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Denham inks joint venture deal for China distribution

Amsterdam-based jeans maker Denham has agreed a joint venture with Hong Kong-based retail group Trendy International to distribute the brand in Greater China.

Trendy International will distribute Denham in mainland China, Hong Kong, Macau and Taiwan.

Around 40 Denham stores will open in the region by 2020. Four will open this year, starting with a store in Shanghai in May.

LVMH-backed Trendy International signed a similar deal in 2015 to operate Superdry’s stores in China.


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