Polo Ralph Lauren will unveil its new franchise business model for Denim & Supply Ralph Lauren at the Bread & butter show in Berlin during July 6 to 8.

The brand will show the new spring/summer 2012 men’s and women’s Denim & Supply Ralph Lauren collection in a 180sqm booth that is based on the new store concept. In addition to seeing the physical layout of the stores, potential partners will be presented with marketing and business plans for the franchise, which is a new strategic move for Polo Ralph Lauren in Europe. The company says it will supply its franchisees with marketing and media campaigns, store design, visual merchandising, creative guidelines and training.

Targeting a younger market than the typical Polo customer, Denim & Supply Ralph Lauren is a line of apparel and premium denim with an aesthetic that emphasizes “rugged individualism.” For spring/summer 2012, the men’s offerings are inspired by Baja, California while the women’s are nautical and inspired by Cape Cod.