NYDJ's shop-in-shop concept
23 Sep. 2010
NOT YOUR DAUGHTER’S JEANS CONQUERS EUROPENot Your Daughter’s Jeans (NYDJ) will open a corner with 20sqm at German retailer Breuninger in Stuttgart. Two years after establishing a European headquarter in Amsterdam and not even one full year after NYDJ’s sales has kicked off in Germany, the label is one of the fastest growing denim brands in Europe. Within the first half of 2010, the company was able to enhance its surplus by about 300%. At the moment, the jeans are sold at 2,000 points of sale in Europe, with around 500 of them being in Germany. NYDJ is available at all premium departments at retailer P&C. “We are very proud to play in the Champions league of German retail,” says Stephan von Kruisselberge, CEO NYDJ Europe.
NYDJ also has further expansion plans: the management board is planning to expand the existing distribution network and the number of showrooms. Up to now, NYDJ already has showrooms in Amsterdam, Berlin, Brussels, Dublin, Düsseldorf, Copenhagen, London, Madrid, Stockholm und Vienna.
Not Your Daughter´s Jeans is a premium denim line from the USA and was especially developed for women with curves. The secret of the success story seems to be the so-called “lift and tuck”-technology, a special shaping effect, which helps women to appear slimmer.
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