Amsterdam, The Netherlands – Trendy (China) Group Co., Ltd. (which together with its subsidiaries and affiliates are collectively referred to as “Trendy Group”) has entered into share purchase agreement to acquire majority equity interest in Denham Group B.V. (“Denham Group”, the parent company of Denham the Jeanmaker B.V. and the joint-venture partner of both Denham Japan Inc. and Shanghai Trendy Denham Commercial Co., Ltd.).

Pursuant to the share purchase agreement, Trendy Group will acquire all shares held by Amlon Capital B.V. in Denham Group. Jason Denham remains as a shareholder of Denham Group and will stay in his position as Chief Creative Officer after closing of the acquisition.

In March 2017 Denham Group and Trendy Group started a joint venture in China to build the brand.  Until January 2019 the joint venture has opened 16 retail stores in key cities in China and has plans to grow the business much larger in the coming years.

‘Trendy Group is a strong retail company with its roots in China and over the years it has successfully rolled out well-known international brands including Miss Sixty and Superdry in China’ said Ludo Onnink, departing CEO of Denham Group.  ‘With Trendy Group as a new major shareholder with all the relevant experience needed for our group, this will be a major step for our 10-year old business, embarking for the next decade of growth’.

‘We are very pleased with Trendy Group as our new major shareholder and partner in the business,’ said Jason Denham, Chief Creative Officer of Denham Group. ‘After the start of our joint venture in 2017 our relationship with Jacky Xu, Chairman of the Board of Trendy Group, further intensified and led to the current transaction’.

‘We see many opportunities to grow the Denham business in the existing markets but also as the most influential denim player in the future’, said Andre Chen, the new CEO of Denham Group.  ‘This will not only be achieved by extending our jeans business, but also by adding additional product categories’.


DENHAM was founded in Amsterdam in 2008 by Jason Denham, an English jeanmaker with an obsession for premium quality denim. Driven by the pioneering spirit of the original blue jean, collections for men, women and children are created with a passion for innovation while honouring tradition. Inspired by the tagline ‘The Truth is in the Details,’ DENHAM obsesses over every detail of the design process and across every brand touchpoint. Its growing global network reaches over 20 countries, with stores in Amsterdam, Antwerp, Hamburg, Tokyo, Osaka, Shanghai and Seoul. It is also available through top-tier wholesale partners and an online flagship store at DENHAM is based in Amsterdam, with satellite offices in Düsseldorf, Shanghai and Tokyo.


Founded in 1999, Trendy Group has grown into an international fashion conglomerate which possesses a rich portfolio of fashion brands and has set up nearly 3,000 boutiques in more than 290 cities worldwide. Under the umbrella of Trendy Group are famous fashion brands such as ochirly, Five Plus, COVEN GARDEN, TRENDIANO and fashion brands of the Italian house SIXTY GROUP – MISS SIXTY, Killah and ENERGIE.

In 2015, Trendy Group and the British company Superdry Plc pooled capital to introduce Superdry, the world-renowned metropolitan fashion band, into China. Trendy Group is committed to achieving the perfect integration of arts and businesses; establishing a digital sales network and an omnichannel shopping environment that enables interaction with consumers; and providing consumers with comprehensive, premium lifestyle services.


Amlon is a private investment vehicle, with offices in Amsterdam and London, which invests in apparel and accessory brands and has stakes in Karl Lagerfeld, Denham the jeanmaker, DKNY China and kids wear brand Vingino.

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