ACM warns consumers against UltraCool, which sells SAPPH lingerie products on shopsapph.com
                  

                
                                  






  







  



  
    
              
        
        
      
      
                        
          

Summary

ACM has issued a warning against online store shopsapph.com, which sells lingerie products.
ACM received many reports about late deliveries, failed deliveries, and no refunds.
ACM has issued this warning in order to prevent more consumers from getting harmed.


  

  

    
      
          

      

  


                






        
          

The Netherlands Authority for Consumers and Markets (ACM) is warning consumers against the practices of UltraCool, a company that sells SAPPH lingerie through its online store shopsapph.com. On that website shopsapph.com, SAPPH sells clothing (including underwear), such as bras, briefs, lingerie, and swimwear. Over the past several months, ACM has received hundreds of consumer reports about UltraCool. ACM subsequently launched an investigation. In addition, a judge ruled that UltraCool can no longer use the brand name SAPPH. Therefore, ACM has concluded that there is a reasonable suspicion of a violation committed by the seller. That is why ACM has now issued a warning against this company.
What is this case about?


Reports filed with ACM as well as ACM’s investigation have revealed that the seller presumably delivers products late or not at all, and presumably fails to pay back (or fails to do so on time) consumers that have canceled their purchases within the cooling-off period. Consumers also report that its customer service is difficult to reach, and that it is not clear to them that their orders are considered so-called “pre-orders.”


ACM held several discussions with the company, and gave the company the opportunity to adjust its practices. UltraCool stated that the problems mostly occurred with “older” orders, and initially promised that the problems would have been solved soon. Despite the agreement made earlier regarding the adjustment of its practices, ACM has concluded that the company has failed to comply with that agreement. ACM continues to receive reports about the company. These reports reveal that problems surrounding refunds continue to occur, and that its customer service is difficult to reach.
Use of the SAPPH brand name


UltraCool currently uses the SAPPH brand, even though the District Court of Rotterdam recently ruled that UltraCool is not the rightful owner of the SAPPH brand. As such, this business practice is presumed to be misleading. After all, UltraCool wrongly gives the impression that consumers are purchasing products from SAPPH. For consumers, the product’s brand name is an important element when making a purchase. SAPPH is also a well-known brand.


Since consumers are still able to place orders on UltraCool’s shopsapph.com website, there is a real and immediate risk that more consumers will be harmed. That is why ACM has decided to issue a public warning against this online store.
Filing a report with ACM ConsuWijzer


ACM welcomes reports about UltraCool. Reports can be filed with ACM’s consumer information portal ACM ConsuWijzer.
See also


File a report with ACM ConsuWijzer (in Dutch)

Video | How do you know whether an online store is trustworthy? (in Dutch)

Checklist for safe online shopping | ACM ConsuWijzer (in Dutch)


  

  


    
          
                                          
                                  
                        
                                  
                                
                  

                
          
          
          Publication characteristics
          
                                    
                Publication date
                18-08-2025
              
                      
                                    
                Publication type
                  News

              
                      

                      
              Spokesperson
              
                                    Saskia Bierling

                              
            
          
                                

          
                      

                                    
                Keywords
                  Online consumers,
  Online retailers

              
                      
                                    
                Subjects
                  Consumer protection

ACM Issues Warning Against UltraCool for Misleading Practices

The Netherlands Authority for Consumers and Markets (ACM) has issued a warning against UltraCool, a company selling SAPPH lingerie through its online store, shopsapph.com. This warning follows hundreds of consumer reports detailing issues such as late or failed deliveries and difficulties in obtaining refunds.

ACM's investigation revealed that UltraCool has not complied with previous agreements to rectify these issues, leading to ongoing consumer complaints. The company has also been using the SAPPH brand name despite a court ruling stating it is not the rightful owner, which ACM considers misleading to consumers.

Given the continued ability for consumers to place orders on UltraCool's website, ACM has taken action to prevent further consumer harm by publicly warning against the online store. Consumers are encouraged to report any issues to ACM's consumer information portal, ACM ConsuWijzer.



ACM Issues Warning Against UltraCool for Misleading Practices

The Dutch competition authority, ACM, has warned consumers about UltraCool, an online retailer selling SAPPH lingerie, due to numerous complaints regarding delivery issues and misleading branding.