The American denim brand popular with millennial shoppers Madewell recorded 22 per cent rise in same-store sales in fourth quarter. Madewell is a casual wear brand belonging to J Crew. The brand opened four new stores in the US this year and is planning about six more by February 2020. As of now, there are about 130 stores. The brand’s focus has always been on denim. The difference is that it’s starting to look at some new formats as it starts to open stores in markets where there may already be a Madewell store. The new formats may mean ones that go all-in on jeans, part of an effort to stay nimble and relevant as the traditional mall-based retail sector remains under siege. Jeans focus will be on full display at Madewell’s new retail concept, Denim Edit, slated to open soon. The 2,800 sq ft store that houses Madewell’s largest assortment of denim has a spot for customers to get their jeans embroidered and clothing tailored.
The focal point on denim comes at a watershed moment for the jeans industry, which is showing early signs of coming back after years of market share loss to yoga pants. The jeans category in the US has risen in 2018 after four straight years of decline.