Polo Ralph Lauren is to open stores for its premium denim sub-brand Denim & Supply Ralph Lauren via a franchise model.
Denim & Supply will showcase a franchise store concept to its stockists at trade show Bread & Butter Berlin next month on its 2,000sq ft stand, which will also show off the brand’s spring 12 collection.
The Denim & Supply collection is aimed at 18 to 25-year-olds and was rebranded from the Polo Jeans Co sub-brand in Europe and Asia last November. It comprises 1,000 pieces for men and women, and draws on the brand’s Americana denim heritage and has a boho influence. Retail prices for jeans range from £85 to £185.
Denim & Supply has 30 independent stockists of its womenswear and 60 menswear stockists across Europe and Asia. Within the UK it is stocked by Selfridges, Harrods, House of Fraser and Harvey Nichols, as well as Accent in Leeds, Utter Nutter in Romford, Psyche in Middlesbrough and Dogfish in Norwich. In addition to encouraging stockists to open franchise stores, Denim & Supply is also seeking more wholesale accounts in the UK.
Ralph Lauren said the Denim & Supply store concept would be completely different to its existing shop-in-shops within department stores. A spokeswomen said it would mainly focus on opening stores in high street and shopping mall locations.
Bread & Butter takes place at Tempelhof airport in Berlin from July 6-8.