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Exclusive: Denham hunts for two stores in UK push

Premium jeans brand Denham is set to expand in the UK next year via both retail and wholesale.

Denham has five stores around the world but plans to open a further four next year – including two in the UK – with founder Jason Denham saying its retail arm was doing “phenomenally well”.

The brand, which has one UK store, in Shoreditch, east London, is on the hunt for locations between 1,076 sq ft and 2,152 sq ft.

“We are looking for a new location in west London and we are looking for something in the north of England,” explained Denham.

He also plans to up the wholesale distribution. “We have 50 accounts in the UK, which is great, but we’d like to take on another 20 to 30 for autumn 13,” he told Drapers.

The brand will show at menswear exhibition Jacket Required next year and will showcase its women’s range at the Scoop event.

The UK expansion comes on the back of a brand repositioning in the UK to align it with the premium price point.

As a result, it will no longer be stocked in House of Fraser but has moved into upscale department stores Harvey Nichols and Selfridges and premium indies such as Black White Denim in Wilmslow and Sarah Coggles in York.

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