In former times, Gronau, a small city in the western part of Germany close to the Netherlands, was known as a destination for the fashion industry. Now the young US premium denim label DL 1961 wants to bring back some of this glamour of the old days to the location by moving their European headquarters to Gronau. In February, the brand has opened its brand new office and a showroom at the location of their logistic partner Nellen & Quack, The Green Line in the heart of Gronau.

“With this step, we want to make use of synergy effects,” explains Ruud Bittink, Sales Director of DL 1961. “As we use the structure and know-how of our long-term partner, we can react and deliver more quickly.” In fact, the denim label that offers comfortable jeans thanks to its cross-wave-technology and its four-way stretch material has a very fast rhythm. There are new styles available every month in several washings. For the US market the label offers 133 different styles, for the European market the brand focuses on 33 styles ranging from skinny styles to jeggings, slim fits, boot cuts and flares. The ten bestselling styles are included in the NOS program. Retailers are able to place an order within the next ten days. “We want to represent good service and a fast rhythm. Retailers can place orders twelve times a year. Our program changes every month,” explains Bittink. Compared to other US premium labels, DL 1961 offers not only new technology to achieve more comfort for tight fits. Additionally, it also offers lower retail prices from €169 to 199 with a calculation of 2.8.

The brand that was founded in 2008 in New York successfully entered the European market in 2009. In addition to the US, DL 1961 is also sold in the Netherlands, the UK, Belgium, France, Scandinavia, France, Italy, Germany, Portugal and Spain. In the US, the label has 250 POS, in Europe around 290-300. Bittink: “We have currently 148 POS in Germany and see potential for around 600. I think it’s realistic to target around 400 POS for DL 1961.” In the US, the label already offers a collection for men and women. In Europe, so far only the women’s line is sold. The men’s collection will follow by the end of 2011.
DL 1961 showroom in Gronau
DL 1961 showroom in Gronau