selling the brand.

As a starting brand, you are too great a risk for large boutiques in the middle and high segment and they don’t dare to buy your collection.

The smaller local shops that want to give a brand that chance are struggling themselves with the changing fashion climate. They cannot compete with the chains and the fast online sales and fall over one by one.

As the last straw, Anne did everything she could and went to the Paris Fashion Week with her brand. However, the Corona crisis arrived at the same time, making the trade show a major failure. Having seen all this from a distance, Martijn saw that there was work to be done there. With a background in online marketing, he wanted to help create an online platform where these designers would do get a chance. They decided to join forces and BEHIND THE CIRCLE was born.