Luxury Goods in the Netherlands

Luxury goods in 2025: The big picture

Luxury goods in the Netherlands experienced a modest retail current value decline of 2% in 2025, as a subdued economic climate characterised by cautious consumer spending persisted, resulting in a fall in sales to EUR12.7 billion. While ongoing economic uncertainty and inflationary pressures contributed to a conservative approach to spending among some domestic consumers, the most affluent demonstrated resilience in their purchasing behaviour. The sustained influx of tourists from Europe, also supported luxury goods consumption and prevented a stronger decline.

2025 key trends

In 2025, luxury goods in the Netherlands was significantly influenced by a confluence of key trends that shaped consumer behaviour and industry strategies. The emphasis on sustainability remained a cornerstone, with luxury brands in apparel and footwear, timepieces, and jewellery, among others, increasingly prioritising eco-friendly materials and ethical production processes. This focus resonated particularly well with younger consumers, who are becoming the primary drivers of luxury demand. Millennials and Generation Z, accounting for a growing share of the market, exhibited a preference for aspirational luxury, often balancing their purchases between tangible goods and exclusive experiences, such as luxury hospitality and curated events. Although Baby Boomers and Generation X continued to be important, their share of luxury spending saw a relative decline.

Competitive landscape

In 2024, luxury goods in the Netherlands was characterised by the dominance of players from premium and luxury cars, driven by high sales volumes in this category, and a higher level of concentration in the competitive landscape compared with others in luxury goods. The top five brands in luxury goods were Tesla, Mercedes-Benz, BMW, Audi, and Land Rover, which collectively accounted for 53% of value sales. Notably, Tesla experienced significant share growth, fuelled by the increasing demand for electric vehicles, highlighting Dutch consumers’ growing inclination towards sustainable luxury options. Other major players have also been expanding and updating their electric vehicle offerings to cater to evolving consumer preferences, with Mercedes-Benz's EQS being particularly popular in the Netherlands, while Audi launched an updated version of its Q8 e-tron.

Retail developments

In 2025, the luxury goods distribution landscape in the Netherlands continued to evolve, with a pronounced focus on omnichannel strategies. Physical retail remained a vital component in personal luxury, particularly among the many affluent consumers who prized the tactile and immersive experience of luxury shopping. High-end specialist boutiques and department stores, especially those situated in premier shopping districts like Amsterdam's P.C. Hooftstraat, continued to draw discerning shoppers through curated in-store experiences, personalised customer service, and exclusive events. These physical outlets concentrated on showcasing prominent product categories, including luxury leather goods, luxury jewellery, and luxury timepieces, which remained key attractions for in-store visits.

What next for luxury goods?

Value sales of luxury goods in the Netherlands are anticipated to return to steady growth during the 2025-2030 forecast period, achieving a compound annual growth rate (CAGR) of 4% in current prices (2025 constant value CAGR of 2%), reaching EUR15.7 million in 2030. Several key factors will underpin this optimistic outlook, including an expected improvement in the economic situation, forecast increases in the number of HNWIs and ultra-HNWIs, as well as a broader expansion of the affluent adult population. The ongoing accumulation of wealth among Dutch consumers, driven by a resilient economy and rising disposable incomes, is expected to bolster demand in luxury categories including designer apparel and footwear, luxury timepieces, and luxury jewellery. Furthermore, demographic trends suggest that both younger affluent consumers, who are increasingly drawn to aspirational luxury lifestyles, and older wealthy populations with substantial savings will continue to drive growth throughout the forecast period.