[PRESS RELEASE – Amsterdam, Netherlands, February 18th, 2026]
ICON Amsterdam today announced that it closed 2025 with its strongest financial performance to date, marking a milestone year following a period of internal restructuring and operational realignment. The company also confirmed that it is preparing to explore expansion into the United States in 2026.
According to the company, 2025 revenue reached record levels compared to prior years. Leadership attributes the performance to refined product focus, tighter inventory management, improved departmental accountability, and strengthened coordination between marketing, operations, and product teams.
The milestone follows a period earlier in the decade marked by rapid scaling, rising costs, and internal coordination challenges that affected cash flow and alignment. In response, the company initiated a structured operational review instead of continuing accelerated expansion.
As part of this process, ICON updated its performance tracking systems, clarified departmental responsibilities, and introduced standardized operating procedures to support more consistent execution. According to leadership, the company adjusted its growth strategy to prioritize operational stability and the development of repeatable processes over rapid expansion.
“Growth must be supported by structure,” said Samuel Onuha, Founder of ICON Amsterdam. “The focus over the past two years has been on strengthening the fundamentals of the business.”
In addition to reporting record performance for 2025, ICON confirmed it is evaluating phased entry into the U.S. market in 2026. The company indicated that any expansion would be incremental and aligned with existing operational capacity.
ICON is also preparing for the opening of its first physical retail presence in Amsterdam. While details remain under review, the initiative would represent a transition from a primarily direct-to-consumer model toward a blended retail approach.
Leadership emphasised that the company intends to maintain a measured growth strategy moving forward, prioritising operational discipline and financial sustainability.
Further updates regarding retail development and international expansion are expected to be shared in 2026.
About ICON Amsterdam
Founded in 2018, ICON Amsterdam is a Netherlands-based direct-to-consumer menswear company focused on modern tailoring and stretch-engineered apparel. The company operates primarily online and serves customers across Europe and international markets. ICON emphasises structured operations, product consistency, and disciplined growth strategy.
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