Amsterdam-based jeans company Denham the Jeanmaker, plans a sales push in Germany. Denham has already installed a German headquarter and showroom in a former leather factory in Düsseldorf and hired Coen Gehring as their new country manager for Germany. Gehring has previously worked for Tommy Hilfiger for about 16 years and is well experienced in building a brand.
The first step in the expansion strategy is the opening of a 150 sq. meters flagship store in Düsseldorf, on Heinrich-Heine-Allee. The store will be offering men’s and women’s collections and features a coffee bar. Highlights of the concept are a 360 degree mirror for women, hand wash denim service and a repair service. The opening is planned for the end of August.
Parallel to the store expansion Denham will also expand its wholesale business. The company currently supplies 90 premium jeans stores. Starting from Germany, the next step will be the expansion to department stores, flagships and local heroes such as Breuninger, P&C, Kaufhof and others. Coen Gehring: “We will make Denham a global player.” Jason Denham adds: “We are ready for a new strategy and will present us as a company, focusing on shop-in-shops, franchising and marketing support. The first shop-in-shops will be installed in September with Kaufhof Berlin and Oberhausen, Hannover will follow in March.
The company's strategy for the future is focusing on marketing. Denham is not showing in Berlin this season. Fair activities are reduced to individual shows such as Capsule Paris, White in Milan and Revolver in Copenhagen. Starting with Modefabriek Amsterdam, Denham will launch a billboard campaign which shows the jeanmaker’s strong business. Main topics are total look collections including yoga denim for women, active denim for men, chinos and black denim. The website is relaunching next week and shows the world of Denham in English, Dutch and German language.