Denham Group B.V. and Trendy International Group announce Chinese joint venture





Group B.V. and Trendy (China) Fashion Co., Ltd. (which together with

its subsidiaries and affiliates are collectively referred to as “Trendy

International Group” or the “Group”) are pleased to announce they

have entered into a joint venture agreement, to operate and manage

the distribution of the DENHAM brand in greater China — including

Mainland China, Hong Kong, Macau and Taiwan — and drive business

growth in the region.

‘Our joint venture with Trendy International Group will allow us to

expand our business in China, building upon the strong momentum

we’ve already established in regions like Japan and the Netherlands,’

said Ludo Onnink, CEO of DENHAM Group B.V. ‘China is a large and

diverse market where we plan to drive significant and strategic longterm

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.’

The DENHAM China joint venture will oversee the opening of

approximately 40 DENHAM stores in the market by 2020, and

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.

‘We are proud to have created a partnership with such esteemed and

successful leaders in our industry,’ said Jason Denham, Chief Creative

Officer of DENHAM Group B.V. ‘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.’

‘We’ve identified an incredible opportunity to expand the value and

reach of DENHAM in China,’ said Andre Chen, Senior Vice President of

Trendy International Group. ‘We believe the brand has huge potential,

and we look forward to making this a reality by maximising our wellestablished

infrastructure and regional leadership expertise.’

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.


DENHAM was founded in Amsterdam in 2008 by Jason Denham,

an English jeanmaker with an obsession for premium quality

denim. Driven by the pioneering spirit of the original blue jean,

collections for men, women and children are created with a passion

for innovation while honouring tradition. Inspired by the tagline

‘The Truth is in the Details,’ DENHAM obsesses over every detail of

the design process and across every brand touchpoint. Its growing

global network reaches over 20 countries, with stores in Amsterdam,

Antwerp, Hamburg, Tokyo, Osaka and Sydney. It is also available

through top-tier wholesale partners and an online flagship store at DENHAM is based in Amsterdam, with

satellite offices in Düsseldorf, Shanghai and Tokyo.


Founded in 1999, Trendy International Group has grown into 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. Under the umbrella of the Group are

famous fashion brands such as Ochirly, Five Plus, COVEN GARDEN,

TRENDIANO and fashion brands of the Italian house SIXTY GROUP –


In 2013, the Group began to extend its businesses to diversified

lifestyle services and established a trendy lifestyle pavilion in

collaboration with 10 Corso Como, the fashion, design, art and

cuisine complex from Milan, Italy, and the most prestigious one in the

world. Then in 2015, the Group and the British company SuperGroup

Plc pooled capital to introduce Superdry, the world-renowned

metropolitan fashion band, into China.

The Group is committed to achieving the perfect integration of

arts and businesses; establishing a digital sales network and an

omnichannel shopping environment that enables interaction with

consumers; and providing consumers with comprehensive, premium

lifestyle services.


Milou Dooijes, PR Manager


+31 (0) 642327761