Is The Cowboy Market Still Optimistic? Talking About Buying Denham From Heji Group

In the spring of 2019, the first large-scale acquisition of China's garment circles appeared.

Recently, China's Trendy Group announced that it has formally signed a share purchase agreement to acquire a controlling stake in Denham GroupB.V., a high-end Cowboy brand group in Holland, and the paction amount has not been disclosed.

Heji group will acquire all holdings of Amlon Capital B.V. in Denham Group B.V., JasonDenham founder JasonDenham will continue to hold shares, and will continue to be the chief creative officer of the brand, and hkei group vice president Chen Jinyu Andre Chen will become the new chief executive officer of Denham.

In 2017, Herky group introduced the Cowboy brand Denham to greater China, and began to operate Denham, bringing the fashionable and unforgettable cowboy experience to consumers.

Denham integrates fine tannin cloth and top design details, three-dimensional cutting and excellent comfort, which is well received by all kinds of ingenuity and the love of cowboy fans worldwide.

Since its operation in 2017, Heji has opened 13 stores in Shanghai, Shenzhen, Chengdu, Chongqing and many other places. In September 2018, Denham also officially entered Tmall in Denham.

After 2 years of cooperation, Heji Group intends to hold the acquisition of Denham GroupB.V., a high-end Cowboy brand group. It has become an important step in strengthening HKEE's global high-end denim fashion area, and has created a new milestone for the expansion of Heji international business.

About Denham

Denham, headquartered in Amsterdam, was founded in 2008 by the British cowboy designer JasonDenham. Before that, Jason was already a senior cowboy design consultant. His passion for cowboys drove him to build his Cowboy brand Denham.

Like many British designers, Jason is obsessed with cutting art. He uses scissors as a brand LOGO to express scissors falling and writing.

"Worship tradition, destroy Convention"

Respecting tradition and breaking rules is the creative concept that Denham insists on. Denham has continuously released many high-quality cowboy products that are popular among cowboy fans. It has the ultimate ingenuity and unprecedented comfort. The product range includes men's wear, women's wear, children's wear and accessories. It has been sold in more than 20 countries worldwide, with headquarters in Amsterdam and branches in Tokyo, Shanghai and Du Sell Dov.

HKEE group works deep in the high-end jeans industry.

The holding Denham has become an important step to strengthen HKEE group's global high-end denim fashion area. HKEG and Denham will join forces to expand the market territory of the Cowboy brand.

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

LudoOnnink, the former chief executive of Denham GroupB.V., said: "as a new controlling shareholder who has all the relevant experience in the development of Denham group, Hector's participation will be the most important step in our business growth over the past ten years, and also a foreshadowing for the growth of the next ten years."

"We are very satisfied with the cooperation between the new controlling shareholder and business partner Heji group."

After further cooperation, they continue to hold shares and renew their brand name, said JasonDenham, chief creative officer of Denham.

"After the establishment of the joint venture in 2017, it was also due to the further development of the relationship with Mr. Xu Yu, chairman and CEO of HKEE group board, and a highly coherent and unanimous vision that contributed to the paction."

After holding Denham, Heji group will continue to deepen the high-end denim industry, and the international sales network will extend to more than 20 countries in Denham, including Amsterdam, Antwerp, Hamburg, Tokyo, Osaka and Sydney.

AndreChen, a senior vice president of HKEG group, will also serve as Denham's new CEO. He said: "we have seen the great potential of Denham in the development of the existing market. We will expand the denim business and add more denim categories. It will become the most influential brand in the cowboy category industry." Chen Jinyu

About Heji group

Hertz group (TrendyGroup) started in 1999 and has become a multi brand international fashion operation management group. Up to now, there are nearly 3000 stores under the brand lines.

HKEG owns ochirly, Five Plus, TRENDIANO, COVEN GARDEN and Italy SIXTY GROUP's brand MISSSIXTY, Killah, ENERGIE and so on, as well as the urban fashion brand introduced into China in 2015 with a joint venture with the British group.

Among them, MISSSIXTY is the first fashion cowboy brand designed for women in the past 100 years cowboy history. Under the management of Heji group, Angel series, which combines Angel feathers and wings, has been popular and enthusiastic in fashion circles.

And Hector's endless exploration of tannin's life, in addition to the creation of MISS SIXTY's first global "tannin tide experience Museum", has also opened up the SIXTY FRIENDS global trend integration area, and boldly introduced world-renowned fashion brands including JBRAND, 3X1 and so on to jointly create a collection of tannin boutique.

Scale of Chinese jeans garment market

According to the 2018-2023 year report on the prospects and investment opportunities of China's cowboy garment market released by the China Industrial and Commercial Research Institute,

From 2012 to 2016, China's overall denim ready-made retail market grew steadily.

In the 2012-2016 year, the size of the Chinese cowboy garment market increased from 177 billion 600 million yuan to 250 billion 100 million yuan, the compound annual growth rate was 8.9%, accounting for 8.8% of the global market.

In 2016, the per capita consumption of Chinese cowboy garments was about 8% of that of American jeans.

In China, the mass market occupies the highest proportion in the overall denim garment retail market, reaching 122 billion 100 million US dollars in 2016, accounting for 48.8% of the retail value of China's denim garment retail market.

The retail value of China's high-end jeans market is from 74 billion 500 million yuan in 2012 to 108 billion 600 million yuan in 2016, with a compound annual growth rate of 9.9%.

The retail value of China's luxury denim garment market increased from 13 billion 400 million yuan in 2012 to 19 billion 400 million yuan in 2016, with a compound annual growth rate of 9.7%.

Benefiting from China's sustained economic growth, the overall retail value of the Chinese jeans market is estimated to reach 377 billion yuan, a compound annual growth rate of 8.6% from 2016 to 2021.

The increasing brand awareness of consumers has further promoted the development of high-end jeans garment retail market.

In 2021, the retail value of the global high-end jeans market is expected to reach US $250 billion 500 million.

The rising global demand for high-end jeans is expected to raise the demand for quality denim, thus providing good opportunities for Chinese denim manufacturers.