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Nicola Mira
Apr 11, 2017
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Jack & Jones deploys new jeans retail concept in Amsterdam

Translated by
Nicola Mira
Apr 11, 2017

Jack & Jones is going full steam ahead with its new jeans store concept. The Danish menswear brand owned by the Bestseller group opened the first branch in Salzburg, Austria, in October 2016, and another in Tilburg, the Netherlands, in December 2016, and has recently added a third one in Amsterdam.

The denim wall at Jack & Jones' Jeans Intelligence Studio, Amsterdam - DR

The new retail concept, labelled Jeans Intelligence Studio, is deployed in Amsterdam in a 130 m2 store in which a large selection of jeans models plays the starring role. The interiors’ décor has a distinctive industrial vibe, and materials such as wood, metal and concrete predominate.

The store showcases Jack & Jones' high-end line, Royal Denim Division (RDD), featuring jeans made with Italian and Japanese fabrics, as well as a selection of apparel, accessories and footwear from the Premium by Jack & Jones and Jack & Jones Vintage Clothing lines.

Jack & Jones' Jeans Intelligence Studio, Amsterdam - DR

A jeans bar and a jeans wall have pride of place in the Amsterdam store, presenting the entire range of models and cuts as clearly as possible, to make it easier for customers to find the right model and the right fit.

In 2011 Jack & Jones had already introduced dedicated denim corners in its stores, and the new retail concept is the logical extension of the brand's long-term strategy. "Jeans are rooted in Jack & Jones' DNA, they are part of our core range. And over the years our denim expertise has grown immensely, so that unit-wise we currently are the top-selling brand in Europe for men's jeans," said Ciaran Kelly, the brand's Sales Director.

Jack & Jones' Jeans Intelligence Studio concept store, AmsterdamDR

To celebrate the launch of this new store concept, the label has created a jeans model in selvedge denim in a numbered limited edition of 400 pairs, manufactured in Italy and available exclusively at the three Jeans Intelligence Studio stores.

Jack & Jones is planning further replicas of the new retail concept across Europe, the locations depending on the opportunities that arise.

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