Europe’s oldest denim brand Lee Cooper has recently announced the strengthening of its licensing partnerships with a new relationship for the German market. The new partner, Beko Jeans & Fashions is a well established and reputable textile business. They aim to establish a strong wholesale and retail business in the German territory when they take over in 2012.

Celebrations took place to mark the re-launch across Germany with a catwalk fashion show at the licensee conference in Berlin in January ahead of the Bread and Butter exhibition. The fashion show also saw the launch of the new Lee Cooper “Body” and Lee Cooper “Beach” collections, comprised of underwear and swimwear for both men and women. These ranges add yet another layer to the lifestyle collections for the denim brand.

Lee Cooper grew significantly over the past twelve months and is now sold in over 90 countries. Double-digit growth figures also continue to be achieved driven by the expansion of retail stores. After recently opening a number of stores in Romania, Turkey and China, retail outlets are planned for Russia early in the New Year. An estimated 1000 stand-alone Lee Cooper Stores is expected by the end of 2012 and is a clear indication of the vast growth and development of the Lee Cooper Brand.

As part of it’s growth plans, Lee Cooper also announced the joint venture partnership with Red Diamond Far East, based in Hong Kong, who will be the manufacturing and sourcing division of the group. Licensees will be able to source products at free-on-board prices from 2012.