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Denham to embark on UK expansion

Jeans brand Denham has outlined plans to expand its wholesale and retail business in the UK, starting with the appointment of sales agency Options to distribute it and advise on strategy.

The Amsterdam brand, which has a store in Shoreditch, wants to open up to three stores in key cities, including a larger lagship in the capital. Longer term it will look to open as many as 10 in the UK.

Options, based in Shoreditch, said it will examine the premium label’s pricing - which will remain “affordable” - and changes will be made to product design. Jeans now wholesale at about £55 on average, while the offer ranges up
to £290 for a leather jacket.

Denham has 25 UK stockists, including Harvey Nichols and Liberty. It is seeking 15 to 20 more, emphasising quality over quantity.

Globally, Denham has 12 stores and will open its 13th in Antwerp, Belgium, next month.

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