In the 60’s, their daughters made their entries into the family company. Madeleine and Henriette decided to expand and amplify the business model: besides carrying various names in fashion, Pauw becomes a concept that also offers avant-garde labels. The sisters saw potential in - until then - relatively unknown labels from Paris, London and Milan. As it happens, they became one of the first to introduce Comme des Garçons, Kenzo and Dries van Noten to The Netherlands.
During the 80’s, Pauw keeps expanding; in 1983 the first Pauw Mannen store is opened. Over the course of years, the independently owned Pauw Amsterdam acquires a prominent place in the Pauw stores. At the same time, Pauw stays loyal to her multi-brand origins by carrying a wide array of various exclusive labels.
With the new millennium comes an era of international expansion led by Christiaan Klein Pauw, son of Madeleine: showrooms are opened in Amsterdam, Paris and Munich. Pauw becomes an international brand, and is officially recognised as Pauw Amsterdam. In 2006 Pauw is also introduced in North America: the collections are presented in establishments of the prestigious Saks Fifth Avenue in New York, Beverly Hills and San Francisco. In 2012 the first Pauw Amsterdam shop-in-shop is opened in Saks Fifth Avenue New York.