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Shopwatch: Denham

Denham has chosen Berlin’s trendy new retail concept, The Blue Yard, for its first standalone German store.

Premium jeans label Denham has opened its first German store in Berlin in what it hopes will be the start of a retail roll-out across the country.
Opened during last month’s Bread & Butter, the 1,200 sq ft store is in the heart of the fashionable Mitte district, within The Blue Yard - a new denim destination located behind Bread & Butter organiser Karl-Heinz Müller’s 14oz store.

The Blue Yard opened in January to showcase European, Scandinavian and Japanese denim labels Nudie Jeans, Edwin and Denham, with the latter two initially trading as pop-up stores. The Denham pop-up was open between January and March.

The venue now houses two permanent stores - Denham and Nudie Jeans - with another two - The Real McCoy’s and Edwin - due to open this year. Renovation work, due to be completed in October, will create a courtyard with a cafe and cocktail bar.

Aside from the pop-up, Denham has been sold in Germany from two 14oz stores in the east and west of the city since summer 2009.
Netherlands-based founder and chief executive Jason Denham declines to reveal figures, but says his product has sold well in 14oz because it
resonates with German customers. “Berlin has the same kind of spirit and attitude as Amsterdam [where the brand has three stores], so we’re confident a standalone will do well,” he explains.

The store stocks the full collection, with men’s jeans retailing at between £110 and £550 and women’s at £110 to £450. The team is producing some limited-edition items exclusively for The Blue Yard, including a German-made soap for hand-washing the jeans. Denham’s on-site sewing repair service,
The Denham Service Co, is available, along with a jean washing programme called Denham Quick Wash.

The shopfit was designed in-house and features a mix of concrete, glass, French oak flooring and indigo-dyed blankets from Japan. Dotted throughout are reclaimed materials, including old yard sticks used to build the cash desk and bath tubs that display a selection of items from Denham’s five-pocket range of jeans.

Denham says the store forms part of its wider plans to expand in Germany, which includes looking for a 3,000 sq ft property in Düsseldorf as well as stores in Hamburg, Munich and Stuttgart.

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