HATCH is the digital showroom platform for fashion brands

HATCH is a B2B SaaS startup working on the future of wholesale selling in fashion.

We are on a mission to transform the fashion industry by creating digital experiences that make wholesale selling smarter, faster & more sustainable.

Our HATCH Digital Showroom enables brands to digitize and connect with their customers in new and engaging ways.

How HATCH hatched

HATCH was born from within a fashion brand. This has given us the direct exposure to the pain points and constrains of traditional, sample-based, showroom appointments. Packaging that together with the feedback we collected from sales people all over the world, we created a solution. The Digital Showroom – the original digital wholesale selling experience.


Where it all began! At Tommy Hilfiger in Amsterdam. After weeks (maybe months?) of sitting in asles appointments - listening, observing, documenting - we were ready to validate our first Digital Showroom prototype with the experts: the Tommy Hilfiger sales teams. We had no idea we were onto something that good.


Many iterations later, the digital selling community was asking for more. We had scaled the Digital Showroom to 5 locations across Europe and were ready to take on the big challenge: the first fully digital season at Tommy Hilfiger HQ in Amsterdam. No samples. Only digital showrooms. Boy that was intense!


From that moment on, every Tommy Hilfiger sales office wanted its piece of this digital selling revolution, so we spent the next months working on scaling. We scaled geographically: opening digital showrooms all across Europe. We trained hundreds of new sales users in digital selling. And we built a more robust software experience. With a 2000% user growth, it was quite a year!


Just when we thought it couldn't get more interesting, a second brand knocked on our door: Calvin Klein. CK was looking to join the digital gang that its sales teams and wholesale buyers kept talking about. This was a pivotal moment: the Digital Showroom platform became multi-brand. This was the moment that we realized our product could add value to even more brands, maybe even beyond PVH.


After tons of learnings and experiences Tommy Hilfiger reached 100% digital sales for all its own showrooms. That means Digital Showrooms in 27 showrooms across the globe and more than 600 sales associates selling faster, smarter and more sustainably. And Calvin Klein was adopting digital selling at lightening speed in Europe - following in Tommy's footsteps.


THE BIG YEAR. The year HATCH hatched. When we first started offering the Digital Showroom and our transformation services externally.


We also made huge strides in our product in 2020: pivoting from an in-showroom digital experience to a digital experience that you can access anywhere, anytime! HATCH DS also introduced exciting new features such as Product Scaling and Product Videos into the platform.


A proud and humbling moment for HATCH: our first external customer! And what a customer - a vibrant brand with a great team.

HATCH Digital Showroom

The HATCH Digital Showroom creates a brand-first digital experience that empowers sales teams to storysell, build relationships and connect with their buyers from anywhere.

HATCH Services

And because we know that change is not easy, we always take a human-centered approach with our transformation services and boost our customer’s confidence to embrace a digital mindset.

Our passion is to bring wholesale selling to the digital age.

Pushing our mission of digital selling is a close-knit, lean, high performing team with talent coming together from all over the world. From technical geniuses to product masters, from strategy sharks to transformation experts, the team shares a set of values that makes it an exceptional one.

Our values

We operate with a supreme sense of ownership; taking charge of customer needs and promptly responding to meet them. We love a challenge and take calculated risks that drive business impact.


We are always curious. About ourselves (we like to introspect), about each other, about the industry and about the next challenge - and we always want to learn and evolve, grow and repeat.


We are quietly confident. We know who we are and how we bring value. At the same time, we know that the opportunity ahead of us is huge. We are self-aware and grounded and treat others with kindness and respect.


We strive to be open and transparent. To each other, to our customers and to the world. We value constructive feedback, strive for clarity and bring our authentic selves to work. 


We build on each other, promote diversity of thought, encourage initiative and enable collaboration - and from that collaboration, we create magic!


Meet the Hatchies

Head of Product

Blaine Holt

Sr. Visual Designer

Benjamin Leleu

Head of Customer Success

Kelly van der Kwast

Head of Customer Operations

André Boekhorst

Sr. Front-end Developer

Sakis Katsikas

Head of Growth

Alvaro Pin

Full Stack Developer

Vincent van t Westende

Back-end Engineer

Ruba Zeibak

Front-end Developer

Jaroslaw Rewers

Head of Technology (Interim)

Friso van Vollenhoven

Head of Borks


Technical Manager

Jonathan van Woudenberg

Head of Design

Thomas Rademakers


Anne-Christine Polet

Growth Marketing Specialist

Luna Laysiepen

Back-end Engineer

Borys Hulii

Digital Transformation Manager

Sandy Tan

Customer Success Manager

Christine Lindeloo

Front-end Engineer

David Creaser

Back-end Engineer

Vitalii Kozlovskyi