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Denham brings concept store format to east London

Premium Dutch denim brand Denham has signed the lease on a standalone store in London’s Shoreditch - its first in the UK and only its third worldwide.

The 2,000 sq ft store at 32 Charlotte Road will be built in the same mould as Denham’s Amsterdam and Tokyo concept stores, under the House of Denham name.

The ground floor will be devoted to retail and the remaining three floors will be given over to back office functions, women’s wholesale and men’s wholesale operations respectively.

The brand, which has 64 UK stockists, was launched in mid-2008 by Jason Denham and is on course to turn over about £1.5m in the UK this year. It will also break even or make a small profit, according to former G-Star and Replay boss Terry Bates, who joined the company as UK managing director at the end of last year.

Bates told Drapers the new store would primarily be a marketing tool. “The location is great and we will put the cream of our product in there. It doesn’t have to be very commercial. We don’t expect to open any more - we are 99% a wholesale company - but it is a great tool to inspire our retailers,” he said.

The London House of Denham will open its doors on October 15 and will offer an on-site tailoring service and a pick-and-mix service of styles, fabrics and finishes. Tailored product will retail for about 40% more than Denham’s mainline.

Denham will use the store to push its women’s UK wholesale business. Womenswear accounts for 20% of Denham’s turnover in the UK, compared with 60% in the Netherlands, and the brand aims to grow this to 40% in the UK.

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