Dutch denim brand Denham has appointed former G-Star and Replay boss Terry Bates as UK managing director to lead a full-scale offensive on the UK jeans market.
The brand was set up 18 months ago by Jason Denham, who co-founded Dutch denim brand Blue Blood, and has 12 accounts in the UK, including young fashion indie Accent in Leeds and etailer Asos.
Bates aims to increase the number of Denham’s accounts to 150 retailers in the UK and open standalone stores.
Bates told Drapers he will position the brand above Dutch denim giant G-Star – the brand he first introduced to the UK 12 years ago.
Bates said: “Denham is about offering good denim workwear in a contemporary way. I plan to take the brand to the UK’s best retailers.”
He added that long term he was gunning for sales of £25m from the UK market. Denham currently turns over about £6m globally through 300 stockists. Womenswear represents 60% of global sales.
The 130-piece men’s and women’s Denham collection wholesales from £38 to £110 and will offer retailers a 2.6 mark-up in the UK. One young fashion buyer said: “I love the brand, but maybe the pricing is too high for many young fashion indies.”
Bates will also open a 320 sq ft shop-in-shop in Selfridges in London before Christmas and also plans to open a standalone Denham store in the coming months.
The brand will be sold by former Replay sales managers Liam Graham and Lynsey McKenzie, who Bates has hired to head up men’s and women’s sales respectively.
l Blue Blood, the denim brand which Jason Denham co-founded seven years ago with creative director Steve te Pas before leaving the business in December 2007, has been bought by an undisclosed trade buyer. Te Pas said Blue Blood entered a process “similar to the American process of Chapter 11” in October after a failed attempt to secure funding from Hong Kong-based manufacturing giant HTP Group (Drapers, September 5).
Blue Blood’s operations and spring 10 deliveries will be unaffected by the deal, said te Pas.