International Women's Day

Retail is a dynamic industry where flexibility, creativity, and perseverance are essential. Our female store managers embody these qualities effortlessly, playing a crucial role in enhancing the visitor experience. We spoke with some of them about their passion for the profession, their challenges, and their motivations. From luxury stores to sports brands and lifestyle boutiques – our female store managers lead their teams with passion and vision. Read their stories and get inspired!

Shelly has been working in Batavia Stad for almost 22 years, with 6.5 years at Armani. With her extensive experience in various stores, she understands the importance of motivating a team and creating a positive work environment. She believes in leadership where everyone feels a sense of ownership and teamwork is at the core.

Marieke started four years ago as a temporary sales associate in Batavia Stad and gradually worked her way up to Boutique Manager. After exploring different career paths, she found her passion in retail and decided to grow within the company. She is still learning every day but feels supported in her role and sees her team as a space where everyone can be themselves and grow together.

Claudia has been working in retail for 32 years, with 15 years at Hunkemöller in Batavia Stad. She started as a store manager and has since used her passion for fashion and customer experience to motivate her team and create a warm shopping atmosphere. For Claudia, good leadership is about listening, teamwork, and fostering a positive work environment.

In collaboration with the Female Initiative Business Academy, we present an exclusive interview by Yeliz Çicek with Stephanie van den Brink, Senior Retail Manager at Batavia Stad, about the Women in Leadership program at VIA Outlets. This program offers female professionals the opportunity to grow in their leadership roles and take their careers to the next level. Read how Stephanie shares her experiences and why this initiative is so important for women within VIA Outlets.

"Behind the success of a woman, there is a tribe of women having her back."

Interview: VIA Outlets Women in Leadership Program

On International Women's Day, I reflect on the strength and influence of women in business. For me, this is not just a day but an entire month of celebration and recognition: Women’s Month. In my own career as an editor-in-chief and speaker, I have experienced the value of women supporting each other, sharing knowledge, and elevating one another. Now, through my platform, FI Business Academy, I help women further develop themselves. That’s why I was excited to hear about the VIA Women in Leadership Program, an initiative that helps female professionals within VIA Outlets enhance their leadership skills. I spoke with Stephanie van den Brink from Batavia Stad Fashion Outlet, a participant in the program, and Naomi Sedney, an experienced consultant and trainer who coaches women in their growth and supports VIA Outlets in establishing the Women in Leadership Program. She is also the founder of The Inclusion Factory.

How did the idea for the VIA Women in Leadership Program come about?

Naomi: The goal of the program is to support women in leadership roles and help them further develop their talents. We want to create an environment where women empower each other rather than see each other as competitors. The program is specifically designed to help women step into their power and provide them with the tools to shape leadership in their own way.

Stephanie: The beauty of this program is that it’s not just about professional growth but also personal development. We learn how to harness our own strengths without feeling the need to conform to a traditional male leadership model.

What does the program entail?

Naomi: It is a tailor-made program, exclusively for women within VIA Outlets. This year, we ran a pilot with twelve participants from different VIA Outlets centers. The program consists of various modules focusing on self-awareness, leadership development, and mutual support.

Stephanie: One of the most important insights for me was realizing that as a woman, I don’t have to mimic masculine energy to be successful. We are learning how to leverage our own intrinsic qualities and support each other. The power of sisterhood plays a huge role in this.

Who is the program designed for?

Naomi: The program primarily targets women in senior management and executive positions. Our goal is to increase the representation of women in top leadership roles within the organization.

Stephanie: The program includes various elements such as workshops, coaching, and networking opportunities. What makes it special is that we stay in touch weekly and support each other. We share our ambitions, successes, and challenges.

Naomi: The program helps women find their voice. Many struggle with imposter syndrome—the feeling that they don’t deserve their success. Through role-playing and exercises, we learn how to speak with confidence and lead without fear of criticism.

What challenges do women often face in leadership roles?

Naomi: A common issue is that women don’t always actively promote themselves. They often think, “If I do good work, I will be recognized.” However, men are much more likely to share their successes. We teach women how to do the same without feeling uncomfortable.

Stephanie: Additionally, showing vulnerability is still seen as a taboo. We are often shaped by certain roles and expectations, but vulnerability is actually a strength. By speaking up and showing courage, we can make a difference. Sisterhood is essential in this—when you are supported by other women, you feel empowered to take steps forward and celebrate them!

What is your ultimate goal for this program?

Stephanie: My dream is for women to stop seeing each other as competitors and start seeing each other as allies. Within VIA Outlets, we have already begun this shift, and I hope this mindset continues to spread. When we set a positive example, others will follow. One quote from Naomi has stuck with me and is so powerful: “Behind the success of a woman, there is a tribe of women having her back.”

Naomi: I hope that, in the long run, we see a shift in the organization—more women in boardrooms and a better balance at all levels of the company.

Shop on International Women's Day, Saturday, March 8, at these women's brands and earn double Fashion Club credit!