Dutch premium denim brand Blue Blood has realigned its business.

Owner and creative director Steve te Pas set up a new business called Blue Blood International two weeks ago together with Joseph Sfez and Martine Mang, who are operating the Hong Kong and Los Angeles locations of the HTP Group.

As a result, the brand’s headquarters will move from Amsterdam to New York this year, with the US east coast acting as the new location for the design department. Furthermore, te Pas, who remains creative director of Blue Blood International, will move to New York.

As te Pas explains: “Blue Blood has a good image, good product and good people. But we want to target more audiences. For this we also need new pricing. People want more value for money. With HTP Group we can provide more commercial retail prices of 40 % less.”

In the future retail prices for denim will range from €120 to €160 compared to €200 to €300 as in the past.

The pricing will also stick as production will move to Hong Kong where HTP operates its own factories. In the future, about 90% of the collection will be made in China and 10% will be made in Italy and Japan. Blue Blood, however, will remain a luxury brand. Te Pas adds: “We are still working with the best quality, but using synergy effects in production.”

In addition to better pricing, the new partnership also enables Blue Blood to react faster to current trends. “Delivery will be much faster and better as we can react quite close to the market,” te Pas says.

Under the roof of the new company that has the license for Blue Blood trademark, the brand will be distributed by different partners worldwide. The former headquarters in Amsterdam will remain the distribution center for Northern Europe and also host the retail department as Blue Blood plans its European rollout for next year.

Currently the label has five stores in Holland and one in Capetown. Three more should open in 2009 in the Netherlands.

—Melanie Gropler