Denham joins forces with Trendy International to establish presence in China
The formula was first tested in Japan. Last year, Dutch denim specialist Denham set up a joint-venture company with local group Look Incorporated , planning to open 50 stores in Japan by 2020. The objective is ambitious, and the premium denim label would probably not be able to achieve it single-handedly.
Building on the Japanese experience, the denim label bought last year by the Amlon Capital investment fund owned by Ludo Onnink and Fred Gehring has created a new joint venture for the Chinese market. This time, the label founded in 2008 by Jason Denham has partnered with the Trendy International group.
"China is a huge and hugely diverse market, where we are planning to grow strategically in the long term, said Ludo Onnink. The Trendy International group is amazingly experienced in sales and distribution." The joint-venture company is forecasting some forty store openings by 2020, the first four of which have already been announced, including one on Shanghai's Dazhongli next May, followed by another in Wangfu Central in Beijing. To support its Chinese expansion, Denham has also set up an office in Shanghai.
The Dutch group has chosen a well-established Chinese partner, since Trendy International has reportedly opened 3,000 stores in 290 cities worldwide. The group owns Chinese brands Ochirly and Five Plus, as well as Miss Sixty, Killah and Energie, and has also launched Superdry in China in 2015 and is the licensee for 10 Corso Como in the region.
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