China Hertz Group Buys Holland Denham Control Stake Of High-End Cowboy Brand

In January 17th, China's Trendy Group announced that it had formally signed a share purchase agreement to acquire a controlling stake in Holland Denham Group, the parent company of Holland high end denim brand Denham the Jeanmaker, hereinafter referred to as Denham, and the paction amount has not been disclosed.

According to the official press release, herkey group will acquire all holdings of Amlon Capital of Amsterdam private equity fund in Denham group, and Jason Denham, founder of Denham, still has some equity and will continue to be the chief creative officer of the brand.

In addition, Andre Chen (Chen Jinyu), the senior vice president of Hechi group, will replace Ludo Onnink as the new CEO of Denham group.

Denham is founded by Jason Denham, a British designer obsessed with high quality cowboys. It is headquartered in Amsterdam and has offices in Dusseldorf, Shanghai and Tokyo.

With the spirit of original pioneer, the brand has launched a highly creative and traditional tribute to the men, women and children cowboys.

Born in the UK, Jason Denham was interested in design when he was a teenager. He went to University of Manchester to learn fashion design and business.

After graduation, Jason Denham first won the internship opportunity for the famous British designer Joe Casely-Hayford in 1992, and was hired as a product manager by Spanish cowboy leisure brand Pepe Jeans in 1996, and was soon pferred to Amsterdam.

In 1998, Jason Denham founded a cowboy design consultancy Clinic+, serving LVMH, Kenzo, Levi 's and other famous brands, and founded its first Cowboy brand Blue Blood four years later.

Blue Blood brand was a sensation in Holland at that time, but Jason Denham always wanted to create a brand with her surname, so she founded Denham six years later.

Denham firmly believes that "The Truth is in the Details", the pursuit of excellent design and the ultimate details, its iconic scissors trademark is designed to be the first tailor scissors in Jason Denham career, and it is recognized as a quality symbol in the world.

Each pair of trousers on Denham has this scissors trademark, made of 691 stitches.

All Denham products are made of high quality tannin fabric. The old wash effect is integrated with the essence of contemporary design. While maintaining the essential characteristics of tannin, the three-dimensional effect can be carefully constructed. If the stereoscopic effect of each pair of jeans can not reach 80 processes, it can not be regarded as a qualified product.

In order to better care for jeans, Denham even founded Service&Co, providing life-long repair services to every pair of jeans sold, and making every effort to keep every pair of jeans alive, thus truthfully recording the lives of each owner.

Denham brand is located in the high-end market. Its products have been sold to more than 20 countries in the world through online stores, offline stores and cooperative wholesalers. Brands have opened stores in cities such as Amsterdam, Antwerp, Hamburg, Tokyo, Osaka, Shanghai and Seoul.

As early as March 2017, Denham group announced that it would join the Heji group to set up a joint venture to help Denham brand expand the Chinese market.

Up to now, the joint venture has opened 13 retail boutiques in major Chinese cities, and plans to expand its business in the next few years.

Ludo Onnink said: "Heji group has strong fashion retail background and experience, and has successfully launched famous international brands such as MISS SIXTY and Superdry in the Chinese market in the past few years.

Hkei group has all the relevant experience of Denham group development. This is the most important step of our business development in the past ten years. It is also a foreshadowing for the growth of the next ten years.

Jason Denham also expressed satisfaction with the new owners' cooperation and said that the deal was based on a high degree of tacit agreement between the two sides in previous cooperation.

Chen Jinyu said: "we have seen the huge potential of Denham in the existing market. We will help the brand expand the cowboy business and add more cowboy products to make it the most influential brand in the denim industry."

About Heji group

Heji group began in 1999 and has become a multi brand international fashion group. So far, it has set up nearly 3000 stores in more than 290 cities around the world. Its famous fashion brands include ochirly, Five Plus, COVEN GARDEN, TRENDIANO and Italy SIXTY GROUP's brand MISS SIXTY, Killah, and so on.

In 2013, HKEE group came from Milan, Italy, the world's most authoritative collection of cutting-edge fashion, design, art and food as one of the concept of the temple 10 Corso Como, in China to create a trend of life experience Museum; in 2015, the group and the British SuperGroup Plc group funded, the United Kingdom Chao Superdry introduced into China.

On the private fund Amlon Capital

Amlon Capital was founded by Ludo Onnink and Fred Gehring, covering clothing and accessories for men and women.

Jason Denham and Ludo Onnink have maintained long-term business relationship and personal friendship since the mid 90s.

In 2016, Amlon Capital acquired a majority stake in Denham brand.

After the completion of the acquisition, Ludo Onnink served as CEO of Denham and Fred Gehring as non executive chairman.

It is worth mentioning that Ludo Onnink and Fred Gehring are former executives of the famous American fashion brand Tommy Hilfiger.

In 1996, when two people were senior executives of Pepe Jeans Corporation, a Spanish cowboy leisure brand, under the chance of signing a distribution agreement between Pepe Jeans and Tommy Hilfiger, the two people jointly launched the European Hilfiger Hilfiger business and grew continuously. In 2014, two people served as chief operating officer and chief executive officer of Tommy Hilfiger group respectively.

Amlon Capital has also invested in Karl Lagerfeld brand and children's wear brand Vingino. In 2017, it also co operated with the American Apparel accessories manufacturer and distributor G-III to set up a joint venture for the latter's US fashion brand DKNY and designer brand Donna Karan in China.