Jun 07, 2018 | By Samuel Trotman
Get more Denim insights as a WGSN subscriber
Earlier this month (May 9), Denham hosted the official store opening of their latest retail concept in the famous P.C. Hooftraat shopping district in Amsterdam. Stylesight takes an in-depth look at the store’s presentation as well as what went down at the launch night.
Open to the public this month is Denham’s newest addition to its portfolio of Amsterdam stores, representing the third dedicated retail presentation following the women’s standalone and the HQ location. Opening in line with the brands 5th anniversary, the Hobbemastraat store is the first in the city to showcase the entire Denham offering for both men as well as the new womenswear line led by the new designer Marianne Fay. The store, Denham’s 7th standalone internationally, also introduces a new element to the Denham brand experience including the exclusive Private Wardrobe concept – an invitational shopping experience offering customers access to a selection of limited edition products not presented anywhere else in the world.
The store has been designed by the in-house creative team to match the brand’s distinct design aesthetic and product culture. Like previous stores, a strong customer service element is carried through in the new location including a drop-off for denim alterations and repairs, providing customers access to the nearby Denham Service Co. located under the HQ on Prinsengracht. Other notable design highlights include a ticket office-inspired reception area, bespoke neon signage, as well as all the fundamental brand signatures like tailor scissors and a creative fusion of antique and modern furnishings.
And of course the store opening wouldn’t have been complete without a party to celebrate it all. Last week, on May 23rd, Jason invited down his close friends and family to cut the blue tape of the new location and raise a glass to the brand’s fifth birthday. As well as taking in the new interior and exclusive products, guests were treated to a selection of cocktails by one of Amsterdam’s finest mixologists, as well as Jason’s famous “For Godness Sake” beverages. A scissor sculture was set up in the garden area where guests could sign their names in celebration of Denham’s milestone moment.
For more information on Denham, visit the brand’s webpage where you can see more detailed photos as well as a short video of Jason’s opening speech. Alternatively, if your in Amsterdam, check out the new store located at:
Hobbermastraat 8 1071 ZA Amsterdam
Opening hours: Sun. & Mon., 12pm – 6pm; Tues. – Sat., 10am – 6pm; Thurs., 10am – 8pm
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.