An illustration of the renewed flagship store
press release 03/08/26
Brothers and entrepreneurs Martijn and Sander Lusink set a new course
Amsterdam, Tuesday 25 August 2026 – Thirty-six years after entrepreneur Oger Lusink became the first luxury menswear store to settle in Amsterdam-Zuid, the Amsterdam family business is writing a new chapter: from formalwear to luxury business casual, and a complete lifestyle experience while shopping. OGÉR has been an iconic menswear company for 36 years, counted among the leading luxury menswear stores in the world. The new generation, CEO Martijn Lusink and Brand Director Sander Lusink, are investing in the future of the OGÉR brand and creating a design icon in the PC Hooftstraat.
This historic moment marks not only the renewal of the iconic flagship store, but also the handover to a new, young generation of entrepreneurs. CEO Martijn Lusink and Brand Director Sander Lusink are building on the foundation of the family business that their father, Oger Lusink, founded in 1990. After Oger Lusink stepped back from the company eight years ago for health reasons, together they are setting the direction for the next phase of OGÉR.
CEO Martijn Lusink: “With this renewed flagship store, we are building on the style and values of our father, while preparing the company for the future. Today's luxury customer is looking not only for a suit, but for a complete lifestyle experience. With this flagship store, we respond to that. After almost six years of renovation, together with Design Studio Linse, we are ready for a new direction.”
After the pandemic came a transformation from formal wear to luxury business casual
Martijn Lusink continues: “For years OGÉR was known mainly for made to measure and luxury suits; since the pandemic the company has developed into a complete destination for luxury menswear. Alongside tailoring, luxury business casual and exclusive collaborations with leading Italian artisan brands play an increasingly important role. In addition, a high-quality store experience with premium service is increasingly central.” Brand Director Sander Lusink adds: “Alongside made-to-measure suits, working from home has further shaped the range into a more luxurious casual collection, with luxurious fabrics and greater comfort. Brands such as Brunello Cucinelli, Mandelli, Marco Pescarolo, Corneliani, Jacob Cohën and Santoni are part of the renewed concept, in which several brand corners have also been integrated. OGÉR has also created limited edition collabs with artisan brands such as fragrance house CREED and bag brand Travelteq. OGÉR also dresses well-known stars, entrepreneurs and politicians, such as NATO chief Mark Rutte, who, as Dutch prime minister at the time, was named the third best-dressed leader in the world by Vanity Fair magazine.”
CEOs of international top brands and Ronald and Frank de Boer at meet and greet during Vogue Downtown 2026
To mark the opening of the renewed concept, OGÉR hosted an exclusive press meet-and-greet evening on Thursday 3 September. Alongside Martijn Lusink and Sander Lusink, CEOs and founders of several international luxury brands sold within OGÉR were present. They rarely give interviews to Dutch media, which made this gathering an exceptional opportunity for exclusive conversations about entrepreneurship and the future of luxury menswear. Former top footballers and brothers Frank and Ronald de Boer cut the opening ribbon in the P.C. Hooftstraat together with the Lusink brothers. Journalists were warmly welcome at the opening. The evening coincided with Vogue Downtown 2026 in the P.C. Hooftstraat. In collaboration with several sponsors, a number of cocktail bars were on hand and the evening was brightened by a surprise act.
From then until now. In 1990, OGÉR cut the ribbon on the very first store in the P.C. Hooftstraat. What began as a family business with a passion for Italian craftsmanship has grown into a trusted address for personal service and top brands.
