Denham eyes up UK Expansion

Amsterdam-based denim label Denham has appointed sales agency Options in the UK to advise on its expansion strategy and oversee the distribution of its wholesale and retail business throughout the country.

Denham, founded by Englishman Jason Denham, currently has standalone store located in Shoreditch, but aims to open three additional stores in key cities in the UK, as well as a larger flagship store in the heart of London. Over time the denim-label hopes to open up to 10 stores throughout the UK.

Working together with Denham, Options will examine certain aspects of the label, including its premium pricing which it aims to keep “affordable” for the UK market, and make slight tweaks to the product design to better suit the overseas market.

Denham jeans currently wholesale for an estimated 55 pounds on average, although prices can reach as high as 290 pounds for a leather jacket.

The denim label is also looking to increase its number of stockists in the UK by 15 to 20 more, with Denham currently working with 25 stockists throughout the country, including Liberty London and Harvey Nichols. Denham currently operates 12 stores across the globe and is set to open store number 13 number month in Antwerp, Belgium.