OGÉR Amsterdam: a new generation and a reinvented flagship on P.C. Hooftstraat

OGÉR JournalPortrait8 min read

On the evening of Thursday 3 September 2026, Frank and Ronald de Boer cut the ribbon at P.C. Hooftstraat 75-81 together with the brothers Martijn and Sander Lusink. Two brothers opening the door for two brothers. Thirty-six years after Oger Lusink arrived in Amsterdam-Zuid in 1990 as its first luxury menswear store, OGÉR presented not only a renewed flagship store that evening, but also the generation that now leads the family business.

I. OGÉR Amsterdam: thirty-six years of a family business on P.C. Hooftstraat

The story of OGÉR begins in Amsterdam. In 1990, Oger Lusink set up in Amsterdam-Zuid as the first luxury menswear store in that part of the city. That first store became the starting point of a family business that today counts four OGÉR stores, in Amsterdam, Rotterdam, The Hague and Antwerp, with 95 employees in total.

The assortment spans high-end menswear from more than fifty brands, mainly from Italy, ranging from luxury casual to made-to-measure. The company names craftsmanship, quality and excellent service as its core values. In Amsterdam, all of this comes together at one address: P.C. Hooftstraat 75-81. OGÉR occupies four buildings there, but it is one store. It is this flagship that OGÉR has now reinvented, at the very moment the company itself passes to a new generation.

II. The new generation: Martijn and Sander Lusink at the helm

Behind the reopening lies a handover. Eight years ago, Oger Lusink stepped back from the company for health reasons. Since then, his sons have jointly steered the next phase of OGÉR: Martijn Lusink as CEO, Sander Lusink as Brand Director. They are building on the foundation their father laid in 1990, and investing in the future of the brand.

That balance between heritage and renewal is the thread running through the project. Martijn Lusink puts it plainly.

“With this renewed flagship store, we are building on the style and values of our father, while preparing the company for the future.”

Martijn Lusink, CEO OGÉR

What that future demands, he sums up in two sentences: “Today’s luxury customer is looking not only for a suit, but also for a complete lifestyle experience. With this flagship store, we are responding to that.” It is a business analysis, and it explains why the new store is more than a refreshed shop.

III. Reopening during Vogue Downtown 2026 on P.C. Hooftstraat

The reopening on Thursday 3 September 2026 coincided with Vogue Downtown 2026 on P.C. Hooftstraat. Former professional footballers and brothers Frank and Ronald de Boer cut the opening ribbon together with the Lusink brothers. Among the guests were CEOs and founders of international luxury brands sold at OGÉR.

The evening was preceded by a long renovation, carried out together with Design Studio Linse. “After almost six years of renovation, together with Design Studio Linse, we are ready for a new course,” said Martijn Lusink.

IV. The new concept: luxury menswear in Amsterdam, in two styles

The renewed flagship is built around a clear layout. The new OGÉR Amsterdam concept is divided into two styles: the business casual section on the right, and a luxury casual style with fully handmade brands on the left. Two sides of the contemporary men’s wardrobe each have their own place within the same store.

The concept also integrates several brand corners: spaces in which a brand presents itself in its own context within the store. Brand Director Sander Lusink names the houses that carry the new OGÉR Amsterdam.

“Brands such as Brunello Cucinelli, Mandelli, Marco Pescarolo, Corneliani, Jacob Cohën and Santoni are part of the renewed concept […].”

Sander Lusink, Brand Director OGÉR

You can also explore these brands online, for example in the collections of Brunello Cucinelli, Jacob Cohën and Santoni. In addition, OGÉR has created limited edition collaborations with artisanal brands: with the perfume house Creed and with the bag brand Travelteq. They follow the same idea: a collection that reaches beyond the suit alone.

V. From formalwear to luxury business casual: tailoring remains the foundation

The renovation follows a shift OGÉR has made in the years since the pandemic: from formalwear to luxury business casual, and towards a complete lifestyle experience with premium service. Martijn Lusink describes this development as a broadening of the brand.

“Where OGÉR was for years known above all for made-to-measure and luxury suits, in recent years since the pandemic the company has developed into a complete destination for luxury menswear.”

Martijn Lusink, CEO OGÉR

Alongside tailoring, he says, “luxury business casual and exclusive collaborations with Italian artisanal top brands play an increasingly important role”. “A high-quality retail experience with premium service” is also increasingly central. Sander Lusink explains the shift through the way men have come to work: “Alongside the made-to-measure suits, working from home has led the assortment to develop further into a more luxurious casual collection, with luxurious fabrics and greater comfort.”

The suit does not disappear. Made-to-measure remains the foundation of OGÉR, as it has been for more than thirty years. The company makes suits, jackets and shirts to measure, in the finest Italian fabrics, with a choice of buttons, construction and details, delivered within six weeks. You can book an appointment via made-to-measure at OGÉR, where you choose the location, date, time and Personal Advisor.

VI. Four OGÉR stores, 95 employees and an international network

The Amsterdam flagship is the first of four OGÉR stores. The other three are in Rotterdam (Kruiskade), The Hague and Antwerp (Lange Gasthuisstraat). In addition, the Loro Piana store in Amsterdam is part of OGÉR. Beyond its stores, OGÉR has a corporate clothing division that dresses football clubs, hotels, restaurants and large IT companies, among others.

Internationally, the family business is anchored in two networks. In 2013, OGÉR was inaugurated as an honorary member of the Fondazione Altagamma, the Italian design heritage institute, together with Harrods London. OGÉR is also a member of the International Menswear Group, an association of multi-brand family businesses from around the world.

VII. The edit: the brands of the new concept

From the Fall Winter 26 collection, we selected six pieces from the brands that have a place in the new concept: a wool and cotton blazer by Mandelli, a bomber jacket in wool, cashmere and silk by Marco Pescarolo, a zip-up cardigan in cotton and virgin wool by Corneliani, a corduroy cotton overshirt by Jacob Cohën, a virgin wool body warmer with teddy lining by Brunello Cucinelli, and the Detroit leather loafers by Santoni.

The edit · Fall Winter 26

View the collection

MandelliWool and cotton blazer Marco PescaroloCashmere silk wool bomber jacket CornelianiCotton and virgin wool zip-up cardigan Jacob CohënCorduroy cotton overshirt Brunello CucinelliVirgin wool body warmer with teddy lining SantoniDetroit leather loafers

The story of OGÉR is now told by the second generation, in the city where it began in 1990. You are welcome at P.C. Hooftstraat 75-81; you will find the address and current information on the Store Amsterdam page, and the other stores in our store overview. Read more about the family behind the brand on About us.

Written by the OGÉR Editor in Chief · Quotes from the OGÉR press release of 25 August 2026, translated from the Dutch