About entrepreneurship, trust, and the power of collaboration
From retail entrepreneur to account manager
Esther Verdoes has felt at home in the fashion industry for many years. She lives in the rural region of West Friesland, where she enjoys spending her free time outdoors. Horse riding, working in her vegetable garden, baking sourdough bread, and looking after her young grandson are some of the things that help her unwind. Yet her greatest passion has always been fashion.
Before becoming an account manager, Esther owned a children’s fashion boutique for nine years. That entrepreneurial experience still shapes the way she works today. “Having been a retailer myself, I understand exactly what happens on the shop floor and how important a strong and reliable brand is for independent retailers,” she explains.
After selling her store, Esther moved into the commercial side of the fashion industry, first in childrenswear and later in womenswear. Today, with more than eighteen years of experience in fashion, she works as Regional Account Manager for the North of the Netherlands and Key Account Manager for Yest nationwide. Three years ago, she was introduced to B Fashion Brands through a recruiter. “From the very beginning, I was drawn to the combination of professionalism, personal involvement, and the strong brand identity of Yest.” That enthusiasm has only grown since.
Fashion that combines style and comfort
With six fashion collections and two outerwear collections every year, Yest continues to evolve while staying true to its identity. The brand creates accessible fashion for women who want to look stylish without compromising on comfort.
“What I love about Yest is that every collection responds to different lifestyles and occasions while maintaining a recognisable look that customers trust,” Esther says. That balance between innovation and consistency makes the collections commercially strong and gives retailers confidence season after season.
Building strong relationships
After so many years in fashion, it is still the industry’s constant movement that inspires Esther most. “No two seasons are ever the same,” she says. Trends evolve, consumer preferences shift, and every new collection brings fresh opportunities.
For Esther, however, fashion is about much more than the products themselves. It is about people. Thanks to her background as a retailer, she understands the daily challenges entrepreneurs face. “That experience creates connection and trust.” By listening carefully to retailers and working together, she helps them strengthen their businesses while continuing to grow the Yest brand.
Growing together in a dynamic market
The first half of 2026 has once again demonstrated how important strong partnerships are. Between January and mid-May, the focus was on presenting the pre-fall, fall, and winter collections. Severe weather warnings in the northern part of the country forced some stores to close temporarily, affecting appointments and sales activities.
According to Esther, those moments highlight the value of long-term relationships. “Fortunately, we noticed that consumers remain loyal to their favourite boutiques and to the brands they trust.” For her, it confirms that recognisability, quality, and personal relationships continue to make all the difference in today’s fashion market.
Listening drives growth
When reflecting on her career, Esther is not primarily focused on sales targets. Instead, she takes pride in seeing the brand develop through close collaboration with retailers. “What really motivates me is that B Fashion Brands genuinely listens to feedback from both customers and the market.” Those insights are translated into future collections, allowing the brand to continue evolving.
“It is wonderful to see more and more retailers embracing Yest and consumers recognising what the brand stands for.” For Esther, that growth is proof that listening and working together truly pays off.
Looking ahead
Twice a year, B Fashion Brands organises extensive collection presentations to introduce the new season. International agents, retailers, and colleagues come together to discover the latest collections through fashion shows, workshops, and inspiring presentations.
For Esther, however, these events are about much more than showcasing new products. “What makes these gatherings truly special is the warm and family-like atmosphere within the company.” That sense of involvement is reflected not only internally but also in the relationships with retailers. “Every season, it is something I genuinely look forward to.”
With her entrepreneurial background, extensive retail experience, and passion for building lasting relationships, Esther continues to strengthen the connection between Yest and its retail partners. Because in the end, she believes success is not just about creating beautiful collections, but about growing together through trust, collaboration, and genuine commitment.
www.yest.nl
