p> Trendy has acquired a majority stake in Denham. Chinese fashion group Trendy over the years has rolled out well-known international brands in China, including Miss Sixty and Superdry. Launched in 1999, Trendy has grown into an international fashion conglomerate. Its portfolio includes fashion brands like Ochirly, Five Plus, Coven Garden and Trendiano.
Denham is a Dutch company. Founded in 2008, Denham operates in more than 20 countries, with stores in Amsterdam, Antwerp, Hamburg, Tokyo, Osaka, Shanghai and Seoul. The label is also available via wholesale partners and via its own online store. Denham sees many opportunities to grow the business in existing markets but also as the most influential denim player in the future. This will not only be achieved by extending its jeans business, but also by adding product categories.
In March 2017, Denham and Trendy announced a joint venture with the aim of further expansion of the denim brand in China. To date, the joint venture has introduced 16 retail stores in key cities in China and has plans to further grow the business in the coming years as a result of the acquisition. Trendy is taking over majority stake from Amsterdam-based investment firm Amlon Capital.
