We are thrilled to share an exciting new partnership from our brand portfolio that highlights the marketing power and premium positioning of our brands. This spring/summer season, Shabbies Amsterdam has teamed up with Libelle, one of the most prominent women’s magazines in the Netherlands, for a highly anticipated, high-profile seasonal campaign. As the centerpiece of […]

We are thrilled to share an exciting new partnership from our brand portfolio that highlights the marketing power and premium positioning of our brands. This spring/summer season, Shabbies Amsterdam has teamed up with Libelle, one of the most prominent women’s magazines in the Netherlands, for a highly anticipated, high-profile seasonal campaign. As the centerpiece of Libelle’s major spring subscriber drive (“Lente-actie”), new annual subscribers are rewarded with an exclusive Shabbies Amsterdam shoulder bag.

An exclusive, limited-edition co-creation

For HVEG Group and our partners, this collaboration underscores the strong market value and desirable positioning of Shabbies Amsterdam. This premium shoulder bag was developed exclusively for this seasonal campaign and is not available via regular retail channels or the standard Shabbies webshop. To support this unique project, a dedicated, custom-built landing page has been launched on the official Shabbies website, seamlessly guiding interested consumers and brand enthusiasts directly to the Libelle campaign to claim this limited-edition piece.

Leveraging premium brand value

Specially designed in collaboration with Libelle, the limited-edition shoulder bag is crafted from premium genuine leather, representing a retail value of €189.95. By selecting a high-quality Shabbies Amsterdam product as their primary incentive, Libelle leverages our brand’s reputation for effortless luxury and quality to drive their own subscription growth, creating a powerful commercial synergy.

Backed by a powerful nationwide TV and radio campaign

The scale and strategic importance of this collaboration are further demonstrated by an extensive, nationwide cross-media marketing campaign running throughout May. To ensure maximum reach and conversion, the initiative is being backed by a substantial media investment across both national television and radio networks.

The television commercial is broadcasting across major networks, including Ster (NPO 1, 2, and 3), RTL, Talpa (SBS6, Net5), and popular lifestyle and entertainment channels such as 24Kitchen, TLC, Comedy Central, MTV, and Discovery. Simultaneously, a dedicated radio commercial is on air across major stations such as JOE, 100% NL, Qmusic, and various regional networks, ensuring daily visibility and prime awareness among millions of consumers.

A perfect strategic match

At HVEG Group, we love seeing our brands connect with major media titles to reach audiences in highly effective ways. This collaboration offers a perfect blend of lifestyle inspiration and timeless Dutch design, showcasing how our brand portfolio continues to drive value and visibility in the retail and media landscape.

The campaign is currently live across the Netherlands via television, radio, digital channels, and dedicated regional print media, running through to June 2026 while stocks last. We are incredibly proud of the marketing, design, and commercial teams involved in bringing this high-impact partnership to life!