C&A launches The Denim

By

Bruno Joly

Published
May 7, 2015

Following in the footsteps of the likes of Uniqlo, C&A clearly intends to become a legitimate denim player. The Dutch brand, which appears to be the largest jeans retailer by volume in Europe, does not beat around the bush. It has now created an internal denim division to be added to its women, men, teens and children divisions.

Last fall, the company named You Nguyen, aka Mister You, head of brand Denim. Having formerly served as creative director of Benetton, Nguyen is best known in the denim world for having occupied key design positions at Levi's for 8 years, including that of senior vice president of women’s lines. “At C&A, we are offer the innovativeness and cuts of a genuine denim brand, but at affordable prices," he said at the mention of Uniqlo and Levi's. 

Nguyen is passionate, and C&A seems to agree with him, with sustainable development and democracy at the fore of the company’s model in terms of prices but especially in terms of cuts. "Being democratic means offering products for all women, whether they’re in their 30’s, 40’s, or 50’s - whether they’re fit or pregnant," he said. 

And the teams did some serious work in terms of fits in order to adapt to all body types, or almost all, by offering fashion cuts, from skinny to straight. 

This fall - the first season featuring The Denim range - C&A will offer approximately 200 products for women, including 50 for pregnant women and large sizes, as well as 150 for men. "I started with the adult collections. For children, the first pieces will become available for spring 2016,” he said.  

In terms of numbers, C&A has offered few details. The company has only said that jeans account for 18% of its turnover. In Europe, its turnover is about 6 billion, meaning that the brand’s denim generates over a billion euros on the continent. And bottoms currently represent 95% of the division. "There are opportunities for other products. But in denim, we have to establish ourselves with the 5 pocket first,” said Nguyen.