In 1976, record producers, Hans van Hemert and Piet Souer (assisted by manager Han Meijer), twenty years before the Spice Girls phenomenon, decided to form a girl group, inspired by the German disco trio Silver Convention.
In 1979, Luv' were "Holland's best export act" and thus received the "Conamus Export Prize". Luv' sold more than seven million records worldwide (singles and albums). Among their greatest hits were: U.O.Me (1978), You're the Greatest Lover (1978), Trojan Horse (1978), Casanova (1979) and Ooh, Yes I Do (1979).
In 1980, Patty Brard was replaced by Ria Thielsch. In early March 1981, Luv' disbanded for the first time. The female pop trio went through line-up changes and the original singers reunited several times.
In March 2016, Marga Scheide, José Hoebee and Ria Thielsch decided to relaunch Luv'. In July 2017, the ladies celebrated their 40th anniversary. On January 4th, 2019, the group announced another line-up change in Dutch newspaper De Telegraaf: media personality Chimène van Oosterhout replaced Ria Thielsch. Currently, the Luv' singers tour the nostalgia circuit through the Netherlands and Flanders (Belgium).