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Not Your Daughter’s Jeans in UK push

US contemporary denim brand Not Your Daughter’s Jeans (NYDJ) has launched a shop-in-shop concept and a European website to boost sales and stockist numbers.

The short-order brand, which specialises in shapewear jeans, launched in the UK at the beginning of 2007. UK sales rocketed 60% year on year for the autumn 09 selling season.

NYDJ, which has 300 UK stockists including John Lewis and Fenwick, is poised to launch a charm offensive with stockists and start presentations of the new shop-in-shop concept next month.

Christian Lawaczeck, managing director of Genus Fashion, the UK agent for NYDJ, said: “We’ve designed a shopfit that will enhance visibility of the brand. I will launch the idea to stockists next month and expect to have 10 signed up within the next four to eight weeks.”

Lawaczeck added that NJDJ would like to sign an additional

150 UK stockists and would focus

on wholesale expansion in London and other key cities including Birmingham and Manchester.

NYDJ unveiled its Europe-specific website at last month. The site showcases products and information, as well as providing a European stockist search and agent contact facilities.

NYDJ has no immediate plans

for a standalone UK retail presence, but Lawaczeck said concessions were “a definite possibility”.

He added: “Europe is exploding now; we’re doing well in all markets. We’re now selling for spring 10 and I expect to finish this season in extremely positive territory.”

NYDJ is sold in the UK by Genus Fashion. Call 020 7323 6652 for more information.

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