The first store was opened by Jan Zeeman [nl] in Alphen aan den Rijn, Netherlands in March 1967.

It was a kind of supermarket for clothes and proved to be quite a success, leading to the opening of more stores.

The distribution centre is still located in Alphen aan den Rijn.

Jan Zeeman retired from the daily management of the company in 1999, which came to be led by former Kijkshop director Paul Schouwenaar.

Schouwenaar left the company in September 2006, to be succeeded by Bart Karis from January 2007.