The agreement will help Denham safeguard the brand's positioning in the premium denim segment. The first Denham store in China will open in May 2017 in Shanghai Dazhongli, followed by three additional locations this year including Beijing Wangfu Central.
"Our joint venture with Trendy International Group will allow us to expand our business in China, building upon the strong momentum we have already established in regions like Japan and the Netherlands. China is a large and diverse market where we plan to drive significant and strategic long term growth. Trendy International Group has fantastic commercial and distribution experience, and we are confident in their expertise and support as we realise the full potential of our brand," said Ludo Onnink, CEO of Denham Group B.V.
"We are proud to have created a partnership with such esteemed and successful leaders in our industry. Jacky Xu, chairman of the board & CEO of Trendy International Group, is an energetic visionary and a pioneer in our field. We had an instant click and a like-minded vision, both on product and how to take our business model in to the future," said Jason Denham, Chief Creative Officer of Denham Group B.V.
"We have identified an incredible opportunity to expand the value and reach of Denham in China. We believe the brand has huge potential, and we look forward to making this a reality by maximising our well established infrastructure and regional leadership expertise," said Andre Chen, senior vice president of Trendy International Group.
Denham will continue to showcase its collections at Lane Crawford stores in Hong Kong and China.
Founded in 1999, Trendy International Group is an international fashion conglomerate that possesses a rich portfolio of fashion brands and has set up nearly 3,000 boutiques in more than 290 cities worldwide. It is the exclusive licensee of 10 Corso Como in Greater China, and introduced Superdry into China in 2015. (KD)
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